IPA remained the top craft style by far in 2024, with a 49.41% share of segment dollar sales in off-premise retailers, gaining 2.49 share points, according to Circana.
IPA dollar sales increased +1.8%, with sales topping $2.277 billion, an increase of more than $40.4 million YoY, the firm reported. Nevertheless, volume declined -0.1% for the year.
The average case price of IPA was $46.34, an $0.85 increase YoY.
Only two other top 10 craft styles posted dollar sales growth in 2024: No. 5 golden ales (+1.2% dollars, to $231.5 million; +0.6% volume) and No. 7 other pale lagers (+1%, to $136.73 million; +1.3% volume).
Craft brewers’ embrace of lagers and light beer is beginning to manifest with sales growth for styles outside of the top 10. Craft pilsner, the 12th best-selling style, increased sales +4.5%, to $57.27 million, and grew volume +3.4%.
Craft light beer, the 16th best-selling style, posted double-digit dollar sales (+16.6%, to more than $33.45 million) and volume (+27.5%) growth.
Seven top 10 craft styles were in decline:
- No. 2 craft seasonal: -9.2% dollars, to $393.94 million; -11% volume;
- No. 3 Belgian wit: -5.9% dollars, to $332.9 million; -7.6% volume;
- No. 4 craft variety: -13.6% dollars, to nearly $301.6 million; -14.9% volume;
- No. 6 craft pale ale: -7.6% dollars, to more than $219.6 million; -8.3% volume;
- No. 8 craft fruit/veggie/spiced: -2.1% dollars, to $114 million; -1% volume;
- No. 9 craft bock: -8.6% dollars, to more than $96.3 million; -9% volume;
- No. 10 craft amber lager: -11.5% dollars, to more than $70.6 million; -13.8% volume.
Other key craft styles posting double-digit dollar sales declines included:
- Craft amber ale: -16.7%, to more than $66.2 million;
- Craft wheat beer: -19.5%, to more than $56.5 million;
- Craft stout: -13.7%, to more than $55.16 million;
- Craft Belgian ale: -12%, to $43.16 million;
- Craft porter: -22.5%, to $24.6 million;
- Craft special release/specialty: -22.5%, to $22.4 million;
- Craft red beer: -15.3%, to more than $16.5 million;
- Craft brown beer: -10.1%, to nearly $14.3 million;
- Craft saison/farmhouse ale: -25.6%, to more than $4.4 million;
- Craft ESB: -13%, to $1.655 million;
- Craft barley wine: -15.1%, to $227,903.
Go Deeper: Circana: Craft Beer Sales -3%, Volume -4% in 2024; 8 Top 30 Craft Brands Post Growth