Special Report

Beers Americans No Longer Drink

Keystone Light
Source: keystonelight.com

7. Keystone Light
> Sales change (2010-2015): -26.6%
> Barrels shipped in 2015: 3.5 million
> Parent company: Molson Coors Brewing Company

Keystone Light was introduced to American beer drinkers in 1989. A relatively inexpensive sub-premium beer, Keystone Light sales surged during the recession. Leading up to 2010, a year when Americans consumed 4.7 million barrels of Keystone Light, shipments of the beer increased by 16.0% in 2008 and by 14.3% in 2009. Since then, in lockstep with the improving economy, demand for Keystone Light began to decline. Keystone shipments dropped to 3.5 million barrels in 2015, a 26.6% drop since 2010.

Natural Light
Source: naturallight.com

6. Natural Light
> Sales change (2010-2015): -26.8%
> Barrels shipped in 2015: 6.8 million
> Parent company: Anheuser-Busch InBev

Anheuser-Busch introduced Natural Light in 1977, the company’s first light beer. In 2011, two Natural Light enthusiasts launched a can of the beer into space, making it the first beer brand to leave the earth’s atmosphere.

Natural Light has also earned somewhat less admirable descriptions. According to user reviews on BeerAdvocate, a beer news and review source, Natural Light is the worst widely-sold beer available in the United States. Evolving tastes among American beer drinkers are likely hurting sales for what once was the fifth best selling beer brand in the country. After a five-year, 26.8% drop in shipment volume, Natural Light is still the sixth best selling beer.


5. Tecate
> Sales change (2010-2015): -28.0%
> Barrels shipped in 2015: 925,000
> Parent company: Heineken USA

Named after its city of origin, Tecate is the only Mexican beer to rank among those declining in popularity. In the last five years, Tecate sales have dropped by 28%, more than all but a few other beer brands.

Similar to Budweiser, Tecate used the 2016 presidential election as a marketing strategy. The brand ran an ad during the first debate between Secretary Hillary Clinton and Donald Trump, satirizing the now President elect’s vow to construct a wall between the U.S. and Mexico.

Source: walmart.com

4. Miller High Life
> Sales change (2010-2015): -28.2%
> Barrels shipped in 2015: 3.6 million
> Parent company: Molson Coors Brewing Company

Over a century old, Miller High Life was first brewed in 1903 by German immigrant Frederick Miller. The brand survived the more than decade-long prohibition era as a non-alcoholic beverage. Self-nicknamed “The Champagne of Beers,” Miller High Life has often marketed itself as a celebratory beverage and an affordable yet extravagant indulgence.

Americans may be losing their taste for the High Life, however. Last year, Molson Coors shipped only 3.6 million barrels of the beer when five years prior it had shipped over 5 million barrels.

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