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COPYRIGHT 2005 Bev-AL Communications, Inc.
Beer Advertising Expenditures by Media, 2003-2004
($ Thousands) Media Type 2003 (r) Spending Share Magazines $72,314.9 6.7% Newspapers 18,173.1 1.7 Outdoor 110,057.0 10.2 Total Print $200,545.0 18.5% TV-Network 512,204.8 47.3 TV-Spot 138,272.9 12.8 TV-Cable 214,774.1 19.8 Total TV $865,251.8 79.9% Radio-Network 6,804.1 0.6 Radio-Spot 10,879.0 1.0 Total Radio $17,683.1 1.6% Total Broadcasting $882,934.9 81.5% Total Expenditures $1,083,479.9 100.0% Media Type 2004 Spending Share % Change Magazines $102,105.3 8.7% 41.2% Newspapers 26,704.9 2.3 46.9 Outdoor 113,595.3 9.7 3.2 Total Print $242,405.5 20.6% 20.9% TV-Network 554,223.0 47.2 8.2 TV-Spot 104,471.7 8.9 -24.4 TV-Cable 257,866.6 21.9 20.1 Total TV $916,561.3 78.0% 5.9% Radio-Network 3,418.3 0.3 -49.8 Radio-Spot 12,697.7 1.1 16.7 Total Radio $16,116.0 1.4% -8.9% Total Broadcasting $932,677.3 79.4% 5.6% Total Expenditures $1,175,082.8 100.0% 8.5% (r) Revised. Note: Cable TV includes Syndicated TV. Source: Competitive Media Reporting. Share of Beer Advertising by Media, 2003 vs 2004 2003 2004 Print 18.5% 20.6% TV 79.9% 78.0% Radio 1.6% 1.4% Note: Table made from bar graph. Source: Competitive Media Reporting Advertising Expenditures by Top 10 Brewers, 2003-2004 ($ Thousands) Brewer 2003 (r) 2004 Anheuser-Busch $413,785.7 $458,676.6 Miller Brewing 224,462.2 285,408.1 Molson Coors Brewing 171,615.5 160,124.3 Heineken USA 75,083.8 70,678.4 Barton Beers/Gambrinus 50,730.1 56,920.8 InBev USA 44,406.5 53,831.3 Diageo-Guinness USA 53,533.2 39,098.7 Boston Beer 35,366.9 32,331.8 Mike's Hard Beverage 6,098.4 11,342.7 United States Beverage 1,184.0 1,541.2 Total Top 10 $1,076,262.3 $1,169,949.9 Others $7,217.6 $5,132.9 Total Beer $1,083,479.9 $1,175,082.8 2004 Brewer % Change Share Anheuser-Busch 10.8% 39.0% Miller Brewing 27.2 24.3 Molson Coors Brewing -6.7 13.6 Heineken USA -5.9 6.0 Barton Beers/Gambrinu 12.2 4.8 InBev USA 21.2 4.6 Diageo-Guinness USA -27.0 3.3 Boston Beer -8.6 2.8 Mike's Hard Beverage 86.0 1.0 United States Beverage 30.2 0.1 Total Top 10 8.7% 99.6% Others -28.9% 0.4% Total Beer 8.5% 100.0% (r) Revised. Source: Competitive Media Reporting. Share of Advertising Expenditures by Brewer, 2004 Anheuser-Busch 39.0% Miller Brewing 24.3% Molson Coors Brewing 13.6% Heineken USA 6.0% Barton Beers/Gambrinus 4.8% InBev USA 4.6% Diageo-Guinness USA 3.3% Boston Beer 2.8% Mike's Hard Beverage 1.0% United States Beverage 0.1% Others 0.4% Note: Table made from pie chart. Source: Competitive Media Reporting. Advertising Spending per Case by Brewer, 2003-2004 ($ Thousands and 2.25-Gallon Cases) 2003 (r) Case Spending Brewer Spending Sales per Case Anheuser-Busch $413,785.7 1,398,000 $0.30 Miller Brewing 224,462.2 518,500 0.43 Molson Coors Brewing 171,614.5 319,667 0.54 Heineken USA 75,082.8 73,105 1.03 Barton Beers/Gambrinus 50,730.1 130,359 0.39 