The real story throughout the beer categories has been the decline that occurred among imports. This segment went from growing 12 percent in 2006 to 2.8 percent growth in 2007 and a 1.2 percent decline last year.
The losses posted among imports can be directly tied to the performance of the two top leading brands, with Corona Extra and Heineken losing 3.5 percent and 4 percent, respectively. Despite the declines from leading import brands, there still were many that did well.
Although Corona posted a loss, other Mexican imports did well, with Modelo Especial (up 12.2 percent), Tecate (up 6 percent), Corona Light (up 5.1 percent) and Dos Equis (up 12.6 percent) exhibiting success. The decline of Heineken caused imports from the Netherlands to decline 1.7 percent, along with losses by Heineken Premium Light (down 1.1 percent) and Amstel Light (down 10 percent). Canada was down 7.3 percent, Germany fell 5.6 percent, United Kingdom posted a slight loss of half a percent and Jamaica, down 2.7 percent, also posted declines.
Ireland and Belgium did better, however, gaining 4.6 percent and 12.9 percent, respectively.
