The State of American Beer
What’s going on in Beer World? Beer lovers of America might be forgiven if their grasp of the current brew-scape feels iffy. Alice herself would be at home in this Wonderland. It’s a world in which up is down, little is big, and there’s no Blue Moon on the horizon.
It’s a world in which old standbys are faltering (case sales of Miller High Life were down almost 10 percent in 2013 from the prior year). Mexican labels are dominant (Corona, Modelo, and Dos Equis, account for three of the top four imported beers). And a craft-beer company founded only 20 years ago is coming on strong (“Bartender, pour me a Lagunitas”).
The March 2014 issue of Beverage Industry offers us a through-the-looking-glass portrait of Beer World in the United States today. The magazine unleashed its writers on data gathered by Information Resources Inc. (IRI) of Chicago from supermarkets, drug stores, mass merchandisers, gas and convenience stores, military commissaries, and select club and dollar retail chains for the 52 weeks ending December 29, 2014. I made graphs and charts from their tabular data.
Before we delve into the particulars, let’s remember the big picture: over the past twenty years, per-capita consumption of beer in the U.S. has been declining. Derek Thompson wrote about that here last August, citing this report. But twenty years is a long lens. Let’s take a look at the state of Beer World in the last year.
Read more. [Image: Reuters]
"We have always found the Irish a bit odd. They refuse to be English."
I don’t know if some of you have been to these live reads at LACMA, where a classic film is read live on stage by actors who just sit and read the script. We did one recently of American Pie, but we reversed the gender roles. All the women played men; all the men played women. And it was so fascinating to be a part of this because, as the women took on these central roles — they had all the good lines, they had all the good laughs, all the great moments — the men who joined us to sit on stage started squirming rather uncomfortably and got really bored because they weren’t used to being the supporting cast.
It was fascinating to feel their discomfort [and] to discuss it with them afterward, when they said, “It’s boring to play the girl role!” And I said, “Yeah. Yeah. You think? Welcome to our world!