NEW! The U.S. Beer Market Comprehensive, 2009 edition

CHAPTER

1. THE U.S. BEER MARKET

The National Beer Market pg..........1

  • Overview pg..........1
  • Volume pg..........3
  • Per Capita Consumption pg..........4
  • Growth pg..........6

The Domestic and Imported Beer Markets pg..........7

  • Overview pg..........7
  • Volume pg..........9

The National Specialty Beer Market pg..........11

  • Overview pg..........11
  • Volume pg..........18

Exhibits pg..........25

2. THE REGIONAL AND STATE BEER MARKETS

The Regional Beer Markets pg..........35

  • Overview pg..........35
  • Per Capita Consumption pg..........39

The State Beer Markets pg..........40

  • The Leading States by Region pg..........40
  • The Leading States by Consumption pg..........42
  • Per Capita Consumption pg..........43

The Regional Imported Beer Markets pg..........44

  • Overview pg..........44
  • Per Capita Consumption pg..........51

The Regional Specialty Beer Markets pg..........53

  • Overview pg..........53
  • Per Capita Consumption pg..........61

Exhibits pg..........64

3. THE U.S. BEER MARKET CATEGORIES

The U.S. Beer Market by Category pg..........87

  • Overview pg..........87
  • Light Beers pg..........98
  • Premium Beers pg..........100
  • Imported Beers pg..........101
  • Popular Beers pg..........103
  • Superpremium Beers pg..........104
  • Malternatives pg..........105
  • Malt Liquors pg..........105
  • Ice Beers pg..........106
  • Non–Alcoholic Beers pg..........106

The U.S. Beer Market by Price Category pg..........107

  • Overview pg..........107
  • Prestige Beers pg..........107
  • Mass Market Beers pg..........108
  • Price Beers pg..........108

Exhibits pg..........110

4. BEER IMPORTS AND EXPORTS

The Imported Beer Market pg..........143

  • Overview pg..........143
  • Volume by Country of Origin pg..........147
  • Dollar Value by Country of Origin pg..........153
  • Dollars Per Barrel by Country of Origin pg..........156

The Leading Imported Beer Countries pg..........157

  • Mexico pg..........157
  • The Netherlands pg..........158
  • Canada pg..........161
  • Germany pg..........163
  • Belgium pg..........164
  • United Kingdom pg..........166
  • Ireland pg..........167
  • Jamaica pg..........168
  • Italy pg..........169
  • Czech Republic pg..........169
  • Dominican Republic pg..........170

The Leading Imported Beer Regions pg..........171

  • Overview pg..........171
  • Volume pg..........172

U.S. Beer Exports pg..........177

  • Volume by Country pg..........177

Exhibits pg..........181

5. THE LEADING BEER COMPANIES AND THEIR BRANDS

The Beer Companies and Their Strategies pg..........195

  • Overview pg..........195
  • The Leading Beer Companies pg..........200
  • The Leading Specialty Brewers pg..........201
  • The Leading Microbrewers pg..........202
  • The Leading Brewpubs pg..........204

Anheuser–Busch InBev

  • Overview pg..........206
  • Marketing pg..........264
  • Management pg..........282

MillerCoors

  • Overview pg..........285
  • Marketing pg..........326
  • Management pg..........333

Crown Imports

  • Overview pg..........336
  • Marketing pg..........339
  • Management pg..........347

Heineken USA

  • Overview pg..........349
  • Marketing pg..........352
  • Management pg..........357

Diageo–Guinness USA

  • Overview pg..........359
  • Marketing pg..........360
  • Management pg..........363

D.G. Yuengling & Son, Inc.

  • Overview pg..........364
  • Marketing pg..........368
  • Management pg..........370

The Boston Beer Company

  • Overview pg..........371
  • Marketing pg..........377
  • Management pg..........383

Sierra Nevada Brewing Company

  • Overview pg..........384
  • Marketing pg..........387
  • Management pg..........388

New Belgium Brewing Company

  • Overview pg..........389
  • Marketing pg..........392
  • Management pg..........393

Spoetzl Brewery

  • Overview pg..........395
  • Marketing pg..........397
  • Management pg..........398

Craft Brewers Alliance

  • Overview pg..........399
  • Marketing pg..........406
  • Management pg..........409

The Leading Brands pg..........410

  • Overview pg..........410

Exhibits pg..........413

6. PACKAGED AND DRAFT BEER IN THE U.S.

Beer Packaging pg..........447

  • Overview pg..........447
  • Packaged Beer Volume by Container Type pg..........451
  • Packaged and Draft Volume by Region pg..........453
  • Packaged Volume by State pg..........455
  • Draft Volume by State pg..........456

