Domestic Beer Losing Home Court Advantage in the U.S.

December 19, 2006

New Mintel Report Shows Imported Beer, Spirits and Wine Chipping Away at Sales Chicago (December 19, 2006)- Domestic beer is losing its brew bragging rights, according to a new Mintel report. With sales estimated to reach $90.3 billion by year’s end, the category is facing strong competition from other alcoholic beverage categories, and now represents 42 percent of spending on alcoholic beverages. Imported beer, spirits and wine are all contributing to relatively flat sales. According to Mintel’s exclusive research, only one quarter of American adults over the age of 21 drink regular domestic beer, a decrease of 15 percent since 2001.The light beer segment is the only domestic segment to gain sales over the last two years, growing 4.8 percent in volume. It accounts for nearly 60 percent of all domestic beer sales by volume, consistent with consumer interest in other low-calorie food and beverages. According to Mintel’s exclusive consumer research, 37 percent of males and 44 percent of females who purchased beer within a 30-day period preferred light/low-calorie beer to regular beer. Half of respondents think that wine is healthier than beer.

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