Tired of hearing about trading up? How about a little trading down?
This from the Association Press:
Cash-strapped drinkers are starting to trade down to economy beers, the chief executive of Miller Brewing Co. said Thursday.
The Milwaukee-based brewer saw some shift between higher-priced, premium beers and economy beers such as Miller High Life and Milwaukee’s Best starting in January, Tom Long told reporters on a conference call.
“We think it’s primarily driven by decline of disposable income and pocket money that American consumers are feeling right now,” he said.
Mr. Long said the volume of beers sold remains stable, but the company expects to sell more lower-priced beers this year if gas prices continue to rise.
Look closely. This is a discussion about drinkers already wed to industrial lagers moving from one price level to another. Also, if you read on in the story you’ll see that Milwaukee Best sales were down. Doesn’t that present a contradiction?
Brewers of more expensive beers face plenty of challenges between rising ingredients prices and an economic slowdown, and maybe beer drinkers will opt for less expensive beers, but has anybody seen that yet?
I think this points to higher levels of alcoholism due to economic stress.
“This is a discussion about drinkers already wed to industrial lagers moving from one price level to another.”
If totally true then the quote about a shift from “higher-priced, premium beers and economy beers…” is total BS.
Shifting from higher-priced, premium CRAFT beers to cheaper alternatives? Maybe not totally…but speaking for myself I have lately been buying 12-packs and cases of beers at the local grocery store at cheaper prices. Brands such as Redhook, Long Trail, JW Dundees, etc.. But not a total shift mind you. More of a supplement to save $ while still dropping wads on beers like Captain Lawrence, Southampton, Russian River, etc..
Find a quote about “tough times” from a famous Rush song and live by that.
In the end, stay true and steadfast by your local brewers. Pricing be damned.
“…but speaking for myself I have lately been buying 12-packs and cases of beers at the local grocery store at cheaper prices.”
Same here, along with some 12 pack imports from places that always offer good deals. But I doubt I’ll be looking at Milwaukee’s Best anytime soon.
Going to a tavern is becoming more of luxury any more too.
Yes I’ve been buying the more affordable (local) stuff for a while now atleast a year. Although after a couple weeks on the creamale, I do usually take a step up to a affordable local microbrew for a break – Southern Tier Brewing or my latest favorite Ithaca Brewing Co. …. I will never buy Milwaukee Beast or any others from the Big 3 (soon to be 2?). I also cannot ever imagine paying $70 for a case of microbrew (dogfish) although I do love their beers, even if I had the money and yes I realize more/better ingredients, higher supply cost means price increases but it just seems a little excessive.. My cutoff for a good case of microbrew is around $30-$35. Although during holidays or if I have some extra cash I may plunk down a little more, but that’s only once or twice a year.
I’d rather drink less beer than drink crap. Also it’s possible to cut back on non-essentials like food.
Personally speaking, despite the higher cost of beer these days, I’m actually increasing the number of beer purchases of craft beer. I wouldn’t think of trading down. One thing that can help is a friendly neighborhood liquor store who offers discounts to loyal customers. Getting a discount certainly helps offset the higher costs these days. But trade down? Wouldn’t think of it.
I found myself picking up a 12 pack of Miller HL just the other day. At six bucks for a 12-pack, how could I pass it up. By far, not one of my standard brews, but it’s a decent lawnmower beer which comes with a bit of American nostalgia. However, that may have been my last Miller product for a while.
Luckily, I work as the chef/steward of a small yacht club is SC where I do all of the ordering of food and beverage. In SC most of the wine purveyors also carry a number of premium imports and micros. I’ve figured that I can get a free 6-pack by buying from the purvey as opposed to what the retailers charge. Still, I’ve found myself recently purchasing a lower priced Weisse rather than Maisel’s.
The side effect of this is that many home brewers are realizing the cost savings of brewing their own. I’ve standardized one or two of my favorite and easy to brew recipes so that I’ll always have a surplus in the garage. It has also stimulated me to learn more about yeast culturing and reusing the yeast cake for several batches. Would this be considered Victory Brewing?