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where the American super-premium craft beers come into play.
"Coors and Budweiser have not shown the same growth as European
beers. The growth has come in super-premium American beers," he said.
But David Paton, national sales manager for Craft Revolution, says there
is a growing trend towards American-style beers in Australia.
"We are always looking for new releases and labels to add to our
portfolio," he said. "We have just received the James E. Pepper Brown
Ale which has been aged in rye whiskey barrels. This is only available in
very small releases each year so we are very excited to have obtained an
allocation from the brewery.
"We keep our POS and merchandise offerings as simple as possible
however with the launch of Kona kegs in the coming weeks we are very
excited to have some neon lights and beautiful wooden surf boards
coming in with the first container."
He said America has been a market leader in craft beer for more than
20 years with many American breweries considered forefathers of the
international craft industry.
"Because of this I feel there is a real gravitation and respect towards
the American beers which are being brought into Australia," Paton said.
Among the American mainstream beers Coors, distributed by CCA as
part of the Molson Coors portfolio, is seemingly making inroads after
being introduced 18 months ago.
"The brand has achieved steady growth across all three formats,
draught, stubbies and cans, with each finding and creating its own market
-- for example Coors cans have established a great laneway in small
bars," Molson Coors brand ambassador Marcus Kellett said.
"Coors is all about ice cold refreshment, which is called out in its
positioning as 'The World's Most Refreshing Beer'.
"Its other selling points are that it's a low-carb beer (referred to in its
native US market as Coors Light), as is its brand credibility as one of the
top 10 global beer brands.
"Plus the beer itself is surprising peoples' perception of an American
lager. These factors combined have helped the brand really establish
some momentum, its growth actually means that in some areas, we're
struggling to keep up with demand."
Kellett said 18 to 30-year-olds (mainly males) are the main target
area for those looking to trade up from premium mainstream into
"Shoppers are moving into more premium/international beers in general
this year. While they are moving into American beer too (growing at +14
per cent), it doesn't warrant as much attention as say European beer (+16
per cent), Mexican beer (+33 per cent), Asian beers (+40 per cent), and
obviously craft beer (+52 per cent). Where American beers do deserve
attention is during the Superbowl where they grow by +15 per cent."
Research from business consulting data analysts Summit Insights, for the
Liquor Legends group, shows an increase in demand for American beer.
Vaughan Peters, national trade manager Hotel & Tourism
Management Pty Ltd, said Liquor Legends sells just over 13,000 bottles/
cans of American beer per week.
"American Beer accounts for 12 per cent of the premium/international
beer segment, or two per cent of all beers sold, and the American Beer
segment is worth $1.5 million a year to Liquor Legends," he said.
"Liquor Legends' shoppers are buying more premium/international beer
in general -- while American beer is outperforming Australian beer (up five
per cent). Miller is the largest American beer in Liquor Legends at 71 per
cent of the segment, with Budweiser number two, and Coors number three.
"Even when compared to all beer, American beers are particularly
strong around entertaining/party missions, selling best on Saturday nights.
American beer drinkers are younger and more likely to be female."
He said that the NFL Superbowl (in January) is a major event for
American beer drinkers, where Australian sales grow by 15 per cent.
"We consider information such as this while planning advertising
campaigns around key events, like the Superbowl, NBA playoffs and 4
July and include the upsell strategy with other beers (namely craft), cider,
and tequila," he said.
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