Beer trends statistics

Top 15 Beer Trends: Beer Stats and Trends (2024)

Caroline PriceAuthor

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Beer Trends: What's Changing and Why It Matters

As the landscape of the restaurant industry evolves, so too do the preferences and behaviors of consumers. Among the myriad of beverages served, beer continues to reign supreme, captivating the taste buds of patrons across the nation. According to the Toast 2023 Restaurant Trends Report, beer is not only the most popular alcoholic beverage in U.S. restaurants but also exhibits intriguing patterns in consumption based on geography and seasonality.

Key Insights from the Toast Q2 2023 Restaurant Trends Report:

  • Beer Dominance: Beer remains the most popular alcoholic beverage in U.S. restaurants.

  • Regional Variations:

    • Minnesota leads beer consumption with sales 53% higher than the national average per restaurant location.

    • Kansas and Pennsylvania also rank highly in beer sales.

  • Seasonal Trends: There is a noticeable spike in beer consumption during the summer months, highlighting the demand for refreshing beverages in warmer weather.

Understanding these shifts can help restaurant owners and brewers tailor their offerings to align with customer preferences, thereby enhancing the dining experience and maximizing sales.

As we delve deeper into the current beer trends, we’ll explore the influences shaping consumer choices, the rise of craft breweries, the impact of sustainability practices, and how restaurants can effectively adapt to this dynamic market. Whether you’re a restaurateur, brewer, or simply a beer enthusiast, the insights gathered here will illuminate the fascinating world of beer in the U.S. restaurant industry.

Top 15 Beer Trends

Trend 1: The Rise of Non-Alcoholic and Low-Alcohol Beers

What is the trend:

Non-alcoholic (NA) and low-alcohol beers are experiencing explosive growth, appealing to a health-conscious and sober-curious demographic that wants to enjoy beer without the effects of alcohol. These options offer full flavor with little to no alcohol content, positioning themselves as beverages for responsible enjoyment.

What is contributing to the trend and who is adopting it:

This trend is being fueled by broader cultural shifts toward wellness, moderation, and mindfulness. Brands like Heineken 0.0, BrewDog’s NA options, and Athletic Brewing are pioneering the way, with offerings that target athletes, those abstaining from alcohol for health reasons, and consumers seeking moderation during social events. Millennials and Gen Z are the primary adopters, but older generations are also increasingly embracing these options.

Signals of staying power or flash in the pan:

Non-alcoholic beer sales grew by more than 30% in 2023, according to NielsenIQ, indicating robust demand. As more brewers refine their NA recipes to closely mimic the taste and mouthfeel of traditional beers, this category is expected to cement itself as a mainstay, not just a passing trend.


Trend 2: Craft Beer Diversity and Experimental Flavors

What is the trend:

Craft breweries are at the forefront of experimentation, continually expanding the boundaries of what beer can be. This includes creating brews infused with exotic fruits, spices, herbs, and even ingredients like coffee and chocolate. Sour ales, barrel-aged stouts, and IPAs with unconventional hop profiles are becoming common in beer menus, delighting adventurous palates.

What is contributing to the trend and who is adopting it:

Beer drinkers are increasingly looking for new and exciting experiences, and the craft beer movement has made experimentation its hallmark. Craft breweries—particularly local and independent ones—are driving this trend, offering seasonal and limited-edition releases that encourage curiosity. Consumers, especially those between 25-40, are more open than ever to trying beers that push the envelope, looking for something unique to differentiate their drinking experience.

Signals of staying power or flash in the pan:

As craft beer continues to grow, this trend is expected to endure. Experimentation is now an integral part of the craft beer ethos, with brewers and consumers alike embracing the notion that beer should be fun, innovative, and boundary-pushing. Breweries like Dogfish Head, The Bruery, and Mikkeller have already proven that creativity in brewing attracts a dedicated following.


Trend 3: Sustainability and Eco-Friendly Brewing Practices

What is the trend:

Sustainability is no longer a niche concern but a central focus for many breweries. Eco-conscious consumers are increasingly seeking out brands that prioritize environmental responsibility, from sourcing local and organic ingredients to reducing water waste, utilizing renewable energy, and packaging beer in environmentally friendly materials.

