Spirit Cruises January 2023 Leaderboard

America's Changing Tastes Are Killing the 'Old Man Beer' Market

by The Drink Nation on Dec 11, 2013 in Beer
America's Changing Tastes Are Killing the 'Old Man Beer' Market

Just a few weeks ago we told you that the staggering growth of the craft beer market here in the US has forced the Brewer’s Association, the Colorado-based not-for-profit trade association that represents the majority of U.S. breweries — craft and otherwise — to relocate to larger headquarters.

But now it’s looking like thirsty Americans’ growing tastes for more full-flavored libations are taking a huge bite out of the “Old Man Beer” market.

USA Today reports that this major seismic shift is being felt by real sales numbers. Data provided by Beer Marketer's Insights shows a 2.3 percent decrease, across the board, in beer consumption. That’s nearly 4.8 million barrels.

While these numbers reflect a sharp nosedive for all beer sales, it’s the cheap, mass-produced commodity brands that are taking the biggest hit.

24/7 Wall St. crunched the numbers to identify nine beers Americans no longer drink. Below is an excerpt illustrates what the data revealed:

9. Labatt Blue

> Sales loss (2007-2012): 28.3%
> Brewer: Anheuser-Busch Inbev S.A./N.V. (NYSE: BUD)
> Barrels sold (2012): 650,000

8. Budweiser

> Sales loss (2007-2012): 28.8%
> Brewer: Anheuser-Busch Inbev
> Barrels sold (2012): 16,800,000
7. Heineken Premium Light

> Sales loss (2007-2012): 36.7%
> Brewer: Heineken International
> Barrels sold (2012): 440,000

6. Milwaukee's Best Light

> Sales loss (2007-2012): 39.7%
> Brewer: MillerCoors
> Barrels sold (2012): 1,110,000

5. Old Milwaukee

> Sales loss (2007-2012): 54.0%
> Brewer: Pabst Brewing Company
> Barrels sold (2012): 400,000

4. Miller Genuine Draft

> Sales loss (2007-2012): 56.4%
> Brewer: MillerCoors
> Barrels sold (2012): 1,390,000

3. Milwaukee's Best Premium

> Sales loss (2007-2012): 58.5%
> Brewer: MillerCoors
> Barrels sold (2012): 650,000

2. Budweiser Select

> Sales loss (2007-2012): 61.5%
> Brewer: Anheuser-Busch Inbev
> Barrels sold (2012): 625,000

1. Michelob Light

> Sales loss (2007-2012): 69.6%
> Brewer: Anheuser-Busch Inbev
> Barrels sold (2012): 350,000

This rather grim outlook for old man beer leaves a lot of uncertainty for dads and pop-pops all over the country who turn to these tried and true brands to quench their thirsts while on fishing trips, mowing the lawn, and bowling with the boys on league night. Maybe someone can hip these guys to the session beer segment of the craft beer market. 


Tags: Beer
Recent Articles
spacer

Feedback

How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!

*Name:
*E-mail:
*Suggestions:
 
Rittenhouse Goes Car-Free Every Sunday in September: Here are the Best Bars to Hit

Rittenhouse Goes Car-Free Every Sunday in September: Here are the Best Bars to Hit

Center City District will close the streets allowing pedestrians to enjoy outdoor seating, music, and activiti...read more ›

by Michelle Cryder Sep 6, 2024
Best Cocktail Bars at the Jersey Shore

Best Cocktail Bars at the Jersey Shore

We've rounded up all of the must-stop spots for sipping spirits by the beach, whether your vibe is dark and sexy or vibrant and divey....read more ›

by Drink Philly Aug 26, 2024
SPONSORED
Spirit Cruises January 2023 Desktop Bottom Rectangle 1
The Drink Nation Presents: The Home Bar Project

The Drink Nation Presents: The Home Bar Project

Have you ever dreamed of having an amazing home bar, filled with bottles you actually use and the tools you need to execute a fine crafted cocktail? E...read more ›

by The Drink Nation Nov 14, 2014
Behind the Bar: Jillian Moore of My Loup

Behind the Bar: Jillian Moore of My Loup

This time on Behind the Bar, we interview bartender and bar manager Jillian Moore of My Loup. We chat with her about her cocktail menu, the effects of...read more ›

by Drink Philly May 13, 2024
Oltremare: Inside Look at their Amalfi Coast Inspired Cocktails

Oltremare: Inside Look at their Amalfi Coast Inspired Cocktails

Oltremare is the newest endeavor by Chef Townsend Wentz, located at 2121 Walnut Street, near Rittenhouse Square...read more ›

by Drink Philly Apr 22, 2024
Best Bars for Outdoor Drinking in Philadelphia, 2024

Best Bars for Outdoor Drinking in Philadelphia, 2024

We've got your definitive list of where to drink outside in Philadelphia...read more ›

by Drink Philly Apr 9, 2024
Philadelphia Distilling Launching Secret Pop-Up Cocktail Garden for Earth Day, April 11-21

Philadelphia Distilling Launching Secret Pop-Up Cocktail Garden for Earth Day, April 11-21

Philadelphia Distilling is transforming their fourth floor space into a secret garden to celebrate Earth Day, ...read more ›

by Drink Philly Apr 9, 2024
Dizengoff: Inside Look at the New Reimagined Restaurant, Bar, & Cocktails

Dizengoff: Inside Look at the New Reimagined Restaurant, Bar, & Cocktails

Last year, Dizengoff and Abe Fisher decided to join forces and embark on an exciting new chapter. After closin...read more ›

by Drink Philly Mar 5, 2024
Behind the Bar: Tom Foy of Butcher Bar

Behind the Bar: Tom Foy of Butcher Bar

In this installment of Behind the Bar, we sit down with bartender Tom Foy of Butcher Bar...read more ›

by Drink Philly Feb 19, 2024
SPONSORED
Spirit Cruises January 2023 Desktop Bottom Rectangle 2
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close