What’s changed? Does beer advertising affect consumption in the United States?

Beer consumption is predominantly male in the U.S. and has increased only slightly since the 1970’s.

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...