I posted earlier this week about the eight big-brand beers that have seen their sales decline the most over the past five years. I attributed at least part of the decline of these brands to consumers switching to craft beers, which some astute readers pointed out is just part of the story. Here’s the other part – the established macro beers that have stolen market share from their less fortunate brethren.
These are beers that are considered “established growth brands,” and have gained market share for each of the past four years, roughly the same time frame covered in our other post. This info comes to us by way of the Beverage Information Group and is sorted by brand, percent increase and total cases sold:
Please note that a some of these beers are imports or could be considered craft, but they met the 3-million-cases-sold threshold to make it on BIG’s list, so I left them in the mix
- Dos Equis: + 19.1% / 14 million cases
- Pabst Blue Ribbon: +16.9 %, / 30.4 million cases
- Modelo Especia: +15.5% / 30.9 million cases
- Fat Tire Amber Ale: +15% / 6.4 million cases
- Yuengling Traditional Lager +8% / 29.7 million cases
- Shiner Bock: +4.7% / 5 million cases
- Keystone Ice: +3.9% / Unlisted
- Keystone Light: +2.3% / 65.5 million cases
- Labatt Blue Light: +1.5% / 6.7 million cases
- Coors Light: +1% / 251.3 million cases
Take this list with a grain of salt, as it’s difficult to tell from the source material if there are other beers that should be included here. It’s still a pretty interesting collection of data.
One tidbit noted in several other sources I looked at is the migration away from light beers – they seem to be bearing the brunt of the sales losses as people are moving towards more flavorful offerings (that, or folks figured out that water’s cheaper and tastes about the same).
Beer & Whiskey Brothers 
I opt for the “water” answer.
Yeah, that or they decided to drink money and simply chill their own urine!
Stay thirsty, my friends.
🙂
Such a masterful marketing campaign for such a crappy beer! 🙂
I think that is the ONLY reason it is trending positively.
The TV, yes. The radio, not so much. Sounds almost like a schlocky parody of the campaign. I actually blushed when I realized it was the real deal.
Don’t forget about Keith Stone keeping it real for the white trash across America! He’s my idle by the way. Hold ma stones.
Shiner makes some great beers. Don’t think that they can be held in the same light as many others noted in this post. Definitely not bottled piss.
Tey just started to distribute out here, Todd, so I’ll have to check them out! Yeungling isn’t bad either – not fancy, but better than Bud for sure.