• September 15, 2011

For the fourth consecutive year, U.S. beer consumption declined with a loss of 1.9% to total 2.8 billion cases, according to the Beverage Information Group's 2011 Beer Handbook.

Continued declines in the light segment continue to contribute to the overall losses in the industry. This segment has seen declines amongst its core brands and is only seeing pockets of growth from newly introduced line extensions.

Despite the struggling economy, growth was seen among the craft segment as well as imports. The higher-priced craft segment continued to post solid gains due to consumers' attraction to the interesting flavors craft brewers offer. Imports, which previously have been experiencing declines, gained 0.9% to 362-8 million cases last year, but that is still 11.1% lower than its pre-recessionary levels.

According to the handbook from the Norwalk, Conn.-based company, the future of the beer industry does not look promising. Rising fuel costs and high unemployment rates among its core consumers are two factors in its downfall. Super premium, craft/specialty and flavored malt veverage segment is predicted to show positive growth in the next five years. But these gains can't offset the losses in the remaining domestic segments. Premium, light, popular, ice and the malt liquor segments are expected to decline in the short term.--Tanya Irwin