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BEER MARKET IN U.S.   Term Paper ID:24355 Click to get this paper

Essay Subject: Economic analysis of alcoholic & non-alcoholic beer industry. Sales, consumption, micro-beers, consumers, pricing, competition, social issues, distribution, marketing. Charts.... More...

23 Pages / 5175 Words 21 sources, 57 Citations, APA Format $92.00 Return to List of Papers

Paper Abstract: Economic analysis of alcoholic & non-alcoholic beer industry. Sales, consumption, micro-beers, consumers, pricing, competition, social issues, distribution, marketing. Charts. Paper Introduction: AN ANALYSIS OF THE BEER MARKET IN THE UNITED STATES Introduction This research analyzes the beer market in the United States. Sales, consumption, and factors affecting both sales and consumption are addressed. Non-alcoholic malt beverages, popularly known as non-alcoholic beers, are an important focus of this research. The Beer Market Beer products account for 88.1 percent of the alcoholic beverages consumed in the United States (Reina, 1996. p. 32). Market shares for the major brewers serving the United States beer market are presented in Chart 1, which may be found on the following page. As the information presented in the chart indicate, Anheuser-Busch holds a dominant market share position. Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. To meet this new consumer's desires,beverage marketers are focusing more on developing and establishing newproducts that are at least comparable to well-established products. Hunter, B. S. Once the bender is terminated, however, the person isable to abstain from alcohol for varying lengths of time. will come in bridging the gap betweenthe prevailing light domestic beer style and the many varied styles ofmicrobrews" (Scarpa, 1994, p. Yet another alternative is flavored beers ("Flavored," 1997, pp. The benefit ... Beck is aleader in imported non-alcoholic beers to the United States ("Charting,"1996, pp. To be classified as non-alcoholic, the alcohol contentof the beverage must be less that .5 percent ("Strong," 1993, pp. For all adults, 1 percent of drinkers consume 5 percentof the total alcohol consumed. Marketing exercise. Left out in the cold, many smaller brewers areflocking to wine-and-spirits houses, who see beer as an attractive hedgeagainst their declining spirits business. The prevalence of drinking ishighest and abstention lowest for both females and males in the 21-34 agerange. 198-2 2), as an example,found that alcoholism was more prevalent among the less educated. As the data presented in the chart indicate, the marketshare for non-alcoholic beers peaked in 1994, and has since declinedslightly. The councilalso promotes "responsible drinking" to the public and supports governmentefforts to curb drunken driving and under-age drinking. This finding, however, doesnot mean necessarily that a clinician's diagnosis will not be affected bythe social class of a patient. One alternative is the brew-on-premises approach(Krey, 1995, p. Strong indications. A recent study found that 14 percent of all adults 18-to-24 years olddrink micro-beers while 26 percent of beer drinkers in the same agecategory consume micro-brews ("Beers and," 1995, p. Sales,consumption, and factors affecting both sales and consumption areaddressed. Unless the you know the connectionbetween Plank Road and Miller, or read the small print, you wouldn't knowMiller brewed it. Perceptions ofthe expected behaviors of individuals consuming alcohol tend to varyaccording to the gender of the individual whose behaviors are subjected tospeculation. Further, theAnheuser-Busch action is expected to deter aggressive action by wholesalersin taking on new brands in the future. Others speak ofpiggybacking other operations that deliver directly to the retailer's storedoor, including dairies and produce companies, arguing that thespecialties' lush margins have tilted the economics back in favor of suchhigher-cost channels. (1996, 18 November). Psychoactive Substance Abuse denotes "maladaptive patterns ofpsychoactive substance use that have never met the criteria for dependencefor that particular class of substance. Evenmajor marketers will not be able to buy their way into categories that havefirmly established brand loyalties. 24-3 ).Anheuser-Busch "sent a tremor[pic]through the industry" when it informed wholesalers it wanted 1 percent oftheir "share of mind" (Khermouch & Benezra, 1996, p. The effects of alcohol on humans is known tovary from person to person, as well as on the same person at differenttimes and under different circumstances. Non-alcoholic beer, as stated above,must contain less than .5 percent alcohol by volume. Kelley, K. RestaurantBusiness, 93(2), 86-87. Substance dependence isconceptualized as having different degrees of severity mild, moderate, andsevere. Many factors contribute tothe explanation for the under diagnosis of alcoholism, and the combinationof factors may vary according to both patient and clinician. Beverage Industry, 86(1),38-42. Benezra, K. 15). Most traditional beers are between 3.5 percentand six percent alcohol by volume. Non-alcoholic beer is made from the samebasic grains, hops, water, and yeast as regular beer, but there theresemblance ends. Several brewers are using flavor beers to bring non-beer drinkers tothe beer market. T., & Hill, J. InternationalJournal of Advertising, 13(4), 347-366. Modern Brewery Age, 45(2 ), S24-S29. Brandweek, 37(44), 24-3 . Brandweek,37(19), 55-61. 