Craft Beer Boom Benefits Wine Industry

Posted by | Posted in White's Wines | Posted on 02-03-2015

beermugAs regular readers know, I write a free, twice monthly wine column that’s distributed to newspapers across the country.

These columns are hosted by Grape Collective. If you don’t see my column in your local newspaper, please send an email to your paper’s editor and CC me (David – at –

In my latest column, I write about Super Bowl XLIX to explain why the boom in craft beer sales will benefit the wine industry.

Craft Beer Boom Benefits Wine Industry

About 50 million cases of beer were purchased on Super Bowl Sunday. It’s no wonder Anheuser-Busch, America’s largest brewer, purchased three and a half minutes of ad time during the big game.

Two of the beer company’s commercials were widely praised. Bud Light’s spot made virtually every viewer hope for an epic evening in a life-sized Pac-Man maze. Budweiser’s tale of a lost puppy finding his way home melted millions of hearts. But Anheuser-Busch’s third commercial, which mocked craft beer and the people who enjoy it, left a bitter taste in the mouths of many football fans.

“Proudly a macro beer, [Budweiser is] not brewed to be fussed over,” the spot began. “It’s brewed for drinking. Not dissecting. The people who drink our beer are people who like drinking beer . . . Let them sip their pumpkin peach ale. We’ll be brewing us some golden suds.”

In this narrative, craft beer drinkers are fussy hipsters who dine on Brussels sprouts and chicken liver mousse at cerebral, trendy restaurants. Budweiser fans, by contrast, are blue-blooded men who drive trucks and hang out at packed bars — and don’t give much thought to what they drink.

The motivation for this commercial, aimed at making Budweiser synonymous with manliness? Fear. Americans have been abandoning Budweiser for more than 25 years. While the company sold nearly 50 million barrels of its iconic beer in 1988, it sold just 16 million in 2013. Many Americans have moved to light beer, but Budweiser is most worried about the rise of craft beer, especially among 20-somethings.

Among 21- to 27-year-old drinkers, more than four in 10 say they’ve never even tried Budweiser. In this demographic, craft beer makes up 15 percent of beer purchases, compared with 10 percent for older generations. This trend is accelerating. That’s great news for craft brewers, obviously, but it’s also a positive development for small wine producers.

Check out the rest of the piece on Grape Collective!

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