Imported Beer Packaging pg..........457

  • Packaged and Draft Imported Beer pg..........457
  • Imported Packaged Beer Volume by Container Type pg..........458
  • Imported Beer Value by Container Type pg..........459

Specialty Beer Packaging pg..........464

  • Packaged and Draft Specialty Beer pg..........464
  • Specialty Beer Packaging by Segment pg..........470

Exhibits pg..........473

7. BEER INDUSTRY PRICING IN THE U.S.

Beer Pricing pg..........493

  • Consumer Prices pg..........493
  • Producer Prices pg.......... 495
  • Producer Prices by Package Type pg..........497

Exhibits pg..........500

8. BEER DISTRIBUTION IN THE U.S.

Beer Distribution pg..........503

  • Overview pg..........503
  • Volume by Distribution Channel pg..........506

Exhibits pg..........512

9. BEER ADVERTISING IN THE U.S.

Beer Marketing pg..........515

  • Overview pg..........515
  • Imported Beer pg..........516
  • Domestic Beer pg..........519

Advertising Expenditures by Category pg..........521

  • Overview pg..........521

Advertising Expenditures by Brand pg..........524

  • Light Beers pg..........524
  • Premium Beers pg..........526
  • Imported Beers pg..........528
  • Superpremium Beers pg..........531
  • Malternatives pg..........533
  • Popular Beers pg..........534
  • Malt Liquors pg..........535
  • Non–Alcoholic Beers pg..........535
  • Ales pg..........535

Leading Beer Companies' Advertising Expenditures pg..........536

  • Overview pg..........536
  • Advertising Dollars Per Barrel pg..........538

Leading Brands' Advertising Expenditures pg..........540

  • Overview pg..........540
  • Advertising Dollars Per Barrel pg..........541

Advertising Expenditures by Media pg..........543

  • Overview pg..........543

Exhibits pg..........545

10. DEMOGRAPHICS OF THE U.S. BEER CONSUMER

The Beer Consumer pg..........575

  • Overview pg..........575
  • Budweiser and Miller Lite pg..........579

The Imported Beer Consumer pg..........585

  • Corona Extra and Heineken pg..........585
  • Corona Light pg..........587

The Specialty Beer Consumer pg..........588

  • Microbrews pg..........588
  • Samuel Adams pg..........592

Exhibits pg..........593

11. THE PROJECTED U.S. BEER MARKET

The Projected National Beer Market pg..........601

  • Overview pg..........601
  • The Projected Beer Market by Category pg..........604
  • The Projected Packaged and Draft Beer Markets pg..........606

