Beer in the U.S. through 2028: Market Essentials

2024

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This comprehensive market research report on the largest beverage alcohol segment examines trends and top companies' strategies and gives a picture of the entire beer market and its many nuances. It provides preliminary 2024 statistics on key sub-segment trends including beer, FMBs, cider and non-alc beer, plus projections through 2028. Discusses and provides data to back conclusions regarding innovation transforming the category, leading brands, packaging and channels of distribution. It also offers data on regional markets, demographics, advertising, five-year growth projections and more. Plus, volume, sales, growth and market share data is provided for leading craft brews, microbrews and brewpubs!

The report presents the data in Excel spreadsheets, which it supplements with a concise executive summary highlighting key developments as well as a detailed discussion of the leading beer companies.

2024 Edition - Published January 2025.
Data through 2023 and market projections through 2028.
More than 170 Excel tables plus an executive summary detailing trends and comprehensive profiles of leading companies, their brands and their strategies.
Immediate download; PDF, Word and Excel formats; 3-user access.

Beer in the U.S. through 2028: Market Essentials

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Get superior data, market insights and industry perspective to analyze beverage segments, evaluate opportunities and benchmark performance.

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Table of Contents

The answers you need

Beer in the U.S. through 2028: Market Essentials is the culmination of an extensive body of industry research conducted each year by Beverage Marketing Corporation. This report provides in-depth market data, shedding light on various aspects of the beer market, enabling users to gain insight into this huge and multi-faceted industry and its challenges. Questions answered in this report include:

What are the growth prospects for regular domestic, light and imported beer in the United States?
How did flavored malt beverages (FMBs), including hard seltzer, perform?
How are no-alcohol beers faring? Is their share of the total beer/cider market increasing?
How many gallons of beer did U.S. residents consume in 2023, and how did that differ from previous years? Which U.S. regions were strongest?
Which brands and segments grew in 2023 and which did not?
Which segments of the market will gain share by 2028?
How did developments in the craft beer market compare with those of large, traditional national brands?
Which are the leading distribution points for beer and how have market share figures changed in the past five years? What will the next five years likely bring in terms of distribution?
What are the prospects for a turnaround in beer by 2028?

This report features

The report provides essential information on category volume, retail dollar and wholesale dollar sales, and per capita consumption figures. BMC's research provides an in-depth look at the leading companies and brands in the category. Multiple facets of the beer market, including regional data, volume by package type as well as volume by distribution channel, are covered in this industry report.

Advertising expenditures are broken down by 18 media types and demographic data are included, along with statistics regarding the craft and FMB segments. Backed by Beverage Marketing's reliable, all-sales-channel-inclusive data, users of this data-driven market research report get a thorough understanding of all aspects of the beer market including:

A look at the all-sales-channel-inclusive historical and current statistics of the beer market.
Data comparing packaged versus draft volume.
Volume, share and growth of the overall beer marketplace as well as its various segments, including domestic light, value, regular, premium and super-premium; FMBs, including hard seltzer; craft; malt liquor, non-alcohol and more.
Detailed sales statistics for the leading companies and brands. Coverage includes brands offered by Anheuser-Busch InBev, Molson Coors Beverage Company, Constellation Brands Beer Division, Heineken USA and Diageo Beer Company. Data include volume, growth and market share statistics for key companies and brands.
Beer volume by packaging type and distribution channel.
Advertising expenditures of the leading beer companies and brands and a look at category spending by media type (including Internet and Hispanic-targeted advertising).
An understanding of the share of volume sold through key on-and-off channel outlets.
Demographic profiles comparing consumers of key beer brands.
Five-year projections for the beer market and its segments. Includes compound annual growth rates through 2028 for packaged and draft beer, regional and state volume, and volume by distribution channel.

As marketers shift their strategies and innovate to meet challenges brought on by changing consumer trends, beer will continue to be a segment to watch, especially with the recent growth in FMB volume fueled by hard seltzer brands. Beverage Marketing Corporation's report provides the reliable historical, current and projected data required to take advantage of opportunities for growth for those within, or competing against, beer.

