What's Changed? Does Beer Advertising Affect Consumption in the United States?
Gary B. WilcoxThe University of Texas at Austin
Harsha GangadharbatlaThe University of Texas at Austin
INTRODUCTION
What has changed in the US beer market? Since 1970, there have been both significant marketplace and brand transformations. From the introduction in the mid-1970s of the light beer category to the recent increases in the imported beer category, the past three decades have seen light beer sales grow from a segmentation concept to 45% of the market, and imported beer market share increase from less than 1% in 1970 to...