Beer - US - January 2015


#242378

207pages

Mintel

$ 3996

In Stock


While beer is still a significant part of consumers’ drinking repertoire, Big beer needs to embrace the full food/drink expectations and behaviors of their key Millennial audience as they drive the rest of US consumers toward the same: ingredient scrutiny, quest for food/drink experiences, appreciation of brand and product stories, desire for quality, adventuresome palates and a return to return to cooking for health/taste reasons. Craft beer has found a relevant place with younger adults by ticking almost all of these boxes. But even regular beer drinkers are looking for flavor to halt beer boredom. With consumers drinking overall less often, with less frequency, and with many more choices, beer manufacturers may need to adjust their growth strategies toward quality versus quantity in order to be relevant for the near future.