The “Philly Special” reverse touchdown pass during Super Bowl LII has been touted by many sports analysts as the play that defined the Philadelphia Eagles’ victory over the New England Patriots. But creative game plans against the competition are not unique to the football field. Migration trends across the alcohol beverage market have challenged the beer category.
In a May 2017 Insights from New York-based Nielsen titled “The State of the U.S. Beer Market,” the market research firm highlights that Americans spent more than $37 billion on beer during the year-end period of Feb. 25, 2017, across Nielsen-measured channels. Although the beer market maintains its dominance, Nielsen notes that the category benefited more from pricing strategies than consumption trends.