U.S. beer consumption falls to lowest level in a generation, group finds

U.S. beer consumption overview: 

• Who: Beer industry group Beer Marketer’s Insights released data revealing that beer consumption in the U.S. has fallen to its lowest level in a generation. 
• Why: The group is attributing the decline to consumers increasingly choosing alternative alcoholic beverages or abstaining from alcohol.
• Where: The data applies to consumers around the U.S.

American consumers drank the least amount of beer in an entire generation last year, according to industry group Beer Marketer’s Insights. 

As of the end of December, shipments of beer in the US were on track to fall below 200 million barrels for the first time since 1999, according to the group, NBC News reports. 

The industry group reportedly attributed the decline in beer consumption to consumers’ shifting to alternative forms of alcoholic beverages or choosing to abstain from alcohol entirely.

Bud Light-maker Anheuser Busch led the decline in beer consumption, with Beer Marketer’s Insights explaining that it was part of a long-term decline of domestic-premium brands, including Miler Light and Coors Light, among others, reports NBC News. 

Anheuser Busch, which is owned by AB InBev, was also reportedly hurt by a growing consumer disinterest in hard seltzers, a market Anheuser Busch has long led, according to the industry group. 

Large beer manufacturers remain financially resilient amid U.S. beer consumption drop

Amid the apparent growing disinterest in beer consumption, the largest beer manufacturers are remaining financially resilient, thanks to their prices surpassing or staying with broader inflation, NBC News reports. 

Beer sales reportedly also remain strong outside of the U.S., according to BMI Vice President and Executive Director David Steinman, who told NBC News that dollar sales have “continued to grow” and profits “have been rising.” 

In other beer-related news, the National Advertising Division of the BBB National Programs last March recommended Molson Coors cease its “light beer shouldn’t taste like water” advertising campaign after it was challenged by Anheuser Busch. 

Anheuser Busch argued the advertising campaign was taking a jab at its Michelob Ultra brand beer, which has only 95 calories. 

Molson Coors, in a statement at the time, responded that it “vehemently” disagreed with the recommendation while maintaining it believes “light beer should taste like beer, not water, and we are well within our right to share that belief.” 

Did you decrease your beer consumption last year? Let us know in the comments.

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