Beer sales are down overall. Beer sales are especially down in the “big 4”. Craft and import is growing, though not growing as much as the “big 4” are losing which leads to the overall math. This trend has been going on for years. The “big 4” have basically taken a 2 pronged approach:
buy companies in the craft and import space
find a new market
That 2nd one is pretty typical of companies in a market that’s dropping. Try and get new customers. What’s a “new” customer? Well it depends. In the case of beer it’s getting away from the “trucks, labor and sports” crowd that has been the “traditional” beer market for decades. While I often say they should be looking at improving the product. But when you look at the big numbers that won’t help that much. Sure it would help them not lose market to the craft and imports, there’s still that general shrinkage in the beer market to deal with. Somebody needs to expand the general beer market. But I think that charge would be better led by good beers. Nobody who hasn’t been a beer drinker into their 30s is going to pick up a Bud or Coors and say “woh, can’t believe I’ve been missing out on this”.
The new generation prefers coffee (and pot)to beer and liquor. And when they drink beer it is more than likely a craft beer (although many of those are now owned by the “big 4”)not a mass market brew.