Economic-Session Beers: At 24-Cents A Can The Threat of Generic Beers Increases

We always hear that beer is recession-proof, but as the economy continues further into the crapper, consumers are apparently turning away from their favorite beers to more affordable options.  I can see it all ready so let me be the first to make a prediction.  Stay tuned as small and large brewers start to create Economic-Session beers.  Instead of low ABV, watch for low-priced beers coming soon to a distributor near you.  Evidence from Bloomburg:

Santiago Rubio, a 46-year-old security guard from Madrid with two kids in university, is so worried about his finances that he’s done the unthinkable –trading in his favorite beer for house-brand suds that cost just 24 cents ($0.30) a can at his local Dia grocery store.

Rubio’s cart should worry consumer-goods makers across Europe, as they grapple with deteriorating consumer confidence, rising unemployment and crimped household budgets. At the same time it heartens retailers like Dia, owned by Madrid-based Distribuidora Internacional de Alimentacion SA, and Jeronimo Martins SGPS SA’s Pingo Doce chain in Portugal, which are goosing sales of their own-label goods.