Hasta La Creative!

As MillerCoors and Anheuser-Busch InBev slog through another down year, executives have routinely cited bad weather and the sagging economy as reasons why consumers are buying less Miller Lite, Bud Light and other so-called premium lights.

But could it just be the taste? A new survey suggests that could be the case.

Of consumers drinking fewer big light beer brands, 27% said the main reason is “getting tired of the taste,” while 21% said they were “consuming more types of other beer,” according to ConsumerEdge Insights’ Beverage DemandTracker, a periodic survey of U.S. adults who consume alcohol at least once a week. Economic factors, the reason so often cited by big marketers, ranked third, at 20%.

Continue reading at AdAge.com