Consumers rejecting poor versions of alcohol. Truly a renaissance period in American life.
After three years of declining sales, shipments of domestically sold beer are up by more than 1% in the United States this year. Sales of light beer and specialty beer, such as Budweiser Light Platinum, Shock Top, and Blue Moon, have been the driving force in the resurgence of U.S. breweries.
While sales of specialty, craft, and small-market beers have improved dramatically, many of the traditional, full-calorie beers that were once the staples of most breweries have fallen behind. In the five years ending in 2011, sales of Budweiser, which was once the top-selling beer in the country for years, have fallen by 7 million barrels. Sales of Michelob are down more than 70%. Based on data provided by Beer Marketer’s INSIGHTS, 24/7 Wall St. reviewed the nine large — or once-large — beer brands with a five-year decline in sales of…
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