7. Miller High Life
> Sales loss (2008-2013): -21.2%
> Brewer: MillerCoors
> Barrels shipped (2013): 4,000,000
Shipments of Miller High Life declined by 21.2% between 2008 and 2013, from more than 5 million barrels to 4 million barrels last year. High Life, known for its tagline as “The Champagne of Beers,” has been in production since 1903, although during prohibition the brand was used to market non-alcoholic drinks. While the brand is now over 110 years old, ownership of Miller Brewing has changed hands several times. In 1970, Miller was bought by cigarette maker Philip Morris. In 2002, Philip Morris, now called Altria, sold most of its stake in Miller to South African Breweries, which then changed its name to SABMiller. In 2007, SABMiller and Molson Coors Brewing merged their U.S. operations in a joint venture called MillerCoors.
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6. Miller Lite
> Sales loss (2008-2013): -22.6%
> Brewer: MillerCoors
> Barrels shipped (2013): 13,700,000
Miller Lite states that it is “the original light beer,” having launched the category in 1975. Miller Lite’s ad campaign to introduce Miller Lite to the American consumer included the now famous tagline “Great Taste, Less Filling.” Even after sales declined by 22.6% from 2008 through 2013, Miller Lite remains an industry heavyweight, shipping 13.7 million barrels last year, or 6.5% of all U.S. beer shipments. Yet, Miller Lite remains far smaller than rivals Coors Light and Bud Light, which shipped 18.2 million and 38.1 million, respectively. These two brands alone accounted for 26.6% of the U.S. beer market in 2013.
> Sales loss (2008-2013): -27.6%
> Brewer: Anheuser-Busch InBev
> Barrels shipped (2013): 16,000,000
Budweiser is one of the most famous brands in the world. Created in 1876, Budweiser quickly established itself as a national brand through, at the time, innovative production and distribution methods. These included introducing pasteurization to the beer industry as well as refrigerated rail cars. Today, Budweiser is owned by Anheuser-Busch InBev, which was formed after Belgian brewer InBev acquired American beer titan Anheuser-Busch for $52 billion in 2008. The sale of an iconic American brand to a foreign company initially caused some outrage. However, Americans themselves are drinking far less Budweiser than in years past. Shipments of the brand fell nearly 28% between 2008 and 2013.
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