Like everyone else who follows the brewing industry in North America, I knew that Budweiser has been haemorrhaging market share in the U.S. for years now. But even I was surprised by the numbers contained in this St. Louis Post-Dispatch story.
Anheuser-Busch knows it has a Budweiser problem. The beer’s share of the U.S. market peaked in 1988 at 26 percent, sinking to 9.3 percent last year. Even more troubling for A-B is that Budweiser seems at risk of being forgotten by an entire generation. Four out of 10 people in their mid-20s have never even tried Budweiser — a rate 2.5 times higher than when it reigned supreme, according to the company.
That’s going to be a long road back if, as he says he is, A-B President Dave Peacock is intent on turning around the brand.
Read the full story here.