Drinkers want fizz, low carbs, and 最高の Bowl 広告s 反映する it
DETROIT (AP) - When Americans 割れ目 open a 冷淡な one during Sunday's 最高の Bowl, it might not be a 伝統的な 国内の beer.
Sales of classic beers like Bud Light have been dropping for nearly a １０年間 as new choices 攻撃する，衝突する the 棚上げにするs. First, it was a host of （手先の）技術 beers. Now, there are fizzy, fruit-flavored hard seltzers like Truly, canned margaritas and vodka tonics and ワイン spritzers.
Baby Boomers are also drinking いっそう少なく, while younger, more health-conscious 消費者s want drinks with より小数の carbs and calories, 分析家s say. Some think the legalization of マリファナ is also cutting alcohol 消費.
It's a reality 反映するd in this year's 最高の Bowl 広告s. Michelob Ultra 強調する／ストレスs its low calories and low carbs in an 広告 that shows talk show host Jimmy Fallon and レスラー John Cena working out. Its 有機の sibling, Michelob Ultra Pure Gold, 約束s to create more 有機の 農地 for every six-pack sold. Anheuser-Busch is having fans choose between two 広告s that feature singer 地位，任命する Malone sipping a fruity new Bud Light Seltzer.
While it can´t advertise 国家的に during the 最高の Bowl because of Anheuser-Busch´s 後援 権利s, Molson Coors will 空気／公表する an 広告 regionally for its new Saint Archer Gold beer, a competitor to Michelob Ultra. The 広告 prominently features Saint Archer's low carb and calorie count.
It's a different トン than 2010, when drinkers partied in three separate Bud Light 最高の Bowl 広告s, or even 2018, when small 禁止（する）d of 村人s fought to get to a stack of Bud Light in the the goofy "Dilly, Dilly" 広告s.
This undated image 供給するd by Michelob ULTRA shows from left, Brooke Sweat, John Cena, Kerri Walsh Jennings and Jimmy Fallon in a scene from the company's 2020 最高の Bowl NFL football 位置／汚点／見つけ出す. Michelob Ultra 強調する／ストレスs its low calories and low carbs in an 広告 that shows talk show host Jimmy Fallon and レスラー John Cena working out. (Michelob ULTRA 経由で AP)
"People are just getting bored with the 正規の／正選手 beer," said Aga Jarzabek, 研究 分析家 with the 協議するing 会社／堅い Euromonitor International. "There are not that many new 消費者s to seduce when there´s so many more 利益／興味ing things on the sidelines."
U.S. sales of 国内の 賞与金 beer brands like Budweiser, Miller and Coors dropped 4% in 2019 to $12.4 billion, によれば Nielsen, which 跡をつけるs 小売 sales in groceries and other 蓄える／店s. That´s nearly $2 billion いっそう少なく than in 2015.
The last time sales rose in the 部類 was 2012, said IWSR Drinks Market 分析, a data 会社／堅い.
At the same time, sales of hard seltzers like White Claw jumped more than 200% to $1.5 billion. Sales of spirits like whiskey and tequila were up 5% to $15.4 b illion.
There are still 有望な 位置／汚点／見つけ出すs in the beer market. 輸入するs, like Corona and Modelo, grew 3% last year, while U.S. （手先の）技術 beer 消費 rose 4%, によれば IWSR.
Low- and no-alcohol beer 消費 also grew 7% last year as young 買い手s sought healthier 代案／選択肢s. Heineken and Pabst introduced 非，不，無-アル中患者 beers last year. Some （手先の）技術 brewers, like Connecticut-based 運動競技の Brewing Co., are 排他的に making 非，不，無-アル中患者 beers.
合法的な マリファナ and CBD-infused drinks may also be stealing some 顧客s. Vivien Azer, an 分析家 with Cowen & Co., 公式文書，認めるd that Canadian beer sales 宙返り／暴落するd 3% last year after マリファナ was 合法化するd. 国内の beers saw the steepest 拒絶する／低下するs, 示すing those drinkers were more likely to cross over to cannabis, she said.
