Some numbers courtesy of Miller-backed Brew Blog that provide a little perspective.

The good news

Craft beers (no indication who “craft” is defined) increased their share in supermarkets by seven-tenths of a point for the four weeks ended July 7, according to beer sales statistics from Nielsen.

Supermarkets are devoting more shelf space to crafts, with the average supermarket carried 22.5% more craft items during the latest four weeks than during the year-earlier period.

On the other hand, imports declined by a tenth of a point the last four weeks. That’s the first decline for imports in 93 weeks. Gasp!

Higher “craft” sales is good news because we’re happy to see the people who brew the beer we like succeed, and also because it usually means it is easier for us to find beers we want (in the supermarket or otherwise).

Keeping things in perspective

Two days ago Brew reported that Miller Chill was up to 0.4% share in supermarkets for the four-week period ended July 7.

Doesn’t sound like much? Miller is thrilled because it equals that of Anheuser-Busch’s Rolling Rock, Coors Brewing’s Blue Moon, or Sierra Nevada.

Just a reminder that we are drinking in a niche, with both disadvantages and advantages.

And, in case you are curious: “Miller Chill is sourcing half of its volume from consumers who are new to beer, growing the total category base, according to Miller research. Fully 60 percent of the ‘beer switcher’ volume represents trade up from mainstream and economy brands.”

And, in case your are further curious, the elves at the top have nothing to do with supermarket beers sales. I just like them. They seem happy about the news.

Posted: July 18th, 2007 under Beer culture.