In 1999, the imported beer market was valued at $4.1 billion. By the end of 2004, it is projected to reach $7.4 billion. Although comprising only a small portion of the U.S. beer market, imported beers are growing at a rate that would be envied by domestic beer producers. Part of the growth lies in imported beer’s perceived value as a high-quality product which, while more expensive than many domestic beers, is an affordable luxury enjoyed across all income levels. The continued popularity of Mexican beers, especially the market leader Corona, keeps the market growing.

Areas for potential growth include ethnic groups and light/low calorie products, of which there are few in this market. Regardless, sales of imported beer are projected to continue steady growth, as American consumers continue to demand high-quality, full-flavored beverages.

For the purposes of this report, the following definitions have been used:

Imported beer refers to all beer products produced outside of the U.S. This beer would be purchased for at-home consumption (sold in cans and bottles) and includes:

light/low calorie

low-carb

premium/super premium

standard

craft/microbrews

Excluded from this report are:

domestic beer products

products brewed at home from kits or ingredients

malt products such as Zima