![]() ![]() identified the nine beers Americans no longer drink based on INSIGHTS top 50 beer brands with at least 500,000 barrels in sales in either 2006 or 2011 with sales declines of 30 percent or more over the same period. This will likely further reduce sales of the declining brands on our list.Ģ4/7 Wall St.: The Best and Worst Run States in AmericaĢ4/7 Wall St. Shepard expects the focus on nontraditional brews to continue at least through next year. Another Belgian white beer, Blue Moon, which is sold by MillerCoors, was the 18th-most popular beer sold last year. Shock Top, also produced by Anheuser-Busch, sold 600,000 barrels last year, more than double the previous year’s sales. Bud Light Platinum, which debuted during the Super Bowl, has been very successful, beating most expectations. To combat the growing popularity of craft brews, major breweries such as Anheuser-Busch Inbev and MillerCoors have aggressively marketed their own specialty beer. “The buzzword for this year was innovation.” but it was also a lack of innovation, and so now you’re seeing rev up these things,” he said. “I think that part of the reason that brewers felt we had three down years was primarily the economy. Shepard explained that like most major brand-centered industries, the beer industry has entered a period of aggressively marketing new brands and flavors. In an interview with 24/7 Wall St., Beer Marketer’s INSIGHTS executive editor Eric Shepard explained that it is specialty beers and craft beers - not light beer - that have eaten into sales of traditional full-calorie beer in the past year. In fact, many of the beers on our list with the biggest declines are light beers that either didn’t catch on or faded out of popularity. While light beer has supplanted full-calorie beer in popularity, sales of most leading light brands have been flat over the past several years. Michelob shipped 500,000 barrels domestically in 2006, but sold just 140,000 in 2011. Old Milwaukee, Milwaukee’s Best and Miller Genuine Draft have all lost 50 percent of their sales since 2006. ![]() ![]() beer leader is, by a long shot, Bud Light, with 39.15 million barrels sold last year.īudweiser did not quite make the 30 percent decline in sales cutoff for our list, but many other traditional brews did. Budweiser, once by far the most popular beer, has now fallen to third place in domestic sales, with 17.2 million barrels shipped in 2011, compared to Coors Light’s 17.4 million. While regular, full-calorie beer was once the mainstream, now light has become the primary beer of choice. ![]()
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