I'll bet this article isn't entirely accurate. I'm willing to believe that AB, Coors, and Miller are losing market share, but I'll give you dollars to donuts that at least half of that money is going to local microbrews.
Five years ago, I had a choice between Miller, Bud, and Old Style in most establishments in my area. If you wanted a 'premium' beer, you had Heinies or Becks.
Now I have at least half a dozen bars and restaurants within a couple of miles which give me a choice of at least 3 locally brewed products, a half a dozen micros from other states, as well as truly premium imports like Hacker Pschorr, or Stella Artois just to name a couple.
There are three separate pubs within 10 miles which serve nothing but 5 or 6 varieties of their own beers. You couldn't get a Bud Light there for love or money.
I know my beer purchases have gone down in the last year because we've begun brewing our own. With a minimal investment in equipment and a reasonable investment of ones time, you can brew in your own home beers that are vastly superior to anything that comes out of LaCrosse WI or St. Louis MO.
Just my two cents.
L
An incredible brew. That and Paulaner are probably my two favorites. As you mentioned, it wasn't that long ago that most American beer drinkers thought Becks was a premium German brew. In fact, it's the Teutonic equivalent of Miller.
It seems to be going to vodka distillers. Have you seen the number of high-end vodkas now on the market? They make Absolut look cheap by comparison. I priced a 750ml bottle of Ketel One at $23 yesterday.
I think a possible reason for the decline in beer sales is due to crackdowns on beer sales on college campuses.
I visiting my old college campus a couple of years back and one of the first things you notice is that jack & coke replaced beer as the drink of choice.
In many areas authorities have cracked down on beer drinking by forcing kegs to be registered and forcing those who buy kegs to sign liabilit statements stating that minors won't drink, and that the place where the keg is located must be open to police inspection.
As a result, college parties now more than ever feature mixed drinks instead of beer.