The Eight Beers Americans No Longer Drink

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4. Milwaukee’s Best
> Sales loss (2006-2010): -53%
> Brewer: MillerCoors Brewing
> Barrels sold (2010): 925,000

Milwaukee’s Best is one of Miller’s economy brands. It is part of the line named “Milwaukee” meant to capitalize on the name of America’s former brewing capital. The product sold an impressive 7 million barrels in 1990. Its competition, which includes Pabst and Keystone, have been successfully taking market share at the bottom of the market.

3.  Bud Select
> Sales loss (2006-2010): -60%
> Brewer: Anheuser-Busch InBev
> Barrels sold (2010): 925,000

Bud Select is Anheuser Busch’s primary product in the ultra low calorie beer segment. It has only 99 calories per can. The large brewery has put a large amount of money behind the marketing of the beer, which has Jay-Z as a spokesman. The product was introduced in 2005 and has steadily lost sales since then.

2. Michelob Light.
> Sales loss (2006-2010): -64%
> Brewer: Anheuser-Busch InBev
> Barrels sold (2010): 525,000

Michelob Light was launched in 1978 as Anheuser Busch worked to combat the huge success of Miller Lite in the mid-1970s. The plan did not work well. Miller Lite was the No.2 selling beer from the early 1980s until 1994 with sales of 14.7 million barrels that year. Michelob Light sales reached only 2 million barrels by 1994. The beer has steadily lost sales since, and is now barely selling over a half million barrels each year.

1. Michelob
> Sales loss (2006-2010): -72%
> Brewer: Anheuser-Busch InBev
> Barrels sold (2010): 175,000

Michelob was first brewed by Adolphus Busch, the founder of Anheuser Busch in 1896. It was named for one of the small towns in the hops-growing region of the Czech Republic. When Anheuser Busch needed a super premium beer to compete with high-end imports like Heineken in the 1970s, it positioned Michelob to take that place.

Douglas A. McIntyre