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The demographics of beer.

Even though its growth has been relatively flat in recent years, beer represents the largest segment of the beverage alcohol industry. Admittedly, the beer industry has been losing share to the wine and spirits segments, however, beer industry overall sales volume and retail dollar sales are gargantuan and eclipse the other two segments combined. In 2004, in fact, the beer industry grew by 0.7% to 2.84 billion 2.25-gallon cases, with total retail dollar sales (including on- and off-premise) gaining to $82.2 billion.

In keeping with recent trends, the light and imported beer segments have continued to gain, basically at the expense of the premium and popular beer segments. Interestingly, the demographics of which consumers drink which types of beers can shed some light on these growth patterns. For instance, it's no coincidence that Mexican beer sales (and imported beer sales) have been growing along with the growth of the Hispanic population in the U.S. The U.S. Census Bureau recorded the population change for Hispanics at 57.9% from 1990 to 2000, and it predicts double-digit growth through 2007. Along these lines, the following charts show some of the consumer characteristics reflected in beer sales, including racial and ethnic consumption trends, and percentage of beer drinkers identified by gender and age for a selection of leading brands in different beer categories.
Percentage of Persons Who Drink Beer by Race and Ethnic Origin

Category White Black Asian Hispanic * All Races

Regular 27.5% 27.6% 18.8% 26.3% 27.3%
Light 30.9% 17.8% 14.1% 27.0% 28.5%
Malt Liquor 2.8% 13.7% 2.6% 5.4% 4.3%
Ice 5.6% 12.1% 3.4% 7.0% 6.7%
Imported 24.8% 23.3% 28.3% 35.2% 25.3%
Non-Alcohol 3.6% 7.0% 5.7% 8.0% 4.4%
Micro/Specialty 10.5% 3.7% 9.0% 8.7% 9.4%
Adult Population 157.1% 23.2% 7.9% 22.6% 199.2%
 (millions)

(*) Can be of any race.

Source: Simmons Market Research Bureau; Fall 2003 Study of Media
and Markets

Percentage of Beer Drinkers By Gender and Age Group, Top Brands

Brand Male Female 21-24 25-34

LIGHT BEER
Bud Light 60.2% 39.8% 13.0% 25.8%
Coor's Light 60.4% 39.6% 7.7% 25.8%
Miller Lite 60.9% 39.1% 6.4% 25.6%
Michelob Light 58.4% 41.6% 9.6% 16.4%
Busch Light 71.5% 28.5% 4.2% 21.6%
Michelob Ultra Light 46.4% 53.6% 3.8% 26.1%
Corona Light 51.7% 48.3% 7.1% 32.1%
Amstel Light 54.7% 45.3% 7.3% 19.3%
Miller Genuine Draft Light 54.9% 45.1% 4.8% 10.8%
Natural Light 73.2% 26.8% 6.9% 19.5%
Total Light Beer 58.2% 71.8% 8.3% 23.4%

 Age Groups

Brand 35-44 45-54 55-64 65+

LIGHT BEER
Bud Light 25.5% 16.1% 9.2% 10.4%
Coor's Light 22.8% 20.7% 12.6% 10.4%
Miller Lite 22.2% 22.9% 12.3% 10.6%
Michelob Light 23.7% 22.4% 12.3% 15.6%
Busch Light 22.2% 21.8% 11.6% 18.6%
Michelob Ultra Light 32.0% 21.1% 8.7% 8.3%
Corona Light 25.4% 15.6% 10.6% 9.2%
Amstel Light 29.3% 20.5% 15.1% 8.5%
Miller Genuine Draft Light 28.1% 22.5% 7.7% 17.1%
Natural Light 29.2% 21.0% 14.2% 9.2%
Total Light Beer 25.3% 19.6% 11.9% 11.5%

Note: Includes consumers aged 21 and over only. Top brands not by
volume.

Source: Simmons Market Research Bureau; Fall 2003 Study of Media and
Markets.
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Title Annotation:Beer Business
Publication:Beverage Dynamics
Date:Jul 1, 2005
Words:633
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