What is contributing to the trend and who is adopting it:

Many breweries are shifting their operations to be more sustainable due to consumer demand and a growing awareness of the environmental impact of beer production. Companies like Sierra Nevada and New Belgium have been early adopters of eco-friendly practices, using solar power and reducing water consumption. This movement is driven by a younger demographic that values sustainability and transparency, and as a result, they gravitate toward brands that share their environmental concerns.

Signals of staying power or flash in the pan:

Sustainability is no longer just a trend but a business imperative. As climate change awareness intensifies, eco-friendly brewing practices will likely become the norm rather than the exception. The industry is poised to continue its shift toward greener operations, driven both by consumer demand and regulatory pressure.


Trend 4: Beer Education and Immersive Experiences

What is the trend:

Beer education has become a prominent trend as consumers seek deeper knowledge and understanding of the brewing process, flavor profiles, and pairing possibilities. Bars, breweries, and restaurants are capitalizing on this by offering immersive experiences such as guided tastings, brewing workshops, and educational events designed to enhance the consumer’s appreciation for beer.

What is contributing to the trend and who is adopting it:

Millennials and Gen Z are eager for experiences that go beyond simply consuming beer—they want to know its story, its origins, and the intricacies of its flavor profile. Breweries, bars, and restaurants are responding by offering pairing dinners, brewery tours, and tasting flights with detailed explanations. This not only adds value but also creates memorable, educational interactions that deepen consumer loyalty.

Signals of staying power or flash in the pan:

The appetite for knowledge and experience-based activities suggests that beer education is here to stay. Breweries that invest in consumer education foster a connection that goes beyond the transaction, creating long-term customers who appreciate the craftsmanship behind each brew.


Trend 5: Culinary Beer Pairings and Elevated Dining Experiences

What is the trend:

Beer is increasingly being integrated into fine dining, with chefs and brewers collaborating to create culinary experiences that elevate beer to the level of wine when it comes to food pairings. Thoughtful beer pairings enhance both the beer and the dish, creating a symbiotic relationship between the flavors.

What is contributing to the trend and who is adopting it:

Fine dining establishments and high-end gastropubs are leading the charge, with chefs incorporating beer into their menus not only as a beverage but also as an ingredient. Diners are more open to trying new things, and beer, with its wide range of flavor profiles, is being appreciated for its ability to complement and enhance food. Menus now commonly feature courses paired with specific beers, from light lagers to robust stouts, depending on the dish.

Signals of staying power or flash in the pan:

The elevation of beer into the realm of fine dining shows no signs of slowing down. As the public’s palate becomes more sophisticated, they are willing to pay more for a complete culinary experience that includes expertly paired beers, ensuring this trend's longevity.


Trend 6: Beer Cocktails and Mixology Innovation

What is the trend:

Beer cocktails are gaining popularity in bars, where traditional beers are mixed with spirits, syrups, and other flavor-enhancing ingredients. These hybrid drinks offer a novel experience, blending the refreshment of beer with the complexity of cocktails.

What is contributing to the trend and who is adopting it:

Bars with a creative flair for mixology are at the forefront of this trend, appealing to patrons who enjoy beer but want to experiment with something different. Craft beer enthusiasts, as well as those looking for lighter, refreshing alternatives to traditional cocktails, are embracing beer cocktails. Popular examples include the “Michelada” and variations of shandies.

Signals of staying power or flash in the pan:

As the mixology movement continues to flourish, beer cocktails are likely to remain a popular offering, especially in trendy bars where innovation is key to keeping the menu fresh and exciting. Their appeal lies in their versatility, making them adaptable to different seasons and occasions.


Trend 7: Regional and Heritage Beer Styles

What is the trend:

There is a resurgence of interest in traditional, regional beer styles that reflect the brewing history and culture of specific areas. From Czech pilsners to Belgian lambics, these beers offer an authentic connection to brewing heritage.

