sam adams- holiday execution
DESCRIPTION
Brief recap of Alliance Beverage's survey.TRANSCRIPT
Alliance Beverage Distributing
4th of July Holiday Execution
2013
4th of July Holiday Execution
Survey Execution
Retail Displays
Total Market Execution
Chain Advertising
Retail Sales Results
Innovation
Survey Execution
Alliance Beverage Management personnel
randomly surveyed 92 grocery stores in the
Phoenix, Tucson, and Prescott markets.
Grocery Breakout:
13- Albertsons 19- Safeway 12- Bashas’
33- Fry’s 14- Walmart
1- Sprouts
Survey Areas (7):
5- Phoenix 1- Tucson 1- Prescott
Retail Displays
The following information was recorded for
each store that was surveyed:
• Total number of cases on display
• Total number of SKUs in distribution
• Total number of cold box facings
• Total number of cold box out-of-stocks
• Sam Adams display percentages versus
standard (50% lager) cases on display
SKUs:
Out of Stocks:
Brand Surveyed # SKUs # Facings
Average
# SKUs
Average
Facings
Sam Adams 729 745 7.9 8.1
Twisted Tea 113 113 1.2 1.2
Angry Orchard 141 141 1.5 1.5
Brand Surveyed # OOS
% Share of
OOS
% Average
Per SKU
Sam Adams 1 1.3 0.1
Twisted Tea 1 1.3 0.8
Angry Orchard 3 3.8 2.1
Displays:
Brand Surveyed # Displays % Coverage # Cases Case Average
Sam Adams 88 96 1453 16.5
Twisted Tea 13 14 63 4.8
Angry Orchard 25 27 161 6.4
Displays in Surveyed Stores
Total Market Execution
Total Market Displays:
Chain Coverage % Average Display Size
Albertsons 100 10.1
Bashas' 96.2 21.7
Fry's 99.2 19.6
Safeway 96.5 19.7
Walmart 70.6 9.6
Total cases on display: 6,671
The execution in the stores that were
not on the survey was equal to and
many times better than those seen.
Below is the total market execution:
Displays in Stores Outside the Survey
Chain Advertising
Sam Adams was featured in print advertisements
from the chains:
Sam Adams was well represented in ads when
compared to other “better beer” brands.
Retail Sales Results
Sam Adams
SAM ADAMS JUNE CHAIN 2013 2012 + / - %
ALBERTSONS 799 516 283 54.8%
BASHAS 1,172 1,233 -61 (4.9%)
CIRCLE K 1,204 980 224 22.8%
COSTCO 3,061 3,314 -253 -7.6%
FRY'S 5,629 3,585 2,044 57.0%
SAFEWAY 4,763 5,374 -611 -11.3%
WAL MART 2,492 1,336 1,156 86.5%
ALL OTHERS 6,241 5,952 289 4.8%
TOTAL MONTH 25,361 22,290 3,071 13.8%
SAM ADAMS YEAR TO DATE CHAIN 2013 2012 + / - %
ALBERTSONS 4,760 5,017 -257 -5.1%
BASHAS 6,382 7,316 -934 -12.7%
CIRCLE K 5,943 7,649 -1706 -22.3%
COSTCO 16,383 11,461 4,942 42.9%
FRY'S 29,253 25,550 3,703 14.5%
SAFEWAY 22,244 25,654 -3410 -13.3%
WAL MART 11,077 7,737 3,340 43.1%
ALL OTHERS 38,343 37,432 911 2.4%
TOTAL MONTH 134,385 127,816 6,569 5.1%
Retail Sales Results
Angry Orchard
ANGRY ORCHARD JUNE CHAIN 2013 2012 + / - %
ALBERTSONS 220 47 173 368.1%
BASHAS 390 55 335 609.1%
CIRCLE K 0 0 0 0.0%
COSTCO 0 0 0 0.0%
FRY'S 1,589 309 1,280 414.2%
SAFEWAY 1,141 327 814 248.9%
WAL MART 57 0 57 +++
ALL OTHERS 2,452 573 1,879 327.9%
TOTAL MONTH 5,849 1,311 4,538 346.1%
ANGRY ORCHARD YEAR TO DATE CHAIN 2013 2012 + / - %
ALBERTSONS 1,177 210 967 460.4%
BASHAS 1,577 124 1,453 1171.7%
CIRCLE K 0 0 0 0.0%
COSTCO 0 0 0 0.0%
FRY'S 5,203 717 4,486 625.6%
SAFEWAY 4,152 1,000 3,152 315.2%
WAL MART 242 0 242 +++
ALL OTHERS 10,944 2,035 8,909 437.7%
TOTAL MONTH 23,295 4,086 19,209 470.1%
Retail Sales Results
Twisted Tea
TWISTED TEA JUNE CHAIN 2013 2012 + / - %
ALBERTSONS 112 55 57 103.6%
BASHAS 199 150 49 32.6%
CIRCLE K 1,438 548 890 162.4%
COSTCO 0 0 0 0.0%
FRY'S 715 282 433 153.5%
SAFEWAY 155 241 -86 -35.6%
WAL MART 76 41 35 85.3%
ALL OTHERS 2,756 3,133 -377 -12.1%
TOTAL MONTH 5,451 4,450 1,001 22.5%
TWISTED TEA YEAR TO DATE CHAIN 2013 2012 + / - %
ALBERTSONS 354 408 -54 -13.2%
BASHAS 911 715 196 27.4%
CIRCLE K 5,377 3,746 1,631 43.5%
COSTCO 0 0 0 0.0%
FRY'S 2,530 1,221 1,309 107.2%
SAFEWAY 769 1,204 -435 -36.1%
WAL MART 282 235 47 20.0%
ALL OTHERS 14,787 13,129 1,658 12.6%
TOTAL MONTH 25,010 20,658 4,352 21.1%
Innovation
Alliance Beverage recently installed an 18,000
square foot beer cooler to maintain the quality
of products.
The cool space will help meet the beverage
demand of the growing Arizona market.