1 -11). 173). (1993, 22 November). ." (American Psychiatric Association, 1994, p.165). Reina, L. 173). The first specie, often referred to as gammaalcoholism, is characteristic of most alcohol dependency and alcohol abuseamong persons who are active in Alcoholics Anonymous, and is commonly foundin the United States. Alternatively, however, the abuse of alcohol could beproportionately higher among lower income people than among persons inhigher income brackets. About 35%abstain, 55% drink fewer that three alcoholic drinks a week, and only 11%consume an average of one ounce or more of alcohol a day" (AmericanPsychiatric Association, 1994, p. S25). The business of beer. This research examines the effect thatthe social class of the patient hay have on a diagnosis of alcoholism.[pic] Most previous research has emphasized the demographic variablesassociated with problem drinking, as opposed to the actual impact of apatient's social class on a diagnosis of alcoholism (Rush & Brennan, 199 ,p. You are not alone. Alcohol abuse is reported more often for Medicaidrecipients and persons with low income. 86-87). Despite being a small segment of the brewing industry,flavor beers are stirring up business. S26-S29). 173). Most "adults in the United States are light drinkers. P. Advertising overview for 1996. Draft's dodgers: Can buccaneer craft-draft micromagicians outsmart the big, thirsty brewery boys? 144). 24-25). 24-3 ). Themost common way in which lite beer is achieved, however, is by adding morewater to the formula. 24-3 ). Brewers used complex microbiologyprocess to produce flavor beers. Alcoholism in this study was associated with socialclass. Thatoperation now handles scores of high-end brands and has managed to lowercosts by devolving some of the capital and labor-intensive delivery tasksto home distributors so that it could focus on higher-value pre-selling,promotional and merchandising activities. 18A-19A). Some of thetheories apply to some individuals in some circumstances, while they do notapply to other individuals or even to the same individuals in othercircumstances. As the data presented in the chart indicate, sales volumehas increased steadily, although market share has declined slightly (referto Chart 8 on page 16). The study alsofound that adults 25-to-34 years old are even heavier micro-brew consumerswith 23 percent of all adults in that age category and 36 percent of beerdrinkers in that category indicating that micro-brews are their top choice. One description thatwould apply to these new consumers would be the "hold-onto-and-feel-good-about" the product purchaser (Phillips, 1995, p. 1 -14). (1996, February). Per capita beer consumption is[pic]falling in the United States, leading to speculation over what beveragesmay serve as alternatives to beer. Khermouch, G. (1993, 22 March). The growth of the non-alcoholic beer market segment for the 199 -1995period is presented in Chart 6, which may be found on the following page.Year-to-year growth in percentage terms is presented in the chart. Skeptics contend that many ofthese firms have yet to demonstrate they understand the unique beer cultureor can handle products with a limited shelf-life. Khermouch, G., & Benezra, K. The two species of alcoholism are prevalent. Beer promotions account for 7 percent of all spending on theadvertising of alcoholic beverages in the United States. Flavored beers on tap. 166). In fact, Old Milwaukee N.A. Mass-market micros. (1996, 15 July). Contrary toother research reported in the literature, however, this study found thatpoor women were less likely to be alcoholic than were better off women.Kawakami, Haratani, Hemmi, and Araki (1992, pp. (1994, Fall). In addition to sobriety, marketers are promoting non-alcoholic beersas the ideal thirst quencher for fitness-oriented enthusiasts (Scarpa,1994, pp. Scarpa, J. Fahey, A. holds thirdplace overall in the non-alcoholic segment of the beer market. 14). Market shares in the United States beer market by type of beer ispresented in Chart 4, which may be found on page 8. Officially, thefederal Bureau of Alcohol, Firearms, and Tobacco (BATF) does not permitsuch products to be labeled "beer." Nevertheless, the common popular namefor these products is non-alcoholic beer. Keep the name disassociated. Miller, while not as blunt as Anheuser-Busch, has expressed concern about distributors who acquire too many non-Miller specialty brands. 