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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.


  1.  According to the article, what are the demographic characteristics of the typical craft beer buyer?
  2. What is the strategic trend for the larger global breweries?
  3. 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