Pouring New Life Into Light Beer, a $50 Billion Market
Pouring New Life Into Light Beer, a $50 Billion Market
Apr 1, 2012 6
(WashingtonPost) - At a beer industry summit last month, Ed McBrien, distribution chief for MillerCoors, compared himself to a typewriter salesman in an iPad age. McBrien was sketching plans to resurrect light beer, a $50 billion market battling to stay relevant as makers of craft beer, wine and spirits increasingly steal customers from Molson Coors Brewing, SABMiller and Anheuser-Busch Inbev. Light beer is ceding ground as cabernet-loving baby boomers and millennials weaned on exotic cocktails seek more complex flavors in their brews.
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