//
you're reading...
Retail Selling, Revenue Growth, strategies

Shocking News: Beer Sales reach 98 Billion in US


February 13, 2012, 12:57 p.m.

Slow economic recovery or not, Americans kept drinking beer in 2011 -– though much of the 2% sales growth came from high-end premium brews, according to industry lobbying group The Beer Institute.

Beer sales totaled more than $98 billion, with on-premise revenue from vendors such as bars, restaurants, nightclubs and stadiums increasing 3% to more than $55 billion. Off-premise sales at grocery, convenience and liquor stores grew less than 1% to $43 billion.

The booze is sold at about 547,000 establishments in all, according to the institute.

“Beer continues to be the preferred alcohol beverage of Americans,” said Joe McClain, president of the institute.

Middle-income buyers remain beer’s strongest consumer base. But those drinkers have been heavily hit by the recession and its aftermath, and with less disposable cash, they have picked up fewer six-packs of standard brands such as Budweiser.

Meanwhile, in a trend that’s being mirrored in both the wine and liquor industries, higher-income consumers less affected by the economy are spending their money on better-quality options.

Maybe that’s why the old mainstay brands are trying to reinvent themselves to attract a new audience. Old Milwaukee landed Will Ferrell in a tongue-in-cheek ad that quickly went viral. Anheuser-Busch launched six separate Super Bowl ads last weekend.

Beer makers have focused so much attention recently on making their brews hip that one brewery designed its ads to spoof other companies’ spots. Breckenridge Brewery’s commercials make fun of the beach scenes from Corona ads and the “Most Interesting Man in the World” series from Dos Equis. Huffington Post has a full set of videos.

RELATED:

via Premium brews, craft beers and imports help push beer sales up – latimes.com.

About these ads

About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.

Discussion

No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Connect on Twitter

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 43 other followers

RSS Daily Consumer Smart Brief

  • 5 Things You Need To Know About The Next Generation of Consumers 06/26/2012
    Each summer we hire a large group of interns from all over the country and for three months the agency is buzzing with full-of-hope teens and 20-somethings. Last summer, in particular, they not only... Bob Innes, CPG Sales delivers proven solutions for today's CPG challenges.
    noreply@blogger.com (Bob Innes)
  • Eight Ways to Spend Smarter! 06/18/2012
    Reuters When it comes to beefing up your finances, it’s not all about having a solid savings plan. You also must know how to spend money wisely. If there was a silver lining to the Great Recession,... Bob Innes, CPG Sales delivers proven solutions for today's CPG challenges.
    noreply@blogger.com (Bob Innes)
%d bloggers like this: