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This comprehensive U.S. beer industry report from Beverage Marketing Corporation provides an in-depth examination of the all facets of the brewing industry including the mergers, acquisitions and joint ventures reshaping the industry. Data and analysis of state and regional markets, distribution channels, brewers and brands, quarterly growth, imports, exports, packaging, pricing, advertising, demographics, projections and more are presented.

  • 2017 Edition - Published July 2017.
  • Data through 2016 and market projections through 2021.
  • 450+ pages with extensive text analysis, graphs and charts.
  • Immediate download, PDF and Word formats, 3-user access.
U.S. Beer through 2021
What's Inside? View Details


Get superior data, market insights and industry perspective to analyze beverage segments, evaluate opportunities and benchmark performance.

Report Overview  more details

The answers you need

This research study scrutinizes all aspects of the beer market in the United States, offering historical views, current data and five year forecasts for more aspects of the market than ever before. Questions answered include:

  • Which brands and segments in the U.S. market grew in 2016, and which did not?
  • How did the leading beer companies – major brewers as well as importers – perform? What are their sales figures and growth? What percentage of U.S. market share did the various brewers and brands hold?
  • Which distribution channel grew the fastest in 2016? Which are likely to see growth in the years ahead?
  • What are per capita consumption figures likely to look like a few years down the road?
  • How are the proportions of beer in packages vs. draft likely to change by 2021?

This report features

This U.S. beer report addresses industry developments and issues of interest to marketers, advertising executives, industry suppliers, financial analysts and anyone else with a special interest in the beer market. This U.S. beer market research study contains:

  • An overview of the national and regional beer markets, including volume, per capita consumption and growth for all beer as well as imported beer.
  • Discussion of the leading states regarding volume and per capita consumption.
  • Volume and growth of the various categories including craft, premium, super-premium, ice beers, imports, malternatives, etc.
  • Analysis of beer segments and the brands comprising them.
  • Comprehensive coverage of imports to the U.S. and exports from the U.S.
  • Current volume statistics for the leading brands (e.g. Bud Light, Budweiser, Miller Lite, Coors Light, Heineken, Corona Extra, etc.) of each major beer company.
  • A ranking and examination of the top beer companies, including brewers and importers such Anheuser-Busch InBev, MillerCoors, Constellation Brands Beer Division, Heineken USA and Diageo Beer Company USA.
  • A look at packaged and draft beer trends nationally, regionally and by state.
  • Coverage of beer pricing at the producer and consumer levels.
  • A breakdown of the market by distribution channel through 2020.
  • Analysis of advertising expenditures, detailed by company, brand and media.
  • Comparisons of consumer demographics for all beer and top domestic and imported beer brands.
  • Beverage Marketing's projections for the future of the industry.

1. THE U.S. BEER MARKET

The National Beer Market pg 1

  • Overview pg 1
  • Volume pg 6
  • Per Capita Consumption pg 8
  • Growth pg 10
  • Sales pg 11

The Domestic and Imported Beer Markets pg 12

  • Overview pg 12
  • Volume pg 15

EXHIBITS

  • 1.1 U.S. Beer Market Volume 1965 – 2021 pg 18
  • 1.2 U.S. Beer Market Change in Volume 1976 – 2021 pg 19
  • 1.3 U.S. Beer Market Volume by Segment Q1 2016 – 2017 pg 20
  • 1.4 U.S. Beer Market Share of Volume by Segment Q1 2016 – 2017 pg 21
  • 1.5 U.S. Beer Market Change in Volume by Segment Q1 2016/2017 pg 22
  • 1.6 U.S. Beer Market Per Capita Consumption 1965 – 2021 pg 23
  • 1.7 U.S. Beer Market Compound Annual Growth 1982 – 2021 pg 24
  • 1.8 U.S. Beer Market Wholesale and Retail Dollar Sales 2005 – 2021 pg 25
  • 1.9 U.S. Beer Market Domestic and Imported Volume, Share and Growth 1988 – 2021 pg 26

2. THE REGIONAL AND STATE BEER MARKETS

The Regional Beer Markets pg 27

  • Overview pg 27
  • Per Capita Consumption pg 31

The State Beer Markets pg 32

  • The Leading States by Region pg 32
  • The Leading States by Consumption pg 34
  • Per Capita Consumption pg 35

The Regional Imported Beer Markets pg 36

  • Overview pg 36
  • Per Capita Consumption pg 41

EXHIBITS

  • 2.10 U.S. Beer Market Volume by Region 2011 – 2021 pg 44
  • 2.11 U.S. Beer Market Share of Volume by Region 2011 – 2021 pg 45
  • 2.12 U.S. Beer Market Change in Volume by Region 2012 – 2021 pg 46
  • 2.13 U.S. Beer Market Per Capita Consumption by Region 2011 – 2021 pg 47
  • 2.14 Southern Beer Market Volume by State 2011 – 2016 pg 48
  • 2.15 East Central Beer Market Volume by State 2011 – 2016 pg 49
  • 2.16 Northeastern Beer Market Volume by State 2011 – 2016 pg 50
  • 2.17 Pacific Beer Market Volume by State 2011 – 2016 pg 51
  • 2.18 Southwestern Beer Market Volume by State 2011 – 2016 pg 52
  • 2.19 West Central Beer Market Volume by State 2011 – 2016 pg 53
  • 2.20 Western Beer Market Volume by State 2011 – 2016 pg 54
  • 2.21 The Leading Beer Consumption States Volume 2011 – 2016 pg 55
  • 2.22 The Leading Beer Consumption States Share of Volume 2011 – 2016 pg 56
  • 2.23 The Leading Beer Consumption States Change in Volume 2012 – 2016 pg 57
  • 2.24 The Leading Beer Consumption States Per Capita Consumption 2011 – 2016 pg 58
  • 2.25 U.S. Imported Beer Market Volume by Region 2011 – 2021 pg 59
  • 2.26 U.S. Imported Beer Market Share of Volume by Region 2011 – 2021 pg 60
  • 2.27 U.S. Imported Beer Market Change in Volume by Region 2012 – 2021 pg 61
  • 2.28 U.S. Imported Beer Market Per Capita Consumption by Region 2011 – 2021 pg 62

3. THE U.S. BEER MARKET CATEGORIES

The U.S. Beer Market by Category pg 63

  • Overview pg 63
  • Light Beers pg 66
  • Imported Beers pg 68
  • Premium Beers pg 70
  • Craft Beers pg 71
  • Value Beers pg 72
  • Flavored Malt Beverages pg 73
  • Ice Beers pg 74
  • Superpremium Beers pg 74
  • Malt Liquors pg 75
  • Non–Alcoholic Beers pg 75

The U.S. Beer Market by Price Category pg 76

  • Overview pg 76
  • Prestige Beers pg 76
  • Mass Market Beers pg 77
  • Price Beers pg 78

EXHIBITS

  • 3.29 U.S. Beer Market Volume by Category 2011 – 2021 pg 79
  • 3.30 U.S. Beer Market Share of Volume by Category 2011 – 2021 pg 80
  • 3.31 U.S. Beer Market Change in Volume by Category 2012 – 2021 pg 81
  • 3.32 U.S. Light Beer Market Volume by Brand 2011 – 2016 pg 82
  • 3.33 U.S. Light Beer Market Share of Volume by Brand 2011 – 2016 pg 83
  • 3.34 U.S. Light Beer Market Change in Volume by Brand 2012 – 2016 pg 84
  • 3.35 U.S. Imported Beer Market Volume by Brand 2011 – 2016 pg 85
  • 3.36 U.S. Imported Beer Market Share of Volume by Brand 2011 – 2016 pg 86
  • 3.37 U.S. Imported Beer Market Change in Volume by Brand 2012 – 2016 pg 87
  • 3.38 U.S. Premium Beer Market Volume by Brand 2011 – 2016 pg 88
  • 3.39 U.S. Premium Beer Market Share of Volume by Brand 2011 – 2016 pg 89
  • 3.40 U.S. Premium Beer Market Change in Volume by Brand 2012 – 2016 pg 90
  • 3.41 U.S. Craft Beer Market Volume by Brand 2011 – 2016 pg 91
  • 3.42 U.S. Craft Beer Market Share of Volume by Brand 2011 – 2016 pg 92
  • 3.43 U.S. Craft Beer Market Change in Volume by Brand 2012 – 2016 pg 93
  • 3.44 U.S. Value Beer Market Volume by Brand 2011 – 2016 pg 94
  • 3.45 U.S. Value Beer Market Share of Volume by Brand 2011 – 2016 pg 95
  • 3.46 U.S. Value Beer Market Change in Volume by Brand 2012 – 2016 pg 96
  • 3.47 U.S. Flavored Malt Beverage Market Volume by Brand 2011 – 2016 pg 97
  • 3.48 U.S. Flavored Malt Beverage Market Share of Volume by Brand 2011 – 2016 pg 98
  • 3.49 U.S. Flavored Malt Beverage Market Change in Volume by Brand 2012 – 2016 pg 99
  • 3.50 U.S. Ice Beer Market Volume by Brand 2011 – 2016 pg 100
  • 3.51 U.S. Ice Beer Market Share of Volume by Brand 2011 – 2016 pg 101
  • 3.52 U.S. Ice Beer Market Change in Volume by Brand 2012 – 2016 pg 102
  • 3.53 U.S. Superpremium Beer Market Volume by Brand 2011 – 2016 pg 103
  • 3.54 U.S. Superpremium Beer Market Share of Volume by Brand 2011 – 2016 pg 104
  • 3.55 U.S. Superpremium Beer Market Change in Volume by Brand 2012 – 2016 pg 105
  • 3.56 U.S. Malt Liquor Market Volume by Brand 2011 – 2016 pg 106
  • 3.57 U.S. Malt Liquor Market Share of Volume by Brand 2011 – 2016 pg 107
  • 3.58 U.S. Malt Liquor Market Change in Volume by Brand 2012 – 2016 pg 108
  • 3.59 U.S. Non–Alcohol Beer Market Volume by Brand 2011 – 2016 pg 109
  • 3.60 U.S. Non–Alcohol Beer Market Share of Volume by Brand 2011 – 2016 pg 110
  • 3.61 U.S. Non–Alcohol Beer Market Change in Volume by Brand 2012 – 2016 pg 111
  • 3.62 U.S. Beer Market Price Categories Comparative Volumes 2011 – 2016 pg 112
  • 3.63 U.S. Beer Market Price Categories Comparative Volume Shares 2011 – 2016 pg 113
  • 3.64 U.S. Beer Market Price Categories Comparative Growth 2012 – 2016 pg 114