14). Duffy and Kreitman (1993, pp. The micro-beer segment of the beer industry has been attaining annualgrowth rates approximating 45 percent ("The business," 1994, p. Further, a multiplicity of causes is required to explainthe development of alcoholism by some individuals. Per capita beer consumption inthe United States for the 199 -1995 period is presented in Chart 2, whichmay be found on the following page. In contemporary American society, the "useof certain substances to modify mood or behavior under certaincircumstances is generally regarded as normal and appropriate. Something for everyone. One such product inthe beer market is the non-alcoholic substitute popularly referred to asnon-alcoholic beer. Restaurant Business,93(9), 144-145. S24).Further, this segment is attaining retail sales in excess of $1 billionannually. Societal prejudice against the alcoholic isanother factor. 173). The diversity of factors involved inthese associations, however, dictates against the association of alcoholismwith a particular social class, although a larger proportion of lowersocial class persons than higher social class persons likely arecharacterized by these factors. As thedata presented in the chart indicate, the greatest growth occurred from1991 to 1992. and Hagelinand Co. New applications must be able to blendwith existing flavors from the mash made of malts, hops and yeast. Alcohol abuse and dependence, however, frequently is under diagnosedin the United States (Larson, 1991, p. The prevalence of heavy drinkingamong adults decreases with age; only seven-percent of males and two-percent of females are considered heavy drinkers among persons aged 65years or older. Frequent alcohol users also weremore likely to be sexually active, have had suicidal thoughts, a previouspsychiatric hospitalization or felony conviction, an accident or injury,and poor physical health. (1996, October). The Beer Market Beer products account for 88.1 percent of the alcoholic beveragesconsumed in the United States (Reina, 1996. Lite beer is calorie-reduced. (1997, 1 February). This type of alcoholism involves problems withcontrol; once the person with gamma alcoholism begins to drink, he or sheis unable to stop until poor health or depleted financial resources preventfurther drinking. 51-56). As thedata presented in the chart indicate, consumption of domestic brands hasbeen steadily decreasing, while consumption of imported brands has beensteadily increasing. Specialty beer sales is the brightest spot in the industry in terms ofgrowth and growth prospects (Khermouch, 1997, pp. Specialty beers, amongwhich are the non-alcoholic beers, however, comprise only a very smallportion of the total beer market in the United States. Nation'sRestaurant News, 29(2 ), 14. 42). Much of the general perception of expected behavior relatedto the consumption of alcohol conflicts with actual outcomes. Customers at a brew-on-premises micro-brewer canformulate their own beers there or buy the micro-brewery's own beer. Other physicians deny that a problem exists because they arethemselves alcoholic. Self-reported use of illegal drugs wasassociated with being younger, American born, never married, having a poormood, and a mental health problem or substance use by a parent. Tapped-in "outsider." Brandweek,38(6), 52-54. Silver bullets and brass rings. The growing trend toward sobriety has increased sales of non-alcoholicbeer (Fahey, 1992, pp. 1 -11). (1996, 6 May). The maladaptive pattern isindicated by either (1) continued use of the psychoactive substance despiteknowledge of having a persistent or recurrent social, occupational,psychological, or physical problem that is caused or exacerbated by the useof the substance or (2) recurrent use of the substance in situations whenuse is physically hazardous" (American Psychiatric Association, 1994, p.169). The non-alcoholic beer segment is not new (Khermouch, 1993, pp. Important amongspecialty beer products are the non-alcoholic beers (Kelly, 1995, pp. 453-476). One factorthat has been associated with variations in diagnosing alcoholism is socialclass (Barthwell, 1995, p. (1994, 1 June). 1 -11).Clausthaler's taste is rated on a par with traditional German beers. (alternatives totraditional beer products) Beverage World, 115(16 8), 8. The alcoholic beverage industry's new Century Council teachesresponsible marketing to beer, wine, and liquor advertisers. 24-25). The essential feature of Psychoactive Substance Dependence is anindication that a "person has impaired control of psychoactive substanceuse and continues use of the substance despite adverse consequences"(American Psychiatric Association, 1994, p. They seem to want to separate some of these beers fromtheir main lines" ("The business," 1994, p. A physician may not record a diagnosis ofalcohol abuse for a patient to avoid the patient's anger or shame, becauseof the physician's own ambivalence, or to avoid insurance problems. Imported beers, however, continue to amount to littlemore than a niche market in the United States. Fitness-oriented marketing pushed Haake Beck, an imported non-alcoholic beer, sales up by 6 percent in the Denver test market, makingit the top non-alcoholic beer in that market (Scarpa, 1994, pp. For some beverage marketers who found themselves squeezed out of primechannels, self-distribution has been a tantalizing, if risky, option(Khermouch & Benezra, 1996, pp. One could hold that this outcomereflects the impact of a patient's social class on the diagnosis ofalcoholism. The causes of the abuse of controlledsubstances have been classified into four principal categories of theories. 