2025
9
US Beer Market Report 2025
2025-11-20T14:03:02+00:00
REP85E1C802_B891_4CBE_BFBB_B30C328BE8CD
3695
188787
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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

Julia Mills, Food & Drink Analyst

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  1. 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
  2. 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
  3. CONSUMER INSIGHTS

    • Consumer fast facts
    • Overview
    • Consumers take different approaches to beer
    • Using cluster analysis to segment beer consumers based on attitudes
    • Graph 9: clustering component alignment – beer drinker segments, 2025
    • Authentic aficionados
    • Graph 10: cluster analysis of attitudes toward beer – authentic aficionados, 2025
    • Graph 11: “authentic aficionados,” by select demographics, 2025
    • Trendy explorers
    • Graph 12: cluster analysis of attitudes toward beer – trendy explorers, 2025
    • Graph 13: “trendy explorers,” by select demographics, 2025
    • Classic loyalists
    • Graph 14: cluster analysis of attitudes toward beer – classic loyalists, 2025
    • 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
  4. 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
  5. 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 AttributesDetails
Published DateNovember 2025
Report AuthorJulia Mills, Food & Drink Analyst
Market Data Range2019-2030
Sales Data IncludedVolume and Value sales data for domestic and imported beer for home (off-premise) and on-premise consumption
Consumer Data2,000 internet users aged 22+, August 2025
Market SegmentationLight beer, Super-premium and premium beer, Imported beer, Craft beer, Popular beer, Ice beer, Malt liqour
Leading Brands in the US Beer MarketModelo 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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