InBev USA 44,405.5 75,825 0.59 Diageo-Guinness USA 53,533.2 38,171 1.40 Boston Beer 35,365.9 17,000 2.08 Others 14,500.0 246,773 0.06 Total Beer $1,083,479.9 2,817,400 $0.38 2004 Case Spending Brewer Spending Sales per Case Anheuser-Busch $458,676.6 1,404,200 $0.33 Miller Brewing 285,408.1 527,050 0.54 Molson Coors Brewing 160,124.3 316,796 0.51 Heineken USA 70,678.4 74,155 0.95 Barton Beers/Gambrinus 56,919.8 134,805 0.42 InBev USA 53,831.3 79,724 0.68 Diageo-Guinness USA 39,097.7 44,332 0.88 Boston Beer 32,330.8 17,270 1.87 Others 18,016.0 240,068 0.08 Total Beer $1,175,082.8 2,838,400 $0.41 (r) Revised. Source: Competitive Media Reporting. Percent Change in Case Sales vs. Advertising Expenditures by Brewer, 2004 % Change % Change Cases Spending Anheuser-Busch 0.4 10.8 Miller Brewing 1.6 27.2 Molson Coors Brewing -0.9 -6.7 Heineken USA 1.4 -5.9 Barton Beers/Gambrinus 3.4 12.2 InBev USA 5.1 21.2 Diageo-Guinness USA 16.1 -27.0 Boston Beer 1.6 -8.6 Others -2.7 24.2 Total Beer 0.7 8.5 Note: Table made from bar graph. Total Beverage Alcohol Advertising Expenditures, 2000-2004 ($ Thousands) 2000 2001 2002 Distilled Spirits $377,013 $406,670 $408,131 Wine 135,183 114,747 122,417 Beer 910,442 985,357 1,169,801 Total Expenditures $1,422,638 $1,506,774 $1,700,348 2003-04 2003 (r) 2004 % Change Distilled Spirits $390,710 $439,292 12.4% Wine 119,360 114,372 -4.2 Beer 1,083,480 1,175,083 8.5 Total Expenditures $1,593,550 $1,728,746 8.5% 2004 Share Distilled Spirits 25.4% Wine 6.6 Beer 68.0 Total Expenditures 100.0% (r) Revised. Source: Competitive Media Reporting. Share of Total Beverage Alcohol Advertising Expenditures, 2004 Beer 68.0% Distilled Spirits 25.4% Wine 6.6% Note: Table made from pie chart. Advertising Expenditures by Company & Brand, 2003-2004 ($ Thousands) 2003 Company/Brand Print Broadcast Abita Brewing $-- $45.8 Abita Light Beer -- 18.3 Abita Spring Beer -- 27.5 Alaskan Beer -- -- Alaskan Beer -- -- Albany Beverage 18.5 -- Albany Beverage Promotions 18.5 -- Alcatraz Brewing -- -- Alcatraz Brewing Promotions -- -- Alexander Keiths -- 6.0 Alexander Keiths Promotions -- 6.0 Anchor Brewing 25.7 -- Spaten Beer 25.7 -- Anderson Valley Brewing 29.3 -- Anderson Valley Brewing Promotions 29.3 -- Anheuser-Busch Total 92,163.7 321,622.0 Anheuser-Busch 89,854.8 300,748.1 Anheuser-Busch Promotions 31,867.5 6,026.3 Bare Knuckle Stout 66.0 -- B-to-the-E -- -- Bud Light 8,618.8 122,502.0 Budweiser 15,503.6 106,131.2 Busch 5,961.6 7,582.4 Busch Light -- 6.5 Doc's Hard Lemonade 418.4 -- Michelob 6,710.3 2,744.3 Michelob Amber Bock 1,024.2 11,691.5 Michelob Golden Draft 835.7 -- Michelob Golden Draft Light 64.8 -- Michelob Light 2,097.3 15,196.6 Michelob Ultra 15,633.6 28,867.3 Natural Light 224.0 -- O'Doul's 6.6 -- Tequiza 68.1 -- Ziegenbock 754.3 -- Anheuser-Busch/Bacardi USA 2,308.9 20,873.9 Bacardi Silver 2,238.2 16,058.4 Bacardi Silver Limon -- -- Bacardi Silver 03 59.6 1,999.2 Bacardi Silver