TITLE

Light beers, imports drive storied upturn

AUTHOR(S)
Chura, Hillary
PUB. DATE
September 1999
SOURCE
Advertising Age;9/27/1999, Vol. 70 Issue 40, ps20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the impact of imports on the U.S. beer industry as of September 1999. The industry is experiencing a revenue increase due to imported brews, light beer and industry consolidation. Corona, marketed by Gambrinus East of the Mississippi, in 1998 became the first import to rank among the top U.S. beers, growing 38 percent in total barrels from 1997, according to the Beer Marketer's Insights. Some importers predict foreign beers will represent at least 12 percent of U.S. beer consumption by 2002.
ACCESSION #
2308083

 

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