4. BEER IMPORTS AND EXPORTS

The Imported Beer Market pg 115

  • Overview pg 115
  • Volume by Country of Origin pg 119
  • Dollar Value by Country of Origin pg 125
  • Dollars Per Barrel by Country of Origin pg 128

The Leading Imported Beer Countries pg 130

  • Mexico pg 130
  • The Netherlands pg 131
  • Canada pg 133
  • Belgium pg 135
  • Germany pg 135
  • Ireland pg 137
  • United Kingdom pg 138
  • Italy pg 139
  • Dominican Republic pg 139

The Leading Imported Beer Regions pg 140

  • Overview pg 140
  • Volume pg 141

U.S. Beer Exports pg 143

  • Volume by Country pg 143

EXHIBITS

  • 4.65 U.S. Imported Beer Market Total Volume and Value 1965 – 2016 pg 147
  • 4.66 U.S. Imported Beer Market Volume by Country 2011 – 2016 pg 148
  • 4.67 U.S. Imported Beer Market Share of Volume by Country 2011 – 2016 pg 149
  • 4.68 U.S. Imported Beer Market Change in Volume by Country 2012 – 2016 pg 150
  • 4.69 U.S. Imported Beer Market Dollar Value by Country 2011 – 2016 pg 151
  • 4.70 U.S. Imported Beer Market Share of Dollar Value by Country 2011 – 2016 pg 152
  • 4.71 U.S. Imported Beer Market Change in Dollar Value by Country 2012 – 2016 pg 153
  • 4.72 U.S. Imported Beer Market Dollars Per Barrel by Country 2011 – 2016 pg 154
  • 4.73 U.S. Imported Beer Market Volume by Leading Regional Markets 2011 – 2016 pg 155
  • 4.74 U.S. Imported Beer Market Share of Volume by Leading Regional Markets 2011 – 2016 pg 156
  • 4.75 U.S. Imported Beer Market Change in Volume by Leading Regional Markets 2012 – 2016 pg 157
  • 4.76 U.S. Beer Exports Volume by Country 2011 – 2016 pg 158
  • 4.77 U.S. Beer Exports Share of Volume by Country 2011 – 2016 pg 159
  • 4.78 U.S. Beer Exports Change in Volume by Country 2012 – 2016 pg 160

5. THE LEADING BEER COMPANIES AND THEIR BRANDS

The Beer Companies and Their Strategies pg 161

  • Overview pg 161
  • The Leading Beer Companies pg 164
  • The Leading Brands pg 166

