Beer - US - December 2012
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“Domestic and imported beer brands continue to dominate the U.S. beer market despite a tumultuous beer period brought on by the economic downturn. While some beer segments have adapted to appeal to consumers throughout the recession, the overall beer market has declined since 2008. In addition, some consumers exchanged loyalty for consumption across beer and alcohol categories, while another portion of adults are cutting back on alcohol overall. To identify the best strategies for growth, brewers need to analyze the strengths of each of their brands and consider adopting new marketing, product innovations, and price point adjustments. New brand introductions also need to be wary of a beer industry that offers thousands of options to experimental consumers.”
– Jennifer Zegler, Beverage Analyst
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