Forbes 2015

Does the Declining U.S. Beer Trend Spell Doom for Brewers?

Millennials have gravitated toward import and craft beers — not drinking “what their parents did” — which seems to be a repeatable pattern. While Budweiser has seen a 28% drop in domestic sales volume over the past 5 years and Bud Light has seen a 10% drop, craft beers have grown about 14% per year over that period. However, BUD and other brewers are venturing into the craft and imported beer segments now, which make up only about 11% and 15%,...