Best in brief: The great American beer?

Brief discussion of the beer market in the USA. From Business Horizons.

Best In Brief

The great American beer?

David Choi and Martin Stack

The USA is a conundrum with regard to beer. A brewing colossus, it is the world's largest producer. Yet where marketing zeal has triumphed over tradition to deliver a bland tasting undifferentiated product. Over 85% of US beer so is homogenous that consumers cannot differentiate in taste tests. At one time the US had thousands of local breweries producing highly individualistic beers. Over time a de facto standard has become the norm and the beer market stuck in a...

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