Exhibits pg..........607

EXHIBIT

1. THE U.S. BEER MARKET

1.1 U.S. Beer Market Volume 1965 – 2008 pg..........25

1.2 U.S. Beer Market Change in Volume 1976 – 2008 pg..........26

1.3 U.S. Beer Market Per Capita Consumption 1965 – 2008 pg..........27

1.4 U.S. Beer Market Compound Annual Growth 1982 – 2008 pg..........28

1.5 U.S. Beer Market Domestic and Imported Volume, Share and Growth 1988 – 2008 pg..........29

1.6 U.S. Specialty Beer Market Number of Breweries 2003 – 2008 pg..........30

1.7 U.S. Specialty Beer Market Volume, Growth and Per Capita Consumption 1990 – 2008 pg..........31

1.8 U.S. Specialty Beer Market Volume by Segment 2003 – 2008 pg..........32

1.9 U.S. Specialty Beer Market Share of Volume by Segment 2003 – 2008 pg..........33

1.10 U.S. Specialty Beer Market Change in Volume by Segment 2004 – 2008 pg..........34

2. THE REGIONAL AND STATE BEER MARKETS

2.11 U.S. Beer Market Volume by Region 2003 – 2008 64

2.12 U.S. Beer Market Share of Volume by Region 2003 – 2008 pg..........65

2.13 U.S. Beer Market Change in Volume by Region 2004 – 2008 pg..........66

2.14 U.S. Beer Market Per Capita Consumption by Region 2003 – 2008 pg..........67

2.15 Southern Beer Market Volume by State 2003 – 2008 pg..........68

2.16 East Central Beer Market Volume by State 2003 – 2008 pg..........69

2.17 Northeastern Beer Market Volume by State 2003 – 2008 pg..........70

2.18 Pacific Beer Market Volume by State 2003 – 2008 pg..........71

2.19 Southwestern Beer Market Volume by State 2003 – 2008 pg..........72

2.20 West Central Beer Market Volume by State 2003 – 2008 pg..........73

2.21 Western Beer Market Volume by State 2003 – 2008 pg..........74

2.22 The Leading Beer Consumption States Volume 2003 – 2008 pg..........75

2.23 The Leading Beer Consumption States Share of Volume 2003 – 2008 pg..........76

2.24 The Leading Beer Consumption States Change in Volume 2004 – 2008 pg..........77

2.25 The Leading Beer Consumption States Per Capita Consumption 2003 – 2008 pg..........78

2.26 U.S. Imported Beer Market Regional Volume 2003 – 2008 pg..........79

2.27 U.S. Imported Beer Market Share of Regional Volume 2003 – 2008 pg..........80

2.28 U.S. Imported Beer Market Change in Regional Volume 2004 – 2008 pg..........81

2.29 U.S. Imported Beer Market Regional Per Capita Consumption 2003 – 2008 pg..........82

2.30 U.S. Specialty Beer Market Volume by Region 2003 – 2008 pg..........83

2.31 U.S. Specialty Beer Market Share of Volume by Region 2003 – 2008 pg..........84

2.32 U.S. Specialty Beer Market Change in Volume by Region 2004 – 2008 pg..........85

2.33 U.S. Specialty Beer Market Per Capita Consumption by Region 2003 – 2008 pg..........86

3. THE U.S. BEER MARKET CATEGORIES

3.34 U.S. Beer Market Volume by Category 2003 – 2008 pg..........110

3.35 U.S. Beer Market Share of Volume by Category 2003 – 2008 pg..........111

3.36 U.S. Beer Market Change in Volume by Category 2004 – 2008 pg..........112

3.37 U.S. Light Beer Market Volume by Brand 2003 – 2008 pg..........113

3.38 U.S. Light Beer Market Share of Volume by Brand 2003 – 2008 pg..........114

3.39 U.S. Light Beer Market Change in Volume by Brand 2004 – 2008 pg..........115

3.40 U.S. Premium Beer Market Volume by Brand 2003 – 2008 pg..........116

3.41 U.S. Premium Beer Market Share of Volume by Brand 2003 – 2008 pg..........117

