Beer - US - January 2015
“While beer is still a significant part of consumers’ drinking repertoire, Big beer needs to embrace the full food/drink expectations and behaviors of their key Millennial audience as they drive the rest of US consumers toward the same: ingredient scrutiny, quest for food/drink experiences, appreciation of brand and product stories, desire for quality, adventuresome palates and a return to return to cooking for health/taste reasons. Craft beer has found a relevant place with younger adults by ticking almost all of these boxes. But even regular beer drinkers are looking for flavor to halt beer boredom. With consumers drinking overall less often, with less frequency, and with many more choices, beer manufacturers may need to adjust their growth strategies toward quality versus quantity in order to be relevant for the near future.”
– Amy Kraushaar, US Category Manager Food and Drink, Foodservice
This report answers the following questions:
- Should big beer become more transparent?
- Should big beer target Millennials via the beer-food connection?
- Is beer’s demise as bad as it sounds?
Today’s beer consumers crave greater label transparency (ingredient disclosure), flavor/type innovation beyond basic lager, and more resealable packaging options. The beer market must listen and adapt to slow declines or risk more of the same, or worse, in the next five years.
This report includes volume and value sales data for domestic and imported beer for home (off-premise) and on-premise consumption. However, most discussion and analyses are centered on off-premise beer consumption and purchase behavior.
The report covers the following beer segments. In terms of volume sales, these segments are ranked in order of volume sales, and named by the Beverage Information & Insight Group in its Beer Handbook 2014:
- Light beer (including low-calorie brands such as Miller 64 and Bud Select 55)
- Super-premium and premium beer (such as Budweiser’s Black Crown or Leinenkugel’s, as well as “mass-craft”* brands like Blue Moon and Shock Top)
- Imported beer (including imported light beer brands)
- Craft beer (such as Lagunitas, Boston Beer Co., and Sierra Nevada, which are also referred to as “true-craft”* in this report)
- Popular beer (such as Budweiser, Busch, and Miller. Also referred to as regular domestic beer in this report)
- Ice beer (such as Natural Ice or Icehouse)
- Malt liquor
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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