In 2011, beer’s performance reflected a category of contradictions with trends torn between the ongoing price consciousness of some consumers and the insatiable taste for variety — even if it carries a higher price — from other demographics. As crafts, flavored malt beverages and hard ciders benefited from consumer curiosity, the large domestic brewers repeated 2010’s trend of dollar sales growth as volume declined.
Domestic beer reported just shy of a 1 percent rise in case sales in supermarkets, drug, gas, convenience and mass merchandise retailers, excluding Walmart, club and liquor stores, for the 52 weeks ending April 15, according to SymphonyIRI Group. However, price increases led to a 4 percent increase in dollar sales for a total of nearly $21 billion in sales, according to the Chicago-based market research firm.