3.42 U.S. Premium Beer Market Change in Volume by Brand 2004 – 2008 pg..........118

3.43 U.S. Imported Beer Market Volume by Brand 2003 – 2008 pg..........119

3.44 U.S. Imported Beer Market Share of Volume by Brand 2003 – 2008 pg..........120

3.45 U.S. Imported Beer Market Change in Volume by Brand 2004 – 2008 pg..........121

3.46 U.S. Popular Beer Market Volume by Brand 2003 – 2008 pg..........122

3.47 U.S. Popular Beer Market Share of Volume by Brand 2003 – 2008 pg..........123

3.48 U.S. Popular Beer Market Change in Volume by Brand 2004 – 2008 pg..........124

3.49 U.S. Superpremium Beer Market Volume by Brand 2003 – 2008 pg..........125

3.50 U.S. Superpremium Beer Market Share of Volume by Brand 2003 – 2008 pg..........126

3.51 U.S. Superpremium Beer Market Change in Volume by Brand 2004 – 2008 pg..........127

3.52 U.S. Malternative Market Volume by Brand 2003 – 2008 pg..........128

3.53 U.S. Malternative Market Share of Volume by Brand 2003 – 2008 pg..........129

3.54 U.S. Malternative Market Change in Volume by Brand 2004 – 2008 pg..........130

3.55 U.S. Malt Liquor Market Volume by Brand 2003 – 2008 pg..........131

3.56 U.S. Malt Liquor Market Share of Volume by Brand 2003 – 2008 pg..........132

3.57 U.S. Malt Liquor Market Change in Volume by Brand 2004 – 2008 pg..........133

3.58 U.S. Domestic Ice Beer Market Volume by Brand 2003 – 2008 pg..........134

3.59 U.S. Domestic Ice Beer Market Share of Volume by Brand 2003 – 2008 pg..........135

3.60 U.S. Domestic Ice Beer Market Change in Volume by Brand 2004 – 2008 pg..........136

3.61 U.S. Domestic and Imported Non–Alcoholic Beer Market Volume by Brand 2003 – 2008 pg..........137

3.62 U.S. Domestic and Imported Non–Alcoholic Beer Market Share of Volume by Brand 2003 – 2008 pg..........138

3.63 U.S. Domestic and Imported Non–Alcoholic Beer Market Change in Volume by Brand 2004 – 2008 pg..........139

3.64 U.S. Beer Market Price Categories Comparative Volumes 2003 – 2008 pg..........140

3.65 U.S. Beer Market Price Categories Comparative Volume Shares 2003 – 2008 pg..........141

3.66 U.S. Beer Market Price Categories Comparative Growth 2004 – 2008 pg..........142

4. BEER IMPORTS AND EXPORTS

4.67 U.S. Imported Beer Market Total Volume and Value 1965 – 2008 pg..........181

4.68 U.S. Imported Beer Market Volume by Country 2003 – 2008 pg..........182

4.69 U.S. Imported Beer Market Share of Volume by Country 2003 – 2008 pg..........183

4.70 U.S. Imported Beer Market Change in Volume by Country 2004 – 2008 pg..........184

4.71 U.S. Imported Beer Market Dollar Value by Country 2003 – 2008 pg..........185

4.72 U.S. Imported Beer Market Share of Dollar Value by Country 2003 – 2008 pg..........186

4.73 U.S. Imported Beer Market Change in Dollar Value by Country 2004 – 2008 pg..........187

4.74 U.S. Imported Beer Market Dollars Per Barrel by Country 2003 – 2008 pg..........188

4.75 U.S. Imported Beer Market Volume by Leading Regional Markets 2003 – 2008 pg..........189

4.76 U.S. Imported Beer Market Share of Volume by Leading Regional Markets 2003 – 2008 pg..........190

4.77 U.S. Imported Beer Market Change in Volume by Leading Regional Markets 2004 – 2008 pg..........191

4.79 U.S. Beer Exports Volume by Country 2003 – 2008 pg..........192

