Beers Americans No Longer Drink

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4. Milwaukee’s Best Light
> Sales loss (2008-2013): -40.6%
> Brewer: MillerCoors
> Barrels shipped (2013): 1,010,000

Shipments of Milwaukee’s Best Light fell by more than 40% between 2008 and 2013. Previously quite small, Milwaukee’s Best Light held just a 0.5% U.S. market share last year. Whereas Budweiser and Miller Lite are considered premium brands, Milwaukee’s Best is part of the discount brand category. An improving American economy since 2008 may explain at least part of the drop in shipments. Americans’ buying habits shifted towards cheap beers during the recession. But now that the economy is stronger, the trend seems to be reversing again.

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3. Milwaukee’s Best
> Sales loss (2008-2013): -57.0%
> Brewer: MillerCoors
> Barrels shipped (2013): 580,000

MillerCoors describes Milwaukee’s Best as being “brewed for a man’s taste,” and as “Highly drinkable. Highly affordable.” The brand has also experienced a downturn in popularity over the last few years. From 2008 to 2013, brand shipments declined by 57%, or 770,000 barrels in total, and its market share slumped from 0.6% in 2008 to 0.3% last year. Like its light beer counterpart, Milwaukee’s Best is a discount brand, and some of its sales drop can likely be explained by customers switching to higher-priced brands as the economy has improved. Still, some discount brands have been able to retain, and even grow, market share in the improved economy. Shipments of Pabst Blue Ribbon rose 71.5% between 2008 and 2013.

2. Miller Genuine Draft
> Sales loss (2008-2013): -58.3%
> Brewer: MillerCoors
> Barrels shipped (2013): 1,175,000

In its advertisements, Miller Genuine Draft claims it captures a “the fresh taste of draft beer in a bottle.” According to AdAge, when launching the brand, Miller successfully “used advertising from Backer & Spielvogel, New York, that touted the brand’s cold-filtering process, a technique long used by rival Coors but not mentioned in its advertising.” Draft taste or not, interest in the brand has plummeted in recent years, as sales dropped 58% from 2008 through 2013.

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1. Budweiser Select
> Sales loss (2008-2013): -61.1%
> Brewer: Anheuser-Busch InBev
> Barrels shipped (2013): 525,000

Anheuser-Busch introduced Budweiser Select in 2005 as a full-flavored light beer. Select is one of a number of initiatives that have been tried over the years to revive the Budweiser brand. Other attempts included Budweiser Black Crown, an amber lager, and Budweiser Chelada, a beer and clamato mix. Budweiser Select, however, does not appear to have been the answer for falling sales. Shipments of Budweiser Select declined 61% from 2008 through 2013, more than twice the decline for traditional Budweiser in that time.