The U.S. beer market is in the midst of a transition. Smaller, micobreweries are taking market share from global giants like Anheuser Busch InBev, which has a 47 percent share of the U.S. beer market. These smaller companies target discerning, and often affluent, customers who are the foodies of the beer world.
- According to the article, what are the demographic characteristics of the typical craft beer buyer?
- What is the strategic trend for the larger global breweries?
- Discuss the P/E ratios and dividend yields mentioned in the article and explain what they mean.
Randall, D.K. (2012) Super Bowl 2012: Microbrews Make A Run At Big-Time Beer Makers, Feb. 3 (Retrievable online at http://www.huffingtonpost.com/2012/02/05/super-bowl-microbrews-make-run-big-time-beer-makers_n_1253285.html?ref=business)