Imports Increase Presence in Supermarkets

Distribution driving volume gains for some items.

The latest issue of Brew Magazine explores the growing importance of imports in the beer industry -- and explains why they’re going to be more important.

Indeed, recent beer market analysis by Nielsen shows that imports are literally taking up more space in supermarkets’ beer aisles.

The average U.S. supermarket stocks 47 import items, two more import items than it did just 10 months ago.

This is happening despite recent pricing-related softness with imports. The reason: The image of imports as being high end lines up nicely with many retailers who wish to present an upscale image.

The top 20 growth import items over the last 13 weeks all have used distribution to build their volume gains. Three of the top five items are from Heineken. The top growth item: Heineken’s draught keg.

Not surprisingly, Heineken’s case share has increased by 2.2 points during the 13 weeks ended February 23.

The latest issue of Brew can be seen here. If you'd like a free subscription to the print version of Brew, please drop a line with your name and mailing address here.