4.79 U.S. Beer Exports Share of Volume by Country 2003 – 2008 pg..........193

4.80 U.S. Beer Exports Change in Volume by Country 2004 – 2008 pg..........194

5. THE LEADING BEER COMPANIES AND THEIR BRANDS

5.81 Leading Beer Companies Volume 2003 – 2008 pg..........413

5.82 Leading Beer Companies Share of Volume 2003 – 2008 pg..........414

5.83 Leading Beer Change in Volume 2004 – 2008 pg..........415

5.84 Leading U.S. Craft Brewers Volume 2003 – 2008 pg..........416

5.85 Leading U.S. Craft Brewers Share of Volume 2003 – 2008 pg..........417

5.86 Leading U.S. Craft Brewers Change in Volume 2004 – 2008 pg..........418

5.87 Leading U.S. Craft Brewers Volume in Grocery Stores 2008 pg..........419

5.88 Leading U.S. Craft Brewers Retail Sales in Grocery Stores 2008 pg..........420

5.89 Leading U.S. Microbrewers Volume 2003 – 2008 pg..........421

5.90 Leading U.S. Microbrewers Share of Volume 2003 – 2008 pg..........422

5.91 Leading U.S. Microbrewers Change in Volume 2004 – 2008 pg..........423

5.92 Leading U.S. Brewpubs Volume 2003 – 2008 pg..........424

5.93 Leading U.S. Brewpubs Share of Volume 2003 – 2008 pg..........425

5.94 Leading U.S. Brewpubs Change in Volume 2004 – 2008 pg..........426

5.95 Anheuser–Busch InBev Volume by Brand 2003 – 2008 pg..........427

5.96 Anheuser–Busch InBev Share of Volume by Brand 2003 – 2008 pg..........428

5.97 Anheuser–Busch InBev Change in Volume by Brand 2004 – 2008 pg..........429

5.98 MillerCoors Volume by Brand 2003 – 2008 pg..........430

5.99 MillerCoors Share of Volume by Brand 2003 – 2008 pg..........431

5.100 MillerCoors Change in Volume by Brand 2004 – 2008 pg..........432

5.101 Crown Imports Volume by Brand 2003 – 2008 pg..........433

5.102 Crown Imports Share of Volume by Brand 2003 – 2008 pg..........434

5.103 Crown Imports Change in Volume by Brand 2004 – 2008 pg..........435

5.104 Heineken USA Volume by Brand 2003 – 2008 pg..........436

5.105 Heineken USA Share of Volume by Brand 2003 – 2008 pg..........437

5.106 Heineken USA Change in Volume by Brand 2004 – 2008 pg..........438

5.107 Diageo–Guinness USA Volume by Brand 2003 – 2008 pg..........439

5.108 Diageo–Guinness USA Share of Volume by Brand 2003 – 2008 pg..........440

5.109 Diageo–Guinness USA Change in Volume by Brand 2004 – 2008 pg..........441

5.110 The Top 15 Beer Brands Volume 2003 – 2008 pg..........442

5.111 The Top 15 Beer Brands Share of Volume 2003 – 2008 pg..........443

5.112 The Top 15 Beer Brands Change in Volume 2004 – 2008 pg..........444

5.113 The Top 20 Beer Brands Volume in Grocery Stores 2008 pg..........445

5.114 The Top 20 Beer Brands Retail Sales in Grocery Stores 2008 pg..........446

6. PACKAGED AND DRAFT BEER IN THE U.S.

6.115 U.S. Beer Market Packaged and Draft Volume and Share 1975 – 2008 pg..........473

6.116 U.S. Beer Market Change in Packaged and Draft Volume 1980 – 2008 pg..........474

6.117 U.S. Beer Market Packaged Volume and Share by Container Type 1982 – 2008 pg..........475

6.118 U.S. Beer Market Change in Packaged Volume by Container Type 1983 – 2008 pg..........476

6.119 Regional Beer Markets Packaged and Draft Volume 2003 – 2008 pg..........477

6.120 Regional Beer Markets Share of Packaged and Draft Volume 2003 – 2008 pg..........478

6. 121 Regional Beer Markets Change in Packaged and Draft Volume 2004 – 2008 pg..........479