Raz 11.1 2,816.3 Arcadia Brewing 5.1 -- Arcadia Brewing Promotions 5.1 -- Asahi Breweries 97.9 -- Asahi Dry Beer 97.9 -- Banko Beverage Company 2.5 -- Banko Beer 2.5 -- Barrelhouse Brewing -- -- Barrelhouse Brewing Promotions -- -- Barton Beers/Gambrinus 11,383.1 39,347.0 Barton Beer Promotions 1,113.3 -- Corona Extra 5,481.2 31,210.3 Corona Light 13.1 6,690.4 Modelo Especial 257.0 1,407.6 Modelo Light 8.6 38.7 Pacifico 1,254.2 -- Peroni 33.5 -- St. Pauli Girl 3,217.2 -- Tsingtao 5.0 -- Bavaria House Importers -- 33.0 Bavaria Beer -- 33.0 Beer Institute 68.7 -- Beer Institute Promotions 68.7 -- Beer World Wholesalers 2.8 -- Beer World Promotions 2.8 -- Beermann's Beerwerks Brewery -- -- Beermann's Promotions -- -- Big Buck Brewery 23.9 -- Big Buck Brewery Beer 23.9 -- Big Sky Brewing 76.5 -- Big Sky Brewing Promotions 76.5 -- Binding Brauerei, USA -- 139.3 Clausthaler -- 139.3 Boston Beer 1,803.0 33,562.9 Boston Beer Promotions 46.4 -- Sam Adams Light 1,058.0 11,098.5 Samuel Adams Boston Lager 666.2 22,464.4 Verrastro Light 32.4 -- Boulder Beer Company 0.2 -- Mojo 0.2 -- Brew Kettle Beer 1.7 -- Brew Kettle Beer Promotions 1.7 -- Bridgeport Brewing 112.6 -- Bridgeport Brewing Promotions 112.6 -- Brown Distributing Company 10.3 -- Brown Distributing Company 10.3 -- Buzzards Bay Brewing -- -- Buzzards Bay Brewing Promotions -- -- Carolina Beer & Beverage -- -- Carolina Blonde Beer -- -- City Beverages 2.3 -- City Beverages Promotions 2.3 -- Cross Plains Beer -- 0.8 Essers Best -- 0.8 Dean Distributing 35.8 -- Dean Distributing Promotions 35.8 -- Diageo-Guinness USA 2,039.2 51,494.0 Captain Morgan Gold -- 80.7 Guinness Gold 5.3 -- Guinness Stout 1,522.0 15,744.4 Red Stripe 74.0 1,680.5 Smirnoff Ice 332.9 12,945.7 Smirnoff Ice Triple Black 16.8 20,393.8 Smirnoff Twisted V 88.2 648.9 Dixie Brewing -- -- Dixie Brewing Promotions -- -- Dutchess Beer 37.8 -- Dutchess Beer Promotions 37.8 -- Esber Beverage 3.7 -- Esber Beverage Promotions 3.7 -- Evansville Brewing 5.8 -- Wiedemann 5.8 -- Frankenmuth Brewing 2.0 -- Frankenmuth Brewing Promotions 2.0 -- Flying Bison Brewing Company -- -- Flying Bison Aviator Red -- -- F.X. Matt Brewing Company 30.7 197.1 Accel Low Carb 7.3 36.1 Saranac 23.4 140.4 Saranac Octoberfest -- 20.6 Gambrinus Importing Company 843.6 -- Gambrinus Promotions 139.2 -- Moosehead 402.7 -- Negra Modelo 2.3 -- Shiner Bock 299.4 -- Goya Foods 6.8 -- Malta Corona 6.8 -- Gluek Brewing -- 98.4 Barkley Sound Honey Almond Light -- 98.4 Great Lakes Brewing -- 44.0 Great Lakes Brewing Promotions -- 44.0 Gordon Biersch Brewery Rest Group -- -- Gordon Biersch Lager -- -- Gordon Biersch Light Lager -- -- Great Plains Bottling Company 30.2 -- Great Plains Bottling Company Promotions 30.2 -- Heineken USA 10,775.4 64,307.4 Amstel Light 2,264.9 26,959.3 Heineken 7,895.4 36,956.8 Heineken USA Promotions 615.1 391.3 High Falls Brewing 119.5 684.3 Genesee Lager 17.0 4.3 Gerry Light 3.0 389.8 