US beer drinkers have traditionally favoured American-brewed beers. However, according to new data released by online research data and analytics group YouGov, imported beers outperformed domestic brews in 2024 for the first time in terms of popularity (not tangible sales).
The gigantic YouGov survey, which harvests the opinion of 24 million US consumers, measures the ‘popularity’ of a product in terms of consumer awareness, brand perception and loyalty.
In this case, a beer’s popularity score was calculated by ascertaining the total number of consumers who “have heard of” a product, and then assessing the proportion of people who view that product “positively”.
The vast research project, carried out continually with results published every 90 days, reveals that the top three most popular beers in the US in Q3 of 2024 were Guinness, Modelo and Corona.
In fourth place sat Heineken.
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