24). Total beer consumption in the United States for the 199 -1995 periodis presented in Chart 3, which may be found on the following page. p. AN ANALYSIS OF THE BEER MARKET IN THE UNITED STATES Introduction This research analyzes the beer market in the United States. 138). One line of reasoningholds that the mass-market micros "won't hurt and may actually help the'real' .... Since that time growth has moderated but remains strong.Continued segment growth at the 3 percent level is projected.[pic] Taste is not always of paramount importance in the advertising-drivenbeer market; however, taste appears to be highly relevant in the non-alcoholic beer category (Khermouch, 1993, pp. Using the same concept,marketers are attempting to capture the segment composed of active andhealth conscious adults, a market that is considered bigger than the smallbut fast-growing following that the non-alcoholic beer segment alreadyattracts. (1994, 2 January). Target Marketing, 19(1), 14-19. Scarpa, J. 86-87). Stroh Brewery markets Old Milwaukee N.A. 1 -11). (1996, January). The Non-Alcoholic Segment of the Beer Market Non-alcoholic beer is neither lite beer or reduced-alcohol beer(Hunter, 1996, pp. People want a specific brand ..." (Mummert, Orr, &Yorgey, 1996, p. The beer to have when you're havinglittle more than none; After 3 % gains, non-alcoholic beer growth isslowing. Clausthaler, a high-priced German import brand, is a frequent winnerof taste tests of non-alcoholic beers (Khermouch, 1993, pp. 173). Eventually, Anheuser-Busch developed a grading system thatoffered wholesalers a sliding scale of inducements for remaining pure, withbenefits running the gamut from per-case cash allowances to free truckpainting. Mummert, H., Orr, A., & Yorgey, L. In the UnitedStates, alcoholic beverage advertising has been increasingly criticizedbecause of the drinking-driving controversy (Shao & Hill, 1994, p. Krey, M. Intoxicating possibilities for startup.The Business Journal, 13(19), 1-2. Physicians also may be uncertain about the diagnosis ofalcoholism. Considering that 35 percent of adults inthe United States abstain from alcohol consumption, thus, 6.5 percent ofAmerican adults consume 5 percent of all alcohol consumed, and most suchindividuals are males in the 21-34 age group. Phillips, K. Hallberg and Mattsson (1991, pp. The same is true of beerand the growth of micro-breweries[pic]across the country. In this specie ofalcoholism, a person "with alcoholism is not aware of a lack of control: heor she must drink a given quantity of alcohol every day, but there is nocompulsion to exceed that amount. 86-87).Television advertisements for Miller Brewing's Sharp's non-alcoholic beerfeature fast-paced images of fit people playing basketball, softball, andtouch football, interspersed with frosty bottles of Sharp's. Brandweek,34(12), 14-15. The firstpattern involves the daily intake of large quantities of alcohol, while thesecond pattern involves regular heavy drinking that is limited to theweekends, and the third pattern is characterized by long periods ofsobriety interspersed with "binges of heavy drinking lasting for weeks ormonths. As the datapresented in the chart indicate, Anheuser-Bush has four of the six leadingbrands, including the market leader, Budweiser. The inducements are not expected to be sufficient to convincewholesalers to drop strong brands such as Heineken or Samuel Adams, but maywell be enough to get them to abandon more-marginal brands. Males are two-to-five times more likely than are females to beheavy drinkers, regardless of age group. The second specie of alcoholism characterizes the alcohol dependencyand alcohol abuse frequently found in France. As the information presentedin the chart indicate, Anheuser-Busch holds a dominant market shareposition. Specialty beverages in both the alcoholic and non-alcoholic categoryhave proven extraordinarily resourceful in the past both in working withinthe system and, when that fails, in creating their own options (Khermouch &Benezra, 1996, pp. S25). 387). 55-61). S25). (1995, January). Global television advertisingrestrictions: The case of socially sensitive products. 61-66). Super Marketing, (1 79), 18A-19A. The major competitionfor micro-beers, however, are the imported beers from Europe, Australia,and Canada.