High Falls Brewing Promotions 34.0 -- Kipling Light Lager - - 145.8 Steinlager 65.5 144.4 Highland Brewing -- -- Highland Brewing Company Promotions -- -- InBev USA 4,1 15.5 4,115.5 40,290.0 Bass Ale 392.2 2,546.5 Beck's 255.5 4,370.6 Beck's Light -- -- Dos Equis 43.1 6,315.8 InBev Promotions 1,673.3 -- Kokanee -- 69.3 Labatt 954.4 15,054.0 Labatt Blue 160.6 49.0 Labatt Blue Light 21.0 2,140.9 Labatt Light 14.3 338.1 Lacrosse -- 9.1 Lowenbrau 7.4 -- Rock Green Light 37.1 7.2 Rolling Rock 88.6 7,080.6 Rolling Rock Ice 6.0 -- Rolling Rock Light -- -- Stella Artois 134.9 - - Tecate 327.1 2,308.9 Joseph Huber Brewing Company -- -- Berghoff Lager -- -- Karlsberg Group -- -- Boris Beer -- -- Kentucky Eagle Beer 83.9 -- Kentucky Eagle Beer 83.9 -- La Constancia Brewery -- 0.3 Cantina Imported Beer -- 0.3 Lagunitas Brewing 5.0 -- Lagunitas Fine Ales 5.0 -- Legen Brewing -- -- Legen Brewing Promotions -- -- Leon Farmer & Company 29.9 -- Leon Farmer & Company Promotions 29.9 -- McKenzie Brew House 16.2 -- McKenzie Brew House Promotions 16.2 -- Mckenzie River -- 133.2 Passion Blend -- 133.2 Maryland State Beverage 1.0 -- Maryland State Beverage Promotions 1.0 -- Miguel San Corp. 98.5 -- San Miguel Beer 98.5 -- Mike's Hard Beverage 3.1 6,095.3 Mike's Hard Beverage Promotions 3.1 6,095.3 Mile High Brewing 8.1 -- Mile High Brewing Promotions 8.1 -- Miller Brewing Total 58,010.3 166,451.9 Miller Brewing 54,109.2 155,487.9 Foster's 321.1 3,684.5 Henry Weinhard -- 6.6 Miller Brewing Promotions 25,882.3 1,846.8 Miller Genuine Draft 3,947.6 35,896.8 Miller High Life 2,465.4 10,157.2 Miller High Life Light -- 4,112.6 Miller Lite 20,247.8 99,090.1 Milwaukee's Best -- -- Milwaukee's Best Light -- -- Pi1sner Urquell 1,118.4 453.2 Presidente 126.6 240.1 Miller Brewing /Allied Domecq -- -- Stolichnaya Citrona -- -- Miller Brewing/Brown-Forman 2.6 2,258.2 Jack Daniel's Original Hard Cola 2.6 2,258.2 Miller Brewing/Skyy Spirits 3,566.3 5,544.9 Skyy Blue 3,566.3 5,544.9 SkyySport -- -- Jacob Leinenkugel Brewing 291.5 3.5 Lienenkugel's 291.5 2.1 Lienenkugel's Red Lager -- 1.4 Plank Road Brewery 40.7 3,157.4 Icehouse 40.7 3,157.4 Icehouse Light -- -- Molson Coors Brewing 15,869.9 155,744.7 Aspen Edge -- -- Coors NA -- -- Coors Light 10,795.1 116,492.6 Coors Original 2,628.7 20,510.7 Keystone 384.2 -- Keystone Light 666.1 1,280.8 Killhan's Red Ale 25.0 6,201.3 Marta Bavaria -- 52.9 Molson Canadian 451.9 2,731.3 Molson Canadian Ice -- 1.6 Molson Canadian Light -- 5.0 Molson Coors Brewery Promotions 868.7 42.9 Molson Dry -- 20.2 Molson Excel Light -- 6.3 Molson Export Ale -- 22.0 Molson Ultra -- -- Molson XXX -- -- Zima 50.2 8,377.1 Zima Citrus -- -- ZimaGold -- -- National Beer Wholesalers Association 7.5 -- National Beer Wholesalers Association 7.5 -- New Belgium Brewing 29.7 -- New Belgium Brewing Promotions 19.2 -- 1554 Brussels Style Black Beer 10.5 -- Northern Eagle Beverage -- -- Northern Eagle Beverages