Trends

If the beer industry had a dollar for every time someone said “we’re controlling what we can control,” the category would possibly be in the black this year.

In Brewbound’s final feature coverage of the Brewers Association’s (BA) 2024 craft production numbers, we dove into trends amongst some of the smaller subsets: microbreweries, taprooms and brewpubs.

Editor’s Note: 3 Up, 3 Down with 3 Tier Beverages is a quarterly insights series available exclusively to Brewbound Insiders, via the Chicago-headquartered, bev-alc-focused consulting and data firm. In this latest installment of 3 Up, 3 Down, 3 Tier consultant Danelle Kosmal analyzes data trends in flavor-forward bev-alc, high ABV offerings, pricing and more.

Despite recent headwinds, craft beer continues to have the largest share of beer sales at Total Wine & More stores. But “it won’t stay that way” if industry trends continue, according to the chain retailer’s senior director, merchandising, Andrea Starr.

Bev-alc industry members continue to tout concerns that Gen Z is drinking less, with many blaming the generation’s increased attention to health and wellness versus previous generations. However, that narrative is “greatly overblown,” according to Rabobank senior beverage analyst Bourcard Nesin in a recent report from the financial services company.

Resealable packages, smaller sizes and non-carbonated beverages are among the hot bev-alc trends Total Wine & More’s senior leadership team are watching in 2025.

Brewbound asked retailers, distributors and data analysts which trends they’re watching and why at the start of 2025. From non-alcoholic (NA) adult beverages and imports to draft and on-premise shifts, here are the trends our respondents will be tracking this year.