Dear Client:
Expect to see a lot of Shock Top Pumpkin Wheat in market this fall. Yesterday A-B sent notice that Shock Top is “one of the highest priorities within the High End in 2015.” The first priority is accelerating the growth of Belgian White. Their “clear second” is “to accelerate growth of our seasonal lineup, featuring Pumpkin Wheat for the fall,” an opportunity to build on “the strong growth of Lemon Shandy this summer, up 11.4% through July.” They’re hoping to convert Lemon Shandy distribution to Pumpkin Wheat.
As part of that, they’ve announced a Shock Top Pumpkin Wheat End of Season Buy-Back Co-op: “If you partner with us to grow Shock Top Pumpkin Wheat this fall, Anheuser-Busch will co-op the cost to remove any Pumpkin Wheat remaining in the market as we transition to Winter Seasonal Pretzel Wheat in November,” per communication. Any cases in the retail trade or warehouses above 2014 sales are eligible. The co-op value is 50% of the laid-in cost.
Note called it an “unprecedented offer.”
BEER INSTITUTE ANNOUNCES ADVERTISING AND MARKETING CODE UPDATES TO COMPLAINTS, AD ACTOR AGE REQUIREMENTS
The Beer Institute today has just announced significant updates to its
Advertising and Marketing Code, effective immediately. It includes revisions to the complaints process, as well as model/actor age requirements.
The almost 80-year old code is an evolving one, constantly amended to meet evolving social, commercial and technological conditions. For example, beer companies were the first to adopt a self-regulatory standard for television advertising in the 1950s. More recently, the code was amended to address Internet privacy and social media.
In keeping with that tradition, recent updates are as follows:
Complaints: Following a recommendation from the Federal Trade Commission (FTC), the code will now allow any identified individual, company or organization to file a complaint about any brewer’s advertising. The new language also allows for competitor complaints, but continues to bar anonymous complaints.
Athletes, Entertainers and Celebrities: The code has also been updated to clarify the age requirements for models and actors employed to appear in beer advertising and marketing materials. While models and actors must still be a minimum of 25 years old and appear to be of legal drinking age, the 25-year-old provision no longer applies to generally recognizable athletes, entertainers and other celebrities who are, and appear to be, of legal drinking age.
MORGAN STANLEY: BEER DOING BETTER IN ALL-CHANNEL
Morgan Stanley summed the Nielsen all-channel data the four weeks to August 8 yesterday. Finally beer is doing better than its recent trends, even while spirits is seeing the opposite phenomenon.
Beer is up 4.5% vs. year ago for the four week period, “above 2.2% in the prior 12 weeks.” TAP and ABI were up 1.6% vs. year ago, losing 70 and 135 bps share respectively. But, of course, Constellation was up almost 20%, above almost 14% growth in the prior 12 weeks.
Meanwhile, spirits were only up 6.8%, below their 7.2% growth rate the prior 12 weeks.
BEER BRIEFS:
MORE DETAILS EMERGE ON VACANT COORS ACCOUNT. MillerCoors CMO David Kroll has revealed the three ad agencies duking it out for the Coors account: Deutsch, 72andSunny and 180 all based out of Los Angeles. David said they are expected to announce their selection by the end of next month. The company also revealed that the San Francisco shop Mekanism will take over Redd’s, Smith & Forge and the new Henry’s Hard Soda, effective immediately, per Chicago Biz Journal.
Until tomorrow, Harry
Don’t forget to register for Beer Summit 2016 in New Orleans January 25-26 at The Roosevelt hotel. Lineup will be announced later this month. Tickets go quickly, so reserve your spot today: beernet.com/beer_summit.php
“That is the greatest fallacy, the wisdom of old men. They do not grow wise. They grow careful.” – Ernest Hemingway
———- Sell Day Calendar ———-
Today’s Sell Day: 13
Sell days this month: 21
Sell days this month last year: 21
This month ends on a: Mon.
This month last year ended on a: Fri.
YTD sell days Over/Under: +1
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