According to a recent study by consumer‑research firm Innerbody Research, Wisconsin has reclaimed its title as America’s beer capital for the second consecutive year. The analysis, which examined a full year of Google Trends data, measured how often residents across the United States searched for beer‑related terms.
Midwest Crowned “Beer Belt”
Innerbody labeled the Midwest “America’s beer belt,” noting that Kansas, Nebraska, Iowa, North Dakota, South Dakota and Missouri all rank among the nation’s top ten states for beer searches. In fact, every Midwestern state finished within the top twenty, underscoring a deep‑rooted regional culture of beer consumption and production.
State Rankings
Wyoming placed second in the national search‑interest score, followed by Kansas, Nebraska and Iowa in third, fourth and fifth place respectively. On the opposite end of the spectrum, states along the Pacific coast showed markedly lower interest. Alaska, Washington, California, Oregon and Hawaii all fell into the bottom ten for beer‑related searches.
Brand Loyalty Remains Regional
Researchers highlighted that historic market entry continues to shape brand dominance. “Miller dominates in Wisconsin because it was first to market there,” explained Jean‑Pierre H. Dubé, a marketing professor at the University of Chicago Booth School of Business. “Budweiser, meanwhile, first entered St. Louis and still holds sway in that market.”
Samuel Adams, launched in Boston, is credited as one of the earliest successful craft brewers to achieve national distribution. Michelob Ultra generated the most search interest among the brands examined, leading in Alabama, Nevada and Oklahoma.
Imported and Premium Choices
Stella Artois topped the list in a surprising number of states, including Arizona, Florida, Georgia, Hawaii, Illinois, Louisiana, New York, North Carolina, South Carolina, Tennessee, Virginia and Washington, D.C. While perceived as a premium beer in the United States, Dubé noted that the brand does not carry the same premium reputation in its home market of Belgium.
Changing Consumer Preferences
Brewers Association President and CEO Bart Watson pointed to the growing appeal of lower‑calorie and lower‑alcohol options. “One of beer’s strengths is the many options for lower calories and ABV relative to other adult beverages,” he said. Light‑beer varieties and low‑carb options have become increasingly popular, especially among younger drinkers.
Dubé’s research also suggests that early exposure to particular brands can shape lifelong preferences. “Millennials in cities with few craft brands at age 21 drink way more national‑brand beer today – Bud and Miller – than millennials in cities with relatively more craft beer brands when they came of age,” he explained.
Sales vs. Search Interest
Beer Marketer Insights reported that Michelob Ultra has overtaken Bud Light and Modelo Especial to become the top‑selling beer in the United States by volume this year. However, Watson cautioned that sales figures do not always mirror search interest. “A sales map would undoubtedly look very different,” he said, adding that beer should ultimately be enjoyed responsibly with friends and family.
Overall, the Innerbody findings signal a renewed curiosity about beer brands and regional preferences, even as the market continues to evolve with new product offerings and shifting consumer habits.
Original reporting: Fox News (HLL/CB) — read the source article.
