The economy and high unemployment numbers are causing the unthinkable... a decline in beer sales. Long considered one of the most stable markets in the economy, beer sales are down 3-4 percent.
New customers, 21-30 year old males have been hit hard by the recession and unemployment, and as a result, aren't drinking as much beer. Harder hit are farmers who are facing barley surpluses as a result.
The bright spot is an uptick in sales for higher priced, high quality craft beers like Sam Adams, Sierra Nevada, etc. Also, enjoying a resurgence are economy beers like Pabst Blue Ribbon.
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