Advertisements for beer, light beer, and malternatives
decreased -12 % (42 vs.
beverage industry, made up of brewing and distilled spirits giants such as Budweiser and Smirnoff, had lobbied the Legislature to thwart an Oregon Liquor Control Commission ruling.
A similar bill supported by the "malternative
" industry, House Bill 3097, would override the Liquor Control Commission's Jan.
alone had a plethora of brands, including Skyy Blue, Sauza Diablo, and Stolichnaya's Citrona (all malt-based beverages), as well as Jack Daniel's Original Hard Cola, a spirits-based malternative
. Today only Skyy remains in Miller's portfolio.
The Oregon Liquor Control Commission's policy aligns with federal regulators' preliminary conclusions that most malternative
beverages acquire the majority of their alcoholic content from added liquor, not from malt.
Dessert & fortified wine fell for the sixth straight year, off 3.0%, while wine coolers took a big hit, down almost 40% to 1.5 million cases, a victim of the wildly successful malternative
fad in 2002.
SALES YEAR CASES YEAR SEGMENT (MILLIONS) AGO SHARE (MILLIONS) AGO SHARE Domestic $4,011.4 0.7% 45.8% 246.7 0.4% 48.1% premium Import 1,762.5 10.5 20.1 71.1 9.3 13.8 Domestic 1,483.6 -3.0 16.9 129.4 -1.8 25.2 sub-premium Domestic 530.6 -8.8 6.1 26.2 -10.2 5.1 superpremium Micro/craft 452.4 12.7 5.2 17.0 10.2 3.3 Malternative
336.5 -2.4 3.8 11.9 -2.5 2.3 Non-alcoholic 96.1 -2.8 1.1 5.8 -5.2 1.1 Domestic malt 59.7 -8.7 0.7 4.6 -10.4 0.9 liquor Cider 18.5 7.8 0.2 0.7 5.5 0.1 Source: Information Resources, Inc.
To put another perspective on the whole malternative
picture, take a look at overall category numbers.
Here's a brand, the first cider in the market, it weathered the malternative
storm, being put on the shelf with hundreds of new products with sweet taste profiles all around it.
After a couple of years in the limelight, largely to do with heated regulatory arguments over composition, the flavored malt beverage (FMB) or "malternative
" category seems to have cooled, dropping by 3.8%, while malt liquors gained a slight 0.9%.
Coca-Cola won for Coca-Cola Blak, a new cola/coffee drink packaged in shrink-wrapped signature bottles, while Anheuser-Busch won for Peels, a female-geared malternative
beverage packaged in bottles with a short neck and bright, resealable caps.
" revolution of the past few years slowed considerably in 2003, with some of the original successful brands taking major hits.