Now you might think that beer has an image problem. But the problem is really 
more subtle. Beer is a completely self-confident brew. Beer drinkers have an image problem. But, since the industry cannot fix drinkers, brewers lead by Anheuser-Busch and the Beer Institute are developing a campaign to boost the image of beer relative to other alcoholic beverage choices. The campaign will include advertising and a website called Herestobeer.com (which is not online yet—I checked.) Advertising aims to educate consumers about the social value of beer, and the campaign will romance the product similar to efforts in the wine industry. Beer still dominates alcohol consumption in the US with about 51.4% market share of alcoholic beverages. This is down from 54% the year before, and brewers are concerned. Read more from CNN Money.
"Spirits are perceived as affordable luxury," say spirits industry economist Ozgo. "People are more careful with their spending today. Maybe they can't buy a $40,000 BMW but they're willing to buy a good $60 to $70 bottle of Scotch. You don't get that kind of trading-up feeling with beer." Marketing Blurb says, who can tell? Let me have a shot of each, and the Bimmer.
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