I think the decline of the big brewers is inevitable. They are still following the postwar model which led to light, flavorless beers (in part to appeal to women). Times have changed. People increasingly want real beer, or something resembling it. They drink less beer all together, I think, but when they do drink it, they want it to be worth drinking.
Do women really like that bathwater? In my part of the world, working Joe men seem to be the drinkers.
True, at least to an extent. The first "light" beer was Gablinger's Diet Beer. Miller bought them out, and changed the name to Lite Beer from Miller. Then they brought in ex-NFL players to convince men that Miller Lite was a manly, macho brew (which is absurd). Another target of light beers is kids. It's the bland flavor that attracts them, not concern about their waistlines.
That's my position. When I have a beer, I want a good beer. There are a lot of micro brews in my area and I have friends that brew. The last Bud I had was late night scavenged from someones fridge and I didn't finish it.
People no longer settle for what the large brewers produce because they don't have to settle.
“They drink less beer all together, I think, but when they do drink it, they want it to be worth drinking.”
Sounds like my son. He buys $8 bottles of craft brew.