American Beer Consumption Declining

Photo by Brandon Day on Unsplash

( – In 2023, the consumption of beer in America was at its lowest point this decade. The decline in demand for beer first started with the boycott against Bud Light.

Beer Markets Insights analysts noted that the boycott, which started following the sponsorship of Dylan Mulvaney a transgender influencer by Bud Light, could not be used as an explanation for the entire market decline. The boycott started in spring after Bud Light partnered with Mulvaney in celebration of the influencer having spent a year identifying as a woman. In celebration of the first anniversary of the transition, Bud Light had put out a can of beer with Mulveney’s face on it. Executive director and vice president of BMI, David Steinman argued that the boycott had just accelerated the overall drop in “domestic premium” beer brands including Coors Light, Miller Light, and Bud Light.

BMI in their estimates determined that consumption was on track to fall under 200 million barrels for the first time since 1999 in the United States. The biggest decline in sales was seen from Anheuser Busch, however other beer brands including Miller Light and Coors Light also suffered a decline.

During the boycott, many conservative social media users had posted videos boycotting the product. The boycott was further accelerated by the comments of Bud Light’s former Vice President of Marketing Alissa Heinerscheid who had claimed in an interview that she had been instructed to make the brand appear more “inclusive.” Her comments had proceeded to go viral following the partnership with Mulvaney.

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