Today’s infographic is the ^ Bootstrapper’s Guide to Craft Beer Marketing, created by Craig Tommola of 36 Squares, although I found it on Pinterest where a Marta S M claimed its authorship. Whoever made it, it’s an interesting look at brand marketing.
If you saw my post from this morning about Beer Sales Dropping. The original story mentioned nine brands that have, according to Beer Marketer’s Insights, “declined by more than 25% over the past five years.” 24/7 Wall St. listed the Nine Beers Americans No Longer Drink. They are:
- 9. Labatt Blue — Sales loss (2007-2012): 28.3%
- 8. Budweiser — Sales loss (2007-2012): 28.8%
- 7. Heineken Premium Light — Sales loss (2007-2012): 36.7%
- 6. Milwaukee’s Best Light — Sales loss (2007-2012): 39.7%
- 5. Old Milwaukee — Sales loss (2007-2012): 54.0%
- 4. Miller Genuine Draft — Sales loss (2007-2012): 56.4%
- 3. Milwaukee’s Best Premium — Sales loss (2007-2012): 58.5%
- 2. Budweiser Select — Sales loss (2007-2012): 61.5%
- 1. Michelob Light — Sales loss (2007-2012): 69.6%
While I don’t normally get my news from AOL (although to be fair it was on the NASDAQ website), this short video “Presented by: The Aol. On Network,” has some interesting factoids contained within it, and begins with the standard line. “Beer is not selling the way it used to. U.S. sales of the beverage declined in four of the past five years. Between 2007 and 2012, beer sales fell by 2.3%, or more than 4.8 million barrels.” More interesting was that sales of the top nine brands have “declined by more than 25% over the past five years,” and that’s according to Beer Marketer’s Insights.
Today’s infographic is local to me, and concerns my home county of Sonoma. Entitled Sonoma County Gets Crafty With Beer, it shows how Sonoma has been growing lately in terms of the number of breweries and their overall production. Even though the infographic was created in 2013, two more have actually opened and we now have 20 breweries within our borders. I recently sat on a panel discussion at the Sonoma County Beer, Cider & Spirits Conference, which was put on by the county’s economic development board. We certainly live in a great place for beer.
Today’s Black Friday infographic, which for the start of the traditional holiday shopping season, is a “Holiday Gift Guide For Craft Beer Lovers” brought to you by Lets Pour, an online beverage retailer. All of the items on the gift guide are stocked by them. So instead of braving the absurd crowds today you can do all of your holiday beer shopping from the comfort of your home, with a beer in your hand.
Today’s infographic is yet another pair of slides from a Powerpoint presentation on the Beer Industry by Christian Adeler and Jon Bjornstad in 2011. The first shows that worldwide, the beer industry is dominated by four global conglomerates, ABI, Heineken, SABMiller and Carlsberg.
The second slide shows the market share for each of the four companies in the major regions of the world.
Today’s infographic is titled “Marketing & Advertising,” but it’s really all about shelf placement and the fight for prime real estate on store shelves. It was also created for a Powerpoint presentation on the Beer Industry by Christian Adeler and Jon Bjornstad in 2011. In my experience, craft brewers do pay attention to this, especially the regional brewers, but the big boys have honed it down to a fine science, and use computer software to maximize their efforts.