Beer
sales, which made up 56% of the U.S. market for alcoholic beverages in 1999, slipped
to 53.2% by last year and continue to decline as wine and hard liquor sales increase.(not through any
fault of Jerry and me!)
Future signs for the beer business
are not good.
A Morgan Stanley study found that
spirits -- rather than beer -- have become the most popular drink choice among the 21-to-27-year-old set.(our favorite Beertendress age)
Even
worse, say industry analysts, is that years ago brewers generally followed Anheuser-Busch's (that’s why we follow Peter Coors) move away from advertising that differentiated their
products and into advertising strategies designed to be light entertainment.
But
while talking lizards, farting horses and mud-wrestling babes have evoked laughs, they haven't prevented the erosion of beer's
market share.
Meanwhile, spirits companies' marketing
has expanded and is aggressively targeting key demographic groups in a manner that has made cocktails and wine the hip glamour
drinks. Symbolizing the cultural sea change that is altering beer's national market potential is this fact:
In Chicago between 1990 and 2004
the number of neighborhood tap rooms -- beer havens all -- has dropped by 60%.
***Thank goodness our Quest for the Perfect
Bar hasn’t taken us to Chicago “yet” so plenty of Bars left
in PA, NJ & Del. for us to visit!!!
