The Undisputed Champions: A Critique on Modern Light Beer

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Beer can punch your pallet harder than Muhammad Ali or dance delicately down your throat like a ballerina. Yet, over 85% of the American beer market consists of relatively identical products. America’s preference for generic bland-tasting beer was established not from skilled business practices or resourceful marketing; instead, it was the result of social trends and historical events, such as Prohibition and the Temperance Movement. Within the last several decades, the U.S. beer market has become concerned with advertisements that promote similar products, rather than research and development for new ones. The average American beer consumer is unaware of many beer styles and varieties, because, in large part of, various anti-alcohol trends throughout U.S. history, which have significantly limited beer consumer access, comfort and familiarity. Historically, anti-alcohol trends in the United States have limited consumer preference down to one specific group of beer, light lagers. In the U.S., light lagers have the strongest appeal, legacy, and economic power in the American market as well as with consumers around the world. Most American’s remember their first beer, and chances are it was a light beer—whether when watching the super bowl with family or just meeting new people at college. In many ways, light beer is analogous to being an old friend in the U.S, which begs the question how has light beer become this prominent today in American society? Light beer is almost the exclusive consumer choice because America's long history of anti-alcohol trends has ingrained a fear of beer, which discourages a full appreciation for its unique qualities. In contrast, some critics argue that light beer is too familiar—too... ... middle of paper ... ...rewing industry: Return of the beer witch, ale-wife, and brewster. Forum for Social Economics, 39(1), 33-42. doi:http://dx.doi.org/10.1007/s12143-009-9047-8 Oliver, Garrett. “The Oxford Companion to Beer.” New York: Oxford University Press, 2011. 547. Print. Miller Lite lager. (2010). Marketing Management, 2(1), 21. Retrieved October 16, 2011, from Research Library. (Document ID: 1214336). "Suit to Block InBev Buy Fails." Wall Street Journal - Eastern Edition 10 Dec. 2008: C3. Academic Search Complete. Web. 21 Nov. 2011. Matt Chittum. (2011, October 2). Small town, big-time brewing. Roanoke Times & World News, 1. Retrieved October 14, 2011, from ProQuest Newsstand. (Document ID: 2474213001) E. J. Schultz, et al. “Media Pushback Stalls Pepsi, Inbev Quest to Buy Cheaper Ad Space.” Advertisings Age 81.37 (2010): 3-24. Academic Search Complete. Web. Nov. 2011.

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