BEER MAY TRUMP WINE AND SPIRITS IN 2006

According to ACNielsen, consumer tendency towards up-scaling will soon apply more to beer as it already does towards wine and spirits. Beer is predicted to make a comeback this year as the industry focuses on creating more occasions where consumers drink beer. “The ultimate goal: increasing beer’s usage occasions by taking it from the ball game to the nightclub and from the couch to the dinner party. By leveraging the lavish qualities of beer, the category will likely snag some image-conscious drinkers currently loyal to wine and spirits,” says the report.

Furthermore, brewers are likely to put forth “a slew of flavoring innovations” like pumpkin spice, blueberry and winter ale. “‘Product innovations will reestablish beer as America’s beverage,’” said Nick Lake, VP of business development at ACNielsen. “‘The success of mini-kegs and cooler packs are just two examples of innovations making it easy and desirable for people to add beer to their social occasions.’” Also, expect increased sales in imports and craft beers as consumers look towards higher-priced brews.