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	MALTERNATIVES

A Global Strategic Business Report

This report analyzes the worldwide markets for Malternatives in Millions of US$. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Latin America, Middle East and Rest of World. Annual forecasts are provided for each region for the period of 2000 through 2015. The report profiles 28 companies including many key and niche players worldwide such as Anheuser-Busch Inc., Arizona Beverage Company LLC, Bacardi USA Inc, Brown-Forman Corporation, Molson Coors Brewing Company, Cruzan Rum Distillery, Diageo PLC, Labatt Breweries Of Canada, SABMiller plc, Miller Brewing Company, and The Lion Brewery, Inc. Market data and analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported select online sources.

CODE: MCP-1196	PAGES: 123
PRICE: $3950	DATE: October 2008
COMPANIES: 28	MARKET DATA TABLES: 49

TABLE OF CONTENTS

MALTERNATIVES (Complete Report)	Pages : 123	\|	$3950

I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS

$100

Study Reliability and Reporting Limitations.....I-1

Disclaimers.....I-2

Data Interpretation & Reporting Level.....I-2

Quantitative Techniques & Analytics.....I-3

Product Definitions and Scope of Study.....I-3

II. EXECUTIVE SUMMARY

$2250

1. Market Overview.....II-1

$1400

A Curtain Raiser.....II-1

Outlook.....II-1

Market Scan.....II-1

A Sneak Peek into the Gusty World of Malternatives.....II-1

$100

How Malternatives Fare Across the Globe.....II-2

United States.....II-2

Japan.....II-2

Europe.....II-2

$100

China.....II-3

Middle East.....II-3

Major Brands in the Malternatives Market.....II-3

$100

Market Drivers in a Nutshell.....II-4

Major Trends and Issues.....II-4

Malternatives Cannibalize the Beer Segment.....II-4

Not All is Lost for the Beer Market.....II-4

$100

Beer Brewers Beat Distillers at their Own Game.....II-5

Why Malternatives Do Better Than Wine.....II-5

Malternatives Face Stiff Competition from Imported Spirits/Beers.....II-5

Spirits Get Under the Skin through Malternatives.....II-5

$100

Table 1: Consumer Demographics - Quantifying the Impact of Malternatives on Consumer Image of Spirits: A Comparison Between Opinions of Regular Uses of Malternatives and Non-Users of Malternatives (includes corresponding Graph/Chart).....II-6

$300

Malternatives Strike Gold during Summer.....II-7

Malternatives Take the Healthy Route.....II-7

Marketing Equations Striking the Right Balance.....II-7

Brand Equity: A Lifeline for Malternatives.....II-7

$100

New Product Blitz.....II-8

Flavor Innovations that Scored High.....II-8

$100

Beer & Spirit Companies �Ad it Up�.....II-9

Packaging.....II-9

Distribution Dynamics.....II-9

Dynamics of Successful Retailing.....II-9

$100

Malternatives & C-Stores: A Hand-In-Glove Partnership.....II-10

Drug Stores: Are They a Good Fit for Malternative Brews?.....II-10

Consumer Profile.....II-10

Young Adults: A Finicky Yet Experimental Lot.....II-10

$100

Women Hit the Spotlight.....II-11

Where are the Men & Non-Users in the Equation?.....II-11

$100

Table 2: Consumer Perception of Malternatives by Gender (includes corresponding Graph/Chart).....II-12

$300

Table 3: Perception of Malternatives by Drinkers and Non-Drinks (includes corresponding Graph/Chart).....II-13

