After seven years of consistent gains, the U.S. beer market contracted 0.3% in 2003 to 2.8 billion 2.25-gallon cases, according to the latest Adams Beer Handbook published by Adams Beverage Group.<br />
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"Beer consumption clearly took a hit from the focus on low-carb diets," said Tiziana Mohorovic, spokesperson for Adams Beverage Group. "Increased competition from spirits and wine products also took its toll."<br />
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With the booming popularity of the Atkins Diet and its trendy South Beach offshoot, America became obsessed with carbs in 2003. "Beer was quickly stigmatized as a big source of carbohydrates, whereas spirits and wine are carb free," said Mohorovic.<br />
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Lights — the largest beer segment approaching a 50% share of market — climbed 3.6% and was the only domestic segment of the beer business to post a gain in case sales last year. More than two-thirds of light’s gain was attributable to Michelob Ultra and Rock Green Light — two new low-carb offerings.<br />
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Several established lights took a hit in 2003. Bud Light recorded its lowest rate of growth ever last year, and Michelob Light fell double- digits after six years of growth. "Not only has everything low-carb negatively affected the entire beer market, but new low-carb brews also appear to be cannibalizing established light beer brands," said Mohorovic.
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