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Bud and Miller Are Trying to Hijack Craft Beer-and It's Totally Backfiring

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InBev and MillerCoors loom over the US beer landscape like well, like one of those monstrous inflatable Bud Light bottles that spring up at certain football tailgate parties and outdoor concerts. Together, the two global giants own nearly 80 percent of the US beer market. InBev alone, corporate owner of Budweiser, spends a staggering $449 million on US advertising.

But also, like those vast blow-up beer bottles, their presence is not-so-faintly ridiculous and always teetering. The industry's signature light beers are suffering a "slow, watery death," BusinessWeek recently reported, their sales declining steadily.

Meanwhile, independent breweries cranking out distinctive product-known as craft breweries-are undergoing an accelerating renaissance. "Sales of craft beers grew 16 percent in volume over the past year versus a 1.7 percent decline for the biggest U.S. beer brands," Bloomberg reported in January. And new craft breweries are budding like hop flowers in spring. Here are the latest numbers, just out from the Brewer's Association. Note that that the number of US craft brewers has nearly doubled since 2010, and grew 20 percent in the past year alone.    


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