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Currently, the United States beer industry is characterized by flat consumption trends and this is primarily due to greater alcohol awareness, slow population growth and an aging population. The rivalry among existing competitors in the beer industry is definitely strong. The demand for the product is decreasing, which makes it more competitive when trying to gain market share. Switching costs are also very low for consumers, and because of that competition is very intense to gain new market share.
Potential new entrants: In the beer industry, barriers to entry would definitely be high due to the legal costs and the manufacturing and distribution economics of scale required to effectively compete in such a large market...
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