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Why Quality Over Quantity Means Trouble For Light Beers
By: Sarah Jane Dunaway
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This week, AdvertisingAge published, “Survey Reveals ‘Serious Warning Signs’ For Big Light Beers,” written by E.J. Schultz. The article brought up research suggesting that the decline in light beer sales for such brands as MillerCoors and Anheuser-Busch InBev has more to do with taste and less to do with other factors such as economy and poor weather.

I am here to say, yes, yes that is true. If there’s one thing brands are starting to notice it’s the rise in quality over quantity among consumers. Sure, the average male consumer can down a beer faster than you can say “beer-me,” but the real issue is quality. No one wants your watery canned beer when they can enjoy a cold bottle of imported Belgian Chimay or a local microbrew on tap.

The last few years have been nothing short of awareness for consumers. Awareness of questionable business practices, questionable ingredients in products, and questionable manufacturing suppliers. The American public, for the most part, cares more about where products are coming from, what they contain, and what the result will be of that product.

Is it any wonder that the demand for higher quality beer has increased? Even gluten-free beers have more taste than light beer. While light beer is certainly more economical, it appears that the average American is recognizing we shouldn’t taken anything for granted.

Large superstores and department store chains such as Target and JC Penney are actively bringing in the latest trends and working with high-end designers to develop affordable, yet quality clothing and household goods.

Corn syrup is [hopefully] working its way into a thing of the past, making previous mass-produced (and highly processed) foods, such as Hershey’s chocolate, far less desirable then the all-natural Fair Trade Certified chocolate concoctions of such brands as Theo Chocolate and Green & Black’s. Sure, one Fair Trade Certified chocolate bar (containing ingredients I can pronounce) costs as much as five Hershey’s candy bars, but I’ll take a Theo milk chocolate bar over Hershey’s any day. I’ll just buy less of them over time to make it more economical.


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About the Author

Sarah Jane Dunaway is a brand strategist and design consultant, and the writer and creator behind the blog Clean & Proper. A former member of the paper and printing industry, Sarah Jane specializes in helping businesses of all sizes streamline marketing communications by creating compelling brand identity systems and corporate identity packages. Find her online here

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