U.S. Beer Consumption Climbs.

U.S. beer consumption climbed 2.8 billion 2.25-gallon cases in 2002, according to the just released Adams Beer Handbook 2003 published by Adams Beverage Group. Americans continue to consume more beer than any other adult beverage, according to the publisher. Last year’s increase represents a 1.8% gain over 2001.

This was the seventh straight year of growth, despite price hikes, inclement weather, economic malaise and geopolitical unrest. The light and import sectors drove the upswing.

“Light beer-a category that did not exist 30 years ago-has become firmly entrenched in the marketplace. Imports continue to benefit from their upscale image and the affordable luxury they provide,” said Tiziana Mohorovic, spokesperson for Adams Beverage Group.

Light beer is now by far the largest of all beer segments with a 45.9% market share and four of the top five leading brews consumed in the U.S. “Consumers’ preference for reduced calorie beer is expected to endure, in part due to the concern about waistlines-particularly among the baby boomer set,” said Mohorovic.

The story for imports has been the positive for the past 10 years. The category nearly tripled in case sales over the past decade and has proven to be resilient. Country of origin no longer matters when it comes to international brews.

Various new flavored malt beverage introductions-Bacardi Silver and Skyy Blue-coupled with sustained growth for veterans-Smirnoff Ice-contributed to the 16.0% gain in malternatives last year. Flavored malt beverages as a category may not last, but various brands-the ones that got out first or are different enough from the rest of the pack-will most likely survive for some time.

For more information at http://www.adamsbevgroup.com