[pic] The specialty brands being produced by the major brewers have beendubbed "mass-market micros" (Scarpa, 1994, p. 331-336). More informative beer labels.Consumers' Research Magazine, 79(1 ), 1 -14. But it won't be because of any appeal to dye-in-the-woolmicrobrew fans. Shao, A. Reduced-alcohol beer must contain less than 2.5 percent alcohol(Hunter, 1996, pp. Gearhart, Beebe, Milhorn, and Meeks (1991, pp. Non-alcoholic malt beverages, popularly known as non-alcoholicbeers, are an important focus of this research. 165). G. Alcoholism is frequently categorized by specie (American PsychiatricAssociation, 1994, p. Brew marketers have constantly over time linked beerbrands with various forms of fitness activities. Legally, non-alcoholic beer is designated as a non-alcoholic maltbeverage, containing less than .5 percent alcohol by volume, a negligibleamount (Scarpa, 1994, pp. Even beermanufacturers have felt the regulatory pinch, as the United States Bureauof Alcohol, Tobacco and Firearms has ordered some beer[pic]manufacturers to discontinue advertisements that mislead the public aboutthe alcohol content of beer. These four categories of theory are as follows: learning theories, whichhold that individuals learn to use chemical substances as a means of coping-a use which eventually becomes an addiction; physiological theories, whichvariously hold that nutritional deficiencies and genetics lead to chemicalsubstance abuse; psychoanalytic theories, which variously hold thatchildhood experiences, self destructive drives, feelings of inferiority andinsecurity, and locus of control orientations lead to chemical substanceabuse; and sociological theories, which hold that societal conditions leadsome individuals into chemical substance abuse (Jenkins, 199 , pp. Miller Brewing has beensteadily lowering the number of the company's distributors to create anetwork of stronger organizations. Major brewers are attempting to counter the loss of sales to micro-brewers by "brewing brands that are somehow disassociated from their mainbrands" ("The business," 1994, p. . 52-54). 145). 24-3 ). (6 January 1996). Product volume for the 199 -1995 period is presented in Chart 7, which may be found on the followingpage. The expertspredict .... Market shares in the United States beer market by brand is presentedin Chart 5, which may be found on the following page. Channel surfing forsurvival. (1995, 14 August). For smaller, independent brands, the Anheuser-Busch tactic spellstrouble because the other options among beer wholesalers are not alwaystempting (Khermouch & Benezra, 1996, pp. (1993, 2 July). Even if it's all-malt, really good beer, it's not the sameas a craft beer .... T. Frustrated with the scarcity ofdistribution options in New York for its Brooklyn Lager brand, BrooklynBeer launched its own distribution arm, spotting a business opportunityamong other micros and imports confronting similar frustrations. Heileman Brewing began distributing its Kingsbury brand non-alcoholic beer in the early-196 s (Fahey, 1992, pp. Growth in the non-alcoholic segment of the beer market has been bothsteady and strong in terms of product volume. Beerbrewed on-premises, however, is not ready for consumption for approximately14 days after the brewing date. The micro-beersegment of the beer industry represents only one-percent of the total beermarket in the United States ("The business," 1994, p. Thealcoholism diagnoses of clinicians aware of these associations likely wouldbe affected by such associations. which is the leader in thepopular-price group in the non-alcoholic segment of the beer market(Khermouch, 1993, pp. Brewerscan also use honey in the brewing process. Three main patterns of chronic alcohol abuse or dependency arerecognized (American Psychiatric Association, 1994, p. Modern Brewery Age, 47(9), S26-S29. The person may not recognize that he orshe has an alcohol problem until, for some reason, he or she has to stopdrinking and develops withdrawal symptoms" (American PsychiatricAssociation, 1994, p. Almost every product category isexperiencing what is referred to as the new consumer. Beer shipments up .3% in 1994; percaps drop. References Beers and grub brew big bucks with GenX. "Like Heileman's Windy City andEmerald City. 173). Conclusion Overall beer sales in the United States are trending downward.Specialty beer sales, however, are increasing. The companyworked with wholesalers to come up with a plan that would encourage them todrop other brands, even as it scrambled to negotiate alliances that wouldbroaden its portfolio of imports and specialty beers, both areas where itis weak. Alcohol abuse is recognized by physicians in only one third ofhospitalized patients who tested positive for alcoholism using twoestablished screening tests. The consumption of alcohol is widely linked in American society withhighly valued social attributes (Grube, 1993, pp. Nevertheless, neitherfully describes "the pattern of drinking seen in most people with AlcoholAbuse or Dependence in the United States" (American PsychiatricAssociation, 1994, p. Market shares for themajor brewers serving the United States beer market are presented in Chart1, which may be found on the following page. 43-44). Therefore, one may expect the social class of patient to at leastcause a clinician to suspect that a diagnosis of alcoholism should beconsidered in relation to persons in lower social classes. Coor's non-alcoholic beer Cutter trails even more. All of these theories have some degree of validity. Look at Miller Icehouse, itcomes from the Plank Road Brewery. 