A sour economy is boosting the fortunes of cheap beer: Sales of Busch and Miller High Life are up and the last year, while sales of “premium” beers like Budweiser and Miller Lite (yes, in the beverage world these are considered premium products) are down. In the case of Bud, by 7.4 percent since a year ago.
From the Wall Street Journal:
By contrast, the U.S. beer industry’s total volume rose just 0.5%. Sales of “premium” beers, such as Bud Light and Miller Lite, which account for about half the industry’s total sales, fell 1.4%.
For shoppers, the math is simple. While prices vary, Busch Light or MillerCoors’s Keystone Light generally cost around $14 a case, about $5 less than a case of Bud Light or Coors Light.
Not long ago, drinkers were “trading up,” favoring imports, small-batch “craft” beers and premium lights. Now, Heineken and other import brands are struggling, and the growth of craft beers has slowed.
The gist: All hail Natty Light!