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Report
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The US beer market shows resilience despite rising costs, tariffs, and changing consumer preferences, with overall sales expected to reach $181 billion by 2030. Growth is driven by increased demand…
US
Beer and Cider
simple
US Beer Market Report 2025
"Beer is at a crossroads caught between rising costs and shifting consumer values. Brands must evolve from being just a beverage to a meaningful connector in real-life moments."
Julia Mills, Food & Drink Analyst
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EXECUTIVE SUMMARY
What you need to know
Outlook for beer
Opportunities
Turn beer into a catalyst for inclusion and belonging
Celebrate and create space for IRL connections
Break the stigma surrounding NA beers by celebrating choice
There’s room at the bar for women
THE MARKET
Snapshot – market size and forecast of beer
Consumers and the economic outlook
Market factors
Consumer sentiment slips, putting beer’s discretionary status at risk
Graph 1: consumer sentiment index, 2022-25
The cost of a cold one is heating up – thanks to tariffs
Graph 2: total beer imports by million, select countries, 2024-25
Graph 3: tariff rates for US imports from select countries, as of August 2025
Gen Zs mixed signals on alcohol call for more-flexible options
Graph 4: awareness of sober-curious lifestyles, by age, 2023
Cannabis isn’t “killing” beer, but it’s expanding the menu
Graph 5: reasons for changes in drinkable cannabis consumption, 2024
Climate change is hitting beer at its roots
Market size and forecast
Beer’s resilience tested by changing tastes and tariffs
Retail sales and forecast of beer
Graph 6: total sales and forecast of beer, at current prices, 2019-30
Retail sales and forecast of beer
Market segmentation
Imported brews thrive amid industry slowdown
Graph 7: total volume sales and forecast of beer, by segment, 2019-27
Graph 8: % change of volume sales, 2020-27
Retail sales of beer, by segment
Market share/brand share
Modelo and Corona lead as imports tap into diverse, flavor-driven demand
Sales of imported, by company
Bud Light and Coors Light slide while Michelob Ultra finds its niche
Sales of domestic, by company
Crowded craft market challenges brands to break beyond local
Volume ales of craft, by company
CONSUMER INSIGHTS
Consumer fast facts
Overview
Consumers take different approaches to beer
Using cluster analysis to segment beer consumers based on attitudes
Graph 15: “classic loyalists,” by select demographics, 2025
Types of alcohol consumed
Beer tops alcohol preference for 1 in 4 consumers
Graph 16: types of alcohol consumed, 2025
Drinking-age Gen Z isn’t abandoning alcohol entirely, but they seek options for moments when they choose not to drink
Gen Z eases into alcohol with mixer-friendly spirits
Graph 17: types of alcohol consumed most often, by generation, 2025
Break the “beer” glass ceiling to build inclusivity
Graph 18: types of alcohol consumed most often, by gender, 2025
Types of beer consumed
Consumers balance familiarity and exploration in beer choices
Graph 19: repertoire of types of beer consumed, 2025
Price hikes could tip the scale towards domestic beer
Graph 20: types of beer consumed, 2024-25
Young drinkers approach beer with less bias, more discovery
Graph 21: types of beer consumed, by generation, 2025
Frequency of beer consumption
For many, beer is more than a beverage – it’s a ritual
Younger beer drinkers are heavy on consumption, high on customization
Graph 22: frequency of beer consumption, by generation, 2025
Beer serves as a connector, not a ritual, for women
Factors in beer choice
Recognition and reliability shape beer preferences
Beer drinkers are split between routine and experimentation
Graph 23: important factors in beer choice, by cluster segments, 2025
Younger consumers embrace risk to discover new brews
Graph 24: important factors in beer choice, by generation, 2025
Beer occasions
From the bar to the living room; beer drinking moves from night out to night in
Beer builds connection through ease and affordability
Graph 25: occasions associated with types of beer, 2025
Tap into seasonal traditions year-round
Beer must compete in a blurred beverage landscape
Graph 26: occasions associated with beer – any type, by generation, 2025
Younger consumers redefine traditional social settings, and by extension the role of alcohol
Price sensitivity
Beer brands are more vulnerable to walkaways than trade-downs
Graph 27: beer purchasing response to price increases, 2025
Consumer priorities in beer shape their response to rising costs
