Is Boston Beer Bringing Refreshment to Investors?

Beer sales are rising again after a period of recessionary doldrums, and craft brewers such as Boston Beer are reporting outstanding growth.

Mar 13, 2014 at 7:00AM

According to the Beverage Information Group's 2013 Beer Handbook, beer sales volumes rose in 2012 after a three-year downturn. The increase was small, nearly 1%, but some segments reported much frothier results. Craft-beer volume rose nearly 14% -- the largest jump in more than 10 years.

Today we look at full-year 2013 results for Boston Beer (NYSE:SAM), the dominant company in the rapidly growing craft-brewing segment, and two global giants in the beer industry: Anheuser-Busch InBev (NYSE:BUD) and Heineken (NASDAQOTH:HEINY).

Beer

(Photo courtesy of stock.XCHNG)

Cheers to Boston Beer
Craft beer has a more complex flavor and richer taste, often made through extra steps in the brewing process. This high quality comes with a higher retail price, which consumers are increasingly willing to pay -- as shown by Boston Beer's splendid 2013 results.

Full-year net revenue reached $739.1 million, up 27% from 2012, on a 24% increase in the number of barrels sold. This spectacular growth came about because of continued success with its established brands, such as Samuel Adams Boston Lager, and also from growth in newer brands, such as Twisted Tea malt beverages and Angry Orchard hard cider.

The gross profit margin fell 2.2% to 52.1%. Increases in advertising, promotional, and selling expenses as well as general and administrative expenses were both below the revenue increase in percentage terms, resulting in about an 18.3% increase in operating income. Expressed as a percent of sales, though, operating income declined to 15.3% from last year's 16.5%.

As a management consultant, I was pleased to hear that the company's $12.2 million jump in general and administrative expenses year over year was due to salary increases -- and consulting fees. The wisest management teams know the importance of utilizing consultants' expertise.

An enviable problem
The decline in the gross margin percentage stems from a problem all beverage and food producers would love to have: Boston Beer's supply chain struggled to keep up with the robust demand for the company's products, resulting in higher operational and freight costs.

The company took immediate steps to mitigate this problem, increasing tank capacity at its breweries and enhancing its packaging and shipping capabilities. By the fourth quarter, the supply shortage problems were relieved.

Beer

(Photo courtesy of stock.XCHNG)

The company's Freshest Beer Program enables it to get a fresher product in the hands of consumers more quickly; it also allows distributors to lower their inventories, saving costs for them.

Slower growth, solid profitability
If Boston Beer could be likened to a stallion in full gallop, the Anheuser-Busch Clydesdales moved along at a steady clip in 2013. Revenue was up 3.3% in 2013 compared to 2012, even though total global volume declined 2%; revenue per hectoliter rose 5.8%, as the company's premium brands performed well.

Continuing this trend is central to the company's strategy, what it calls the "premiumisation of our portfolio."

With total beer sales growing at a sluggish pace in the U.S., the large beer makers are looking to international markets to fuel future sales increases. Last June Anheuser-Busch InBev completed the integration of Mexican brewer Grupo Modelo, maker of the very popular Corona brand. The company reported that this combination has already resulted in nearly $500 million in cost synergies.

This also gives the company the opportunity to introduce Corona to other countries through its vast global distribution system -- and to capture greater market share for its own popular brands in Mexico. 

Even with the so-so sales growth, excellent cost management enabled the company to increase its normalized profits from operations by more than 9% year over year.

Another big brewer struggling to build volume
Heineken's beer brands include Heineken and Amstel, but the company also produces soft drinks and cider products. Chief executive Jean-Francois van Boxmeer described 2013 as "a challenging year..."  Revenue grew by just 1.3%. Although group revenue per hectoliter was up 2.7%, this was partially offset by a 1.8% volume decline in the Heineken premium brand.  

At first glance, it appears that net profit plunged by more than 50%; but actually that was the result of 2012's numbers including a large gain due to the acquisition of Asia Pacific Breweries. On what the company terms an organic basis, net profit was just 2% lower.

The company reported lower-than-expected sales results in developing markets, which are key to its long-term growth strategy. The company is also rolling out innovative products, including its 'Radler' beers and a draft-beer appliance to tap into the rapidly growing at-home draft-beer market.

Beer

(Photo courtesy of stock.XCHNG)

What we learned
The great thing about Boston Beer is that although it has been in business for 30 years, its strategic approach is like that of an entrepreneurial, high-growth company. For example, it accepts earnings that are slightly lower than it perhaps could have achieved in exchange for making investments in production capacity and brand building that will have longer-term payoffs.

Always innovating, the company recently released a Samuel Adams Cold Snap, a white ale brewed with exotic spices designed for spring seasonal consumption. It also makes annual investments in its craft-brew incubator Alchemy & Science with the intention of finding the next generation of exciting beer flavors. The company stays hungry, or thirsty, for continued improvements in operating efficiency as well.

