US Better times for beer in the TRENDS INNOVATIONS Beer is back, according to the renowned US polling organisation Gallup. A recent study by them shows that beer is gaining on wine and liquor in the US as the preferred alcoholic beverage. World ofHeineken 39 winter 2008/2009 The poll, conducted annually since 1992, had shown a steady increase in wine's popularity as the favourite alcoholic beverage amongst drinkers at the expense of beer during the 90s and 00s. In 2005, for the first time, more drinkers reported preferring wine than beer. Since then, the trend has been reversed, with the latest data showing beer with an 11-point advantage over wine. This development can be chalked up mainly to an increase in popularity of beer amongst consumers aged 30 to 49, of which almost half now say they prefer beer. Younger Legal Drinking Age* (LDA) drinkers are still much more likely to drink beer than wine or liquor, while wine is the preferred beverage of older drinkers (age 50 plus). Dan Tearno, Chief Corporate Relations Officer for Heineken USA, says the poll confirms that beer is still king in the US. "Despite increasing competition from wine and spirits, the consumption gap between beer and other alcoholic beverages is widening." Dan said. "As we mark the 75th anniversary of the repeal of Prohibition in the U.S., we can, despite the economic challenges we face, celebrate a healthy industry for the nation's brewers and importers." Eric Shephard, Executive Editor for Brewers Marketer's Insights, a leading U.S. industry newsletter, offered, "These are indeed better times for beer. In terms of absolute alcohol consumed, beer definitely makes up the lion's share. Currently 54.4 per cent of all alcohol consumed in the US comes from beer." According to Eric, who has been reporting on the beer business for 32 years, the development is mainly a reflection of beer's increasingly positive image. "It is an interesting question if the larger beer brewers and importers will be able to harness that phenomenon, as large wine houses have done in the past," Eric said. Do you most often drink liquor, wine, or beer? Based on U.S. adults who drink alcoholic beverages Beer Wine Liquor 1993 1995 1997 1999 2001 2003 2005 2007 GALLUP POLL the legal drinking age in the US is 21 years or older. This is according to federal law. 46

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World of Heineken | 2008 | | pagina 48