What is contributing to the trend and who is adopting it:

A growing number of consumers are drawn to beers with a strong sense of place and history. This trend is largely driven by beer aficionados and connoisseurs who appreciate the craftsmanship and cultural significance behind these styles. Brewers, particularly small and independent ones, are embracing traditional methods to create beers that honor their regional roots.

Signals of staying power or flash in the pan:

The movement toward authenticity and tradition in beer aligns with a broader cultural trend of valuing craftsmanship and heritage. This trend is expected to grow, particularly as consumers seek out products with meaningful stories and historical significance.


Trend 8: Beer Delivery and Direct-to-Consumer Models

What is the trend:

The convenience of beer delivery services has continued to grow, especially in the wake of the pandemic. Consumers are increasingly ordering beer for delivery, either directly from breweries or through third-party services, to enjoy at home.

What is contributing to the trend and who is adopting it:

This trend has been accelerated by the rise of e-commerce and changing consumer habits, where convenience is highly valued. Breweries are adopting direct-to-consumer models, shipping beer to customers who may not have access to their local taprooms. Services like Drizly and Tavour make it easy for beer lovers to discover new brews from across the country.

Signals of staying power or flash in the pan:

Delivery and direct-to-consumer options are here to stay, as they cater to a broad range of customers who enjoy craft beer but want the convenience of home delivery. The expansion of online alcohol sales will likely continue, supported by advancements in logistics and changes in legislation.


Trend 9: Interactive Taprooms and Community-Oriented Experiences

What is the trend:

Taprooms are evolving from simple tasting rooms into social hubs where patrons can engage in a variety of activities. From trivia nights to live music and community events, breweries are creating interactive, community-focused environments that extend beyond the beer itself.

What is contributing to the trend and who is adopting it:

The desire for social experiences and community engagement is driving this trend, especially among younger consumers who prioritize experiences over material goods. Breweries are capitalizing on this by offering interactive events, such as brewing classes or themed nights, which keep customers coming back and foster a sense of community.

Signals of staying power or flash in the pan:

Taprooms that embrace the idea of creating a communal experience are likely to see sustained success. As consumers increasingly seek out places where they can connect with others and enjoy unique experiences, interactive taprooms will continue to thrive.


Trend 10: Hyperlocal Brewing and Neighborhood Breweries

What is the trend:

Hyperlocal breweries are those that cater primarily to their immediate neighborhoods, emphasizing small-batch production and local sourcing. These breweries focus on building strong relationships with their local communities through collaborations, community events, and supporting local causes.

What is contributing to the trend and who is adopting it:

The craft beer movement's emphasis on locality and community has spurred the rise of hyperlocal breweries. Customers, particularly in urban areas, are drawn to the idea of supporting neighborhood businesses and enjoying beers made with local ingredients. These breweries also often collaborate with local farmers, artists, and chefs to create a truly community-centered brand.

Signals of staying power or flash in the pan:

Hyperlocal brewing aligns with broader trends in food and beverage that emphasize sustainability, community, and small-scale production. As consumers continue to seek out authentic, personalized experiences, hyperlocal breweries are likely to remain a fixture in the beer landscape.


Trend 11: Beer and Wellness Partnerships

What is the trend:

With the wellness movement gaining traction, beer brands are partnering with wellness initiatives to create a space where beer and health-conscious living intersect. This includes sponsoring athletic events, producing lower-calorie beers, and even integrating wellness messaging into their branding.

What is contributing to the trend and who is adopting it:

The rise of active, health-conscious lifestyles is driving the demand for beer that aligns with these values. Beer brands that offer lighter options or sponsor fitness events are appealing to this demographic, particularly younger, fitness-minded consumers. Brands like Michelob Ultra have led the way, positioning themselves as the beer of choice for active individuals.

Signals of staying power or flash in the pan:

As the wellness trend shows no signs of slowing down, beer brands that find ways to authentically align with health-conscious consumers will continue to thrive. This trend represents a long-term shift in how beer can be integrated into a balanced, active lifestyle.


