I just got a copy of the 2018 Annual iPourIt Report. And I have to say, this is where the industry is headed. There’s just too much valuable data here.
I’m not saying bartenders are an endangered species by any means. But in large draft markets, self-serve beer and RFID technology will be the industry standard moving forward.
Key Takeaways from the 2018 Annual iPourIt Report
How many times have you had to wait forever for a bartender to look in your direction? Waiting to buy a beer is where the idea for iPourIt came from.
iPourIt has become the leader in self-serve beverage dispensing technology with over 100 million ounces poured since the company was established in 2012. They currently have 3,400 self-serve taps in operation and another 900 about to be installed.
iPourIt just released its 2018 Annual Beer Report with data from the company’s pours over the past year ending September 2018. iPourIt collects data on each pour including the brand and ounces poured. The data comes from:
- Over 14,100 different beer brands monitored.
- Over 45,500,000 ounces of beer poured or nearly 3 million pints.
- Main locations are taprooms, restaurants and hospitality venues.
- Besides beer, the company offers self-serve wine and cider dispensing.
- 140 locations spread throughout the nation with 3,400 taps, average of around 24 taps per location.
- California has most locations with 43 and nearly 1,000 taps, roughly a 30% share. Followed by Colorado with 14 locations, North Carolina 13, Florida 12, Tennessee 6, New York 6, Arizona, 5, and Illinois 5.
Now drilling a little bit deeper, let’s translate the data into my language so I get a better picture of what we have here:
- That’s 23,000 half barrels or 160,000 24/12 oz case equivalents.
- That comes to nearly 14 half barrels a month per account or 100 cases a month per account.
- 71 or 50.7% of the locations are Western US markets – Cali, Colorado, Hawaii, Oregon, Nev, Washington State, Idaho, Wyoming, New Mex, and Arizona.
- 38 or 27% are on the East Coast – Florida, Georgia, SC, NC, Maryland, Penn, Rhody, NY, Conn and Mass.
- 21 or 15% in Midwest – Illinois, Ohio, Indiana, ND, SD, Mizzou, and Minnesota.
- 8 or 6% in Deep South – Texas, Tennessee and Louisiana.
iPourIt Beer Pour Data
Following are the top 5 craft beers poured from iPourIt self-serve taps for the year ending September 2018:
#1. Firestone Walker 805 – 247,652 ounces, 124 1/2 bbls or 860 24/12s.
#2. Blue Moon Belgian White – 153,453 ounces, 77 1/2 bbls or 532 24/12s.
#3. Narragansett Lager – 151,022 ounces, 76 1/2 bbls or 524 24/12s.
#4. Lost Coast Tangerine Wheat – 133,907 ounces, 68 1/2 bbls or 464 24/12s.
#5. Station 26 Juicy Banger – 131,758 ounces, 66 1/2 bbls or 457 24/12s.
Following are the top 5 domestic beers poured from iPourIt self-serve taps for the year ending September 2018:
#1. Bud Light – 300,448 ounces, 151 1/2 bbls or 1043 24/12s.
#2. Coors Light – 268,918 ounces, 135 1/2 bbls or 933 24/12s.
#3. Pabst Blue Ribbon – 164,723 ounces, 83 1/2 bbls or 571 24/12s.
#4. Michelob Ultra – 147,959 ounces, 75 1/2 bbls or 513 24/12s.
#5. Miller Lite – 32,479 ounces, 16 1/2 bbls or 112 24/12s.
Following are the top 3 import beers poured from iPourIt self-serve taps for the year ending September 2018:
#1. Modelo Especial – 186,337 ounces, 94 1/2 bbls, or 647 24/12s.
#2. Stella Artois – 141,869 ounces, 72 1/2 bbls, or 492 24/12s.
#3. Delirium – 131,968 ounces, 67 1/2 bbls, or 458 24/12s.
My Takeaways From the iPourIt Data:
- What’s up with Miller Lite? I can see that the data is skewed to markets where Lite is weaker, but if this isn’t a red flag for the Miller Lite brand I don’t know what is. It could be more of a question about distribution and not about sales.
