Core brands receive primary marketing focus - ST

Brandweek, June 21, 1999 by Gerry Khermouch, Theresa Howard

                        Beer


Brand                   Co. Name, Location
1  Budweiser            Anheuser-Busch, St. Louis
2  Bud Light            Anheuser-Busch, St. Louis
3  Miller Lite          Miller Brewing, Milwaukee
4  Coors Light          Coors Brewing, Golden, CO
5  Busch                Anheuser-Busch St. Louis
6  Natural Light        Anheuser-Busch, St. Louis
7  Miller Genuine Draft Miller Brewing, Milwaukee
8  Miller High Life     Miller Brewing, Milwaukee
9  Busch Light          Anheuser-Busch, St. Louis
10 Corona Extra         Barton, Chi; Gambrinus, S. Antonio


                                                           TotalSales
Brand                   Lead Agency, Location              (millions)
1  Budweiser            DDB, Chicago                          35.0
2  Bud Light            DDB, Chicago                          25.6
3  Miller Lite          Fallon McElligott, Minneapolis        15.8
4  Coors Light          Foote, Cone & Belding, Chicago        13.8
5  Busch                DDB, Chicago                           8.2
6  Natural Light        Unassigned                             7.4
7  Miller Genuine Draft Wieden & Kennedy, Portland, OR         5.3
8  Miller High Life     Wieden & Kennedy, Portland, OR         4.9
9  Busch Light          DDB, Chicago                           4.9
10 Corona Extra         Fogarty, Chicago; Richards, Dallas     3.9


                        MediaExpenditures
Brand                      (millions)
1  Budweiser                 $121.9
2  Bud Light                 $126.0
3  Miller Lite                $95.2
4  Coors Light                $76.6
5  Busch                       $1.9
6  Natural Light               $0.0
7  Miller Genuine Draft       $46.8
8  Miller High Life           $14.3
9  Busch Light                 $0.0
10 Corona Extra               $17.1


Source: Impact Databank, N.Y. (barrels shipped), Competitive Media
Reporting (expenditures); 1998 figures

                           LIQUOR


Brand                      Co. Name, Location
1  Bacardi (a)             Bacardi-Martini USA Miami
2  SmirnofF (a)            Diageo/UDV North America, Stamford, CT
3  Absolut (a)             House of Seagram, New York
4  Jack Daniels            Brown-Forman, Louisville, KY
5  Jim Beam                Jim Beam Brands, Deerfield, IL
6  Seagram's Extra Dry Gin House of Seagram, New York
7  Jose Cuervo/1800        Diageo/UDV North America, Stamford, CT
8  7 Crown                 House of Seagram, New York
9  Canadian Mist           Brown-Forman Louisville, KY
10 DeKuyper                Jim Beam Brands, Deerfield, IL


                                                                TotalSales
Brand                     Lead Agency, Location                 (millions)
1  Bacardi (a)            In review (lncumb: Ammirati New York)    6.8
2  SmirnofF (a)           J. Walter Thompson, New York             6.7
3  Absolut (a)            TBWA Chiat/Day, New York                 3.6
4  Jack Daniels           Simmons, Durham, St. Louis               3.3
5  Jim Beam               Young & Rubicam, Chicago                 3.3
6  Seagram's Extra Dry Gi TBWA Chiat/Day, New York                 3.0
7  Jose Cuervo/1800       Grybauskas Beatrice, New York            2.9
8  7 Crown                M&M, Red Bank, NJ                        2.7
9  Canadian Mist          Martin Agency, Richmond, VA              2.6
10 DeKuyper               Young & Rubicam, Chicago                 2.4


                          MediaExpenditures
Brand                        (millions)
1  Bacardi (a)                  $19.5
2  SmirnofF (a)                 $15.8
3  Absolut (a)                  $29.4
4  Jack Daniels                 $18.7
5  Jim Beam                      $7.9
6  Seagram's Extra Dry Gi        $2.6
7  Jose Cuervo/1800              $1.7
8  7 Crown                       $0.4
9  Canadian Mist                 $4.9
10 DeKuyper                      $1.0


Sources: Sales in 9-liter cases; (a) Incl. all
line extensions, Adams Liquor Handbook, NY
(sales); Competitive Media Reporting (expend.);
1998 figure

                       WINE


Brand                  Co. Name, Location
1  Franzia             The Wine Group, San Francisco
2  Carlo Rossi         E&J Gallo Winery, Modesto, CA
3  Livingston Cellars  E&J Gallo Winery, Modesto, CA
4  E&J Gallo Vineyards E&J Gallo Winery, Modesto, CA
5  Almaden             Canandaigua Wine, Canandaigua, NY
6  Sutter Home         Trinchero, St. Helena, CA
7  Inglenook           Canandaigua Wine, Canandaigua, NY
8  Woodbridge          Robert Mondavi Winery, Oakville, CA
9  Beringer            Beringer Wine Estates, St. Helena, CA
10 Vendange            Sebastiani Vineyards, Sonoma, CA


                                                             TotalSales
Brand                  Lead Agency, Location                 (millions)
1  Franzia             In-house                                 19.0
2  Carlo Rossi         In-house                                 10.2
3  Livingston Cellars  FCB, San Francisco                        9.6
4  E&J Gallo Vineyards FCB, San Francisco                        8.3
5  Almaden             BARC, San Francisco                       7.6
6  Sutter Home         Goodby, Silverstein, San Francisco        7.1
7  Inglenook           In-house                                  6.1
8  Woodbridge          Dailey, Los Angeles                       4.7
9  Beringer            Goldberg Moser O'Neill, San Francisco     4.4
10 Vendange            In-house                                  4.3


                       MediaExpenditures
Brand                     (millions)
1  Franzia                    $4.0
2  Carlo Rossi                 N/A
3  Livingston Cellars          N/A
4  E&J Gallo Vineyards        $4.4
5  Almaden                     N/A
6  Sutter Home                $4.2
7  Inglenook                   N/A
8  Woodbridge                  N/A
9  Beringer                   $4.5
10 Vendange                    N/A


Sources: Sales in 9-liter cases, Impact Databank, New York (sales);
Competitive Media Reporting (expenditures); 1998 figures