EXECUTIVE SUMMARY

The U.S. Beer Market

The Beer Market pg 1

Overview & Issues pg 1
Volume Trends pg 2
Per Capita Consumption Trends pg 2
Wholesale Dollar Sales Trends pg 3
Retail Dollar Sales Trends pg 3
Segment Trends pg 4
Packaging Trends pg 4
Distribution Trends pg 5

The Projected Beer Market pg 6

Overview & Issues pg 6
Volume Forecasts pg 7
Per Capita Consumption Forecasts pg 8
Wholesale Dollar Sales Forecasts pg 9
Retail Dollar Sales Forecasts pg 9

THE LEADING BEER COMPANIES AND THEIR BRANDS

The Beer Companies and Their Strategies

Overview pg 1
The Brewing Industry Responds to Covid-19 pg 5

Anheuser-Busch InBev

Overview pg 8
Marketing pg 65
Management pg 99

Molson Coors Beverage Company

Overview pg 101
Marketing pg 125
Management pg 140

Constellation Brands Beer Division

Overview pg 145
Marketing pg 149
Management pg 156

Heineken USA

Overview pg 159
Marketing pg 163
Management pg 173

The Boston Beer Company

Overview pg 174
Marketing pg 179
Management pg 190

D.G. Yuengling & Son, Inc.

Overview pg 192
Marketing pg 196
Management pg 200

Diageo Beer Company

Overview pg 201
Marketing pg 204
Management pg 206

Sierra Nevada Brewing Company

Overview pg 208
Marketing pg 211
Management pg 213

New Belgium Brewing Company

Overview pg 214
Marketing pg 216
Management pg 219

Spoetzl Brewery

Overview pg 221
Marketing pg 222
Management pg 224

Deschutes Brewery

Overview pg 225
Marketing pg 225
Management pg 228

Bell's Brewery

Overview pg 229
Marketing pg 230
Management pg 232

EXHIBITS

1. THE U.S. BEER MARKET

1.1 U.S. Beer Market Volume by Category 1965-2028
1.2 U.S. Beer Market Change in Volume by Category 1976-2028
1.3 U.S. Beer Market Per Capita LDA Consumption 1965-2028
1.4 U.S. Specialty Beer Market Volume by Segment 2018-2023
1.5 U.S. Specialty Beer Market Share of Volume by Segment 2018-2023
1.6 U.S. Specialty Beer Market Change in Volume by Segment 2019-2023
1.7 U.S. Beer Market Domestic and Imported Volume, Share and Growth 1988-2028
1.8 U.S. Beer Market Wholesale and Retail Dollar Sales 2005-2028
1.9 U.S. Specialty Beer Market Number of Breweries 2018-2023
1.10 Beer Seasonality Quarterly Volume Shares by Category 2023
1.11 Beer Seasonality Quarterly Volume Shares 2005-2023

2. THE U.S. BEER MARKET BY REGION

2.12 U.S. Beer Market Volume by Region 2018-2028
2.13 U.S. Beer Market Share of Volume by Region 2018-2028
2.14 U.S. Beer Market Change in Volume by Region 2019-2028
2.15 U.S. Beer Market Per Capita LDA Consumption by Region 2018-2028
2.16 U.S. Imported Beer Market Volume by Region 2018-2028
2.17 U.S. Imported Beer Market Share of Volume by Region 2018-2028
2.18 U.S. Imported Beer Market Change in Volume by Region 2019-2028
2.19 U.S. Imported Beer Market Per Capita LDA Consumption by Region 2018-2028
2.20 U.S. Specialty Beer Market Volume by Region 2018-2028
2.21 U.S. Specialty Beer Market Share of Volume by Region 2018-2028
2.22 U.S. Specialty Beer Market Change in Volume by Region 2019-2028
2.23 East Central Beer Market Volume by State 2018-2023
2.24 Southern Beer Market Volume by State 2018-2023
2.25 Pacific Beer Market Volume by State 2018-2023
2.26 Southwestern Beer Market Volume by State 2018-2023
2.27 West Central Beer Market Volume by State 2018-2023
2.28 Northeast Beer Market Volume by State 2018-2023
2.29 Western Beer Market Volume by State 2018-2023
2.30 The Leading Beer Consumption States Volume 2018-2023
2.31 The Leading Beer Consumption States Share of Volume by State 2018-2023
2.32 The Leading Beer Consumption States Change in Volume by State 2019-2023
2.33 The Leading Beer Consumption States Per Capita Consumption 2018-2023

