The industry’s biggest players, Anheuser-Busch InBev and MillerCoors, whose mega-brands have dominated America’s tap handles and supermarket shelves for decades, are being battered by a new wave of competition from inside and outside the beer market and starting to lose their grip. Liquor brands are share stealing, especially among the coveted young-adult demographic. As a result, beer has seen its piece of the total alcohol market fall below 50% last year, according to the Distilled Spirits Council of the U.S.
Beer brands have become far too one-dimensional and reliant on TV for driving consumer awareness and consumption. What we call lackluster advertising. For a category once known for some of the best TV ads, hits over the past few years have been too few. Only one beer campaign has achieved pop-culture acclaim in recent years —