IDCollab

Over the past 15 years craft beer has grown its market share in the beer market annually as macro premium breweries have seen a loss market share.

In the same 15 years US consumers are overall buy less beer and are purchasing more liquor all the while the liquor production in the US has sky rocketed over 500%.

Beer drinkers are shifting more towards the large variety of craft beers and as a result the volume of consumption is declining. While the popularity of TV shows glamorizing liquor has inspired consumers to buy more distilled spirits.

The beer industry should not be threatened by the influx of distilleries and liquor consumption. Though brewers future sales projections may have to incorporate a larger artisan beer,wine and spirits market share view to stay on mark to consumers purchasing trends.

https://www.washingtonpost.com/news/wonk/wp/2016/02/17/less-beer-more-bourbon-how-the-american-buzz-is-evolving/

The Mad Men era of drinking is upon us Don Draper would approve