Although Boston Beer is growing extremely well -- especially compared to the larger brewers -- it has a tiny share of the overall beer market: 1%, according to company estimates. This means there are many beer drinkers who have never even tried its 50 varieties of craft brews. With continued improvement in the economy, a greater number of consumers will be willing to spend more for hiqh-quality beer.

But, the large brewers, seeing the profit potential in the premium market, are countering with premium products of their own, made in a craft-style tradition. It is a rock-solid strategy for Boston Beer to make these substantial investments in marketing to prevent the larger brewers from slowing the company's momentum.

For anyone who likes wonderful beer and brilliantly run companies, Boston Beer makes an excellent choice.

Should you spend the rest of your life drinking Sam Adams
As every savvy investor knows, Warren Buffett didn't make billions by betting on half-baked stocks. He isolated his best few ideas, bet big, and rode them to riches, hardly ever selling. You deserve the same. That's why our CEO, legendary investor Tom Gardner, has permitted us to reveal The Motley Fool's 3 Stocks to Own Forever. These picks are free today! Just click here now to uncover the three companies we love. 

 

Brian Hill has no position in any stocks mentioned. The Motley Fool recommends Boston Beer. The Motley Fool owns shares of Boston Beer. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

1 Key Step to Get Rich

Our mission at The Motley Fool is to help the world invest better. Whether that’s helping people overcome their fear of stocks all the way to offering clear and successful guidance on complicated-sounding options trades, we can help.

Feb 1, 2016 at 4:54PM

To be perfectly clear, this is not a get-rich action that my Foolish colleagues and I came up with. But we wouldn't argue with the approach.

A 2015 Business Insider article titled, "11 websites to bookmark if you want to get rich" rated The Motley Fool as the #1 place online to get smarter about investing.

"The Motley Fool aims to build a strong investment community, which it does by providing a variety of resources: the website, books, a newspaper column, a radio [show], and [newsletters]," wrote (the clearly insightful and talented) money reporter Kathleen Elkins. "This site has something for every type of investor, from basic lessons for beginners to investing commentary on mutual funds, stock sectors, and value for the more advanced."

Our mission at The Motley Fool is to help the world invest better, so it's nice to receive that kind of recognition. It lets us know we're doing our job.

Whether that's helping the entirely uninitiated overcome their fear of stocks all the way to offering clear and successful guidance on complicated-sounding options trades, we want to provide our readers with a boost to the next step on their journey to financial independence.

Articles and beyond

As Business Insider wrote, there are a number of resources available from the Fool for investors of all levels and styles.

In addition to the dozens of free articles we publish every day on our website, I want to highlight two must-see spots in your tour of fool.com.

For the beginning investor

Investing can seem like a Big Deal to those who have yet to buy their first stock. Many investment professionals try to infuse the conversation with jargon in order to deter individual investors from tackling it on their own (and to justify their often sky-high fees).

But the individual investor can beat the market. The real secret to investing is that it doesn't take tons of money, endless hours, or super-secret formulas that only experts possess.

That's why we created a best-selling guide that walks investors-to-be through everything they need to know to get started. And because we're so dedicated to our mission, we've made that available for free.

If you're just starting out (or want to help out someone who is), go to www.fool.com/beginners, drop in your email address, and you'll be able to instantly access the quick-read guide ... for free.

For the listener

Whether it's on the stationary exercise bike or during my daily commute, I spend a lot of time going nowhere. But I've found a way to make that time benefit me.

The Motley Fool offers five podcasts that I refer to as "binge-worthy financial information."

Motley Fool Money features a team of our analysts discussing the week's top business and investing stories, interviews, and an inside look at the stocks on our radar. It's also featured on several dozen radio stations across the country.

The hosts of Motley Fool Answers challenge the conventional wisdom on life's biggest financial issues to reveal what you really need to know to make smart money moves.

David Gardner, co-founder of The Motley Fool, is among the most respected and trusted sources on investing. And he's the host of Rule Breaker Investing, in which he shares his insights into today's most innovative and disruptive companies ... and how to profit from them.

Market Foolery is our daily look at stocks in the news, as well as the top business and investing stories.

And Industry Focus offers a deeper dive into a specific industry and the stories making headlines. Healthcare, technology, energy, consumer goods, and other industries take turns in the spotlight.

They're all informative, entertaining, and eminently listenable ... and I don't say that simply because the hosts all sit within a Nerf-gun shot of my desk. Rule Breaker Investing and Answers contain timeless advice, so you might want to go back to the beginning with those. The other three take their cues from the market, so you'll want to listen to the most recent first. All are available at www.fool.com/podcasts.

But wait, there's more

The book and the podcasts – both free ... both awesome – also come with an ongoing benefit. If you download the book, or if you enter your email address in the magical box at the podcasts page, you'll get ongoing market coverage sent straight to your inbox.

Investor Insights is valuable and enjoyable coverage of everything from macroeconomic events to investing strategies to our analyst's travels around the world to find the next big thing. Also free.

Get the book. Listen to a podcast. Sign up for Investor Insights. I'm not saying that any of those things will make you rich ... but Business Insider seems to think so.


Compare Brokers