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Gartner L2 Digital IQ Index
Beer brands in the U.S. are facing a secular decline in volume sales alongside shifting consumer preferences favoring craft brews, imports, and new product categories. Despite mega-mergers observed internationally, the limits of further industry consolidation domestically is leading to greater separation between established digital leaders and laggards, with top brands inching ahead on mobile and e-commerce investments. The 4th annual Digital IQ Index: Beer U.S. report benchmarks the digital performance of 61 Beer brands with a local brand presence. This is the first study in a four-part series, including regional rankings for: Mexico, the United Kingdom, and China.
June 8, 2016
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Mexico is the world's largest beer exporter, but brands are struggling at home to find footing in a massive and growing digital arena. In a static market dominated by domestic mass beers, select brands are investing in mobile e-commerce and innovative social media campaigns, pushing far ahead of brands that have shunned digital.The 1st annual Digital IQ Index: Beer Mexico report benchmarks the digital performance of 29 Beer brands with a local market presence. This is the second study in a four-part series, including regional rankings for: the United States, the United Kingdom, and China.