Over the past three years, MillerCoors has surveyed more than 30,000 consumers, analyzed more than 2.5 billion retail transactions and audited 2,000 shopper studies. Bottom line conclusion: All segments – not just craft, not just above-premium – play a role in profitable growth for beer.
Conclusion No. 1 – The beers consumers buy depends on the occasion. Is it relaxing with one or two others? Connecting with small groups, family or friends? Social interactions with small- to medium sized groups or celebrations with medium to large size groups.
Conclusion No. 2 – The premium segment, which includes brands like Miller Lite and Coors Banquet (as well as Budweiser and Bud Light), is critical: 62% of consumers say they went into a store with a premium brand in mind.
Conclusion No. 3 – 66% of beer volume is driven by baby boomers and Gen X drinkers, consumers who shop by brand and pack size. If retailers don’t have the brand or pack size in stock, they risk losing the sale.
Conclusion No. 4 – 18% of Millennials look for something new when they shop. Running an effective beer program “is far more complicated than moving all drinkers up to the high end,” says Kevin Doyle, MillerCoors’ president of sales and distributor operations. “Economy drinkers are very loyal. Premium light drinkers are very loyal. If (retailers) don’t give these drinkers the beer they want to buy, when they want it, they’ll go somewhere else.”