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.
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...read more
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,...
Anheuser-Busch InBev's plan to buy back Oriental Brewery serves as the strongest indictment yet of the rude health the global brewer is currently in....
Anheuser-Busch InBev (A-B InBev) is facing challenges in the mature US beer category by focusing on premium and craft beer. As the US Justice Department precluded A-B InBev from controlling the lucrat...
InBev Italia’s strategy for the forecast period will be to continue its occasion-based marketing, and to promote its products. The company will concentrate its efforts on meeting consumers’ expectatio...
Inbev will continue to focus on premiumisation, adding value and Increasing its channel coverage over the forecast period. The company will continue to invest heavily in marketing support and new prod...
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- Analysis - Remy's Cognac "dead-cat bounce"
- SABMiller's troubles fuel M&A rumours
- Focus - Remy Cointreau's H1 Performance by Brand
- Moët Hennessy unveils first Travel Retail outlet
- Diageo puts Beckham centre stage in Haig Club ad
- United Spirits sees Q1 net loss
- Diageo Q1 sales dip "in line with expectations"
- TWE unveils Penfolds range after CEO's "bold move"