There is an endless number of different beers available to quench our thirst in a variety of flavors. Beer producers maintain a constant barrage of beverages parading right before our eyes in an effort to get us to open your wallet and gulp one down. Very specific lifestyle advertising is used to align their products with the lifestyles of their target market. The lifestyles portrayed in their ads are so well defined you will most likely be identified as part of a particular group when people see a certain beverage in your hand. For instance, my Netflix video was with a 2 minute instructional video on the proper way to do lunges and other exercises that actually turned out to be a commercial for Michelob Ultra. If I were holding an Ultra while watching the commercial am I expected to pump out a bunch of reps? It’s doubtful that I would be tempted to jump off the couch and try any of these exercises. As I’m trying to figure out what part of the commercial was about drinking beer I realized the marketing team over at Michelob Ultra are not trying to reach me in the first place (late 30’s, married, two kids, no gym membership).
The beer industry has come a long way in recent history by expanding into niche markets and creating opportunities for microbreweries to have a shot at success. This opened up an otherwise status quo industry and while the industry changed so did consumer’s tastes. Microbreweries went against the behemoth breweries and the gamble paid off. The legions of loyal and thirsty followers that support microbreweries are made up of an entirely new generation of beer drinkers that have changed the beer industry forever. The variety of beers available today is astronomical compared to the limited number of beers available years ago when the big breweries dominated the industry. Now more than ever beer producers are using clever marketing tactics to push new products as breweries of all sizes are locked into a battle to gain more share in an ever changing market.
But despite beer producers strongest efforts to persuade Americans purchasing process we have several beverages that are in constant demand and beer is near the top of that list. The top five most commonly consumed beverages in America are water, soda, coffee, beer, and milk respectively. It should come as no surprise that water is the most consumed beverage in the US and in the world. On average Americans consume 58 gallons of water every year, approximately half of that coming from bottled water. America’s love for soda has us pouring 45 gallons of the sugary beverage into our bodies and puts soda in the second position. Can’t live without your daily coffee? You’re not alone. The third most popular beverage in the US is coffee with 23 gallons guzzled down per person. Filling in the fourth spot as well as filling out belly is our beloved beer. (Sad but true. Beer came in first, second, and third in our office survey). All those backyard bbq beers, after works beers, watching the game beers, and just because beers add up to 21 gallons of beer per year. In fifth place is refreshing, wholesome, good for you milk. Milk mustaches will not be going out of style anytime soon with Americans drinking 20 gallons of the white stuff per year.
Now I’m sure there are some of you that feel 21 gallons of beer sounds like a good start instead of a yearly total but let us look at the numbers. With 10.7 beers (12oz) in every gallon (128oz) that 21 gallons of beer equals 225 individual 12oz beers per year. In order to consume 225 beers in a year you have to go out 37.5 times and drink no less than 6 beers every time you went out. Subtract several of those 37.5 days to take in to consideration holidays, birthdays, anniversaries, and Super Bowl and it really starts to become clear that we do a lot of extracurricular partying in America. That’s right red, white, and blue nobody parties like you! And for the rest of the readers that are drinking well below 21 gallons per year we have only one question. Can we depend on you to do the right thing? All of us have a lot of work to do to improve beer’s consumption rate in America and to improve it’s overall standing so we are going to need you to pick up the pace.