Page 35 - July Hawaii Beverage Guide

N
by the numbers
2016 IWSR StatS OffeR SnapShOt Of ShIftIng COnSumptIOn
BEER’S
LOOKIN’
AT YA!
Recent research by Nielsen suggests that packaging is particularly important to craft beer.
70% of craft beer buyers make their purchasing decisions at the
shelf rather than in advance. And the visual cues at this juncture are paramount:
66% of the consumers surveyed
for Nielsen’s Craft Beer Category
Design Unit said that they are
either “very” or “extremely”
likely to buy a craft
beer based on its
packaging or label.
Information about where the beer was made came in a distant second in terms of swaying purchase decision.
the BIg pICtuRe
VInO On the RISe.
Consumption of beer, cider and mixed dri- nks was down modestly last year in the U.S., and lower-priced brands faced a tougher time with consumers, according to IWSR's 2016 U.S. Beverage Alcohol Review. Total beverage alcohol consumption in 2016 was
Wine volumes on an absolute basis grew
È>1% by volume but is expected to grow again starting in 2018, reaching a compound annual growth rate
Ç1.1% last year
IWSR credited “the strength of premium- and-above” wines, most notably Pinot Noir, Rosé, Cabernet Sauvignon, red blends and Sauvignon Blanc. Last year marked the wine industry’s 22nd consecutive year of volume growth; wines priced above $10 outper- formed the category with vol-
ume growth of more than 7%.
That trend of premiumization
is expected to continue.
of 0.2% by 2021.
BeeR ChuRnIng.
CIdeR hItS a Speed Bump?
It had previously bene ted from a halo ef- fect of the gluten-free trend and increased consumption by younger women, particu- larly for the fruit- avored ciders. According to IWSR, the category peaked in volume growth in 2015 only to
Èby 15.1% last year.
In OtheR SpIRItS...
As for beer, IWSR data shows the domes- tic beer category’s total volumes were
È 1.5% in 2016.
The slide was primarily experienced by big brewers; excluding the craft segment, the decline would have been 2.8%.
Both craft and imports are
doing better than the overall
beer category.
SpIRItS WhOOp It up.
—Tequila volume rose impressively
Distilled spirits ended the year with
Ç7.4%
in 2016, reaching an all-time high of 7.5% share of overall spirits.
— Gin bounced back last year,
volumesÇ2.6%
and gaining a slight share in total beverage alcohol, according to IWSR. Whiskey’s growth beat the spirits catergory overall. Bourbon volumes rose 6.4% last year while imported whisky posted a +3.4% pace. Interestingly, however IWSR said Scotch posted
its “lowest growth rate
among all imported whisky
categories with an increase
of 0.5 percent.”
Ç1% in volume
after consecutive years of decline, led by premium brands and high-end imports. —Rum slipped 1.2% as
consumer interest has
shifted to whisky and
tequila, according to IWSR.
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JULY 2017 HAWAII BEVERAGE GUIDE A-1