Table 2.
Share of U.S. market volume and advertising spending of the 10 leading producers of alcoholic beverages, by category
| Corporation | U.S. Market Share, 2016 (Beer Marketer’s Insights Inc., 2017) | U.S. ad spending (U.S. $ million) and share of total spending, 2017 (Advertising Age-Neustar, 2018)a | |
| Beer | |||
| Anheuser-Busch | 42.7% | 591 | 41.6% |
| MillerCoors | 24.6% | 397b | 24.3%b |
| Constellation | 8.3% | 263 | 8.9% |
| Heineken USA | 3.9% | 171 | 3.8% |
| Pabst | 2.4% | 1 | 2.3% |
| Boston | 1.8% | 52 | 1.7% |
| Yuengling | 1.3% | 5 | 1.3% |
| NAB | 1.1% | 1 | 1.1% |
| Diageo/Guinness | 1.0% | 9 | 1.1% |
| Mike’s Hard | 0.8% | 6 | 0.9% |
| Total top 10 | 88.0% | 1,496 | 87.0% |
| U.S. Market Share, 2016 (M. Shanken Communications, 2017a) | U.S. ad spending (U.S. $ million) and share of total spending, 2016 (M. Shanken Communications, 2017a) | ||
| Distilled spirits | |||
| Diageo North America | 18.1% | 49.0 | 12.2% |
| Sazerac Co. Inc. | 11.6% | c | c |
| Beam Suntory | 10.3% | 82.0 | 20.5% |
| Pernod Ricard USA | 6.6% | 20.1 | 5.0% |
| Bacardi USA, Inc. | 6.1% | 80.8 | 20.2% |
| Heaven Hill Brands | 5.9% | c | c |
| Brown-Forman Beverages Worldwide | 4.7% | 34.2 | 8.5% |
| E. & J. Distillers | 4.7% | c | c |
| Proximo Spirits | 4.1% | 20.0 | 5.0% |
| Constellation Brands | 3.8% | c | c |
| Total top 10 | 75.9% | 349.7 | 87.3% |
| U.S. Market Share, 2016 (M. Shanken Communications, 2017a) | U.S. ad spending (U.S. $ million) and share of total spending, 2016 (M. Shanken Communications, 2017a) | ||
| Wine | |||
| E & J Gallo Winery | 23.2% | 8.2 | 9.4% |
| Constellation Brands | 14.1% | 13.2 | 15.3% |
| The Wine Group | 13.4% | c | c |
| Trinchero Family Estates | 5.2% | c | c |
| Treasury Wine Estates Americas | 3.9% | 3.9 | 4.5% |
| Deutsch Family Wine & Spirits | 3.2% | 6.4 | 7.4% |
| Ste. Michelle Wine Estates | 2.9% | c | c |
| Bronco Wine Co. | 2.4% | c | c |
| DFV Wines | 2.4% | c | c |
| Palm Bay International | 2.0% | 4.7 | 5.4% |
| Total top 10 | 72.7% | 53.8 | 62.0% |
Notes: The sum of the columns may not agree with the total figures because of rounding or inclusion of companies not listed.
a
Measured media only—excludes digital;
b
MolsonCoors as of 2017;
c
not in the top-10 advertising companies in this segment.