Promotions -- -- Old Burnside Brewing Company 7.4 2.1 Old Burnside Brewing Promotions 7.4 -- Ten Penny Ale -- 2.1 Old Dominion Brewing 9.3 -- Old Dominion Brewing Promotions 9.3 -- Old European Brewing -- 8.5 Scholz Lager -- 8.5 Otter Creek Brewing -- 1.6 Otter Creek Ale -- 1.6 Pabst Brewing 572.8 110.1 Augsburger 15.9 -- Colt 45 11.0 -- Heidelberg 12.7 -- Lone Star 50.3 3.5 Lone Star Light -- 0.6 Old Milwaukee 24.3 -- Old Style Light -- -- Old Milwaukee Light 3.9 -- Pabst 228.0 85.0 Pabst Brewing Promotions 81.9 -- Rainier 74.2 -- Red Bull 70.6 21.0 Pennsylvania Brewing Company -- 45.8 Pennsylvania Brewing Promotions -- 45.8 Pittsburgh Brewing 140.4 -- I. C. Light 3.9 -- Iron City 0.5 -- Pittsburgh Brewing Promotions 136.0 -- Pyramid Breweries -- 16.0 Pyramid Breweries Promotions -- 16.0 Pyramid Hefeweizen -- -- Red Hook Brewery 24.2 18.0 Red Hook Beer 24.2 18.0 Ross Valley Brewing -- -- Ross Valley Promotions -- -- 7-Eleven -- -- Santiago -- -- Sapporo USA -- -- Sapporo Beer -- -- Schells Brewery 66.7 -- Schells Beer 66.7 -- Schirf Brewing -- 63.5 1st Amendment Lager -- 45.5 Polygama Porter Beer -- 18.0 Scottish & Newcastle Breweries 899.6 251.3 Kronenbourg 1664 13.0 -- Newcastle Brown Ale 886.6 251.3 Scottish & Newcastle Breweries Promotions -- -- Shipyard Brewing Company -- -- Shipyard Brewing -- -- Sleeman Breweries -- -- Sleeman Clear Beer -- -- Sleeman Silver Creek Lager -- -- Sleeman Breweries Promotions -- -- Southwest Beverage Company 24.0 -- Southwest Beverage Promotions 24.0 -- Sport Beer -- 1.5 SportBeer -- 1.5 Star Brands Imports 7.1 -- Hacker-Pschorr -- -- Paulaner Biers 7.1 -- Moretti St. Arnold Brewery 4.4 -- St. Arnolds Beer 4.4 -- Steel Brewing Company -- 627.9 Steel Reserve High Gravity Lager -- 485.6 Sparks -- 142.3 Straub Brewery -- 0.7 Straub Brewery -- 0.7 Strickland Beverage Company -- -- Strickland Beverage Promotions -- -- Tiger Beer -- -- Tiger Beer -- -- Tractor Brewing Company -- -- Tractor Beer -- -- United States Beverage 408.1 775.9 Goose Island 4.0 -- Grolsch Lager 84.7 218.1 Seagram's Smooth 319.4 557.8 Upstream Brewing -- -- Upstream Brewing Promotions -- -- Utah Brewer's Cooperative -- 33.4 Provo Girl Pilsner -- 6.6 Squatters Full Suspension Ale -- 26.8 Vanberg & DeWulf Importers 12.6 -- Chimay 12.6 -- Widmer Brothers Brewing 64.6 -- Brothers Ale and Lager 64.6 -- Warsteiner Importers 8.3 115.6 Warsteiner Importers 8.3 115.6 Yahnis Coastal Beer Distributors -- -- Yahnis Coastal Beer Promotions -- -- Yuengling Brewery 107.2 565.6 Yuengling Lager 107.2 198.9 Yuengling Light Lager -- 366.7 Local Distributors-not Itemized 151.4 -- Not Itemized-Beer & Ale 151.4 -- Total Expenditures $200,545.0 $882,934.9 2003 2004 Company/Brand Total Print Abita Brewing 45.8 $-- Abita Light Beer 18.3 -- Abita Spring Beer 27.5 -- Alaskan Beer -- 3.4 Alaskan Beer -- 3.4 Albany Beverage 18.5 18.3 Albany Beverage...
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