6.122 The Leading States in Packaged Beer Volume 2003 – 2008 pg..........480

6.123 The Leading States in Draft Beer Volume 2003 – 2008 pg..........481

6.124 U.S. Imported Beer Market Packaged and Draft Volume and Share 1972 – 2008 pg..........482

6.125 U.S. Imported Beer Market Packaged and Draft Volume Growth 1973 – 2008 pg..........483

6.126 U.S. Imported Beer Market Packaged Volume by Container Type 2003 – 2008 pg..........484

6.127 U.S. Imported Beer Market Share of Packaged Volume by Container Type 2003 – 2008 pg..........485

6.128 U.S. Imported Beer Market Change in Packaged Volume by Container Type 2004 – 2008 pg..........486

6.129 U.S. Imported Beer Market Dollar Value by Container Type 2003 – 2008 pg..........487

6.130 U.S. Imported Beer Market Share of Dollar Value by Container Type 2003 – 2008 pg..........488

6.131 U.S. Imported Beer Market Change in Dollar Value by Container Type 2004 – 2008 pg..........489

6.132 U.S. Specialty Beer Market Estimated Packaged and Draft Volume 2003 – 2008 pg..........490

6.133 U.S. Specialty Beer Market Share of Estimated Packaged and Draft Volume 2003 – 2008 pg..........491

6.134 U.S. Specialty Beer Market Change in Estimated Packaged and Draft Volume 2004 – 2008 pg..........492

7. BEER INDUSTRY PRICING IN THE U.S.

7.135 Consumer Price Indexes Beer and Ale vs. All Items Growth 1975 – 2008 pg..........500

7.136 Producer Price Indexes Malt Beverages vs. All Items Growth 1990 – 2008 pg..........501

7.137 Producer Price Index Malt Beverages vs. All Commodities Growth by Package Types 1991 – 2008 pg..........502

8. BEER DISTRIBUTION IN THE U.S.

8.138 U.S. Beer Market Estimated Volume by Distribution Channel 2003 – 2008 pg..........512

8.139 U.S. Beer Market Estimated Share of Volume by Distribution Channel 2003 – 2008 pg..........513

8.140 U.S. Beer Market Estimated Change in Volume by Distribution Channel 2004 – 2008 pg..........514

9. BEER ADVERTISING IN THE U.S.

9.141 Domestic and Imported Beer Market Advertising Expenditures 1981 – 2008 pg..........545

9.142 U.S. Beer Market Advertising Expenditures by Category 2003 – 2008 pg..........546

9.143 U.S. Beer Market Share of Advertising Expenditures by Category 2003 – 2008 pg..........547

9.144 U.S. Beer Market Change in Advertising Expenditures by Category 2004 – 2008 pg..........548

9.145 Leading Light and Premium Brands Advertising Expenditures 2003 – 2008 pg..........549

9.146 Leading Light and Premium Brands Share of Advertising Expenditures 2003 – 2008 pg..........550

9.147 Leading Light and Premium Brands Change in Advertising Expenditures 2004 – 2008 pg..........551

9.148 Leading Import Brands Advertising Expenditures 2003 – 2008 pg..........552

9.149 Leading Import Brands Share of Advertising Expenditures 2003 – 2008 pg..........553

9.150 Leading Import Brands Change in Advertising Expenditures 2004 – 2008 pg..........554

9.151 Leading Superpremium and Malternative Brands Advertising Expenditures 2003 – 2008 pg..........555

9.152 Leading Superpremium and Malternative Brands Share of Advertising Expenditures 2003 – 2008 pg..........556

9.153 Leading Superpremium and Malternative Brands Change in Advertising Expenditures 2004 – 2008 pg..........557

9.154 Leading Popular and Malt Liquor Brands Advertising Expenditures 2003 – 2008 pg..........558

9.155 Leading Popular and Malt Liquor Brands Share of Advertising Expenditures 2003 – 2008 pg..........559

9.156 Leading Popular and Malt Liquor Brands Change in Advertising Expenditures 2004 – 2008 pg..........560

9.157 Leading Non–Alcoholic and Ale Brands Advertising Expenditures 2003 – 2008 pg..........561

9.158 Leading Non–Alcoholic and Ale Brands Share of Advertising Expenditures 2003 – 2008 pg..........562

9.159 Leading Non–Alcoholic and Ale Brands Change in Advertising Expenditures 2004 – 2008 pg..........563

9.160 Leading Beer Companies Advertising Expenditures 2003 – 2008 pg..........564

9.161 Leading Beer Companies Share of Advertising Expenditures 2003 – 2008 pg..........565

9.162 Leading Beer Companies Change in Advertising Expenditures 2004 – 2008 pg..........566

9.163 Leading Beer Companies Advertising Dollars Per Barrel 2003 – 2008 pg..........567

9.164 Leading Brands Advertising Expenditures 2003 – 2008 pg..........568

9.165 Leading Brands Share of Advertising Expenditures 2003 – 2008 pg..........569

9.166 Leading Brands Change in Advertising Expenditures 2004 – 2008 pg..........570

9.167 Leading Brands Advertising Dollars Per Barrel 2003 – 2008 pg..........571

9.168 U.S. Beer Market Advertising Expenditures by Media 2003 – 2008 pg..........572

9.169 U.S. Beer Market Share of Advertising Expenditures by Media 2003 – 2008 pg..........573

9.170 U.S. Beer Market Change in Advertising Expenditures by Media 2004 – 2008 pg..........574

10. DEMOGRAPHICS OF THE U.S. BEER CONSUMER

10.171 Demographics of the Beer Consumer 2008 pg..........593

10.172 Demographics of the Budweiser Consumer 2008 pg..........594

10.173 Demographics of the Miller Lite Consumer 2008 pg..........595

10.174 Demographics of the Corona Extra Consumer 2008 pg..........596

10.175 Demographics of the Heineken Consumer 2008 pg..........597

10.176 Demographics of the Corona Light Consumer 2008 pg..........598

10.177 Demographics of the Microbrew Consumer 2008 pg..........599

10.178 Demographics of the Samuel Adams Consumer 2008 pg..........600

11. THE PROJECTED U.S. BEER MARKET

11.179 The Projected U.S. Beer Market Volume 1965 – 2013 pg..........607

11.180 The Projected U.S. Beer Market Change in Volume 1976 – 2013 pg..........608

11.181 The Projected U.S. Beer Market Compound Annual Growth 1981 – 2013 pg..........609

11.182 The Projected U.S. Beer Market Per Capita Consumption 1965 – 2013 pg..........610

11.183 The Projected U.S. Beer Market Volume and Growth by Category 2008 – 2013 pg..........611

11.184 The Projected U.S. Beer Market Share of Volume by Category 2008 – 2013 pg..........612

11.185 The Projected High–End U.S. Beer Market Volume and Growth by Category 2008 – 2013 pg..........613

11.186 The Projected High–End U.S. Beer Market Share of Volume by Category 2008 – 2013 pg..........614

11.187 The Projected U.S. Packaged and Draft Beer Markets Volume and Growth by Category 2008 – 2013 pg..........615

11.188 The Projected U.S. Packaged and Draft Beer Markets Share of Volume by Category 2008 – 2013 pg..........616

APPENDIX

U.S. Population by Region 1976 – 2008 pg..........617

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