The Atlantic investigates the slow fall of "big beer" in The Death of Beer? Money quote:
Follow any dude in oversized glasses into a bar, and you'll see why PBR and Yuengling are doing alright—they've spent serious time and money positioning themselves as the hipster drink of choice. Yes, they're cheaper than Bud Light, but by the slightest of margins. Hardly enough to explain the difference in sales.
Effing Hipsters. The marketing is no surprise, PBR is now owned by a hipster who also owns such venerable culinary pop culture icons as Chef Boyardee and Bumble Bee Tuna.
The difference in sales refers to the big dogs of beer -- Bud, Coors, and the rest. Apparently while "big beer" sales have decreased, craft breweries are increasing in market share but this hasn't slowed the tide of decrease in beer drinking by Americans. Instead folks are drinking more wine and spirits. Is it that American tastes are becoming more bourgeois of the continued democratization of wine as viticulturist look beyond the verdant slopes of California and spirits with the recent renaissance in cocktaillery?
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