Industry: Brewing Up New Business

What lives in an Eastern or Mid-western city, ranges in age from 21 to 40, earns about $7,500 a year and is thirstier than a Bavarian immigrant? Answer: the typical U.S. beer drinker. Beer production in the U.S. last year reached 98.5 million barrels, or 27 gallons for every adult. No less than 75% of this sea of suds, however, was downed by those 21-to-40 urbanites, who constitute only 20% of the population. Since the group's size is due to increase 11% by 1970 and another 37% by 1980, even higher beer sales...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!