Beer manufacturers rally around Beer Growth Initiative
With dollar sales reaching approximately $112 billion, the U.S. beer market continues to be one of the top categories based on dollar sales in the overall beverage industry, according to Chicago-based Mintel. However, although dollar sales have seen slight increases, volume sales have been challenged in recent years.
“The beverage alcohol market continues to evolve with beer losing share to both spirits and wine,” says Brian Sudano, managing partner for New York-based Beverage Marketing Corporation (BMC). “The continued splintering of consumer’s considered brand set that includes spirits and wine in more occasions will continue to put pressure on beer per caps.”