Spirit Cruises January 2023 Leaderboard

America's Changing Tastes Are Killing the 'Old Man Beer' Market

by The Drink Nation on Dec 11, 2013 in Beer
America's Changing Tastes Are Killing the 'Old Man Beer' Market

Just a few weeks ago we told you that the staggering growth of the craft beer market here in the US has forced the Brewer’s Association, the Colorado-based not-for-profit trade association that represents the majority of U.S. breweries — craft and otherwise — to relocate to larger headquarters.

But now it’s looking like thirsty Americans’ growing tastes for more full-flavored libations are taking a huge bite out of the “Old Man Beer” market.

USA Today reports that this major seismic shift is being felt by real sales numbers. Data provided by Beer Marketer's Insights shows a 2.3 percent decrease, across the board, in beer consumption. That’s nearly 4.8 million barrels.

While these numbers reflect a sharp nosedive for all beer sales, it’s the cheap, mass-produced commodity brands that are taking the biggest hit.

24/7 Wall St. crunched the numbers to identify nine beers Americans no longer drink. Below is an excerpt illustrates what the data revealed:

9. Labatt Blue

> Sales loss (2007-2012): 28.3%
> Brewer: Anheuser-Busch Inbev S.A./N.V. (NYSE: BUD)
> Barrels sold (2012): 650,000

8. Budweiser

> Sales loss (2007-2012): 28.8%
> Brewer: Anheuser-Busch Inbev
> Barrels sold (2012): 16,800,000
7. Heineken Premium Light

> Sales loss (2007-2012): 36.7%
> Brewer: Heineken International
> Barrels sold (2012): 440,000

6. Milwaukee's Best Light

> Sales loss (2007-2012): 39.7%
> Brewer: MillerCoors
> Barrels sold (2012): 1,110,000

5. Old Milwaukee

> Sales loss (2007-2012): 54.0%
> Brewer: Pabst Brewing Company
> Barrels sold (2012): 400,000

4. Miller Genuine Draft

> Sales loss (2007-2012): 56.4%
> Brewer: MillerCoors
> Barrels sold (2012): 1,390,000

3. Milwaukee's Best Premium

> Sales loss (2007-2012): 58.5%
> Brewer: MillerCoors
> Barrels sold (2012): 650,000

2. Budweiser Select

> Sales loss (2007-2012): 61.5%
> Brewer: Anheuser-Busch Inbev
> Barrels sold (2012): 625,000

1. Michelob Light

> Sales loss (2007-2012): 69.6%
> Brewer: Anheuser-Busch Inbev
> Barrels sold (2012): 350,000

This rather grim outlook for old man beer leaves a lot of uncertainty for dads and pop-pops all over the country who turn to these tried and true brands to quench their thirsts while on fishing trips, mowing the lawn, and bowling with the boys on league night. Maybe someone can hip these guys to the session beer segment of the craft beer market. 


Tags: Beer
Recent Articles
spacer

Feedback

How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!

*Name:
*E-mail:
*Suggestions:
 
The Best Bookstores in Philadelphia & the Best Bars Near Them, Vol. 1

The Best Bookstores in Philadelphia & the Best Bars Near Them, Vol. 1

We've rounded up some of the best bookstores in Philadelphia and the perfect spot to grab a drink after with y...read more ›

by Michelle Cryder Aug 20, 2025
These Philly Bartenders Are Prioritizing Health & Wellness Through Industry Tennis Club

These Philly Bartenders Are Prioritizing Health & Wellness Through "Industry Tennis Club"

On a spring morning, Fishtown's Court16 is packed with a group of bartenders and servers from Philadelphia's t...read more ›

by Alisha Miranda Aug 12, 2025
The Drink Nation Presents: The Home Bar Project

The Drink Nation Presents: The Home Bar Project

Have you ever dreamed of having an amazing home bar, filled with bottles you actually use and the tools you need to execute a fine crafted cocktail? E...read more ›

by The Drink Nation Nov 14, 2014
SPONSORED
Spirit Cruises January 2023 Desktop Bottom Rectangle 1
 Cocktails Quarterly: Best Bars to Drink in Philly, Summer 2025

Cocktails Quarterly: Best Bars to Drink in Philly, Summer 2025

Welcome to Cocktails Quarterly - Drink Philly's newest segment showcasing the best bars (new and old) where you should be getting a drink...read more ›

by Drink Philly Aug 5, 2025
Local Winery Spotlight: Vox Vineti Wines

Local Winery Spotlight: Vox Vineti Wines

Ed Lazzerini says his goal is clear - to make world class wine in Pennsylvania. From the taste of it, he is well on his way. ...read more ›

by Drink Philly Nov 21, 2020
Amá: Inside Look at Philly's Mexican Bar that Wants to Be More Than Just Margaritas

Amá: Inside Look at Philly's Mexican Bar that Wants to Be More Than Just Margaritas

Under the El on the corner of Front and Oxford is where you'll find this completely open-wall modern Mexican c...read more ›

by Drink Philly Jul 22, 2025
There's Now a Tiki Bar Overlooking the Delaware River in Philly

There's Now a Tiki Bar Overlooking the Delaware River in Philly

This summer Liberty Point welcomes River Tiki, a vibrant new 120-seat pop-up bar, to their upper level overlooking the waterfront...read more ›

by Michelle Cryder Jul 1, 2025
Behind the Bar: Jesse Andreozzi (aka Mr. Zero Proof) of Phony Negroni

Behind the Bar: Jesse Andreozzi (aka Mr. Zero Proof) of Phony Negroni

Since going completely alcohol-free four years ago, Jesse has become the go-to expert in Philadelphia on all t...read more ›

by Drink Philly Jun 3, 2025
Best Tequila and Mezcal Bars in Philadelphia

Best Tequila and Mezcal Bars in Philadelphia

With hot summer weather right around the corner, we wanted to highlight some of the best spots in Philly to enjoy a huge variety of tequilas and mezca...read more ›

by Drink Philly Apr 29, 2025
Best Bars for Outdoor Drinking in Philadelphia, 2025

Best Bars for Outdoor Drinking in Philadelphia, 2025

We've got your definitive list of where to drink outside in Philadelphia...read more ›

by Drink Philly Apr 22, 2025
SPONSORED
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close