MillerCoors

  • Overview pg 258
  • Marketing pg 281
  • Management pg 293

Constellation Brands Beer Division

  • Overview pg 298
  • Marketing pg 303
  • Management pg 313

Heineken USA

  • Overview pg 315
  • Marketing pg 318
  • Management pg 328

Diageo Beer Company USA

  • Overview pg 331
  • Marketing pg 334
  • Management pg 339

EXHIBITS

  • 5.79 Leading Beer Companies Volume 2011 – 2016 pg 340
  • 5.80 Leading Beer Companies Share of Volume 2011 – 2016 pg 341
  • 5.81 Leading Beer Companies Change in Volume 2012 – 2016 pg 342
  • 5.82 The Top 15 Beer Brands Volume 2011 – 2016 pg 343
  • 5.83 The Top 15 Beer Brands Share of Volume 2011 – 2016 pg 344
  • 5.84 The Top 15 Beer Brands Change in Volume 2012 – 2016 pg 345
  • 5.85 Anheuser–Busch InBev Volume by Brand 2011 – 2016 pg 346
  • 5.86 Anheuser–Busch InBev Share of Volume by Brand 2011 – 2016 pg 348
  • 5.87 Anheuser–Busch InBev Change in Volume by Brand 2012 – 2016 pg 350
  • 5.88 MillerCoors Volume by Brand 2011 – 2016 pg 352
  • 5.89 MillerCoors Share of Volume by Brand 2011 – 2016 pg 354
  • 5.90 MillerCoors Change in Volume by Brand 2012 – 2016 pg 356
  • 5.91 Constellation Brands Beer Division Volume by Brand 2011 – 2016 pg 358
  • 5.92 Constellation Brands Beer Division Share of Volume by Brand 2011 – 2016 pg 359
  • 5.93 Constellation Brands Beer Division Change in Volume by Brand 2012 – 2016 pg 360
  • 5.94 Heineken USA Volume by Brand 2011 – 2016 pg 361
  • 5.95 Heineken USA Share of Volume by Brand 2011 – 2016 pg 362
  • 5.96 Heineken USA Change in Volume by Brand 2012 – 2016 pg 363
  • 5.97 Diageo Beer Company USA Volume by Brand 2011 – 2016 pg 364
  • 5.98 Diageo Beer Company USA Share of Volume by Brand 2011 – 2016 pg 365
  • 5.99 Diageo-Beer Company USA Change in Volume by Brand 2012 – 2016 pg 366

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

Beer Packaging pg 367

  • Overview pg 367
  • Packaged Beer Volume by Container Type pg 373
  • Packaged and Draft Volume by Region pg 375
  • Packaged Volume by State pg 377
  • Draft Volume by State pg 378

Imported Beer Packaging pg 373

  • Packaged and Draft Imported Beer pg 379
  • Imported Packaged Beer Volume by Container Type pg 380
  • Imported Beer Value by Container Type pg 381

EXHIBITS

  • 6.100 U.S. Beer Market Packaged and Draft Volume and Share 1975 – 2021 pg 386
  • 6.101 U.S. Beer Market Change in Packaged and Draft Volume 1980 – 2021 pg 387
  • 6.102 U.S. Beer Market Packaged Volume and Share by Container Type 1982 – 2021 pg 388
  • 6.103 U.S. Beer Market Change in Packaged Volume by Container Type 1983 – 2021pg 389
  • 6.104 Regional Beer Markets Packaged and Draft Volume 2011 – 2021 pg 390
  • 6.105 Regional Beer Markets Share of Packaged and Draft Volume 2011 – 2021 pg 391
  • 6.106 Regional Beer Markets Change in Packaged and Draft Volume 2012 – 2021 pg 392
  • 6.107 The Leading States in Packaged Beer Volume 2011 – 2016 pg 393
  • 6.108 The Leading States in Draft Beer Volume 2011 –2016 pg 394
  • 6.109 U.S. Imported Beer Market Packaged and Draft Volume and Share 1972 – 2021 pg 395
  • 6.110 U.S. Imported Beer Market Packaged and Draft Volume Growth 1973 – 2021 pg 396
  • 6.111 U.S. Imported Beer Market Packaged Volume by Container Type 2011 – 2021 pg 397
  • 6.112 U.S. Imported Beer Market Share of Packaged Volume by Container Type 2011 – 2021 pg 398
  • 6.113 U.S. Imported Beer Market Change in Packaged Volume by Container Type 2012 – 2021 pg 399
  • 6.114 U.S. Imported Beer Market Dollar Value by Container Type 2011 – 2021 pg 400
  • 6.115 U.S. Imported Beer Market Share of Dollar Value by Container Type 2011 – 2021 pg 401
  • 6.116 U.S. Imported Beer Market Change in Dollar Value by Container Type 2012 – 2021 pg 402

