Michelob AmberBock is a smooth, rich dark lager which has enjoyed solid growth over the past 9 years...
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Michelob AmberBock is a smooth, rich dark lager which has enjoyed solid growth over the past 9 years. As a result of its increased popularity, the AmberBock bottle has changed to better reflect the truly unique product that’s inside.

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Michelob AmberBock is a smooth, rich dark lager which has enjoyed solid growth over the past 9 years. As a result of its increased popularity, the AmberBock bottle has changed to better reflect the truly unique product that’s inside.

The new rich, sophisticated pub-style packaging has a distinctively upscale image that’s right on target with today’s contemporary consumer and is sure to drive incremental purchase and high-end profit margins.

Michelob AmberBock is a four-time medal winner both the North American Beer Awards competition and the Great American Beer Festival


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Table Tent enjoyed solid growth over the past 9 years. As a result of its increased popularity, the AmberBock bottle has changed to better reflect the truly unique product that’s inside.

Tap Marker

Bottle Glorifier

Neon


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Image Insert enjoyed solid growth over the past 9 years. As a result of its increased popularity, the AmberBock bottle has changed to better reflect the truly unique product that’s inside.

Cooler Sticker

Rack


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Pilsner enjoyed solid growth over the past 9 years. As a result of its increased popularity, the AmberBock bottle has changed to better reflect the truly unique product that’s inside.

Coasters

Bar Spill Mat

Pitcher


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Beer Generates More Revenue enjoyed solid growth over the past 9 years. As a result of its increased popularity, the AmberBock bottle has changed to better reflect the truly unique product that’s inside.

  • Number of Servings Is Much Greater for Beer

    • 2.7 X Wine

    • 4.6 X Liquor

  • Avg. Revenue Per Consumer Is Much Greater for Beer

    • 2.3 X Wine

    • 3.8 X Liquor

Beer Has Higher Number of Servings and Generates More Revenue Than Wine And Liquor

Calculation: Servings / # Consumers = Number of Daily Servings; Servings x Dollar per Serving = Revenue

NOTE: Beer, wine and liquor volumes are shown converted into an approximation of servings, based on 12 oz. for beer; 5 oz. for wine, and 1.5 oz. for liquor. In practice, serving sizes and alcohol concentration are highly variable -- especially for mixed liquor drinks.

Source: 2005 Adams Advanced Handbook (2004 Gallons and Dollars); MRI 2005 (Average Number of Servings)


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Beer, Wine and Liquor - % Increase in Dollars Due To Any Merchandising

  • Beer has highest % Incremental Sales due to Any Merchandising versus Wine and Liquor

  • Beer % Incremental Sales is more than twice that of Wine and Liquor

Source: IRI InfoScan – Total US Grocery; 52 Weeks Ending March 19, 2006


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Beer, Wine and Liquor – Gross Profit Merchandising

  • Beer Delivers Highest Gross Profit Per SKU:

    • 217% higher than Wine

    • 126% higher than Liquor

Source: Willard Bishop Consulting – Grocery SuperStudy 2005


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