Chapter 1

U.S. Beer Industry

Beer Demographics

Beer consumption is overwhelmingly male-dominated, with men accounting for more than 80% of the volume consumed. A large number of these beer drinkers are white and favor domestic light beer, followed by domestic draft beer. Of all the beer types, light beer has the strongest following among women consumers. Women beer drinkers are more attracted to specialty microbrewed beers than they are to the big brands, possibly because of their greater variety. The appeal of craft-brewed beer is stronger among white beer drinkers than among African-Americans.

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