4. Blue Moon
> Sales growth (2008-2013): 88.4%
> Brewer: MillerCoors
> Barrels shipped (2013): 2,025,000
Blue Moon has enjoyed large growth rates since its inception in the 1990s and particularly in recent years. Shepherd attributed it partly to a growing preference among Americans for flavorful beers. Blue Moon’s market share roughly doubled between 2008 and 2013, from 0.5% to 1.0%. The Belgian-style beer is produced by Blue Moon Brewing Company, which is controlled by MillerCoors as part of its craft brewing category. According to marketing and media analysis firm Advertising Age, the company spent nearly $19 million marketing Blue Moon, far more than its competitors. However, competitors may be increasing their advertising budget, which may pose a threat to Blue Moon’s impressive growth rates.
3. Stella Artois
> Sales growth (2008-2013): 95.4%
> Brewer: Anheuser-Busch InBev
> Barrels shipped (2013): 1,475,000
Anheuser-Busch InBev identifies Stella Artois as one of its three global brands, alongside Budweiser and Corona. Stella Artois can trace its history back to 1366. The Belgian brand has picked up a bit of market share in the United States in recent years, as sales nearly doubled between 2008 and 2013. Still, with just under 1.5 million barrels shipped and 0.7% of the beer market, the brand has quite a way to go to catch up with AB InBev’s Budweiser or Bud Light, which are both among the nation’s top-selling beer.
2. Modelo Especial
> Sales growth (2008-2013): 106.9%
> Brewer: Constellation Brands
> Barrels shipped (2013): 3,745,000
Modelo Especial was originally brewed in Mexico in 1925 and was not released in the United States until the 1990s. According to Modelo’s U.S. producer and distributor Constellation Brands, Modelo Especial sells more than 50 million cases of beer annually, making it the second-most imported beer nationwide after Dos Equis. Shipments of the beer grew 106.7% from 1.8 million barrels in 2008 to more than 3.7 million last year, trailing only Dos Equis in shipment growth. Modelo’s growth rates reflect in part the growing power of the Hispanic market. Remarkably, the company has released hardly any english-language advertising.
1. Dos Equis
> Sales growth (2008-2013): 116.6%
> Brewer: Heineken USA
> Barrels shipped (2013): 1,570,000
With shipments of Dos Equis growing 116.6% between 2008 and last year, it is the fastest growing beer brand in the country. Perhaps more than other popular beers, the spike in Dos Equis’ sales can be largely attributed to its successful advertising campaign featuring “the most interesting man in the world.” The ad was launched in 2006, just before the start of the brand’s heyday. Dos Equis is controlled by Heineken. The prestigious Cannes Lions International Festival of Creativity recently announced it will name Heineken marketer of the year in 2015.
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