16 May 2008...11:06 am
It’s beer season
According to a story that appeared in my inbox as part of a rundown of supermarket industry news:
The Nielsen Company… expects U.S. consumers to purchase more than 21 million cases, or $381 million, worth of beer in major supermarkets during the two weeks surrounding the Memorial Day holiday, a beer party second only to the July 4 holiday.
Nielsen also said the two weeks surrounding Memorial Day represents approximately five percent of annual beer sales on a volume basis. It’s the start of a big beer season; nearly 35 percent, or one-third of annual beer sales, occur during the summer, and 50 percent of all beer sold during the summer is premium beer.
Nielsen said Millennial consumers (21 - 30 year olds) show a preference for beer, with beer representing the majority (47 percent) of their spending, compared to spirits (27 percent) and wine (26 percent). Millennials are more likely to experiment with different beer types and flavors than older generations. While domestic premium beers are still their dominant choice, Millennials are much more inclined than older consumers to purchase imported beers or craft beers.
Despite the fact that I’m at the top end of the Millennial generation, I usually prefer a glass of wine or a cocktail to beer. Summer may be the exception. My husband — an admitted beer snob — has introduced me to a wide variety of beers and my favorites tend to be “summer beers.” You know, wheat beers, pale ales, amber ales, the kind of brews that are crisp and refreshing, with a light body but plenty of flavor; the kind that seem to pair perfectly with whatever we’re throwing on the grill.
My current summer favorites include Lunar Ale and Fat Tire. What will you be sipping on Memorial Day?
*photo from wickenden on flickr
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