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