{"id":7648,"date":"2011-09-10T18:29:11","date_gmt":"2011-09-11T00:29:11","guid":{"rendered":"http:\/\/appellationbeer.com\/blog\/?p=7648"},"modified":"2011-12-28T12:22:02","modified_gmt":"2011-12-28T18:22:02","slug":"so-americans-no-longer-drink-budweiser","status":"publish","type":"post","link":"https:\/\/appellationbeer.com\/blog\/so-americans-no-longer-drink-budweiser\/","title":{"rendered":"So Americans no longer drink Budweiser?"},"content":{"rendered":"

OK, it makes a nice headline: “8 beers Americans no longer drink.”<\/a><\/p>\n

Problem is the first example is Budweiser. Yes, sales shrunk 30 percent in five years, and that amounts to 7 million barrels (at 31 gallons a barrel) lost. But A-B InBev still sold 18 million barrels of Bud. So it’s not like nobody drinks it.<\/p>\n

Beyond the questionable headline the numbers from 24\/7 Wall St.<\/a> are quite interesting; most notably the demise of Michelob. And the 72 percent drop in sales from 2006 to 2010 to 175,000 barrels just begins to tell the story.<\/p>\n

Look deeper and you’ll find that in 1988 Michelob commanded 66 percent of the “super-premium” category (the beers people pay more for, like “microbrews” today) despite losing 46 percent of its sales between 1980 and 1988. Anheuser-Busch sold sold 8 million barrels of Michelob in 1980, 4.3 million in 1988.<\/p>\n

And last year 175,000. <\/p>\n

I’m trying to figure out how to put that in perspective. How about this? It took A-B only eight days in 1980 to sells a much Michelob as it sold in all of 2010.<\/p>\n","protected":false},"excerpt":{"rendered":"

OK, it makes a nice headline: “8 beers Americans no longer drink.” Problem is the first example is Budweiser. Yes, sales shrunk 30 percent in five years, and that amounts to 7 million barrels (at 31 gallons a barrel) lost. But A-B InBev still sold 18 million barrels of Bud. So it’s not like nobody … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[292],"tags":[],"class_list":["post-7648","post","type-post","status-publish","format-standard","hentry","category-musing"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p4wTn-1Zm","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts\/7648","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/comments?post=7648"}],"version-history":[{"count":10,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts\/7648\/revisions"}],"predecessor-version":[{"id":8441,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts\/7648\/revisions\/8441"}],"wp:attachment":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/media?parent=7648"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/categories?post=7648"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/tags?post=7648"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}