Beer sales are falling in the United States. Americans bought 208.1 million barrels of beer in 2017, 1.6 million fewer barrels than five years ago. While many of the biggest and most recognizable beer brands bore the brunt of declining sales, a handful of major brands bucked the trend, reporting a significant increase in sales over the last five years.
Sales of the 31 largest beer brands in the United States fell by 6.5% from 2012 to 2017. Sales of Coors Light, the second most popular beer in the country, dipped by 11%. Despite buzz generated by the polarizing “Dilly Dilly” ad campaign, sales of Bud Light, the most popular beer in the country, fell 18% in the last five years. Budweiser, the self-proclaimed “King of Beers,” reported a whopping 24% sales decline.
In an interview with 24/7 Wall St., Eric Shepard, executive editor at industry information resource Beer Marketer’s Insights, detailed some of the changes in drinking preferences among American consumers.
“They’re shifting up to imports, particularly Mexican imports and especially the Modelo portfolio,” Shepard said. Executives of major beer companies have also shifted their focus to where the consumer is going, namely higher-end brands and flavored beverages.
24/7 Wall St. reviewed the beer brands that reported an increase in total barrels shipped in the United States between 2012 and 2017 to identify America’s fastest growing beer brands. We only considered beer brands that shipped at least 1 million barrels in 2017. All shipment and market share data were provided by Beer Marketer’s Insights.