Following steady performance in 2012, beer sales are proving to be a bright spot in the consumer packaged goods (CPG) market. “The market for beer in the U.S. is strong,” says Chris Williams, vice president of national retail sales for Anheuser-Busch (A-B). “It’s one of the fastest-growing retail segments.” In 2013, beer was responsible for 4 percent of the multi-outlet sales tracked by Chicago-based Information Resources Inc. (IRI) and 7 percent of the revenue growth, he notes.
With the beer market making strides, A-B is putting a focus on enhancing the beer purchasing experience for both the consumer and retailer. At A-B’s St. Louis headquarters, the brewer designed a retail lab to allow its customers to gain a deeper understanding of how to manage and merchandise the beer category within their respective channels.