Shifting Trends in American Beer: From Craft to Lagers

2

Explore the evolving landscape of American beer, highlighting the shift from craft brews to light lagers and non-alcoholic options. Discover the reasons behind this change.

Introduction

The American beer scene has undergone a dramatic transformation in recent years. Once dominated by bold, high-calorie craft beers and innovative IPAs, consumers are now gravitating towards lighter options like lagers and non-alcoholic (N/A) beers. This shift reflects broader lifestyle changes and evolving tastes among drinkers. In this article, we will delve into the current state of beer consumption in the U.S., explore key trends driving these changes, and consider what the future holds for breweries across the nation.

The Decline of Craft Beer

Before the pandemic, craft beer was on an upward trajectory. According to the Brewers Association, craft breweries experienced a 4% production increase year-over-year in 2019. However, recent data shows a stark contrast: in 2024 alone, 399 craft breweries closed their doors—marking it as one of the worst years for closures on record.

Overall beer sales volumes fell by 3.5%, highlighting a challenging market landscape. While states like Florida and Texas only saw minor declines of around 2%, this overall downturn raises questions about consumer preferences. Are drinkers simply moving on from craft beers?

Interestingly, there are bright spots amid this decline: super-premium beer sales grew by 4% year-over-year, while N/A beer options surged by an astonishing 30% this year, particularly appealing to health-conscious consumers.

The Rise of Lagers and Non-Alcoholic Beers

One of the most notable trends is the resurgence of lagers in the marketplace. David Deline from Prost Brewing Co. observes that lagers are gaining popularity due to their approachable flavors and lower alcohol content—typically ranging from 4% to 5% ABV compared to heavier ales that can reach up to 8% or more.

Lagers have become synonymous with food-friendly options that cater to a diverse range of palates. For instance:

• Prost’s Vienna Lager has seen an impressive 39.4% growth this year.
• Their on-premise sales at Colorado biergartens rose by 20.9%.

Additionally, N/A beers are increasingly favored, especially among women who are opting for these healthier alternatives twice as much as men during taproom visits.

Innovation Amidst Changing Preferences

While traditional IPAs remain dominant within craft brewing circles, many producers are pivoting towards lighter styles to capture shifting consumer interests. Boulevard Brewing Co.’s Adam Hall notes that innovative products still drive off-premise growth despite headlines suggesting IPAs are declining.

As companies adapt to these trends:

• Boulevard Light Lager was introduced with just 89 calories per can.
• Breweries like Deschutes have entered the N/A space with great success, winning multiple awards for their new products.

This adaptability demonstrates how even established brands can innovate while addressing modern consumer demands for healthier options without sacrificing flavor or quality.

Embracing Community Engagement

To navigate these turbulent waters successfully, breweries are also focusing on community-building efforts beyond just selling beer. As Shawnee Adelson from the Colorado Brewers Guild explains:

• Breweries expanding their offerings with N/A options or creating a "third place" experience—where patrons gather over shared interests—are finding ways to thrive amidst competition.
• These venues often include food offerings and activities that appeal to families and community members alike.

By fostering an inclusive atmosphere where people can enjoy diverse beverage choices together, breweries enhance their appeal and encourage repeat visits.

Looking Ahead: What’s Next?

As we look toward 2025 and beyond, it’s evident that Generation Z’s focus on personal health is shaping market dynamics significantly—especially regarding low-alcohol and no-alcohol beverages. Lower price points for lagers make them attractive choices amid rising inflation rates affecting discretionary spending across demographics.

With rising costs in goods such as packaging leading many breweries to increase prices—up approximately 6% year-over-year—affordability becomes crucial for attracting younger consumers who may prioritize cost-effective drinking experiences over craft specialty brews.

In conclusion, American beer culture is undoubtedly shifting toward lighter styles like lagers and N/A options driven by health consciousness and economic factors impacting purchasing decisions today.

Photo by Cristiano Pinto on Unsplash