INDIANAPOLIS ( MainStreet) -- Craft beer lovers love to boast about how their beer is booming while "yellow beer" fizzles, but on Super Bowl Sunday they're drowned out by Clydesdale hoofbeats.If craft beer and small, regional brewers are such a game-changing force in American beer, why are they completely absent from the Super Bowl's annual marketing blowout? With Anheuser-Busch now part of by Belgian-Brazilian firm Anheuser-Busch InBev ( BUD), Coors owned by half-Canadian MolsonCoors ( TAP) and Miller owned by South African-born, London-based SABMiller ( SAB), that makes brewers such as Pottsville, Pa.-based D.G. Yuengling & Son and Samuel Adams brewer Boston Beer ( SAM) the two largest American-owned brewers. Shouldn't they buy into America's biggest televised sporting event?
|Anheuser-Busch's exclusivity deal is only part of the reason craft beer is on the Super Bowl sidelines.|
The flat reality of craft beer is that despite all the growth within the industry and excitement about its future, craft and regional brewers still make up only about 5% of all beer sold in the United States, according to the Brewers Association. Anheuser-Busch could spill Boston Beer's 2.3 million during the course of the year and still produce nearly 100 million barrels. MillerCoors, meanwhile, holds only about 29% of the beer market compared with A-B's 48%, but still cranks out more than 60 million barrels of suds a year.