The Flip Side of Malternatives.....II-13

$300

FMB Formulation Techniques Slip into Negligence.....II-14

Malternatives Alleged to Promote Under-Age Drinking.....II-14

$100

Mass Advertising Draws Wrong Attention.....II-15

Social Activists Flag Protests against Malternatives.....II-15

Health Effects of Malternatives Consumption.....II-15

$100

New Regulations Prick the Malternatives Bubble.....II-16

Are Malternatives Losing Their Fizz?.....II-16

A Shakeout in Progress.....II-16

Number of Brands Whittles Down .....II-16

$100

Looking through the Crystal Ball.......II-17

$100

2. Product Overview.....II-18

$200

Malternatives: A Definition.....II-18

Malternatives: A Historic Scan.....II-18

Forerunners of the Beverage.....II-18

$100

Frontrunners of the Beverage.....II-19

Emergence of Malternatives.....II-19

Advantages Enjoyed by Malternatives.....II-19

$100

3. Product Launches/Innovations.....II-20

$300

Diageo Launches Adult Beverages.....II-20

Coors Brewing Inks Agreement with Colorado Rockies.....II-20

MediaNet to Develop Web Mall for National Malt Beverage Company.....II-20

Diageo Plans Capacity Expansion at Illinois Plant.....II-20

$100

Diageo Introduces Flavored Malts in North America.....II-21

Coors Revamps Zima Malt.....II-21

Anheuser-Busch Rolls Out BACARDI Silver Mojito Alcohol Beverage.....II-21

Anheuser-Busch Launches Tarpon Spoon Beer.....II-21

Alcoa Introduces Closures for Malt and Carbonated Beverages.....II-21

$100

Anheuser-Busch Rolls Out Bacardi Silver Peach.....II-22

United Brands Unveils Four New Malternatives Flavors.....II-22

Anheuser-Busch Rolls Out Melon Flavored Malternative Drink .....II-22

Miller Brewing Unveils a New Brand of Malternatives.....II-22

Coors Launches ZIMA XXX.....II-22

$100

4. Recent Industry Activity.....II-23

$300

Heineken, Namibia and Diageo Breweries Ink New Joint Venture Agreement.....II-23

Global Brands Signs Distribution Agreement with Diageo Great Britain.....II-23

SABMiller and Molson Coors Create a Joint Venture.....II-23

$100

Diageo to Build Malt Distillery in Scotland.....II-24

Brown-Forman Acquires Grupo Industrial Herradura.....II-24

Adolph Coors Company Merges with Molson Inc.....II-24

Diageo plc Pockets The Chalone Wine Group, Ltd.....II-24

Pernod Ricard Acquires Allied Domecq.....II-24

$100

ATTB Introduces Standards for Malternatives.....II-25

$100

5. Focus on Select Global Players.....II-26

$400

Anheuser-Busch Inc (US).....II-26

Arizona Beverage Company LLC (US).....II-26

Bacardi USA Inc (US).....II-26

Brown-Forman Corporation (US).....II-26

$100

Molson Coors Brewing Company (US).....II-27

Cruzan Rum Distillery (US).....II-27

Diageo Plc (UK).....II-27

$100

Labatt Breweries Of Canada (Canada).....II-28

SABMiller plc (UK).....II-28

$100

Miller Brewing Company (US).....II-29

The Lion Brewery Inc (US).....II-29

$100

6. Global Market Perspective.....II-30

Table 4: World Recent Past, Current & Future Analysis for Malternatives by Geographic Region � US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America, Middle East and Rest of World Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....II-30

$300

Table 5: World Long Term Projections for Malternatives by Geographic Region � US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America, Middle East and Rest of World Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....II-31

$300

Table 6: World 10-Year Perspective for Malternatives by Geographic Region � Percentage Breakdown of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America, Middle East and Rest of World Markets for Years 2003, 2008 & 2012 (includes corresponding Graph/Chart).....II-32

$300

III. MARKET

$1950

1. The United States.....III-1

$1225

A. Market Analysis.....III-1

Current & Future Analysis.....III-1

Beer Industry in the US � A Primer.....III-1

Key Market Statistics.....III-1

Table 7: US Beer Market (2006): Breakdown of Volume Sales by Product Category (In '000 Cases) (includes corresponding Graph/Chart).....III-1

$150

Table 8: US Beer Market (2006): Volume Sales for Leading Beer Brands (In Million Barrels) (includes corresponding Graph/Chart).....III-2

Table 9: US Imported Beer Market (2007): Percentage Share Breakdown of Volume Sales by Leading Brands (includes corresponding Graph/Chart).....III-2

The Tale of Malternatives in the US.....III-2

$150

Table 10: US Malt Beverages Market (2006): Top 10 States Ranked by Per Capita Consumption of Malt Beverages (In Gallons per Person Aged 21 years and above) (includes corresponding Graph/Chart).....III-3

Trade Statistics.....III-3

Table 11: Volume Exports and Imports of Malt Beverages in the US for the Years 2007 & 2008 (In '000 barrels**).....III-3

$150

Target Audience.....III-4

Malternatives: The Difference Between Success & Failure.....III-4

Who�s Leading the Malternatives Chase?.....III-4

$75

Regulatory Clampdown on Malternatives: Slow Boil in a Melting Pot.....III-5

California to Tax Malternatives as Distilled Spirits.....III-5

$75

Labeling Laws.....III-6

Market Share Statistics.....III-6

Year 2006: A Review.....III-6

Table 12: Flavored Malt Beverages Market in the United States: Retail Dollar Sales of Major Brands Through Food, Drug, and Mass Merchandisers for the Year 2006 (includes corresponding Graph/Chart).....III-6

$150

Table 13: Flavored Malt Beverages Market in the United States: Retail Dollar Sales of Major Brands Through Convenience Stores for the Year 2006 (includes corresponding Graph/Chart).....III-7

$150

Table 14: Top Brands of Malternatives in the United States: Retail Volume Sales of Smirnoff Ice, Mike's Hard Lemonade, B&J Coolers, Bacardi Silver, Zima, Seagram Coolers, BE, Tilt, Skyy Blue, and Others for the Year 2006 (includes corresponding Graph/Chart).....III-8

Table 15: US Malternatives Market: Media Advertising Expenditures for Select Brands in the Year 2006 (In US$ Million) (includes corresponding Graph/Chart).....III-8

