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The US alcoholic beverages market represented approximately 55% of the overall beverage market revenues in the US in 2012. The leading factors which have been driving the market over the period 2006-2012 include increasing demand for flavored alcoholic beverages and ready to drink cocktails, increasing investment in brand building by the companies, major consolidations, off-premise sales and drinks with low-calorie and low-alcohol content.
The US alcoholic beverages market has been driven majorly by the constant incline in the demand for low calorie and flavored alcoholic beverages. The increasing health consciousness among the Americans, especially amongst women consumers has pumped the demand for low calorie alcoholic beverages and this trend is likely to swell the market in the future as well. Bud Light and Coors Light are two of the largest selling low calorie alcoholic drinks in the US. People entering the legal age for drinking in the US, and women in general prefer flavored alcoholic beverages. The US population of 21 years and above is increasing expeditiously. Consequently, more people are entering the legal age limit for alcohol consumption.