From Ad Age, an article about an impending annual meeting of the beer industry and the problems the traditional big beer companies are having with market share. "The industry's biggest players Anheuser Busch and Miller Coors whose mega-brands have dominated America's tap handles and supermarket shelves for decades, are being battered by a new wave of competition from inside and outside the beer market and starting to lose their grip." In 1999 beer sales had 56 percent of the alcohol market and is now at 48.8 percent.
The competition is coming from liquor and craft beer makers who are said to "be stealing market share." Plus their advertising has gone from creative and fun to ugh. Supposedly.
They want to find a way to get back the 21-27 year olds who are now looking at liquor as a less expensive way to get higher alcohol content. This is why we're seeing liquor filled beers like Lime-a-Rita and Vodka whatevers.
Most troublesome about the beer industries is their hope to lure young adults to the bar earlier with light-beer specials and targeting nighttime drinking occasions with higher alcohol extentsions.
Sounds like a most unwise plan, encouraging more and longer drinking higher alcohol beers.