I think the article is referencing historical origins rather than current trends.
At one time, remember, beer was the thing everyone drank as it was safe while plain water was not. Wine was too strong and in colder climates too difficult to grow, booze was too strong for a morning or afternoon drink for the most part and traditionally in many cultures there would be a weaker less agressive version of any drink for the ladies.
I grant that the author does attempt to imply that the loss in market share from the big guys is all going to the craft brewers which is obviously false. He also implies that bud lost 30% market share which I think is probably not accurate, perhaps 30% of the share of the market it previously enjoyed which is a different number altogether.
But the central argument that it would be (and is) nice to see a trend towards more locally produced suds is right on in my opinion.
If Budwieser - the brand - lost 30% of the market share, where did it go? A little to craft, a little more to imports, and a lot more to Bud Light, which is the biggest brand in the USA, no?
His research leaves something to be desired. This looks like some better research to me. Nothing about ladies demanding less flavorful beers. If you look into the history of Belgian beer, it was pretty much table beer when Pilsner was invented, not the stuff we see today.