Beer brand advertising and market share in the United States: 1977 to 1998
Gary B. Wilcox The University of Texas at Austin
INTRODUCTION
Since the early to mid1980s, US brewers have encountered a number of challenges in the marketplace. From a period of steady growth during the 1970s, the beer industry reached a sales plateau where the primary emphasis has been on competition between the leading companies (see Figure 1). During the past 10 to 12 years, market share battles have become the major objective of the surviving companies.
Central to this competition is advertising. Total...