Millennials like beer. (So do older people.) But they’re not really feeling Budweiser these days. The iconic American brand has fallen to third most popular behind Bud Light and Coors Light. Moreover, craft beers are making inroads with young drinkers. That category makes up 15 percent of this demographic’s out-of-home beer purchasing.
According to numbers quoted by The Wall Street Journal, 44 percent of adults between the ages of 21 and 27 have never tasted Bud. In 1988, Bud sold 50 million barrels of beer. Last year, it was 16 million barrels.
This 21-to-27-year-old age group is where Bud will be focusing its future efforts.
“That means it won’t trot out the traditional Budweiser Clydesdales for this year’s holiday advertising. It means February’s Super Bowl ads will feature something more current than last year’s Fleetwood Mac. It means less baseball and more raves with DJ group Cash Cash,” said the WSJ. Uh-oh.