Overview Of Beer Industry In America Beer Industry Overview As Well As How Anheuser Busch And Others Have Stayed On Top.

1635 words - 7 pages

Beer has been made, dating back to 10, 000 B.C., monks of the middle ages were thought to be the keepers of the Bible and a basic form of beer. Before Louis Pasteur, only wild air born yeast was used. But Americans needed more. Thomas Jefferson, a revolutionary thinker of America's past thought a Beer Industry would be very influential on our economy and its growth. New Amsterdam (New York City) is where the original public brewery was located. During the Prohibition Era (1920) there were places to get beer but it was usually very week. Franklin D. Roosevelt was the man who eventually sought to get this law appealed. (www.beerinsitute.com; www.beerindustry.com; www.beerinfo.com)Here is where today's leaders were born (Anheuser-Busch, Miller, Adolph Coors). Companies came fast, 756 companies were recorded only 2 years after this law was appealed. The beer industry went through a series of changes up until Jimmy Carter legalized Home Brewing. (www.beerinfo.com) Microbreweries (less than 15,000 barrels) became very prosperous and positive for our economy. The market size of the beer industry is incredible. (The wholesale volume in the beer industry is approximately $13.7 billion. The industry employs almost 40,000 people. In 1998 there were 1,698 businesses which were comprised of 39,500 employees. The average worker is paid about $18.27 an hour. As you can see, this is a very large industry which provides many jobs to the American workforce. National market consists of ten major competitors. The Competitors in this market are Anheuser-Busch, Miller, Stroh, G. Heileman, Adolph Coors, Pabst, Genesee, C. Schmidt, Falstaff, and Pittsburgh. (www.dted.state.mn.us/PDFs/beer.pdf)A company has many issues to look at; marketing the beer, giving back to the community, and waste researches are a few examples. Marketing is extremely costly in this industry and takes an enormous amount of investment since many different marketing strategies are utilized today. Although many companies have come and gone over the years, beer sales doubled. The customers for the beer industry are highly diverse. They range from being highly educated to non-educated, and male to female. Income ranges for those who drink beer are also very diverse. The age group of 21-24 year old people is only accountable for 8% of our population but consumes 14% of the beer industry. Anheuser-Busch has stated "Beer Drinkers Tend to Be Young, Ethnically Diverse, and Blue Collar". (Anheuser-Busch; Beer Industry Overview; 2001) As far as trying to expand sales of beer goes, both craft brewers and major brewers are going against trends of moderation; consumers are drinking less in the belief that this is part of healthy lifestyle. There's work to be done getting out information on recent studies that show moderate drinking of beer is good for you. Despite the gradual shrinking of the population of 21 to 35-year-olds this group will expand again beginning in the next decade. To some extent, in terms of...

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