1. BEER 'S #1 Beer is the largest alcohol beverage category
Off-Premise / Chain
BEER 'S #1
Beer is the largest alcohol beverage category
AND GROWING
Beer sales trend (’000)
%SHARE $ DOLLARS
49%
35%
16%
46%
37%
17%
$37,773,790
‘15
$36,331,182
‘16
$37,242,066
‘17
‘18
$38,055,611
+1.2%
4-YEAR CAGR
MORE SHOPPERS, MORE OFTEN
Beer reaches the highest number of consumers and drives the most trips
Household Penetration 2018
32.0%
47.8% 44.7%
6.9
5.7
8.3
Trip Frequency 2018
REPEAT BUYERS
Beer drives higher repeat buyers than wine & spirits
BASKET RINGS
Beer delivers a high value basket ring
+58%
WITHOUT BEER
3$4.86
WITH BEER
5$5.21
62.5 %
53.6 %
Source: Beer Marketer’s Insights Beer Industry Update | Source: Nielsen RMS xAOC+Conv+Liquor
Source: Nielsen Homescan Premium

2. LOYAL SHOPPERS Beer shoppers are the most loyal to grocery
All 2MM+ Grocery All Convenience/Gas All Drug Stores Liquor Stores
All Mass Merch w/ Supers All Club
SHARE OF WALLET
54.3
15.1
10.7
3.9
4.8
4.5
BEER BRIEF
Beer has higher loyalty across channels than wine & spirits
Beer has among the highest
$ growth trends in all CPG
Beer reaches the highest number of consumers and drives
the most trips
Beer drives strong basket rings
BUYER CONVERSION
Beer has higher conversion compared to wine and spirits
OUR ASK:
MORE MERCHANDISING OPPORTUNITIES
MORE PROMOTIONAL FREQUENCY MORE ADS
MORE DISPLAYS MORE SPACE
67.8 %
41.9 %
Nielsen is a global measurement and data analytics company that provides a complete and trusted view of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients understand what’s happening now, what’s happening next, and how to best act on this knowledge at a national, regional and local market level.
Source: Nielsen Homescan Premium