Big beer companies are introducing new 製品s to keep 消費者s in the 倍の. Bud Light Seltzer matches market leader White Claw with 100 calories and 2 grams of carbohydrates. By comparison, Bud Light has 110 calories and 6.6 grams of carbs.
Pabst introduced a low-alcohol 見解／翻訳／版 of Pabst Blue 略章 in 2018, followed last year by a hard seltzer and a spiked coffee.
Miller parent Molson Coors Brewing Co. recently changed its 指名する to Molson Coors （水以外の）飲料 Co. to better 反映する new drinks like Movo ワイン spritzers and La Colombe hard coffee. Next week it 解放（する）s Blue Moon Light Sky, a 95-calorie beer brewed with tangerine peels.
"I do believe that alcohol companies are trying to adapt," said Joanne Encarnacion, a women's life coach and wellness blogger. "People are becoming more aware of the 影響s of alcohol in our 団体／死体s long 称する，呼ぶ／期間／用語."
Encarnacion doesn't drink beer and looks for clean 成分s and little 追加するd sugar when she's choosing a drink. Lately, she likes light cocktails, red ワイン and hard kombucha.
Classic beer´s 試みる／企てるs to 焦点（を合わせる） on health have flopped before, though. During last year´s 最高の Bowl, Bud Light ran 広告s mocking its 競争相手s - Miller Lite and Coors Light - for using corn syrup in their brewing 過程, 示唆するing that made Bud Light healthier.
But sales of Bud Light fell even faster than sales of Miller Lite or Coors Light last year, just as they had the year before, によれば data from Beer Marketer's Insights, an 産業 出版（物）. Molson Coors 告訴するd Anheuser-Busch over the 広告s and the two companies scrapped 計画（する）s to work together on a （選挙などの）運動をする to 促進する beer.
This undated image 供給するd by Michelob ULTRA shows Usain Bolt in a scene from the company's 2020 最高の Bowl NFL football 位置／汚点／見つけ出す. Michelob Ultra 強調する／ストレスs its low calories and low carbs in an 広告 that shows talk show host Jimmy Fallon and レスラー John Cena working out. (Michelob ULTRA 経由で AP)
This undated image 供給するd by Michelob ULTRA shows John Cena, left, and Jimmy Fallon in a scene from the company's 2020 最高の Bowl NFL football 位置／汚点／見つけ出す. Michelob Ultra 強調する／ストレスs its low calories and low carbs in an 広告 that shows talk show host Jimmy Fallon and レスラー John Cena working out. (Michelob ULTRA 経由で AP)
This undated image 供給するd by Michelob ULTRA shows Kerri Walsh Jennings, left, and Brooke Sweat in a scene from the company's 2020 最高の Bowl NFL football 位置／汚点／見つけ出す. Michelob Ultra 強調する／ストレスs its low calories and low carbs in an 広告 that shows talk show host Jimmy Fallon and レスラー John Cena working out. (Michelob ULTRA 経由で AP)
This undated image 供給するd by Michelob ULTRA shows John Cena, 権利, Jimmy Fallon, 中心, and the Roots in a scene from the company's 2020 最高の Bowl NFL football 位置／汚点／見つけ出す. Michelob Ultra 強調する／ストレスs its low calories and low carbs in an 広告 that shows talk show host Jimmy Fallon and レスラー John Cena working out. (Michelob ULTRA 経由で AP)
This undated image 供給するd by Bud Light shows 地位，任命する Malone in a scene from the company's 2020 最高の Bowl NFL football 位置／汚点／見つけ出す. Anheuser-Busch is having fans choose between two 広告s that feature singer 地位，任命する Malone sipping a fruity new Bud Light Seltzer. (Bud Light 経由で AP)
