Graduation Year
2020
Date of Submission
5-2020
Document Type
Campus Only Senior Thesis
Degree Name
Bachelor of Arts
Department
Economics
Reader 1
Heather Antecol
Rights Information
Lukas G Svitek
Abstract
This research paper analyzes the recent rise of premium low-calorie beer brands and beer alternatives (such as, hard seltzers). This paper presents an analysis of past and current trends in the beer market, the rise of the current trend of premium low-calorie beers and alcoholic seltzers, and the factors that go into their success. I analyze the factors that result in increase in sales. I find that products that are premium light beers and seltzers are correlated with higher sales. Calories have no measurable effect on the success of newly introduced beer brands and beer alternatives. My findings indicate that being premium light or a seltzer brand play the biggest roles in product success.
Recommended Citation
Svitek, Lukas, "CALORIES AT A PREMIUM: A COMPARATIVE ANALYSIS OF THE PREMIUM LOW CALORIE TREND IN THE BEER MARKET" (2020). CMC Senior Theses. 2460.
https://scholarship.claremont.edu/cmc_theses/2460
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.
