Lion is currently the market leader in Australia with about 48 per
cent of the beer market, with Carlton & United Breweries at around 42 per cent, and the fiercely independent Coopers Brewery sitting at around 5 per cent.
«We were able to grow Old Milwaukee market share over time from nothing to 33
percent of the beer market in our distribution area,» McCraith says.
He's excited about the challenges that arise from taking some of these
tropes of beer marketing, twisting them, and collaborating with parties outside the immediate industry to give Brooklyn Brewery a point of difference.
Brito's company has grabbed 20 %
of the beer market here, and says it has become one of his fastest - growing and most profitable markets.
Since 1980 the number of US small craft brewers has grown from under 20 with a negligible
share of the beer market to over 1400 that combine for an industry revenue share of almost 6 %.
Also joining the afternoon program were Uinta Brewing Company chief marketing officer Jeremy Ragonese and Omnicom Media Group managing director Darrell Jursa, who examined the
future of beer marketing, highlighting digital marketing strategies.
Lion, which accounts for 48 per
cent of the beer market, also spent about $ 10 million over the summer in a marketing campaign aimed at dispelling myths about beer and is sticking nutrition information panels on bottles and cartons across its entire portfolio listing ingredients.
Citing Canadean, Robinson explains that the cider category in the United States is about 1 percent
of the beer market.
He said Lion «believed in craft beer» and although beer as a category was flat to negative, craft beer which only made up 3.2 per cent
of the beer market was growing at 13 per cent per year.
Rival Foster's holds around 43 per cent
of the beer market, led by Victoria Bitter and Carlton Draught.
According to the Brewers Association, Bud Light makes up 15 - 20 %
of the beer market.