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7 TrendsBeer
American
Craft, seasonal and local offerings continue to drive the category
By Melissa Dowling
W
hen it comes to domestic beer consumption, light
dominates: About 1.5 billion 2.25-gallon cases of
light beer were consumed in 2012, according to the
Beverage Information Group (the research unit of Cheers' parent
company). The light category claims more than half (51.7%) of
the domestic beer share.
In terms of growth, however, it's all about craft. The craft beer
category grew 14.6% from 2011 to 2012, reaching 205 million
cases last year. Its share edged up to 7.3%, about the same as the
popular brands' share of the domestic beer market. Craft brews
are clearly the biggest trend in American beer, but not the only
trend. Here are seven things happening now in domestic beer.
www.cheersonline.com
1.SEASONAL SELLS.
The website of Boston Beer Co.'s Samuel Adams brand
proclaims: "Seasons change, so do tastes. We covered both." The
seasonal-flavor beer trend is "huge," says Blake Rohrabaugh,
beverage director for casual restaurant chain Bar Louie. Samuel
Adams laid the groundwork for that with seasonal offerings
such as Oktoberfest, Winter Lager and Summer Ale, he notes,
"and they're still doing a great job."
With 75 locations currently and 40 projected new openings
for 2013 and 2014, Bar Louie is in a lot of markets "where
it's really hot in the summer and really cold in the winter,"
Rohrabaugh says. "You don't want to drink the same beer year
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