For the last several years, sales of some of the major beer brands have been slipping, and not just the sub-premiums or secondary packages but even once mighty flagships. 24/7 Wall Street has a new list of some of these brands, characterized as Beers Americans No Longer Drink. Using data from Beer Marketer’s Insights, here are seven brands that have lost significant sales, at least 20%, between 2013 and 2008. The negative number following the name is how much sales are down in that six-year period.
- Miller High Life -21.2%
- Budweiser -27.6%
- Milwaukee’s Best Light -40.6%
- Milwaukee’s Best -57.0%
- Miller Genuine Draft -58.3%
- Budweiser Select -61.1%
Some additional analysis and reasons for the decline, according to 24/7 Wall St:
Another key factor in the weakening sales has been price dynamics. “Beer prices were increased more aggressively over the last five years than wine and spirits,” Shepard said. Many people in the industry believe that, as a result, some customers replaced buying beer with the now relatively less expensive wines and spirits, he explained.
Several other products were also gaining at the expense of big brand-name beers, Shepard noted. While some customers have been moving to wine and spirits, others were switching to imported beer, particularly Mexican imports. Indeed, in the five years through 2013, shipments of Mexican brands Dos Equis and Modelo Especial more-than doubled. Similarly, he added, “Some [drinkers] are moving to craft [beer]. Clearly, there’s been a trade-up in the industry.”
Craft beers have largely bucked the overall downtrend in beer sales. From 2008 to 2013, shipments of craft beer rose by 80.1% to a total of more than 16 million barrels, or 7.6% of the U.S. beer market. While the craft beer category now outsells Budweiser, it remains a relatively niche market. For comparison, the nation’s top-selling brand, Bud Light, shipped 38 million barrels in 2013, accounting for 18% of all beer shipped.