Golden Eagles and Dullards for 2009

Dear Client: The results are in for 2009, and we bring you our Golden Eagles and Dullards for the past year. What's not surprising is that, for the all-channel IRI scans for the year ending December 27, sub-premiums and craft reigned supreme. But surprisingly, domestic sub-premium beer was only up 2.7%. But with the entire beer category down nearly 2% for the year, that means domestic subs increased market share by 1.2 points. That's the largest share gain by far