They now trail behind Miller Lite at number 4, and it’s clear people just aren’t diggin’ Bud heavy like they used to.
Wine, spirits, and craft
Budweiser (and “big beer” in general) has been quietly losing steam for years: amidst a flourishing wine and spirits industry and the rise of craft beer, the top 10 beer brands have floundered, now making up only 50% of the industry — down 16% in the last decade.
Getting back to Bud: In 2016, Anheuser-Busch sold less than ⅓ the Budweiser it did during its reign in the ‘80s, and their revenue dropped another 2.2% in Q3 of 2017 from poor US sales.
Because of those dang millennials
Remember back in 2016 when Budweiser rebranded as ‘America?’ That was their last hope to grab millennials’ attention… and, well, it didn’t.
Two months after the launch, only 11% of adults 21 and over said they would purchase Bud heavy next time they buy beer — their lowest figure that year, and according to UBS data, millennials were even “less likely” than the rest of the US to recommend Budweiser.
Simply put, the “‘Merica’s the best!” sentiment just isn’t as strong among youngsters as it was in the ‘80s (or even ten years ago), but ol’ deaf-ears Buddy-Bud isn’t listening.
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