U.S. light beer sales volumes have declined for three consecutive years, including a 1.5% drop in 2011, as consumers seek more flavorful, complex alternatives; high unemployment among traditional light beer drinkers taking toll on market

Nevin Barich

LOS ANGELES , March 31, 2012 (Industry Intelligence) – According to the Beverage Information Group, light beer sales volumes in the U.S. have declined for three consecutive years and fell 1.5% in 2011, Bloomberg reported March 26.

The shift comes as consumers are seeking more flavorful and complex beers. High unemployment among traditional light beer drinkers has also taken its toll on the market, as people either drink less or switch to less expensive alternatives.

Retailers are increasing their stock of wine and spirits as sales of beer decline. Heineken NV Senior Director of Category Management Nick Lake said that over the past five years, display space devoted to beer has fallen by 2.3 share points while additional display space has been devoted to wine and spirits.

The primary source of this article is Bloomberg, New York, New York, on March 26, 2012.

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