After seven years of consistent gains, the U.S. beer market declined 0.3% in 2003 to 2.8 billion 2.25-gallon cases, according to the latest Adams Beer Handbook published by Adams Beverage Group.

“Beer consumption clearly took a hit from the focus on low-carb diets,” said Tiziana Mohorovic, spokesperson for Adams Beverage Group. “Increased competition from spirits and wine products also took its toll.”

Meanwhile, spirits and wine consumption have benefited from the low-carb lifestyle. “Beer was quickly stigmatized as a big source of carbohydrates, whereas spirits and wine are carb free,” said Mohorovic. “Not only has everything low-carb negatively affected the entire beer market, but new low-carb brews also appear to be cannibalizing established light beer brands.”

The Alcohol and Tobacco Tax and Trade Bureau today set the first requirements in how to use the term “low-carb” in marketing for beer and other alcoholic beverages. Under this “interim policy,” beverages must have less than 7 grams of carbohydrates per serving to qualify to be called “low-carb.”

Brands that don’t qualify as “low carb” can be advertised as “reduced carb” or as having “lower carbs” if labeling and advertising provides a comparison to the normal brand’s level.