Trend 12: Sour Beers and the Popularity of Tart Flavors

What is the trend:

Sour beers, once a niche category, have exploded in popularity, particularly among beer enthusiasts who appreciate their tart, tangy flavors. These beers, which often incorporate fruits like cherries, raspberries, and citrus, offer a refreshing alternative to traditional beer styles.

What is contributing to the trend and who is adopting it:

The rise of craft brewing has introduced many consumers to sour beers, and their refreshing, complex profiles have attracted both seasoned beer drinkers and newcomers. Sour beers appeal to those seeking out bold, distinctive flavors, with younger drinkers leading the charge in adopting this style. Breweries like The Bruery, Allagash, and Cascade Brewing have become known for their sour offerings.

Signals of staying power or flash in the pan:

As the craft beer market continues to diversify, sour beers are likely to remain popular. Their unique flavor profile sets them apart from more traditional styles, and their versatility allows for endless experimentation with fruits and fermentation techniques.


Trend 13: Canned Craft Beers and Portable Packaging

What is the trend:

Canned craft beers have become the preferred packaging format for many breweries, offering convenience, portability, and environmental benefits. Cans are lightweight, easily transportable, and protect the beer from light exposure, making them ideal for outdoor activities like hiking, camping, or attending events.

What is contributing to the trend and who is adopting it:

As consumers look for more portable and eco-friendly options, breweries have increasingly adopted cans over bottles. Cans are fully recyclable and better for preserving the flavor and quality of the beer. This trend is especially popular among active individuals who want to enjoy craft beer on the go, and breweries like Oskar Blues and Cigar City Brewing have led the charge.

Signals of staying power or flash in the pan:

The shift toward canned craft beer shows no signs of reversing. Consumers appreciate the convenience and sustainability of cans, and as breweries continue to innovate with packaging, this trend will likely remain a dominant force in the beer market.


Trend 14: Breweries as Event Spaces and Social Hubs

What is the trend:

Breweries are increasingly positioning themselves as event spaces and social hubs, offering more than just beer. From hosting weddings to corporate events and community gatherings, breweries are diversifying their revenue streams by becoming venues for special occasions.

What is contributing to the trend and who is adopting it:

As breweries look for ways to increase foot traffic and foster a sense of community, many are investing in creating spaces that can accommodate large gatherings. This trend appeals to both consumers looking for unique event venues and businesses seeking casual, relaxed environments for team-building activities. The integration of local art, live music, and food trucks further enhances the appeal of breweries as multifunctional spaces.

Signals of staying power or flash in the pan:

As long as breweries continue to provide flexible, inviting spaces, they will remain popular destinations for events. This trend is likely to grow as breweries continue to innovate in terms of the experiences they offer, extending beyond the traditional tasting room.


Trend 15: Brewery Collaborations and Limited-Edition Releases

What is the trend:

Collaborations between breweries are becoming increasingly common, with breweries joining forces to create limited-edition beers that combine their unique strengths. These collaborative releases are often highly anticipated by beer enthusiasts, offering one-of-a-kind brews that showcase the creativity and expertise of multiple brewers.

What is contributing to the trend and who is adopting it:

The craft beer community is inherently collaborative, and breweries see collaborations as a way to push the boundaries of innovation while also sharing resources and audiences. These releases are particularly popular among beer aficionados who seek out rare, limited-edition brews. Events like exclusive tap takeovers and release parties build excitement and attract crowds, helping both breweries involved gain exposure.

Signals of staying power or flash in the pan:

Brewery collaborations are likely to remain a fixture in the beer industry, as they allow for continued creativity and engagement with consumers. The excitement generated by limited-edition releases ensures that this trend will maintain its popularity, especially among dedicated craft beer fans.


Conclusion

These 15 trends are reshaping the beer industry in profound ways, offering opportunities for innovation, community building, and sustainability. By staying attuned to these evolving consumer preferences and market dynamics, bars, breweries, and restaurants can position themselves for success in a rapidly changing landscape. Embracing these trends not only keeps businesses competitive but also fosters deeper connections with customers who are looking for more than just a good pint—they want an experience.

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