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Market
Changing tastes and habits are transforming the world’s biggest beer market. America, as a nation, continues to be the world’s largest beer consumer despite a decade of sluggish sales and competition from other beverage industries. Contrary to the last decade’s dip in overall sales, popularity of import beers has flourished during this time and accounts for roughly 11 percent of America’s $60 billion beer industry.
Americans are increasingly selective about the beer that they drink, favoring light, low-carb, premium, and super-premium beers, such as GUINNESS®, and they’re willing to pay more for quality brew. Imports dominate the super-premium segment, which makes up 18 percent of total U.S. beer sales.
Perhaps as a sign of the times, Americans are less likely to belly up to the bar to enjoy their favorite beer. For the first time in 30 years, off-premise beer growth rates are exceeding on-premise. Overall, three-quarters of American beer sales occur outside of bars, restaurants, and clubs.
Shifts in consumer preference and behavior are challenging makers of the most venerable beer brands to redefine the traditional experiences that consumers have. GUINNESS® has responded in its battle for share outside the pub by creating an alternative to the iconic black and white pint: a stylish, technologically enhanced bottle that delivers the GUINNESS® experience anywhere. GUINNESS® draught in a bottle — Brilliant!
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