U.S. beer consumption climbed in 2002

Modern Brewery Age, Sept 29, 2003

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.

Adams said 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, Adams noted. "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 of 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 import category nearly tripled in case sales over the past decade and has proven to be resilient, Adams said.

Flavored malt beverage introductions--like 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, Adams said, but some brands will most likely survive for some time.

The Adams Beer Handbook 2003 is published by the Adams Beverage Group of Norwalk, CT.