Executive Summary

Jul 2019
PROSPECTS
New interest in alcohol-free beers

US beer drinkers have long stood out amongst their counterparts in other developed markets for their reticence to embrace low and non-alcohol products. This was rooted both in its reputation for a poor taste and quality, and for its association with consumers struggling with alcohol addiction.

Growth in ale slows down as craft branches out

The ale category has seen consistent volume growth in the US, thanks to the popularity of this style of beer amongst craft brewers, who are tapping into the growing interest in premium beers made locally. However, whilst craft has continued to grow, some of the macro ale brands have begun to see slower growth.

Imported premium lager shows signs of fatigue

In recent years, US consumers enthusiastically took to imported lagers, increasingly choosing them over more affordable domestic options. The large number of new product launches in the domestic premium segment, however, are increasingly taking shelf space in major retailers, and as a result imported premium lager is showing its first signs of faltering.

COMPETITIVE LANDSCAPE
Craft brewers are worried about tariffs, but buoyed by the new tax break

Craft brewers represent an increasingly dynamic and significant share of the beer category in the US, contributing to a growing share of total sales. Due to their smaller size, these brewers are acutely impacted by changing legislative factors in alcoholic drinks in the US.

Crown Imports succeeds despite declining sales of beer

With the overall total volume decline in beer in 2018, most of the main players saw declines in their actual volume sales. Crown Imports, however, bucked this trend thanks to strong performances by many of its secondary brands.

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Beer in the US

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beer in USA?
  • What are the major brands in USA?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Beer in the US - Category analysis

HEADLINES

PROSPECTS

New interest in alcohol-free beers
Growth in ale slows down as craft branches out
Imported premium lager shows signs of fatigue

COMPETITIVE LANDSCAPE

Craft brewers are worried about tariffs, but buoyed by the new tax break
Crown Imports succeeds despite declining sales of beer

CATEGORY BACKGROUND

Lager price band methodology
Summary 1 Lager by Price Band 2018
Table 1 Number of Breweries 2013-2018

CATEGORY DATA

Table 2 Sales of Beer by Category: Total Volume 2013-2018
Table 3 Sales of Beer by Category: Total Value 2013-2018
Table 4 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 5 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 11 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 12 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 13 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 14 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Alcoholic Drinks in the US - Industry Overview

EXECUTIVE SUMMARY

Declining alcoholic drinks industry faces mounting challenges
The health trend is here to stay
The craft trend is growing in beer and spirits
Success for value-centric retail channels
Alcoholic drinks is set to decline over the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 17 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks Removed or Imported in 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

Table 18 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 19 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 20 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 21 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 27 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 28 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 29 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 3 Research Sources