Broadening the consumer base. (beer's market share) (1991 Statistical Study: Issues &...

Beer, the beverage of moderation, deserves a larger place in society

The year 1991 witnessed a two-percent drop in U.S. beer sales, the latest unremarkable sales figure in a decade marked by flat sales. For purposes of comparison, beer sales in 1981 (including exports, but not imports) comprised 179,500,000 barrels. Ten years later, sales stand at 185,420,000. A 3.3-percent increase over 10 years is better than a decline, but doesn't indicate much progress.

Market share of the different players has shifted, of course, but for all intents and purposes, Americ