Business Case Studies, Consumer Behaviour Case Study, The Changing Consumers' Tastes in US Beer Market, Anheuser-Busch

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Consumer Behaviour Case Study

Case Title:

The Changing Consumers' Tastes in US Beer Market: Anheuser-Busch Company's Competitive Strategies

Publication Year : 2006

Authors: Girija P, Sumit Kumar Chaudhuri

Industry: Beverages


Case Code: CSB0005

Teaching Note: Available

Structured Assignment: Not Available

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Since the 1970s, the US beer industry had been hit by the rising costs of preparation and preservation of beer and the shifting preferences of consumers towards low-cost beverages like wines, and spirits. Further, in the 1980s, increasing health concern among consumers transformed the US beer industry as traditional beers like ales and lagers were replaced by light lager beers and other health drinks. Under such circumstances, Anheuser-Busch, the leading brewer in the US, started losing market share to other big brands like SABMiller and Coors, small-scale local breweries and imported brands like Heineken. To fend off competition, the company launched a series of new products, acquired new brands and entered into partnerships with other breweries to increase its market share.

Pedagogical Objectives:

  • To understand the landscape of the US beer industry and the changing consumer tastes and preferences
  • To analyse the reasons behind the declining sales of beer in the US and an increase in the consumption of wine, spirits and other flavoured alcoholic beverages
  • To discuss whether the competitive strategies of Anheuser-Busch would help it to sustain its leadership in the US beer market.

Keywords : Landscape of US beer industry; Different categories of beer; Competitive Strategies Case Study; Anheuser-Busch's competitive strategies; SABMiller; Consumer preferences in US; Brand advertising strategies; Beer brands of Anheuser-Busch; Market segmentation of beer industry; Mergers and acquisitions in the beer industry; Global expansion strategies of Anheuser-Busch


  • US Beer Market: The Changing Consumer Tastes and the Competitive Landscape
  • Anheuser-Busch: A Brief Profile
  • Competitive Strategies of Anheuser-Busch in the US

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