Trending Beers: What's In Your Glass Now?

Beer is the world's most popular drink, with 60% of American adults drinking alcohol, and beer being the clear favourite. However, beer is becoming less dominant in America, with liquor gaining popularity as an increasingly popular go-to beverage. This article will explore the latest trends in beer consumption, including the rise of craft beer and the impact of changing consumer preferences on the beer industry.

Beer is the most popular alcoholic drink in the world

Today, beer continues to be a significant part of cultural celebrations and traditions worldwide. For example, Munich's annual Oktoberfest, which began in 1810 to mark the nuptials of Crown Prince Ludwig and Princess Therese, is centred around the consumption of traditional beer, attracting about six million visitors a year. Beer is also closely associated with sports, particularly in the United States, where 48% of fans drink at sporting events, and 75% associate beer with football and 70% with baseball.

The popularity of beer is further reflected in its economic impact. Beer conglomerates, such as Anheuser-Busch InBev, have secured lucrative deals with major sports leagues, contributing significantly to the industry's growth. In 2014, the craft beer industry alone contributed $55.7 billion to the US economy. According to a 2023 report, the global alcoholic beverages market size was valued at $1.62 trillion, with beer driving the market. The market is projected to reach $2 trillion by 2031.

Beer's versatility, moderate alcohol content, and ability to bring people together in a positive and social setting contribute to its enduring popularity. It is a drink that has fostered community and connection across cultures and generations, making it an integral part of social life worldwide.

Beer is less dominant in America than it was in the early 2000s

The number of breweries in the US has grown significantly in the 21st century, with seven times more breweries in 2016 than there were in 2001. The overall beer market in the US was estimated to be worth $107.6 billion in 2016. However, US beer sales fell by 2.3% between 2007 and 2012, or more than 4.8 million barrels. Sales of nine major brands, including Budweiser, declined by more than 25% over that period.

The rise of craft beer has been one of the biggest changes in the US beer market in recent years. In 2016, craft-brewed beer grew by 6.2%, and the craft beer industry now employs over 100,000 people. However, craft beer still only accounts for 11% of total beer sales by volume.

The demographic groups most likely to report drinking alcohol are middle-aged (between 35 and 54), with household incomes of $100,000 or more, college-educated, and attending religious services less than once a week. Men are more than twice as likely as women to say they drink beer frequently (53% vs 22%). The youngest age group (18 to 34) reported drinking beer and liquor more frequently than the other age groups.

Beer is the most popular drink for men

Beer is the most popular alcoholic drink for men. In a 2017 Gallup poll, 40% of participants preferred beer, compared to 30% for wine and 26% for liquor. However, when the data is broken down by gender, a significant disparity emerges. Beer is the preferred drink of choice for men, with 62% of male drinkers surveyed choosing it, while only 19% of women prefer beer. This gender gap is further emphasised when looking at wine and liquor preferences; women are three times more likely than men to prefer wine, and men are more than twice as likely as women to prefer beer.

There are several reasons why beer is so popular among men. Firstly, it is often associated with sports. Beer in a plastic cup at a stadium is considered a quintessential part of the American sporting experience. According to a University of Minnesota study, 48% of sports fans drink at sporting events, and of those who drink, 82% consume at least two alcoholic drinks. Beer is also heavily marketed and advertised in conjunction with sports. For example, Anheuser-Busch InBev signed a $1.4 billion deal with the NFL in 2011 to make Bud Light the league's official beer sponsor through 2022. Beer companies also pay significant sums to Major League Baseball for similar sponsorship deals. This heavy investment in sports sponsorship by beer companies has undoubtedly contributed to the drink's popularity among men.

Another reason for beer's popularity among men may be its lower alcohol content compared to other drinks. A 2017 study published in the British Medical Journal's BMJ Open found that beer drinkers felt less aggressive and were less likely to feel ill the next day compared to those consuming spirits. Only 7% of beer drinkers reported feeling aggressive, compared to nearly a third of those drinking spirits. Additionally, only 17% of beer drinkers reported feeling ill, while nearly 48% of spirit drinkers experienced the same. These findings suggest that beer is a more moderate drink, making it a more appealing choice for men who want to avoid the negative consequences of excessive alcohol consumption.

Beer has a long history of being a communal drink, bringing people together and fostering a sense of community. The act of sharing a beer with others can lead to the formation of social bonds and improved social skills, which can contribute to overall life satisfaction. This aspect of beer culture may also be particularly appealing to men, who can use these social settings to strengthen their male friendships and social connections.

Beer is the drink of choice at sports events

Beer and sports have long gone hand in hand. Beer is the drink of choice for sports fans, with 76% of sports viewers preferring it on game day. Beer manufacturers have spent hundreds of millions of dollars to make this happen, and it has been successful.

Sports fans are loyal and passionate, and many have a drink in hand as they watch sports. Beer is the most popular drink of choice, with 37% of Americans saying they drink it "most often". This preference is even more pronounced among men, with 53% saying they drink beer most frequently.

Beer companies have been quick to capitalise on this, forming partnerships with sports leagues and teams. Last year, beer manufacturer Anheuser-Busch invested $428 million in advertising, and the industry as a whole spent over $1 billion. This has helped solidify beer as the ultimate game-day drink in consumers' minds.

The amount of money spent on beer depends on the sport. For example, NCAA viewers spend $45.40, while esports fans spend $71.80. Football fans spend $54.60, baseball fans $55.50, basketball fans $66.60, and hockey fans $56.50.

Beer and sports are a winning combination, and with the continued efforts of beer companies to associate their products with sporting events, it looks like this trend will continue.

Beer has less alcohol per ounce than other drinks

Beer is becoming less dominant in the United States as a preferred drink, with liquor gaining popularity. However, beer remains the most frequently consumed alcoholic beverage, with 35% of respondents in a survey stating that they drink it "most often". This may be partly because beer has less alcohol per ounce than other drinks.

In the US, one "standard" alcoholic drink is defined as containing roughly 14 grams of pure alcohol, which is typically found in 12 fluid ounces of regular beer, 5 fluid ounces of wine, or 1.5 fluid ounces of distilled spirits. Beer typically has an alcohol content of between 4% and 7%, with an average of 5%. This means that a 12-ounce serving of beer contains 0.6 fluid ounces of alcohol.

Wine usually has a higher alcohol content than beer, typically ranging from 11% to 13% alcohol by volume. However, the standard serving size for wine is smaller, at 5 fluid ounces. When calculating the alcohol content per volume, a standard serving of wine also contains about 0.6 fluid ounces of alcohol, the same as beer.

Distilled spirits or liquor have a much higher alcohol content than beer, typically containing 40% alcohol by volume. However, the standard serving size for spirits is much smaller, at 1.5 fluid ounces. This results in a standard serving of spirits containing the same amount of alcohol as a serving of beer or wine, at 0.6 fluid ounces of alcohol.

While beer may have less alcohol per ounce than other drinks, it's important to remember that the amount of alcohol consumed also depends on the serving size. Additionally, factors such as gender, mood, food consumption, speed of consumption, tolerance, physical condition, medication, carbonation, and altitude can all influence how quickly and to what extent a person becomes intoxicated.

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