Heineken sees big oppy with its biggest customers as beer biz has moved from 25% natl accounts in 2000 to 42% today and will be 50% “pretty soon,” noted prexy Dolf van den Brink in info-packed Sep 6 presentation to investors. Key case in point: Walmart, which is HUSA’s #1 off-premise customer. HUSA up 30% in nation’s largest retailer, growing at more than double overall category rate, said Dolf. Brand Heineken is up 25% and Dos Equis up 36% in Walmart YTD 2013. That follows 15% growth in Walmart last yr. Walmart is on mission to double its beer biz in next few yrs. Heineken has tripled its account team at Walmart and increased its investment by 5x there. But HUSA also focusing on other key accounts. Its #1 on-premise account, like for so many others, is Buffalo Wild Wings. HUSA volume was up 34% in Buffalo Wild Wings in 2012. And grocery chain HEB is #1 account for Dos Equis, where the brand is bigger than Corona or Heineken, according to Dolf. Dos has continued to grow at 20%+ clip in Tex, even tho by now it is big established brand there. Dos still has plenty of room to run, said Dolf, in part because it is only at 58% distribution nationally. What’s more, Dos brand had some gaps in pricing with Corona and Heineken, which it is gradually closing. Rev per hectolitre up 2.9% for Dos in Jun 2013, compared to Jun 2012.

Surprising growth spurt for Strongbow recently as HUSA zeroes in on cider oppy. It’s up 97% last 4 weeks thru Aug 10 in Nielsen, following 94% the period before that and 83% the 4 weeks before that. Strongbow had grown 28% per yr in 2011-2012 Nielsen data under Vermont Hard Cider, but dipped to teens earlier this yr as HUSA transitioned from a number of distribs. It has steadily picked up steam since, even with “no new marketing.” Dolf painted very bullish picture, noting that next yr will be major relaunch, including global package and “right marketing mix.” (Strongbow is #1 cider globally). “We are well-positioned to ignite Strongbow growth” within the cider category.

The other big % growth brand is Tecate Light, which is up 44% yr-to-date thru Aug 10 in Nielsen, while Tecate brand is up 1%. Compare to 2010 when Tecate regular down 12% and Tecate Light down 2%. Interestingly Tecate Light only about 15% of Tecate franchise nationally. Compare to Mexico where it’s 76% of Tecate volume. In Ariz, it’s 48% of Tecate franchise. Tecate Light’s distribution levels are still only in the low 20s.

The mothership Heineken is still 50-60% of HUSA’s biz. Heineken “improvement seen across all geographies,” Dolf showed. US depletions dropped 9% in 2009, including double-digit drops across most of West. But last yr brand Heineken flat, including 1% or greater gains in most of southeast. Brand Heineken rev per hectolitre up 0.7% in Jun 2013, compared to Jun 2012 as Heineken able to take price in many of its biggest mkts like Fla, Ill, NJ and Mass. But total HUSA rev per hectoliter up 0.6%, Dolf noted. That’s in part because aggressive growth of Tecate Light, priced at mainstream, creates downward mix shift. So HUSA intent on introducing brands at higher price points, such as Strongbow. Strongbow at a price index of 189 to leading mainstream brands, while Heineken at 145. While much of pricing in beer biz these days comes from mix shift, “any opportunity to take price we will,” Dolf added.

The annual Beer Insights Seminar is one of the industry's premier events. This year, we'll be in NYC once again at the Waldorf=Astoria on Nov 11. The program features a top-notch line-up of industry speakers and there's plenty of oppys to network with beer biz peers. On tap to speak: AB sales veep David Almeida, Heineken USA president Dolf van den Brink, new Pabst president and chief operating officer Kevin McAdams and Harpoon ceo Rich Doyle. We'll also have two panels. Consultant Bump Williams will speak with MillerCoors chief customer officer Kevin Doyle, Crown exec veep sales Bruce Jacobson and Boston Beer sales veep John Geist. The 2d will feature several leading data experts, GuestMetrics ceo Bill Pecoriello, IRI principal alc bev insights Dan Wandel and Nielsen sr veep Andrea Riberi. As always, BMI's Benj Steinman will present an overview of industry trends. The seminar is $1150 per person. Sign up for what's sure to be a jampacked and insightful day. Seating is limited. Click here for more info. Click here to register.