- It’s interesting that ‘Gansett is top 3. Tells me they pour a lot up in the Northeast.
- Especial is the real deal. Know why you don’t see Heineken and Corona at the top? People like to walk around holding the bottle. The bottles are more than the beer, they promote an image. They’re badges.
- The self service adds value to the customer and the proprietor. I like that you can try 4 ounces of a beer if you want. Remember when you were a kid at the self serve coke fountain? How many beer suicides get poured? I want data on that! An ounce from 16 different styles of beer. Hazy, juicy, bock, lambic, lager, porter, pilsner, pale ale, PBR. Mixed all together. Delicious!
- It’s not cheap. It costs about $1,350 per tap to install plus the subscription fee of a penny per ounce – that comes to about $20 per half barrel. It has the potential to pay for itself though. Proprietors get to squeeze every bit out of the keg.
- This is terrific data from a small snapshot of the market – generally upscale taprooms and restaurants. These type accounts, while having steady beer sales of premium and above brands, will trend to the middle and lower in your on premise account rankings.
- The average drop per account is less than 4 half barrels per week or 25 cases per week.
- iPourIt focuses on upscale taprooms and restaurants. Could the iPourIt system be implemented in a major account with thousands in foot traffic? Say a self-serve kiosk with 100 taps at an NFL stadium? You pay before you pour. You have to scan the tap to begin. Ounce limits are programmable. I don’t see why it wouldn’t work.
- Self-serve draft is a growing segment of the market and will continue well into the future.
Did I say the data is fantastic? Oh, terrific. Yes the data from iPourIt is terrific and fantastic. Thank you iPourIt, keep it coming!
Expiring Beer, Wine and Spirits Industry Domain Names for Wednesday November 7, 2018
For the second part of my daily post, I feature my curated list of today’s expiring domain names. I research each of the domain name aftermarkets and go through the drop lists to find the best available domain names for beer, wine and spirits companies.
These domain names are perfect branding opportunities for breweries, wineries, distillers, distributors, retailers, vendors, etc., even cannabis companies. You never know, your company’s exact match domain name may be on the list. You can acquire premium domains, often at a huge discount, in the aftermarket.
Click on the links below to see the current prices: I am not including hyperlinks while I’m still getting my processes down. The domains below are expiring today, if you have any questions about a domain name feel free to contact Andy here. I can help you acquire it.
Beer Distro Domain of the Day: AppellationWines.com – An appellation is a legally defined and protected geographical area that identifies where certain grapes for wines are grown. Different countries have different rules that govern the appellations. Also, there is a wine portfolio called Appellation Wines in the US and an importer in the UK.
OneTruck.com – One man, one truck. That’s how most of the old timers started out in the business. Respect.
LittleTown.com – Nice brandable for a local brewery or craft beer wholesaler.
CrowValley.com – The Crow Valley Vineyard is in the Willamette Valley. Nice geographic domain.
BeehiveNYC.com – Beehive Distributors used to sell Miller brands in New York City. They merged with Manhattan Beer in 2014.
CraftCourt.com – I like this domain name for a craft beer distributor. It’s short, catchy and easy to remember. everything a growing business needs.
SouthernForest.com – Cool brandable here. Anything directional sells.
Castelverde.com – This is a commune in the Lombardy region of Italy. They make wine there.
Interflight.com – It’s a flight of beers within a flight of beers.
LeaderLeverage.com – The market leader leveraging it’s strengths. This is something AB needs to find out how to do in a hurry.
ShipChart.com – You have to keep up with all those deliveries somehow.
LiteCred.com – If a brand ever need to find some cred, it would be this brand. Lite’s done nothing but lose it’s cred over the last thirty years.
HealthyBenefits.com – Promote them any way you can.
MBcom.com – Reminds me of the old BPN or DCN or Budnet or Coorsnet or Strohnet. Heck, I can’t remember them all.
Thanks for reading. Not the greatest day for expiring domain names, but some really nice ones are coming in the next few weeks. I hope you enjoyed the data and the list. If you need any help acquiring a domain name, please contact me anytime.
See you tomorrow,