04-06-2010 - Vol. 12 / No. 37How high is up? Craft beer in Portland, Oreg foodstores at 28.7 share of $$ yr-to-date thru Mar 21 according to IRI. That's almost as big as MC, bigger than AB and still growing at a double digit rate. Craft $$ up 12.6% and craft gained 2.7 share of $$ in Portland mkt. But interestingly, craft brewers are not realizing any price increases in Portland as volume up at same rate, 12.7% (craft 21.1 share of cases). Each of the top 9 craft brands in Portland is selling for lower avg price this yr than last, several over $1 per case less.
Who's takin' hit? The Big 2. MC $$ down 3% and it lost 1.5 share of $$ to 29.9 YTD. AB $$ down 7% and it lost 2.1 share of $$, down to 21 there. Top 5 craft brewers in Oreg are all at least partly locally-based: Craft Brewers Alliance at 6.5 share of $$ and Deschutes at 6.1 share. Gained 0.5 and 0.4 share respectively. Full Sail and Independent Brewers United each at 2.5 share of $$ and each up 0.1. And Gambrinus (Bridgeport) up 26%, gained 0.5 share. Those 5 are almost ¾ of segment. Sierra and New Belgium also gaining modest share, but other hot Portland craft is Ninkasi. Up 126% yr-to-date and gained 0.6 share of $$. More on Portland and other craft mkts at our "Deep Dive" presentation Friday at Craft Brewers Conference in Chicago. Hope to see you there.
