Pilsners, pale ales, brown beers, dark lagers and stouts: there's so many different types of beer to choose from to help you socialize with friends, watch that boring ball game or simply drown your sorrows. But despite a craft "revolution" - especially in the U.S. - the long-term trends for beer don't look great, with market share being squeezed by rivals like spirits and soft drinks.
A round of research notes this month did little to lighten the mood on the big businesses behind the brewing of beer, with Renaissance Capital highlighting that beer growth rates have slowed in the past decade.
"Changes in the global workforce and narrowing income gaps, favoring women, plus millennials' preferences for non-beer products have contributed to beer's softer trends, in our view," said Rey Wium, a beverage analyst at the investment banking firm, in a note on Wednesday.
Beer volume growth over the past five years has been 2.1 percent, according to Wium, who credited data from research specialists Canadean. This was down from 2.8 percent a year over the past 10 years.
Statistics from Euromonitor reveal a similar trend. When adding together volumes sold for beer, spirits, and soft drinks, the former had a 24 percent share in 2009, according to the research firm. The global population is set to consume more of each by 2018, but the share of beer that is drunk would have crept down to 21 percent, according to its data.