Product Launches.....III-8

$450

Strategic Corporate Developments.....III-11

Focus on Select Players.....III-11

$225

B. Market Analytics.....III-14

Table 16: US Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-14

Table 17: US Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-14

$150

2. Canada.....III-15

$225

A. Market Analysis.....III-15

Labatt Breweries Of Canada � A Major Player.....III-15

B. Market Analytics.....III-15

Table 18: Canadian Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-15

$150

Table 19: Canadian Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-16

$150

3. Japan.....III-17

$225

Market Analysis.....III-17

Table 20: Japanese Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-17

$150

Table 21: Japanese Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-18

$150

4. Europe.....III-19

$575

A. Market Analysis.....III-19

Current & Future Analysis.....III-19

Malternatives in Europe Taking the Spirited Path.....III-19

Malternatives in Hot Water in the European Union.....III-19

$75

High Taxes Sober Alcopop Sales.....III-20

Table 22: European Market for Alcopops (2007): Tax Imposed on Per Gallon of Alcopop in Select Countries (In US$) (includes corresponding Graph/Chart).....III-20

$150

Need of the Hour.....III-21

Manufacturers Deny the Charges & Defend their Product Offerings.....III-21

Czechs Fall into the Malternatives Trap.....III-21

$75

B. Market Analytics.....III-22

Table 23: European Recent Past, Current & Future Analysis for Malternatives by Geographic Region � France, Germany, Italy, UK, Spain, Russia & Rest of Europe Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-22

$150

Table 24: European Long Term Projections for Malternatives by Geographic Region � France, Germany, Italy, UK, Spain, Russia & Rest of Europe Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-23

$150

Table 25: European 10-Year Perspective for Malternatives by Geographic Region � Percentage Breakdown of Dollar Sales for France, Germany, Italy, UK, Spain, Russia & Rest of Europe Markets for Years 2003, 2008 & 2012 (includes corresponding Graph/Chart).....III-24

$150

4a. France.....III-25

$150

Market Analysis.....III-25

Table 26: French Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-25

Table 27: French Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-25

$150

4b. Germany.....III-26

$225

Market Analysis.....III-26

Table 28: German Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-26

$150

Table 29: German Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-27

$150

4c. Italy.....III-28

$150

Market Analysis.....III-28

Table 30: Italian Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-28

Table 31: Italian Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-28

$150

4d. The United Kingdom.....III-29

$375

A. Market Analysis.....III-29

Current & Future Analysis.....III-29

Malternatives Market Hit by Tax Hikes.....III-29

Table 32: UK Market for Coolers & Flavored Alcoholic Beverages: Per Capita Consumption for the Years 2005 & 2006 (In Liters Per Person).....III-29

Select Players.....III-29

$150

Strategic Corporate Developments.....III-30

$75

B. Market Analytics.....III-31

Table 33: UK Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-31

$150

Table 34: UK Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-32

$150

4e. Spain.....III-33

$150

Market Analysis.....III-33

Table 35: Spanish Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-33

Table 36: Spanish Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-33

$150

4f. Russia.....III-34

$225

A. Market Analysis.....III-34

Current & Future Analysis.....III-34

Younger Consumers Spur Malternatives Growth.....III-34

B. Market Analytics.....III-34

Table 37: Russian Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-34

$150

Table 38: Russian Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-35

$150

4g. Rest of Europe.....III-36

$150

Market Analysis.....III-36

Table 39: Rest of Europe Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-36

Table 40: Rest of Europe Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-36

$150

5. Asia-Pacific.....III-37

$275

A. Market Analysis.....III-37

Current & Future Analysis.....III-37

Australia � A Key Market.....III-37

ADGP�s Growing Concern Over Alcopops.....III-37

Higher Taxes Signal Hard Times for Alcopops.....III-37

$75

Alcopop Consumption Trends Among Young Australians.....III-38

B. Market Analytics.....III-38

Table 41: Asia-Pacific Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-38

$150

Table 42: Asia-Pacific Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-39

$150

6. Latin America.....III-40

$225

A. Market Analysis.....III-40

Current & Future Analysis.....III-40

RTD Market in Central America.....III-40

Table 43: Central American Market for Ready-to Drinks (2005 & 2006): Volume Sales in Select Countries- Mexico, Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua (In Thousands of 9 Liter Cases) (includes corresponding Graph/Chart).....III-40

Strategic Corporate Development.....III-40

$150

B. Market Analytics.....III-41

Table 44: Latin America Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-41

Table 45: Latin America Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-41

$150

7. The Middle East.....III-42

$175

A. Market Analysis.....III-42

Current & Future Analysis.....III-42

The Middle East: Charming International Brewers?.....III-42

Malternatives Bode the Promise of Making it Big in Israel.....III-42

$75

B. Market Analytics.....III-43

Table 46: Middle East Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-43

Table 47: Middle East Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-43

$150

8. Rest of World.....III-44

$225

A. Market Analysis.....III-44

Strategic Corporate Development.....III-44

$75

B. Market Analysis.....III-45

Table 48: Rest of World Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-45

Table 49: Rest of World Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-45

$150

IV. COMPETITIVE LANDSCAPE

$995

Total Companies Profiled: 28 (including Divisions/Subsidiaries - 31)
Region/Country                 Players

The United States                 19  
Canada                             1
Europe                             9
     France                        1
     Germany                       2
     The United Kingdom            3
     Rest of Europe                3
Latin America                      1
Africa                             1

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