Graph 28: beer purchasing response to price increases, by cluster segments, 2025
Younger consumers adapt, while older consumers hold onto their habits
Graph 29: beer purchasing response to price increases, by generation, 2025
Interest in innovation
Limited-edition flavors spark interest without demanding loyalty
Graph 30: interest in beer concepts, 2025
Flavor and health innovation don’t have to be mutually exclusive
Take cues from alcoholic RTD flavors to reach younger drinkers
Graph 31: interest in beer concepts, by generation, 2025
Health isn’t a commitment, it’s a flexible option
Graph 32: interest in beer concepts, by generation, 2025
Attitudes toward beer
Beer represents more than refreshment – it reflects connection
Graph 33: attitudes toward beer, 2025
Loyalty and openness shape beer preferences
Graph 34: attitudes toward beer, 2025
Beer completes the moment for Gen X and younger
Graph 35: attitudes toward beer – any agree, by generation, 2025
INNOVATION AND MARKETING STRATEGIES
Launch activity and innovation
Beer brands lean on flavor to compete with RTDs and non-alcoholic alternatives
Brands take beer consumers on a cross-cultural flavor trip
Brands brew up indulgence with a dash of nostalgia
Beer finds a place in occasions beyond the bar
Leading beer brands shift towards mindful drinking
NA beers redefine the drinking experience sans the alcohol
Marketing and advertising
Netflix’s “House of Guinness” breathes new life into an old brew
Legacy brands set their sights on locking in Gen Z
Value messaging comes in all shapes and sizes
Heineken envisions a world beyond screens
Michelob Ultra becomes FIFA Club World Cup sponsor
APPENDIX
Market definition
Consumer research questions
Consumer research methodology
Generations
Abbreviations and terms
Forecast methodology
Forecast fan chart methodology
Data
Total sales and forecast of beer, at inflation-adjusted prices, 2019-30
Average annual household spending on beer, 2019-25
Total volume sales and forecast of beer, 2019-27
Total volume sales of beer, by segment, 2023 and 2025
Total volume sales and forecast of light beer, 2019-27
Total volume sales and forecast of super-premium and premium beer, 2019-27
Total volume sales and forecast of imported beer, 2019-27
Total volume sales and forecast of craft beer, 2019-27
Total volume sales and forecast of popular beer, 2019-27
Total volume sales and forecast of ice beer, 2019-27
Total volume sales and forecast of malt liquor, 2019-27
Volume sales of leading flavored malt beverage brands, 2023-24
Volume sales of leading hard seltzer brands, 2023-24
Volume sales of leading ice beer brands, 2023-24
Volume sales of leading light beer brands, 2023-24
Volume sales of leading malt liquor, 2023-24
Volume sales of leading popular beer brands, 2023-24
Volume sales of leading super premium and premium brands, 2023-24
US Beer Market – Analysis and Insights
The US beer market shows resilience despite rising costs, tariffs, and changing consumer preferences, with overall sales expected to reach $181 billion by 2030.
US Beer market growth is driven by increased demand for imported and non-alcoholic beers, even as traditional domestic and craft segments decline.
On the consumer side, younger drinkers, especially Gen Z and Millennials, lead a shift toward flavor exploration, variety, and moderation.
The rise of the sober-curious movement and interest in non-alcoholic options reflect a desire for more personalized and inclusive drinking experiences.
Beer’s role as a social connector remains strong, but today’s consumers want products that fit a range of occasions, from gatherings at home to activity-based meetups, and value brands that embrace innovation and inclusivity.
Key Topics Covered in the Report:
Types of alcoholic beverages consumed
Varieties of beer consumed
Frequency of beer consumption
Important factors in beer selection
Occasions associated with different beer styles
Price sensitivity to beer
Interest in beer innovation
Attitudes toward beer
Report Attributes
Details
Published Date
November 2025
Report Author
Julia Mills, Food & Drink Analyst
Market Data Range
2019-2030
Sales Data Included
Volume and Value sales data for domestic and imported beer for home (off-premise) and on-premise consumption
Consumer Data
2,000 internet users aged 22+, August 2025
Market Segmentation
Light beer, Super-premium and premium beer, Imported beer, Craft beer, Popular beer, Ice beer, Malt liqour
Leading Brands in the US Beer Market
Modelo Especial, Corona Extra, Heineken, Stella Artois, Pacifico, Guinness Stout, Bug Light, Coors Light, Michelob Ultra, Budweiser, Samuel Adams Boston Lager, Goose Island,
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