7. BEER INDUSTRY PRICING IN THE U.S.

Beer Pricing pg 403

  • Consumer Prices pg 403
  • Producer Prices pg 405
  • Producer Prices by Package Type pg 407

EXHIBITS

  • 7.117 Consumer Price Indexes Beer and Ale vs. All Items Change 1975 – 2016 pg 408
  • 7.118 Producer Price Indexes Malt Beverages vs. All Items Change 1990 – 2016 pg 409
  • 7.119 Producer Price Index Malt Beverages vs. All Commodities Change by Package Types 1991 – 2016 pg 410

8. BEER DISTRIBUTION IN THE U.S.

Beer Distribution pg 411

  • Overview pg 411
  • Volume by Distribution Channel pg 414

EXHIBITS

  • 8.120 U.S. Beer Market Estimated Volume by Channel 2011 – 2021 pg 420
  • 8.121 U.S. Beer Market Estimated Share of Volume by Channel 2011 – 2021 pg 421
  • 8.122 U.S. Beer Market Estimated Change in Volume by Channel 2012 – 2021 pg 422

9. BEER ADVERTISING IN THE U.S.

Beer Marketing pg 423

  • Overview pg 423
  • Imported Beer pg 426
  • Domestic Beer pg 427

Advertising Expenditures by Category pg 429

  • Overview pg 429

Leading Beer Companies' Advertising Expenditures pg 430

  • Overview pg 430
  • Advertising Dollars Per Barrel pg 432

Leading Brands' Advertising Expenditures pg 433

  • Overview pg 433
  • Advertising Dollars Per Barrel pg 434

Advertising Expenditures by Media pg 436

  • Overview pg 436

EXHIBITS

  • 9.123 Domestic and Imported Beer Market Advertising Expenditures 1981 – 2016 pg 438
  • 9.124 U.S. Beer Market Advertising Expenditures by Category 2011 – 2016 pg 439
  • 9.125 U.S. Beer Market Share of Advertising Expenditures by Category 2011 – 2016 pg 440
  • 9.126 U.S. Beer Market Change in Advertising Expenditures by Category 2012 – 2016 pg 441
  • 9.127 Leading Beer Companies Advertising Expenditures 2011 – 2016 pg 442
  • 9.128 Leading Beer Companies Share of Advertising Expenditures 2011 – 2016 pg 443
  • 9.129 Leading Beer Companies Change in Advertising Expenditures 2012 – 2016 pg 444
  • 9.130 Leading Beer Companies Advertising Dollars Per Barrel 2011 – 2016 pg 445
  • 9.131 Leading Beer Brands Advertising Expenditures 2011 – 2016 pg 446
  • 9.132 Leading Beer Brands Share of Advertising Expenditures 2011 – 2016 pg 447
  • 9.133 Leading Beer Brands Change in Advertising Expenditures 2012 – 2016 pg 448
  • 9.134 Leading Beer Brands Advertising Dollars Per Barrel 2011 – 2016 pg 449
  • 9.135 U.S. Beer Market Advertising Expenditures by Media 2011 – 2016 pg 450
  • 9.136 U.S. Beer Market Share of Advertising Expenditures by Media 2011 – 2016 pg 451
  • 9.137 U.S. Beer Market Change in Advertising Expenditures by Media 2012 – 2016 pg 452

10. DEMOGRAPHICS OF THE U.S. BEER CONSUMER

The Beer Consumer pg 453

  • Overview pg 453
  • Budweiser and Miller Lite pg 457

The Imported Beer Consumer pg 463

  • Corona Extra and Heineken pg 463
  • Corona Light pg 465

EXHIBITS

  • 10.138 Demographics of the Beer Consumer 2016 pg 466
  • 10.139 Demographics of the Budweiser Consumer 2016 pg 467
  • 10.140 Demographics of the Miller Lite Consumer 2016 pg 468
  • 10.141 Demographics of the Corona Extra Consumer 2016 pg 469
  • 10.142 Demographics of the Heineken Consumer 2016 pg 470
  • 10.143 Demographics of the Corona Light Consumer 2016 pg 471

APPENDIX

U.S. Population by Region 1980 – 2016 pg 472

Have Questions?
Contact Charlene Harvey at 212-688-7640 x1962 or via email.