Brewers are shifting marketing spend away from low-end beers

03/24/2013 | Advertising Age (tiered subscription model)

Cheap, "subpremium" beer brands are in decline, and brewers are responding by shifting their ad dollars to more expensive brands. Measured media spending on Natural Light, Busch Light, Busch, Miller High Life and Keystone Light dropped from $22.4 million in 2011 to $6.9 million last year, according to Kantar Media, while sales of craft beers were up in the same period. "Consumers are much more likely to 'brand' themselves by what they drink, be it a quirky, heavily hopped IPA, or a 'sophisticated' Stella; whereas Natty Light and Beast Light have, if anything, negative brand badging," says Trevor Stirling, a Sanford C. Bernstein beverages analyst.

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