3. THE U.S. BEER MARKET BY CATEGORY

3.34 U.S. Beer Market Volume by Category 2018-2028
3.35 U.S. Beer Market Share of Volume by Category 2018-2028
3.36 U.S. Beer Market Change in Volume by Category 2019-2028
3.37 U.S. Light Beer Market Volume by Brand 2018-2023
3.38 U.S. Light Beer Market Share of Volume by Brand 2018-2023
3.39 U.S. Light Beer Market Change in Volume by Brand 2019-2023
3.40 U.S. Premium Beer Market Volume by Brand 2018-2023
3.41 U.S. Premium Beer Market Share of Volume by Brand 2018-2023
3.42 U.S. Premium Beer Market Change in Volume by Brand 2019-2023
3.43 U.S. Imported Beer Market Volume by Brand 2018-2023
3.44 U.S. Imported Beer Market Share of Volume by Brand 2018-2023
3.45 U.S. Imported Beer Market Change in Volume by Brand 2019-2023
3.46 U.S. Value Beer Market Volume by Brand 2018-2023
3.47 U.S. Value Beer Market Share of Volume by Brand 2018-2023
3.48 U.S. Value Beer Market Change in Volume by Brand 2019-2023
3.49 U.S. Superpremium Beer Market Volume by Brand 2018-2023
3.50 U.S. Superpremium Beer Market Share of Volume by Brand 2018-2023
3.51 U.S. Superpremium Beer Market Change in Volume by Brand 2019-2023
3.52 U.S. FMB Market Volume by Brand 2018-2023
3.53 U.S. FMB Market Share of Volume by Brand 2018-2023
3.54 U.S. FMB Market Change in Volume by Brand 2019-2023
3.55 U.S. Malt Liquor Market Volume by Brand 2018-2023
3.56 U.S. Malt Liquor Market Share of Volume by Brand 2018-2023
3.57 U.S. Malt Liquor Market Change in Volume by Brand 2019-2023
3.58 U.S. Ice Beer Market Volume by Brand 2018-2023
3.59 U.S. Ice Beer Market Share of Volume by Brand 2018-2023
3.60 U.S. Ice Beer Market Change in Volume by Brand 2019-2023
3.61 U.S. Craft Beer Market Volume by Brand 2018-2023
3.62 U.S. Craft Beer Market Share of Volume by Brand 2018-2023
3.63 U.S. Craft Beer Market Change in Volume by Brand 2019-2023
3.64 U.S. Cider Market Volume by Brand 2018-2023
3.65 U.S. Cider Market Share of Volume by Brand 2018-2023
3.66 U.S. Cider Market Change in Volume by Brand 2019-2023
3.67 U.S. Non-Alcohol Beer Market Volume by Brand 2018-2023
3.68 U.S. Non-Alcohol Beer Market Share of Volume by Brand 2018-2023
3.69 U.S. Non-Alcohol Beer Market Change in Volume by Brand 2019-2023
3.70 U.S. Beer Market Price Categories Comparative Volumes 2018-2023
3.71 U.S. Beer Market Price Categories Comparative Volume Shares 2018-2023
3.72 U.S. Beer Market Price Categories Comparative Volume Growth 2019-2023

4. THE U.S. BEER IMPORTS AND EXPORTS

4.73 U.S. Beer Exports Market Volume by Country 2018-2023
4.74 U.S. Beer Exports Market Share of Volume by Country 2018-2023
4.75 U.S. Beer Exports Market Change in Volume by Country 2019-2023
4.76 U.S. Imported Beer Market Total Volume and Value 1965-2023
4.77 U.S. Imported Beer Market Dollar Value by Country 2018-2023
4.78 U.S. Imported Beer Market Share of Dollar Value by Country 2018-2023
4.79 U.S. Imported Beer Market Change in Dollar Value by Country 2019-2023
4.80 U.S. Imported Beer Market Volume by Country 2018-2023
4.81 U.S. Imported Beer Market Share of Volume by Country 2018-2023
4.82 U.S. Imported Beer Market Change in Volume by Country 2019-2023