8). Research results are mixed on the question of the effect of apatient's social class on a diagnosis of alcoholism (Ahlstrom, 1994, pp.211-221). Thedivergence of actual behaviors and expected behaviors frequentlycontributes to the development of undesirable social outcomes. Overall, the beer market in the United States has been moderating forseveral years (Benezra, 1996, pp. 757-766) found that social class was nota useful predictor of alcoholism in a patient. Brandweek, 34(47)1 -11. Among the many effects that maybe experienced are decreased cognitive performance, loss of control,serious social problems and anxieties, and a variety of psychologicalproblems, including depression (Dixon, 1991, pp. The sales volume for non-alcoholic beers in the United States for the199 -1995 period are presented in Chart 9, which may be found on thefollowing page. Beverage Industry, 88(1), 43-44. In the United States in the mid-199 s, there is a growing tendencytoward "hyper- or micro-market fragmentation. 1 -14). It is a mistake to associate one of these particular patternsexclusively with 'alcoholism'" (p. Other brands of non-alcoholic beer are brewed in such a way as to prevent alcohol from formingin the first place. 1 -11). 9 7-916) found that therate of alcoholism in women does vary according social class. Another alternative is the micro-brew market segment. 38-42). 32). Gilette Foods Inc. (1992, 26 October). As the data presentedin the chart indicate, light beers are the most popular, while microbrewsand non-alcoholic beers have some of the smallest market shares.[pic] A new type of food and beverage consumer, one who is more featureoriented and less price oriented has emerged, causing anxiety amongmarketers (Phillips, 1995, p. Super-premiumbeers from the major brewers are losing sales rapidly-33 percent in 1994.Growth to the level of five-percent of the overall beer market isconsidered to be a reasonable and attainable objective for the micro-beersegment (Khermouch, 1993, p. 181-186) reported that higheralcoholism rates are prevalent among unskilled manual workers than amongself-employed persons. 1 7). Brandweek, 33(4 ), 24-25. Somephysicians may think they are protecting a patient from discomfort by notdealing with the problem. Gelberg and Leake (1993, pp. 757-766) found that frequent alcohol usewas associated with being homeless, male, less educated, a veteran,unemployed, and having more children. (1995, September). Party hardly. Such useincludes recreational drinking of alcohol, in which a majority of adultAmericans participate . The market for non-alcoholic beer hasbeen growing relatively steadily since 1991 (Dawson, 1996, p. Khermouch, G. Problems for most people develop when "maladaptive behavioralchanges associated with the more or less regular use of psychoactivesubstances that affect the central nervous system" appear (AmericanPsychiatric Association, 1994, p. The market share for non-alcoholic beers in the total beer market inthe United States is presented in Chart 8, which may be found on thefollowing page. A. The reduction isachieved by using less malt or cereal adjuncts, or by using rice grits,dextrose, and syrups as partial replacers for more expensive malt, whichmakes a somewhat[pic]lighter-flavored beer, and at the same time reduces production costs. Editor &Publisher, 129(1), 32-4 . Alcohol is the most widely abuse chemical substance (Sandahl &Ronnberg, 199 , pp. It is onlysince 199 , however, that significant consumer interest in the product hasdeveloped (Khermouch, 1993, pp. Charting the course. Khermouch, G. (1997, January). People just don't buycoffee; they buy particular flavors of coffee. Anheuser-Buschimproved the taste of that company's O'Doul's non-alcoholic beer, andO'Doul's has become the segment leader in the premium-price group.Miller's Sharp's non alcoholic beer has not kept pace with O'Doul's insales. Changes occurring in the beer distribution system are threatening manybrands of non-alcoholic beer (Khermouch & Benezra, 1996, pp. Beverage World,114(1599), 138. 1). (1995, 15 May). 347).This criticism has caused the industry to moderate its approach to massadvertising. offer beer flavors such as Peach Melba, Juicy Lemon, Passion Fruitand Strawberry. (1994, 16 May). Some brands of non-alcoholic beer begin life as fullstrength beer from which the alcohol is extracted. As the data presented in the chartindicate, the downward trend has been almost uniform since 1991. Dawson, H. 138). If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.