美国啤酒市场现状（英文版）.pdf

THE STATE OF THE U.S. BEER MARKET Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. WELCOME Welcome to the State of the U.S. Beer Report, an in-depth look at one of the largest fast-moving consumer goods (FMCG) categories in the country. With U.S. sales of just Danny Brager over $37 billion for the recent year in Nielsen measured off-premise channels, the SVP, Beverage/ beer category is replete with depth and variety, which is a primary motivation for this Alcohol Practice report. Despite the massive scale of the category, however, sales growth in recent times has largely been due to trading up, sometimes known as “premiumization” in the industry, rather than increased consumption. In fact, beer has lost some of its footing over the past five years or so, with consumers across generations spending more on wine and spirits without increasing their overall alcoholic beverage consumption. And this loss of share, combined with an increasingly crowded space (the ever growing abundance of craft beer variety, new flavors and hard sodas/seltzers), makes it that much more critical that we provide an overarching view of the landscape to help clients navigate the path forward. THE BEER CATEGORY IS REPLETE WITH DEPTH AND VARIETY, WHICH IS A PRIMARY MOTIVATION FOR THIS REPORT So when it comes to thinking about “what’s next,” it’s critical to have a clear view of what’s g