5. THE U.S. BEER COMPANIES AND THEIR BRANDS

5.83 Leading Beer Companies Volume 2018-2023
5.84 Leading Beer Companies Share of Volume 2018-2023
5.85 Leading Beer Companies Change in Volume 2019-2023
5.86 Leading U.S. Craft Brewers Volume 2018-2023
5.87 Leading U.S. Craft Brewers Share of Volume 2018-2023
5.88 Leading U.S. Craft Brewers Change in Volume 2019-2023
5.89 Leading U.S. Microbrewers Volume 2018-2023
5.90 Leading U.S. Microbrewers Share of Volume 2018-2023
5.91 Leading U.S. Microbrewers Change in Volume 2019-2023
5.92 Leading U.S. Brewpubs Volume 2018-2023
5.93 Leading U.S. Brewpubs Share of Volume 2018-2023
5.94 Leading U.S. Brewpubs Change in Volume 2019-2023
5.95 Anheuser-Busch Inbev Volume by Brand 2018-2023
5.96 Anheuser-Busch Inbev Share of Volume by Brand 2018-2023
5.97 Anheuser-Busch Inbev Change in Volume by Brand 2019-2023
5.98 Molson Coors Beverage Company Volume by Brand 2018-2023
5.99 Molson Coors Beverage Company Share of Volume by Brand 2018-2023
5.100 Molson Coors Beverage Company Change in Volume by Brand 2019-2023
5.101 Constellation Brands Beer Division Volume by Brand 2018-2023
5.102 Constellation Brands Beer Division Share of Volume by Brand 2018-2023
5.103 Constellation Brands Beer Division Change in Volume by Brand 2019-2023
5.104 Heineken USA Volume by Brand 2018-2023
5.105 Heineken USA Share of Volume by Brand 2018-2023
5.106 Heineken USA Change in Volume by Brand 2019-2023
5.107 Diageo Beer Company USA Volume by Brand 2018-2023
5.108 Diageo Beer Company USA Share of Volume by Brand 2018-2023
5.109 Diageo Beer Company USA Change in Volume by Brand 2019-2023
5.110 The Top 15 Beer Brands Volume 2018-2023
5.111 The Top 15 Beer Brands Share of Volume 2018-2023
5.112 The Top 15 Beer Brands Change in Volume 2019-2023

6. THE U.S. BEER MARKET BY PACKAGED TYPE

6.113 U.S. Beer Market Packaged and Draft Volume and Share 1975-2028
6.114 U.S. Beer Market Change in Packaged and Draft Volume 1980-2028
6.115 U.S. Beer Market Packaged Volume and Share by Container Type 1982-2028
6.116 U.S. Beer Market Change in Packaged Volume by Container Type 1983-2028
6.117 Regional Beer Markets Packaged and Draft Volume 2018-2028
6.118 The Leading States in Packaged Beer Volume 2018-2023
6.119 The Leading States in Draft Beer Volume 2018-2023
6.120 Imported Beer Market Packaged and Draft Volume and Share 1972-2028
6.121 Imported Beer Market Change in Packaged and Draft Volume 1973-2028
6.122 U.S. Imported Packaged Beer Market Volume by Container Type 2018-2028
6.123 U.S. Imported Packaged Beer Market Share of Volume by Container Type 2018-2028
6.124 U.S. Imported Packaged Beer Market Change in Volume by Container Type 2019-2028
6.125 U.S. Imported Packaged Beer Market Dollar Value by Container Type 2018-2028
6.126 U.S. Imported Packaged Beer Market Share of Dollar Value by Container Type 2018-2028
6.127 U.S. Imported Packaged Beer Market Change in Dollar Value by Container Type 2019-2028
6.128 U.S. Specialty Beer Market Estimated Package and Draft Volume 2018-2023
6.129 U.S. Specialty Beer Market Share of Estimated Package and Draft Volume 2018-2023
6.130 U.S. Specialty Beer Market Change in Estimated Package and Draft Volume 2019-2023

