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  •  DATA EXHIBITS

    125


TABLE OF CONTENTS


   Pages :    | $

   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
  
   A Curtain Raiser.....II-1
Outlook.....II-1
Market Scan.....II-1
A Sneak Peek into the Gusty World of Malternatives.....II-1
1$100
   How Malternatives Fare Across the Globe.....II-2
United States.....II-2
Japan.....II-2
Europe.....II-2
1$100
   China.....II-3
Middle East.....II-3
Major Brands in the Malternatives Market.....II-3
1$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
1$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
1$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-61$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
1$100
   New Product Blitz.....II-8
Flavor Innovations that Scored High.....II-8
1$100
   Beer & Spirit Companies “Ad it Up”.....II-9
Packaging.....II-9
Distribution Dynamics.....II-9
Dynamics of Successful Retailing.....II-9
1$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
1$100
   Women Hit the Spotlight.....II-11
Where are the Men & Non-Users in the Equation?.....II-11
1$100
   Table 2: Consumer Perception of Malternatives by Gender (includes corresponding Graph/Chart).....II-121$300
   Table 3: Perception of Malternatives by Drinkers and Non-Drinks (includes corresponding Graph/Chart).....II-13
The Flip Side of Malternatives.....II-13
1$300
   FMB Formulation Techniques Slip into Negligence.....II-14
Malternatives Alleged to Promote Under-Age Drinking.....II-14
1$100
   Mass Advertising Draws Wrong Attention.....II-15
Social Activists Flag Protests against Malternatives.....II-15
Health Effects of Malternatives Consumption.....II-15
1$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
1$100
   Looking through the Crystal Ball.......II-17
1$100
   Malternatives: A Definition.....II-18
Malternatives: A Historic Scan.....II-18
Forerunners of the Beverage.....II-18
1$100
   Frontrunners of the Beverage.....II-19
Emergence of Malternatives.....II-19
Advantages Enjoyed by Malternatives.....II-19
1$100
   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
1$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
1$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
1$100
   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
1$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
1$100
   ATTB Introduces Standards for Malternatives.....II-25
1$100
   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
1$100
   Molson Coors Brewing Company (US).....II-27
Cruzan Rum Distillery (US).....II-27
Diageo Plc (UK).....II-27
1$100
   Labatt Breweries Of Canada (Canada).....II-28
SABMiller plc (UK).....II-28
1$100
   Miller Brewing Company (US).....II-29
The Lion Brewery Inc (US).....II-29
1$100
   Table 4: World Recent Past, Current & Future Analysis for Malternatives by Geographic Region – US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America, Middle East and Rest of World Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....II-301$300
   Table 5: World Long Term Projections for Malternatives by Geographic Region – US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America, Middle East and Rest of World Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....II-311$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-321$300
   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
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
1$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
1$150
   Target Audience.....III-4
Malternatives: The Difference Between Success & Failure.....III-4
Who’s Leading the Malternatives Chase?.....III-4
1$75
   Regulatory Clampdown on Malternatives: Slow Boil in a Melting Pot.....III-5
California to Tax Malternatives as Distilled Spirits.....III-5
1$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
1$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-71$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
3$450
   Strategic Corporate Developments.....III-11
Focus on Select Players.....III-11
3$225
   B. Market Analytics.....III-14
Table 16: US Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ 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
1$150
   A. Market Analysis.....III-15
Labatt Breweries Of Canada – A Major Player.....III-15
B. Market Analytics.....III-15
Table 18: Canadian Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-15
1$150
   Table 19: Canadian Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-16
1$150
   Market Analysis.....III-17
Table 20: Japanese Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-17
1$150
   Table 21: Japanese Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-18
1$150
   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
1$75
   High Taxes Sober Alcopop Sales.....III-20
Table 22: European Market for Alcopops (2007): Tax Imposed on Per Gallon of Alcopop in Select Countries (In US$) (includes corresponding Graph/Chart).....III-20
1$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
1$75
   B. Market Analytics.....III-22
Table 23: European Recent Past, Current & Future Analysis for Malternatives by Geographic Region – France, Germany, Italy, UK, Spain, Russia & Rest of Europe Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-22
1$150
   Table 24: European Long Term Projections for Malternatives by Geographic Region – France, Germany, Italy, UK, Spain, Russia & Rest of Europe Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-231$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
1$150
   Market Analysis.....III-25
Table 26: French Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ 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
1$150
   Market Analysis.....III-26
Table 28: German Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-26
1$150
   Table 29: German Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-27
1$150
   Market Analysis.....III-28
Table 30: Italian Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ 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
1$150
   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
1$150
   Strategic Corporate Developments.....III-301$75
   B. Market Analytics.....III-31
Table 33: UK Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-31
1$150
   Table 34: UK Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-32
1$150
   Market Analysis.....III-33
Table 35: Spanish Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ 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
1$150
   A. Market Analysis.....III-34
Current & Future Analysis.....III-34
Younger Consumers Spur Malternatives Growth.....III-34
B. Market Analytics.....III-34
Table 37: Russian Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-34
1$150
   Table 38: Russian Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-35
1$150
   Market Analysis.....III-36
Table 39: Rest of Europe Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ 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
1$150
   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
1$75
   Alcopop Consumption Trends Among Young Australians.....III-38
B. Market Analytics.....III-38
Table 41: Asia-Pacific Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ Million for Years 2000 through 2010 (includes corresponding Graph/Chart).....III-38
1$150
   Table 42: Asia-Pacific Long Term Projections for Malternatives Market with Annual Sales Figures in US$ Million for Years 2011 through 2015 (includes corresponding Graph/Chart).....III-39
1$150
   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
1$150
   B. Market Analytics.....III-41
Table 44: Latin America Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ 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
1$150
   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
1$75
   B. Market Analytics.....III-43
Table 46: Middle East Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ 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
1$150
   A. Market Analysis.....III-44
Strategic Corporate Development.....III-44
1$75
   B. Market Analysis.....III-45
Table 48: Rest of World Recent Past, Current & Future Analysis for Malternatives Market with Annual Sales Figures in US$ 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
1$150
    
 
 


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