US: Consumers "tired" of premium light beer - survey

By | 1 August 2013

Light beers are losing their attraction, according to the survey

Light beers are losing their attraction, according to the survey

A drop in premium light beer sales for Anheuser-Busch InBev and MillerCoors is because US consumers are “getting tired of the taste” and moving to imported and craft labels, according to a new survey. 

The Consumer Edge Insight study released yesterday (31 July) revealed that 27% of US consumers who are drinking less premium light beer said they are tired of the taste. Meanwhile, 21% said they have changed to other beer categories and 20% said they were trying to save money.

The survey also showed that 40% of 21-27-year-olds drinking premium light beer less often were tired of the taste.

Consumer Edge Insight president David Decker said the survey reveals “serious warning signs” for the premium light segment. 

“Many beer drinkers, particularly younger ones, are finding that they prefer the stronger and more varied tastes of imports and craft beers instead,” Decker said. “This suggests that the recent weakness in share trends for the big premium light flagship brands is likely to continue.”

In A-B InBev's second-quarter results yesterday, the Bud Light brand was propped up by growth for extensions Lime Straw-Ber-Rita and Lime Lime-A-Rita. MillerCoors saw brands MillerCoors Premium Light down by mid-single digits and Coors Light down by low-single digits in Q1 results, released in May.

The Consumer Edge Insight online survey interviewed 2,000 people over 21 who consume any type of alcohol at least once a week.

Expert analysis

The Future of the US Alcoholic Drinks Packaging to 2017

The Future of the US Alcoholic Drinks Packaging to 2017 is a data only report providing extensive and highly detailed time series consumption data on primary and outer packaging in the market

Sectors: Beer & cider

Companies: InBev, Coors

View next/previous articles

Currently reading -

US: Consumers "tired" of premium light beer - survey

There are currently no comments on this article

Be the first to comment on this article

Related research

Anheuser-Busch InBev NVSA (ABI) - Financial and Strategic SWOT Analysis Review

Anheuser-Busch InBev NVSA (ABI) - Financial and Strategic SWOT Analysis Review provides you an in-depth strategic SWOT analysis of the company’s businesses and operations. The profile has been compiled by GlobalData to bring to you a clear and an unb...

Anheuser-Busch InBev NV/SA : Consumer Packaged Goods - Company Profile, SWOT & Financial Report

Canadean's "Anheuser-Busch InBev NV/SA : Consumer Packaged Goods - Company Profile, SWOT & Financial Report" contains in depth information and data about the company and its operations. The profile contains a company overview, key facts,major product...

Anheuser-Busch InBev Germany Holding GmbH in Alcoholic Drinks (Germany)

Anheuser-Busch InBev Germany’s strategic direction is mainly in line with the international parent company and the company does not have a lot of room for self-governance. Partial autonomy is granted, however, due to the fact that Germany is amongst ...

Related articles

UK: Sport, music alcohol tie-ups under spotlight with new code

Drinks companies that sponsor sport, music and cultural events in the UK will be monitored under a new industry code being introduced today (31 January).

UK: Anheuser-Busch InBev moves Stella Artois into golf with Open sponsorship

Anheuser-Busch InBev's Stella Artois brand has signed a five-year deal to be the official beer and cider of golf's UK Open Championship.

US: Big brewers should ditch brand extensions for new styles - research

Mainstream US brewers have mostly failed to have a "lasting impact" on sales with expensive brand extensions and should instead copy craft brewers by launching new styles, according to a new report.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page