7. THE U.S. BEER PRICING

7.131 Consumer Price Indexes Beer and Ale vs. All Items Growth 1975-2023
7.132 Producer Price Indexes Malt Beverages vs. All Items Growth 1990-2023
7.133 Producer Price Index Malt Beverages vs. All Commodities Growth by Package Types 1991-2023

8. THE U.S. BEER DISTRIBUTION CHANNELS

8.134 U.S. Beer Market Estimated Volume by Channel 2018-2028
8.135 U.S. Beer Market Estimated Share of Volume by Channel 2018-2028
8.136 U.S. Beer Market Estimated Change in Volume by Channel 2019-2028

9. THE U.S. BEER ADVERTISING EXPENDITURES

9.137 Domestic and Imported Beer Market Advertising Expenditures 1981-2023
9.138 U.S. Beer Market Advertising Expenditures by Category 2017-2023
9.139 U.S. Beer Market Share of Advertising Expenditures by Category 2017-2023
9.140 U.S. Beer Market Change in Advertising Expenditures by Category 2018-2023
9.141 Leading Beer Companies Advertising Expenditures by Company 2017-2023
9.142 Leading Beer Companies Share of Advertising Expenditures by Company 2017-2023
9.143 Leading Beer Companies Change in Advertising Expenditures by Company 2018-2023
9.144 Leading Beer Companies Advertising Dollars Per Barrel 2017-2023
9.145 Leading Beer Brands Advertising Expenditures by Brand 2017-2023
9.146 Leading Beer Brands Share of Advertising Expenditures by Brand 2017-2023
9.147 Leading Beer Brands Change in Advertising Expenditures by Brand 2018-2023
9.148 Leading Beer Brands Advertising Dollars Per Barrel 2018-2023
9.149 Domestic and Imported Beer Market Advertising Expenditures by Media 2017-2023
9.150 Domestic and Imported Beer Market Share of Advertising Expenditures by Media 2017-2023
9.151 Domestic and Imported Beer Market Change in Advertising Expenditures by Media 2018-2023

10. DEMOGRAPHICS OF THE U.S. BEER

10.152 Demographics of The Beer Consumer 2023
10.153 Demographics of The Budweiser Consumer 2023
10.154 Demographics of The Miller Lite Consumer 2023
10.155 Demographics of The Bud Light Consumer 2023
10.156 Demographics of The Corona Extra Consumer 2023
10.157 Demographics of The Natural Light Consumer 2023
10.158 Demographics of The Heineken Consumer 2023
10.159 Demographics of The Microbrew Consumer 2023
10.160 Demographics of The Samuel Adams Consumer 2023
10.161 Demographics of The Hard Cider Consumer 2023

11. THE U.S. BEER PROJECTIONS

11.162 The Projected U.S. Beer Market Volume 1965-2028
11.163 The Projected U.S. Beer Market Change in Volume 1976-2028
11.164 The Projected U.S. Beer Market Per Capita LDA Consumption 1965-2028
11.165 The Projected U.S. Beer Market Volume and Growth by Category 2023-2028
11.166 The Projected U.S. Beer Market Share of Volume by Category 2023-2028
11.167 The Projected High-End U.S. Beer Market Volume and Growth by Category 2023-2028
11.168 The Projected High-End U.S. Beer Market Share of Volume by Category 2023-2028
11.169 The Projected U.S. Packaged and Draft Beer Markets Volume and Growth by Category 2023-2028
11.170 The Projected U.S. Packaged and Draft Beer Markets Share of Volume by Category 2023-2028
11.171 The Projected U.S. Craft Beer Market Volume 1990-2028
11.172 The Projected U.S. Craft Beer Market Change in Volume 1991-2028
11.173 The Projected U.S. Craft Beer Market Per Capita LDA Consumption 1990-2028
11.174 The Projected U.S. Craft Beer Market Compound Annual Growth 1995-2028