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NEW BUSINESS PITCH
Live Life Unfiltered
NAME BRAND PITCH TYPE
Creative
MARKET DATE
August 3 , 2016
The Data You Need to Win This Pitch
DESCRIPTIONAdAge reports that Anheuser-Busch InBev is in talks with agencies about creative for its faux-craft Shock Top brand. The brand clarifies that it is not
launching a creative review, as it has not had an agency of record in recent years, and is looking to continue to work outside the AOR model.“What we’re doing right now is simply having a few conversations with leading creative agencies,” Shock Top vice president Jake Kirsch told AdAge in a
statement today. “This isn’t a review, as we haven’t had a creative AOR for some time. As we plan for 2017, and beyond, we’re having these conversations as part of our normal course of business. Shock Top is always open to new ideas and discussions with the best and brightest creative
minds in the industry.”
A-B InBev Talking with AgenciesAbout Shock
rdU.S.
Client Profile / Market
Shock Top Belgian White is a medium-bodied, unfiltered Belgian-style wheat ale, brewed with orange, lemon and lime peels and coriander. The result is a smooth, citrus mouthfeel and a naturally cloudy, light golden color.
Shock Top Raspberry Wheat has the refreshing and smooth taste of Shock Top Belgian White, with a hint of raspberry. It is brewed with ingredients including wheat malt, coriander, citrus peels and wild raspberry flavor.
Shock Top Lemon Shandy is a unique interpretation of a classic style -- a refreshing and smooth Belgian-style wheat beer perfectly complemented by natural lemonade flavor. It’s brewed with orange peel and coriander, as well as a blend of domestic and imported hops.
Shock Top Honeycrisp Apple Wheat is a crisp, refreshing and flavorful hybrid of beer and sweet cider that combines the taste of Shock Top Belgian White beer with the sweet, slightly tart, apple profile of cider. It is brewed with spices.
COMPANY BACKGROUND
MAIN COMPETITORS
2014 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
16,390.00
152,321
-1.11%
-
-
-
FINANCIAL OVERVIEW- Source: AccessConfidential.com -
Mr. Lucas Herscovici
Vice President,Consumer Connections
Mr. Nate Scudieri
Director of Marketing
DECISION MAKERS by
U.S. Beer Market Share, 2014
U.S. Beer Market
U.S. Beer Sales Growth in 2015
27.7GALLONS
10%
50%
40%
20%
0
30%
Heineken USA
44.7%
26.0%
6.7% 3.9% Sour
ce: B
eer M
arke
ter’s
Insi
ghts
OVERALL BEER
0.2%CRAFT BEER
12.8%IMPORT BEER
6.2%EXPORT CRAFT BEER
16.3%- Brewers Association -
$105.9 Billion SALES IN 2015OVERALL BEER MARKET
- Brewers Association -
ConstellationAB InBev MillerCoors
U.S. Average beer consumption per person per year
U.S. OPERATING BREWERIES
U.S. Craft Beer Market
4,269TOT. BREWERIES
1,650 Brewpubs
2,397 Microbreweries
178 Regional Craft Breweries
15% INCREASE OVER 2014
5M
20M
10M
25M
0
15M
2009
9.1
2010 2011 2012 2013 2014 2015
10.1 11.5 13.2
15.6
22.1
24.5
24,523,015 BARRELS PRODUCED BY CRAFT BREWERS IN 2015
DOMESTIC141,379,804 BBL IMPORT
31,245,124 BBL
CRAFT
12.2% SHARE IN 2015
24,076,864 BBLCRAFT BEER SALES 2015
$22.3BILLION
Fast Food industry in numbersAnheuser-Busch InBev
-28% -10%
Domestic sales volume over the last 5 years
2015 AD spending $518.8 Million
2015 Volume Contribution by Region
- Beer Marketer’s Insights -
- Source: AccessConfidential.com -
Fast Food industry in numbersStepping into the Craft Beer market
AB INBEV conquered position in the craftspace with acquisitions in the U.S.Anheuser-Busch InBev created Shock Top in 2006
Unfiltered Belgian style wheat beer, with hints of citrus and coriander.
of consumers believe Shock Top is from a small/unknown brewer.
Refreshing, Easy to Drink - Fun Presentation, Flavorful
75%
PurchaseDrivers
Seasonal flavors
WinterChocolate
SummerLemon Shandy
FallSpiced Pumpkin
Goose Island Blue Point 10 Barrel
Elysian Golden Road Four Peaks
Breckenridge Devils Backbone
Latest CreativeSponsorships
Fast Food industry in numbersShock Top
2015 Media spending $4.14 Million
Creative Out of Home Agency: Anomaly
Shock Top made its Super Bowl debut with a 30-seconds cut of
“Unfiltered talk with T.J. Miller”
Type: Online Advertising
Current Agencies
- Source: AccessConfidential.com
- Source: AccessConfidential.com
- Source by: AccessConfidential.com -
Today’s Craft Beer Lovers
Hispanics craft beer lovers are growing in number.
Weekly Beer Drinkers Weekly Craft Beer Drinkers
White
African American
Hispanic
Asian / Other
Considers self multi-racial
65% 62% 60%
12% 11% 10%
15% 20% 21%
6% 6% 9%
14% 19% 24%
Total Population 21+ Weekly Beer Drinkers Weekly Craft Beer Drinkers
Millennials
Gen Xers
Boomers
Matures
29% 41% 57%
25% 27% 24%
35% 27% 17%
10% 5% 2%
Millennials account for a majority of weekly craft beer drinkers.
