US Beer Market Report 2024

With many segments in decline, imports are garnering most of the traction in US beer, particularly among female consumers.

Consumption patterns reveal 40% of beer drinkers have altered their habits. Those who have increased their beer intake socialize more, while others are reducing their alcohol consumption. The sober curious movement is influencing these trends, which has led to consumers wanting more non-alcoholic beers, highlighting the need for adaptability within the beer industry.

Given the wide range of beer styles available, educational resources will be important for the future of beer. By helping consumers understand the nuances of different styles and their ideal occasions or food pairings, we can enhance their confidence and encourage greater consumption. To capture the attention of younger adults, variety packs can be effective, as these consumers typically exhibit less brand loyalty than older generations who have more established preferences.

This report looks at the following areas:

Despite marked preferences for brands, styles, and even origin, beer drinkers have broad repertoires that provide stability during a changing market.

Paige Leyden, Research Manager – Foodservice, US

Market Definitions

This Report includes volume and value sales data for domestic and imported beer for home (off-premise) and on-premise consumption. The Report covers the following beer segments, as defined by the Beverage Information and Insights Group:

• Light beer (such as Bud Light and Coors Light; includes low-calorie brands such as Miller 64 and Bud Select 55)
• Super-premium and premium beer (such as Budweiser and Yuengling; as well as “mass-craft” brands like Blue Moon and Shock Top)
• Imported beer (including imported light beer brands)
• Craft beer (such as Boston Beer Co., and Sierra Nevada)
• Popular beer (such as Busch, and Miller High Life)
• Ice beer (such as Natural Ice or Icehouse)
• Malt liquor