Special Report

Beers Americans No Longer Drink

7. Tecate
> Sales change (2009-2014): -29.4%
> Parent company: Heineken N.V.
> Barrels shipped in 2014: 1.0 million

Tecate is owned by Heineken, which also owns Dos Equis, a similar style beer but also a far more popular one. Dutch company Heineken is the third largest brewer by global market share and has the resources to boost marketing for its brands. Tecate sales have fallen by 29.4% in the five years ending in 2014, but Heineken has not given up on selling Tecate in the United States. In fact, in a widely covered bidding war, the Heineken-owned brand outbid its rival Corona for the rights to advertise in the welterweight championship boxing bout between Floyd Mayweather and Manny Pacquiao in May of this year. The sponsorship cost Heineken $5.6 million, a record for the event. It remains to be seen if such efforts will succeed in revitalizing the brand.

6. Old Milwaukee
> Sales change (2009-2014): -38.1%
> Parent company: Blue Ribbon Intermediate Holdings, LLC.
> Barrels shipped in 2014: 610,000

Old Milwaukee is one of the fastest shrinking beer brands in the United States. While total beer sales in the country declined by 1.0% over the five years since 2009, sales of Old Milwaukee declined by as much as 38.1% over the same time period.

Though 2014 sales figures were low for the Midwestern beer, 2009 sales were not outstanding compared to other major brands. Old Milwaukee shipped just 985,000 barrels, more beer than only six of the 35 major beer brands sold in the United States that year.

5. Milwaukee’s Best Light
> Sales change (2009-2014): -40.0%
> Parent company: SABMiller
> Barrels shipped in 2014: 900,000

Like both Milwaukee’s Best and Milwaukee’s Best Ice, sales of Milwaukee’s Best Light are declining. In 2009, Milwaukee’s Best Light sold 1.5 million barrels. By 2014, sales of the light beer declined to just 900,000 barrels. The 40.0% decrease was the fifth largest of any beer brand in the country during that time. The sales decline was part of a nationwide trend of craft beer sales outpacing — and in some cases exceeding — those of larger, more well-known beers.


4. Bud Light Lime
> Sales change (2009-2014): -43.0%
> Parent company: Anheuser-Busch InBev
> Barrels shipped in 2014: 1.1 million

As domestic consumers have begun to favor craft beers over large, well-known ones, beers such as Bud Light Lime have suffered. Bud Light Lime was the the 15th largest beer brand in the nation in 2009, selling 2 million barrels. By 2014, however, Bud Light Lime sold 1.1 million barrels, its rank dropping to 25th largest in the country. In that period, Bud Light Lime’s market share was surpassed by beers such as Stella Artois, Dos Equis, Blue Moon, and Modelo. The overall sales decline of 43.0% was the fourth largest of any beer brand.