Americans name beer as the alcoholic drink of the summer
Beer is the alcohol beverage of choice in the US, according to new Morning Consult research commissioned by the Beer Institute.
Jessica Mason
This article originally appeared in The Drinks Business on July 25, 2024.
The findings showed that two-thirds of drinkers in the US, equal to 66%, opted for beer in the past three months, exceeding wine which enticed 54% of drinkers, spirits which appealed to 50% and cocktail drinkers of which made up 43% of respondents.
In terms of where US citizens do their drinking, the data also revealed that 66% of Americans planned to enjoy beers at barbecues. The findings also showed 45% of drinkers had plans to enjoy beers at pool parties, 40% compile at the beach and 39% at picnics and outdoor festivals.
Telling findings when it came to beer trends uncovered how nearly half of Americans, 45%, said they would choose to drink lagers, and 35% admitted they were seeking “crispness” and 33% “lightness” whereas 26% pointed out that they were looking for “bright or vibrant flavours” in their beers.
79% of survey respondents also reported that they understood that the beer industry benefited the US job market and 65% highlighted how it was supportive of US farmers and agriculture with 63% having also admitted they were committed to responsible drinking initiatives.
Beer Institute president and CEO Brian Crawford said: “Beer is more than just a beverage — it’s woven into the fabric of our culture and brings Americans together.”
Crawford explained that “with 40% of beer sales happening between Memorial Day and Labor Day, we know beer is bringing family and friends together throughout the summer to enjoy beer responsibly”.
This trend is echoed by quarterly results for Constellation Brands recently showing that sales for the booming beer division at the drinks giant have leapt 12%, while the company’s wine and spirits sales dipped by 14%.
According to the Beer Institute, the US beer industry contributes more than US$409 billion to America’s economy – equivalent to 1.6% of GDP. Additionally, the institute outlined that the beer industry pays more than US$132 billion in wages and US$63.8 billion in taxes.
Added to this, nearly 2.4 million American jobs rely on a robust beer industry, including 92,159 brewer and beer importer jobs, 77,847 manufacturing jobs, 137,420 distribution jobs, 52,220 agricultural jobs and 979,805 retail jobs.
Last year in the UK, the data from the World Health Organization (WHO) showed that Britain’s love of beer has halved while wine has been on an upward trend for decades. However. this year analysts revealed that the global beer sector is forecast to see almost 4% growth within the next four years, showing there is still headroom for the category to expand.
