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IBDA
COMPANY NEWS
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LION
Australia's most popular beer for decades, VB, has lost its crown, with interloper XXXX Gold from Queensland now officially the nation's biggest-selling brew, The Sydney Morning Herald reported on May, 30.
The latest figures from Nielsen show that XXXX's mid-strength beer now commands 12.4 per cent of all beer consumed in Australia, just beating VB, with 12.3 per cent.
Sales of VB, owned by global brewer SABMiller, have been waning for years, dragged lower by increased competition from a slew of international beers such as Corona and Heineken, and a switch by drinkers to craft beers, wine and other alcoholic drinks.
VB's popularity has also not been helped by a recent reduction in its alcohol content, which turned off some traditional drinkers. A shift in its marketing campaigns also failed to win back drinkers.
According to Nielsen, VB's market share was 13.7 per cent of the market in April last year against 11.7 per cent for Queensland rival XXXX Gold.
But in March this year the beers were neck and neck, both with a stake of 12.4 per cent, with just released April 2012 figures showing the Queensland beer had finally hit the lead.
XXXX Gold is owned by Lion.
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(The following 2 articles have been provided by The Australian Beverage Industry Digest No.114 to 6th June 2012.)
COOPERS 150TH ANNIVERSARY
Coopers recently launched a new beer as part of its 150th celebrations - Thomas Cooper Selection Celebration Ale - is a winner. Its robust IPA style is enhanced by the use of Aus, NZ & US hops to give 35 IBU and excellent hop aroma.
Coopers has revamped its packaging to tie in with the anniversary. The new packaging is currently being rolled out across Australia, with the hope that it will give the products greater visual impact in the marketplace. Chairman Glen Cooper said the aim of the new packaging was to colour coordinate cartons, six-packs and ale labels. So, Coopers Original Pale Ale – known by many as Coopers Green – will now be packaged in bright green cartons, rather than the previously silver dominated boxes. Sparkling Ale –Coopers Red – will be in red, Mild Ale in ochre, Extra Stout in yellow and Dark Ale in brown cartons. These new and brighter colours will extend to the six-packs. ‘While the packaging was new, customers can be assured that the beers remain unaltered,’ he said. [From Beer & Brewer, May 31, 2012]
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CUB/FOSTER'S
SABMiller reports the integration of Foster's business as progressing well, despite the loss of licensing and import contracts. Releasing its annual results for the year ended March 31, SABMiller confirmed it had lost a combined annual volume base of about 915,000 hL since taking over Foster's but said the loss of the international brands including Corona, Stella Artois & Asahi was a known risk at the time of the acquisition.
EBITA for the Asia Pacific grew by 247%, mainly due to the addition of Foster's. CUB full-year lager volumes in Australia were 4% below that of the prior year, largely due to subdued consumer sentiment. EBITA also declined on a pro forma basis as a result of the lower volumes and increased commercial investment. ‘But CUB continued to grow its presence in the mainstream beer segment with robust growth of Carlton Dry and the successful launch of the Great Northern Brewing Co brand. The traditional regular mainstream segment, which includes Victoria Bitter, declined at a higher rate than the market, however Carlton Draught managed to consolidate share.’ the company said. ‘Premium volumes performed more strongly, with encouraging results from expansion of the premium portfolio, including Crown Lager. Volume improvements in the rapidly expanding craft segment were driven by Matilda Bay’s Fat Yak Pale Ale.’ Products of Pacific Beverages, now integrated into CUB, also delivered strong growth. However, analysts are not optimistic about the possibility of SAB Miller achieving a quick revival of Foster’s as they consider that the world’s No. 2 brewer has a tough battle, with market share and beer volumes shrinking. [From Adelaide Advertiser & The Shout, May 25 & E-Malt.comFlash Jun 1, 2012]
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