24 hours in a day, 24 beers in a case. Coincidence?
The number of people who prefer to drink beer is rising, according to the results of the latest Gallup Poll. The yearly poll determined that 42% of US drinkers will usually grab a beer, while 31% cited wine as their preferred drink. This marks the first time since 2002 that beer has gained a 10 point lead over wine. In 2005, wine actually surpassed beer as the American drink of choice (39%-36%). However, beer has made a steady comeback since then.
There are several possible reasons for the return to pilsner prominence. One writer contributes the spike in ‘02 to the movie Sideways. A friend who worked for Glacier said that they could not keep Pinot Noir on the shelves, while practically having to give away Merlot. Personally I feel this angle is weak, but I did enjoy the movie. I was already drinking wine by then, but it did help solidify my preference.
Americans love food, and wine gave them another aspect to their meals. Pairing food and wine became a sport to many, and beer was left behind. Even Flavor Flav was in, “White wine is for fish, and red wine goes with salads.” Brewers noticed, and have now begun to market varieties that can be paired with foods also.
I hate to get all political on my readers, but I think the biggest factor has to be the economy. Alcohol is a luxury item. The poll shows that frequency of consumption decreases as income drops. With the dollar being weak and gas prices soaring, there’s just not enough left to throw down $25 a bottle. Especially when you can buy a case of beer for the same price. Age is also a factor. In the under 30 crowd, wine came in a distant third at 19%, compared with beer’s 45% and liquor’s 33%.
What does all this mean? Not much. Beer has and most likely always will be tops in America. It is immediately associated with all our favorite pastimes: barbeque, football, the beach… I think wine has done a fine job of establishing itself in the market recently, and will continue to grow among the more mature crowd. To me, it’s a lifestyle thing. I wasn’t ready for wine when I was 25 or even 30. But today, it has become a part of me.