SuperBrands '96 Category Ranking: Beer, Wine, Liquor | Adweek
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SuperBrands '96 Category Ranking: Beer, Wine, Liquor

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Beer
Budweiser remained America's biggest beer brand, but the big news in 1994 was
Bud Light. While Budweiser's erosion continued, Bud Light displaced Miller
Lite as the No. 2 beer in a tough market that saw most premium brands decline.
A-B's sub-premium Busch also continued its gains, while at the super premium
end, micros and imports soared.
Brand Co. Name, Location
Lead Agency, Location
Sales (millions of barrels)
Media Expenditures (millions)
1 Budweiser Anheuser-Busch, St. Louis
DDB Needham - Chicago
Sales: 39.1
Media Exp.: $105.7
2 Bud Light Anheuser-Busch, St Louis
DDB Needham - Chicago
Sales: 16.3
Media Exp.: $61.6
3 Miller Lite Miller Brewing, Milwaukee
Leo Burnett USA - Chicago
Sales: 15.6
Media Exp.: $88.1
4 Coors Light Coors Brewing, Golden, Co
Foote, Cone & Belding - Chicago
Sales: 12.4
Media Exp.: $58.1
5 Busch Anheuser-Busch, St. Louis
DDB Needham - Chicago
Sales: 8.5
Media Exp.: $8.9
6 Natural Light Anheuser-Busch, St. Louis
DDB Needham - Chicago
Sales: 7.1
Media Exp.: $.05
7 Miller Genuine Draft Miller Brewing, Milwaukee
Bates USA - New York
Sales: 6.5
Media Exp.: $70.5
8 Milwaukee's Best Miller Brewing, Milwaukee
Young & Rubicam - Chicago
Sales: 5.2
Media Exp.: $.001
9 Miller High Life Miller Brewing, Milwaukee
Young & Rubicam - Chicago
Sales: 4.8
Media Exp.: $.057
10 Old Milwaukee Stroh Brewery, Detroit
Hal Riney & Partners - San Francisco
Sale: 4.0
Media Exp.: $.483
Note: Miller Genuine Draft in review at presstime
Sources: Impact U.S. Beer Market study, 1995 edition (shipments); Competitive
Media Reporting (expenditures)
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Copyright ASM Communications Inc., 1995 ALL RIGHTS RESERVED