E-Malt.com News article: 3308

USA: After seven years of continuous increase, the U.S. beer market declined 0.3% in 2003 to 2.8 billion 2.25-gallon cases, according to the latest Adams Beer Handbook published by Adams Beverage Group. "Beer consumption clearly took a hit from the focus on low-carb diets," said Tiziana Mohorovic, spokesperson for Adams Beverage Group. "Increased competition from spirits and wine products also took its toll."

With the booming popularity of the Atkins Diet and its trendy South Beach offshoot, America became obsessed with carbs in 2003. "Beer was quickly stigmatized as a big source of carbohydrates, whereas spirits and wine are carb free," said Mohorovic.

Lights - the largest beer segment approaching a 50% share of market - climbed 3.6% and was the only domestic segment of the beer business to post a gain in case sales last year. More than two-thirds of light's gain was attributable to Michelob Ultra and Rock Green Light -- two new low-carb offerings. Several established lights took a hit in 2003. Bud Light recorded its lowest rate of growth ever last year, and Michelob Light fell double-digits after six years of growth. "Not only has everything low-carb negatively affected the entire beer market, but new low-carb brews also appear to be cannibalizing established light beer brands," said Mohorovic.

No beer category was spared from carb mania last year. Imports recorded their slowest growth rate in more than a decade and flavored malt beverages fell 7.9% in 2003 after two consecutive years of robust growth.


22 September, 2004