Graduation Year
2016
Date of Submission
11-2015
Document Type
Open Access Senior Thesis
Degree Name
Bachelor of Arts
Department
Economics
Reader 1
Oana Tocoian
Terms of Use & License Information
Rights Information
© 2015 Alex J Herrera
Abstract
For centuries the world’s biggest breweries, including Anheuser-Busch InBev and MillerCoors, have been producing America’s favorite beers like Budweiser and Coors Light. However, more recently smaller, craft breweries have seen significant expansion as a growing number of Americans are drinking craft beers. How has this recent trend affected the beer market in the United States? More specifically, how has the recent success of craft breweries affected Anheuser-Busch InBev and MillerCoors? I examine the economic factors that have led to craft beer’s success in a highly competitive market, and further, how this success has impacted Anheuser-Busch InBev and MillerCoors. My study reveals that the premier quality of craft beer has distinctively separated itself from the traditional American lagers, like Coors and Bud Light. Furthermore, as the United States has experienced economic growth, more and more Americans are choosing craft beers over these American lagers. In final, I examine and explain Anheuser-Busch InBev and MillerCoors’ recent multi-billion dollar investments into the craft beer industry.
Recommended Citation
Herrera, Alex J., "Craft Beer Expansion in the United States" (2016). CMC Senior Theses. 1279.
https://scholarship.claremont.edu/cmc_theses/1279
