We wanted to launch this new product to hit on that big barrier.” “Obviously, price isn’t really a barrier to Natty, but flavor was the interesting one. “Two of the reasons why people are turning away from beer that really jumped out to us were price and flavor,” says Daniel Blake, senior director of value brands at Anheuser-Busch. Even though total beer sales rose in 2018, that money is being spent less often at places like gas stations, pharmacies, and grocery stores - in other words, the kinds of places one might expect to pick up a 24-pack of Natty Light.įor a brand owned by the biggest brewery in the world, this was concerning, and made more so by the fact that Anheuser-Busch InBev’s market research showed that if people don’t drink beer when they’re between the ages of 21 and 25, they probably aren’t ever going to start. Those hit the hardest? Domestic brands like Budweiser, Miller Light, and Coors Light, whose sales in 2018 declined 4.2 percent to about $12.6 billion. Even on the beeriest day of the year, Super Bowl Sunday, in 2016 one Harris poll reported that 20 percent of young drinkers would rather drink wine and another 20 percent would rather sip liquor. Between 20, beer lost 10 percent of its market share to wine and liquor. The problem was the same as the one faced by pretty much anyone in the business of selling beer in the latter half of the 2010s: Young people aren’t drinking as much of it as they used to.
The problem was not, as one might suspect, with the product itself - the watery pilsner most commonly used as a punchline in lazy jokes about disgusting frat houses and which currently rates as “awful” nevertheless remains one of the 10 most-sold brews in America.
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