80%Of craft beer drinkers consider themselves
to be Health Conscious
74%Of craft beer drinkers use mobile for beer
purchase before going to the store.
64% vs 37%more likely to attend a
brewer-sponsored health/wellness event if it includes a beverage or
tasting in the event price
CRAFT BEER DRINKER
AVERAGEDRINKER
45%Of beer lovers are Craft beer lovers
30%Beer drinkers consume
“Craft-style” beer
23%Beer drinkers consume
“True-craft” beer
- Mintel - - The Harris Poll -
Total Population 21+
US alcohol drinkers say they are interested in..
Fast Food industry in numbersRising Segment: Flavoured Beer
58% 45% 45% 49%Fruit Flavored Beer Spicy Flavored Beer Tart/Sour Flavored Beer Beer blended with juice,
tea and soft drinks
27%of total US beers launched in 2015 were flavoured
39%Of flavoured beer consumers are women between 22 and 34 years old
of those who have increased their beer consumption indicate
a better selection of craft varieties as a driving force.
57%
MILLENNIALCRAFT BEERCONSUMERS
• • •
• • •
QUICK DEFINITION
Craft Beer Consumers prefer drinking beer producedby Small or Independent breweries.
Small breweries have an annual production of 6 million barrels of beer or less.
Independent breweries have less than 25 percent of the craft brewery is owned or controlled by a beverage alcohol
industry member that is not itself a craft brewer.
PARTYLOVERS FOODIES OUTDOOR
ENTHUSIASTSMOTORLOVERS
58%
Millennial Craft BeerConsumers
Compare the Millennial Craft Beer Consumers Demographicwith Shock Top’s Audience
Shock Top’s audience overlaps with our
Millennial Craft Beer Consumers
demographic by 58% in interests, including:
Party, Food, Outdoor Activities and Motors
NEW BALANCE’S FEMALE AUDIENCE CROSSOVERS
MILLENNIAL CRAFT BEER CONSUMERS:OUTDOOR
Outdoor activities are less popular among Shock Top’s customers
(123.8).
Both audiences share a passion for camping but instead of get out hiking
and backpacking, Shock Top customers prefer spend a day
outside for hunting activities like fishing and shooting.
In their fishing tool box you can find Ugly Stik rods and a copy of Field &
Stream magazine.
TOP ACTIVITIES
KNOWMORE
RELATED BRANDS
OUTDOORENTHUSIASTS
145.0 POPULARITY
BACKPACKING HIKING CAMPING
RELATED MEDIA
PATAGONIA KNOWMORE
OUTSIDE MAGAZINE
KNOWMORE
NEW BALANCE’S FEMALE AUDIENCE CROSSOVERS
MILLENNIAL CRAFT BEER CONSUMERS:FOOD
The foodies trait collects high popularity points on Shock Top’s
audience.
Like Millennial Craft Beer consumers, they enjoy flavoring foods and
especially adding hot sauces like Frank’s Red Hot, Tapatio Hot Sauce
and Tabasco.
Consuming Natural and Organic foods is not a priority for this
audience who prefers Breakfast Foods and Meat or Seafoods.
ORGANIC &
125.0
FOODIES148.7
FOOD & DRINK APP158.9
HERBS & SPICES128.9
NATURAL FOOD
TOP ORGANIC FOOD BRANDS TOP APP
KNOWMORE
WHITEWAVE
THEO CHOCOLATE
CLIF BAR
KNOWMORE
TABBED OUT
NEW BALANCE’S FEMALE AUDIENCE CROSSOVERS
Shock Top’s consumers love motors (pop 154.1) and they stand out as
real Car Experts (pop 170.4)
Among their favorite car brands we can find Subaru, Jeep and Renault
Sport.
Shock Top’s audience pays attention to every detail in order to better the performance of their vehicle. They
are fans of Royal Purple oils, Eibach Springs and Snap-on-Tools.
TOP BRANDS
JEEP
MILLENNIAL CRAFT BEER CONSUMERS:MOTORS & TRANSPORTATION
VOLVO SUBARU KNOWMORE
TOP BRANDS
SPECIALIZEDBICYCLES
NGK SPARKPLUGS
SNAP-ON TOOLS
KNOWMORE
MOTOR LOVERS
145.0 POPULARITY
AFTERMARKET & BICYCLES
149.2 POPULARITY
CLUBS & DISCOS
NEW BALANCE’S FEMALE AUDIENCE CROSSOVERS
Partying is a priority for Shock Top people (pop 170.9)
They prefer clubs (156.0) to bars (154.0) and attend various music
festival.
You can find them at the California Roots Festival, listening country
music at the Stagecoach festival or dancing EDM music at the Electric
Daisy Carnival.
MILLENNIAL CRAFT BEER CONSUMERS:PARTY
PARTY LOVERS137.4
FAVORITE EVENTS
BARS197.2
WAKARUSA KNOW MORE
SUMMER CAMPMUSIC FESTIVAL
AMERICAN CRAFTBEER WEEK
• • • • • •
155.8ART EVENTS145.9
CONSUMER INSIGHTS SUITE
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