1. BEER 'S #1 Beer is the largest alcohol beverage category
Off-Premise / Mass
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
+60%
WITHOUT BEER
5$4.81
WITH BEER
8$7.85
46.5 %
39.0 %
Source: Beer Marketer’s Insights Beer Industry Update | Source: Nielsen RMS xAOC+Conv+Liquor
Source: Nielsen Homescan Premium

2. Beer reaches the highest number of consumers and drives
48.1 %
47.0 %
30.8%
15.6%
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