Top 10 Beer Trends and Statistics from 2024
Tyler MartinezAuthor
Beer Trends and Statistics
Beer sales are up despite many other markets still feeling the economic crunch from the pandemic. Consumers stay eager for craft breweries that offer brews with elevated complex flavor profiles.
In 2021, beer sales were up by 1%. More specifically, craft beer sales grew by 8%, raising the overall market volume for independent brewers to 13.1%. In other words, it’s a solid time to be a craft brewer or craft beer drinker.
Since the pandemic is ending, the driving sector of beer sales is shifting back into bars and restaurants from retail. Nationally, beer makes up a $100 billion market - retail sales of craft beer account for just under 27% of that.
Beer is big business. From fruity sour beers to health-conscious, low-ABV lagers, we’ll discuss the beer trends to watch in 2023.
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Health Conscious Beer Enthusiasts Challenge IPAs
Craft breweries are playing into the increased public concern for health that arose out of the pandemic years. Consumers continue to practice moderate drinking habits, turning to lighter beers, such as lagers and low-ABV brews.
IPAs are here to stay. Yet, their place atop the craft brew hierarchy currently is challenged by the shift toward health-conscious drinking. While consumers are showing interest in sweeter hazy-IPAs, some experts predict a turn away from the IPA trend altogether.
The Lager Comeback
Lagers align with the health and wellness trends more than heavy, high-calorie IPAs. Craft breweries are leaning in and promoting classic-style lagers as an attractive alternative. Lagers are light and refreshing, inclining new-age breweries putting creative twists on traditional European recipes.
Lagers have lower ABV and calories, naturally making them more attractive to health-conscious drinkers. Craft breweries continue to reinvigorate old-world recipes across the country. For example, Pilsners have become increasingly popular for their versatility, as they deliver body and complex flavors ideal for anytime refreshment.
Alcohol-Free and Low-ABV Brews
Appealing to health-conscious beer drinkers, alcohol-free and otherwise low-alcohol-by-volume (ABV) beers are gaining popularity, especially among Millennial drinkers.
The audience for non-alcoholic brews is growing as craft breweries begin to create more options. People who only drink occasionally but seek a healthier alternative for the weekdays are embracing the new wave of craft non-alcoholic beers.
Seasonal Beers Spark Joy
Consumers have a love affair with seasonal beers. While many beer drinkers stick to old standards, they are often more likely to try new seasonal brews precisely because of their limited supply.
Both craft breweries and large commercial domestic breweries roll out their seasonal flavors to consumers thirsty for a taste of something new. And, they’re experimenting with a wide range of flavors year-round – caramel for the Fall, warm spices for the Winter, and fruity or floral for Spring and Summer.
Fruited and Sour Beers
Fruited sour beers seem like the next big wave in craft beers. They might not be new, but they have certainly grown in both availability and popularity in the last year. Low-ABV fruited sours are light, refreshing, and complex. They are an excellent way for consumers who prefer wine or cocktails to support local breweries.
Fruited sours often feature local ingredients and flavors, giving consumers more connection to the brew. Taproom and brewery managers say that fruited blondes, pilsners, and sour beers sell faster than other styles. Fruited beers are an approachable entry point into craft brews for many consumers.
Smoked and Barrel-Aged Beers
Smoked beers won’t see a huge volume in sales, but beer connoisseurs are raving over smoked and barrel-aged brews. These beers start with smoked grains that infuse deep, complex flavors during brewing. Other breweries choose to age beers in oak barrels previously used to age whiskey, which gives the brew a syrupy texture and rich flavor.
Smoked and barrel-aged beers might not be popular with the average consumer, but they bring a fresh diversity to the craft brew market. When carefully paired with meals in upscale taprooms, these brews attest to the range and versatility of craft beers that rivals wine and cocktails.
New Tech in Hops and Yeast
Craft breweries are seizing their moment and continuously pushing the envelope. Breweries seeking more nuanced flavors and bolder aromas are experimenting with concentrates packed with thiols, a family of compounds that deliver bright, tropical fragrances. Many of these products derive from the skin of wine grapes.
Bioengineered yeast is another way that brewers are innovating. Omega Yeast in Chicago and Berkeley Yeast in California are creating yeast strains to promote the development of specific compounds and achieve more complex flavors. These evolutions in beer science will only continue. With climate change and the global economy affecting the supply of hops and fruits, more brewers will turn to synthesized ingredients to achieve bolder flavors.
Domestic Malts
Pandemic inflation and global supply chain disruptions impact every facet of brewing. Fortunately, domestic malt growers and processors are there to fill gaps in demand. Working with domestic malts reduces the carbon footprint of brews and allows breweries to develop closer relationships with maltsters.
The Craft Maltsters Guild provides resources on domestic malts for brewers, including a craft malt finder that connects brewers with a list of domestic malthouses. While climate change continues to present challenges to growers, brewers can meet some of the challenges by working closely with a maltster.
Local Breweries Launch Taprooms
Taprooms and brewpubs - restaurants owned and operated by local breweries - are still growing as a way for brewers to increase their sales outlets. Instead of competing for space on retail shelves, breweries are creating themed restaurants to make up for distribution. Taprooms are also great for marketing to local consumers, piquing the interest of new customers with a novel attraction.
With multiple restaurants forced to close during the pandemic, there is a lot of space available for breweries to move into. Consumers are getting back to traveling and private dining, and breweries are a fun destination for beer drinkers. Serving a range of unique creations, from hard seltzers, canned cocktails, and - of course - special seasonal brews, fans of the brand feel the incentive to visit.
Accommodating Consumers and Inclusive Workplaces
Big players in the brewing industry are moving to create change. The craft brewing industry is working to combat discrimination by establishing workplaces that are safe spaces for both customers and staff. Stakeholders such as The Brewers Association, Cicerone Certification Program, Pink Boots Society, and others created the Brewing, Respect, and Unity (BRU) Coalition to tackle discrimination and sexual harassment by organizing training and creating codes of conduct.
For many, brewing is a passion that becomes a career. A brewery’s employees are their most valuable resource, and creating inclusive workplaces is critical to creating jobs that attract and retain the best talent.
BRU isn’t just about workplaces - it’s about consumers, too. They promote safe, inclusive events that are welcoming to everyone. The trend of health-conscious, gluten-free, and non-alcoholic brews is a testament to the industry’s goal of accommodating differences.
Brew a path to success in 2023 with these beer trends!
The lingering effects of the pandemic and global supply chain disruptions bring challenges to craft breweries. But beer continues to be big business. Innovative breweries are finding ways to keep consumers coming back for more. These trends can help brewers meet ongoing challenges and their sales goals in 2023.
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