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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 gar·gan·tu·an  
Of immense size, volume, or capacity; gigantic. See Synonyms at enormous.


huge or enormous [after Gargantua, a giant in Rabelais'
 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 The attributes of people in a particular geographic area. Used for marketing purposes, population, ethnic origins, religion, spoken language, income and age range are examples of demographic data.  of which consumers drink which types of beers can shed shed

rural building used for agricultural pursuits.

shed hands
miscellaneous workers in a shearing shed at shearing time, i.e. persons other than the shearers, wool classers.
 some light on these growth patterns. For instance, it's it's  

1. Contraction of it is.

2. Contraction of it has. See Usage Note at its.

it's it is or it has
it's be ~have
 no coincidence Coincidence is the noteworthy alignment of two or more events or circumstances without obvious causal connection. The word is derived from the Latin co- ("in", "with", "together") and incidere ("to fall on").  that Mexican beer Beer in Mexico has a long history. Fermented beverages long predate the arrival of European conquistadors in America. Beer in the European style became mass produced in the 19th century, and continues to be popular today.  sales (and imported beer sales) have been growing along with the growth of the Hispanic Hispanic Multiculture A person of Mexican, Puerto Rican, Cuban, Central or South American, or other Spanish culture or origin, regardless of race Social medicine Any of 17 major Latino subcultures, concentrated in California, Texas, Chicago, Miam, NY, and elsewhere  population in the U.S. The U.S. Census Bureau Noun 1. Census Bureau - the bureau of the Commerce Department responsible for taking the census; provides demographic information and analyses about the population of the United States
Bureau of the Census
 recorded the population change for Hispanics at 57.9% from 1990 to 2000, and it predicts double-digit dou·ble-dig·it
Being between 10 and 99 percent: double-digit inflation. 
 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%

(*) 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

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+

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

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