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 Beer, Wine, Liquor
Not So Crafty: Beers Flatten Out

By Mike Beirne and Eric Newman

Beer came back last year. But distillers and vintners aren't reaching for the white flag by any means. The spirits and wine categories grabbed more market share for the sixth straight year. With the peak selling season between the Memorial and Labor Day holidays, the market should provide a better read on whether the tough economy is scaring drinkers from trading up to more expensive brews.
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Top Brands by Category:
  Brand/Parent Company Lead Agency/Location Total Sales (barrels) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  BEER
  1. Bud Light / Anheuser-Busch DDB / Chicago; Goodby, SF 42 176.60 6.47 76 5.84 54.3  
  2. Budweiser / Anheuser-Busch DDB / Cannonball, St. Louis 24.6 99 6.6 82 5.73 55.0  
  3. Miller Lite / SABMiller Bartle Bogle Hegarty / New York, NY 18.4 140 5.79 75 4.59 43.6  
  4. Coors Lt / MolsonCoors Draftfcb / Chicago, IL 17.4 157.3 6.15 78 4.8 45.9  
  5. Natural Light / Anheuser-Busch Switch/Cannonball / St. Louis, MO 9.1 0.3 5.62 36 4.25 40.2  
  6. Corona Extra / Crown Cramer-Krasselt / Chicago, IL 8.4 60.3 6.78 55 5.73 54.4  
  7. Busch Light / Anheuser-Busch DOB / Chicago, IL 6.1 2.9 5.93 58 4.03 41.2  
  8. Busch / Anheuser-Busch DOB / Chicago, IL 6 2.2 5.56 56 4.05 40.0  
  9. Heineken Wieden + Kennedy / Portland, OR 5.2 74.8 7.15 65 5.77 56  
  10. Miller High Life / SABMiller Saatchi & Saatchi / New York, NY 5 23.5 5.91 66 4.15 40.8  
  Brand/Parent Company Lead Agency/Location Total Sales (cases) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  WINE
  1. Franzia / The Wine Group In-house 22.5 N/A 6.24 26 6.19 53  
  2. Carlo Rossi / E&J Gallo Cole & Weber United / Seattle, WA 10.8 N/A 6.51 38 5.85 53.6  
  3. Yellow Tail / WJ Deutsch Cramer-Krasselt / New York, NY 8.5 5.90 7.05 27 7.22 61.8  
  4. Sutter Home / N/A DentsuNext / Brea, CA 8.2 0.40 6.28 40 6.06 52.8  
  5. Gallo Livingston Cellars / N/A Cole & Weber United / Seattle, WA 7.4 0.10 7.34 14 6.24 58.2  
  Brand/Parent Company Lead Agency/Location Total Sales (cases) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  MALTERNATIVES
  1. Smirnoff Ice / Diageo JWT / New York, NY 20 8.50 6.53 41 5.56 51  
  2. Mike’s Hard Lemonade / Diageo Amalgamated / New York, NY 10.8 4.80 6.51 44 5.65 51.7  
  3. Bartles & Jaymes Coolers The Strategic Group / New York, NY 7.5 0.0 6.32 41 5.09 48.8  
  4. Sparks / SAB Miller In-house 6 3.40 6.02 6 4.96 45  
  5. Bacardi Silver davidandgoliath / Los Angeles, CA , SF 5.6 3.00 7.2 51 6.1 56.3  
  Brand/Parent Company Lead Agency/Location Total Sales (cases) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  LIQUOR
  1. Smirnoff / Diageo JWT / New York, NY 9.3 10.00 7.16 68 6.1 56.2  
  2. Bacardi / Bacardi-Martini Young & Rubicam / New York, NY 9.2 29.3 7.43 70 6.14 58.5  
  3. Captain Morgan / Diageo Grey / New York, NY 6 18.8 7.1 53 6.45 59.8  
  4. Absolut / Pernod Ricard TBWA\Chiat\Day / New York, NY 5 22.8 7.03 59 6.24 56.4  
  5. Jack Daniel’s / Brown-Forman Arnold / Boston, BA 4.7 20.2 7.15 69 5.41 51.4  
  6. Crown Royal / Diageo Grey / New York, NY 4.2 13.2 7.6 54 5.91 58.3  
  7. Jose Cuervo / Diageo Arnell / New York, NY 3.9 16.2 7.38 52 6.6 60.5  
  8. E&J / E&J Gallo In-house 3.7 0.04 5.63 21 4.38 41.9  
  9. Jim Beam / Fortune Brands Energy BBDO / Chicago, IL 3.3 5.5 6.6 57 5.14 49.3  
  10. Grey Goose / Bacardi Sugartown / New York, NY 3.3 19.8 6.97 42 6.55 58.9  
PREV CATEGORY NEXT CATEGORY Sources, Beer: Beer Marketer's Insights, West Nyack, N.Y. (sales in millions of barrels)/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)
Sources, Wine Malternatives, Liquor: Impact, New York (sales in millions of cases)/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)
Bartles & James Coolers: Bartles & James/E & J Gallo

Retail: Best Buy is a leading mobile-phone retailer—isn't that enough? Apparently not. Last month, the big-box retailer acquired 50% of The Carphone Warehouse, which has 2,400 stores in nine European countries. The cost: $2.1 billion.
Travel: Airlines ranked last in customer satisfaction in a recent consumer survey. Combine that with the challenge of rising fuel prices and airline marketers face big challenges in 2008.
Beer, Wine & Liquor: Yellow Tail spent about $13 million on its "Tails you win" campaign. The effort helped grow the brand by yet another million cases in 2007. Having already made wine more approachable, the Australian import has now entered the sparkling wine segment.

The Top Marketing Strategy Initiatives in the Liquor Category

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