Beer Sales: Trends and Drivers in the Beer Industry

Beer sales have been increasing steadily over the past century. They have been driven by a variety of factors and trends. The latest major driver for the beer industry is related to the increased popularity of craft beers. Thousands of small and independent breweries have opened in the US in the past decade (see more about how to start a brewery) and that has shifted the sector. Furthermore, the foodie culture can also be noticed among beer enthusiasts who wish to try new styles and types of craft beer. Although breweries and restaurant managers have observed a decline in beer sales recently, it’s obvious that beer will continue to be one of the most consumed beverages in the US and worldwide. In this post, we’ll share more about the current state of beer sales and what trends drive this niche market. If you’re interested in the beer industry, you might find our posts on beer software and beer storage useful.

Key takeaway: Beer is among the most high-demand products in the beverage industry. The majority of retail beer sales are done at grocery stores and other retailers. Restaurants, bars, and other businesses that serve beverages account for only about 15% of all beer sales in the US.

Current Beer Sales Data

Estimating exactly how much beer has been produced or consumed in the US is not an easy task. However, let’s examine a few stats shared by reputable organizations like the National Beer Wholesalers Association and the Brewers Association.

1. According to statistics, roughly 192 million barrels (one barrel is 31 gallons) of beer have been consumed in the US in 2023.
2. With 79%, domestic beer holds a major market share compared to imported beer (at 21%). As we mentioned in our post about beer importers, the most popular imported brands are Corona, Modelo, Heineken, and Guinness.
3. The estimated retail sales value of the overall beer market is roughly $135 billion. 85% of this revenue is realized through off-premise establishments such as grocery stores and other retailers. Restaurant businesses, bars, and other food service establishments account for the other 15% of retail sales.
4. The market share of craft beer in terms of volume produced is 13.3%. However, due to the higher price and high ROI of craft beers, they account for about 25% of the retail sales value.
5. Aluminum cans and bottles make up more than 90% of all beer sales. The rest is for draft beer.
6. Annual per capita beer consumption amounts to roughly 24 gallons of beer per US consumer aged 21 or older.

What Drives Beer Sales

Throughout the years, the beer sector has been shifted by various trends. Breweries and other businesses in the food and beverage industry need to adapt to the innovations and factors that drive beer sales. Let’s examine some of the things that have shaped consumer demand in recent years.

1. Shift from large brands to craft beer. Although the beer sector is dominated by large breweries, a growing number of consumers prefer craft beer brands manufactured by independent breweries. Business owners can adapt to this trend by creating a craft beer menu that fits the taste of beer enthusiasts.
2. New flavors, styles, and specialty products. Young beer drinkers increasingly seek unique flavors like sour beers or fruited IPAs. Furthermore, health-conscious options like low-calorie, alcohol-free, or gluten-free beers have also become trendy.
3. New marketing and branding trends. Most well-established brands follow strict branding guidelines. However, emerging breweries wish to stand out and focus on bright and interactive packaging, branding, and design. Themed and seasonal campaigns such as holiday beers can also increase demand.
4. Direct-to-consumer sales. In the past, breweries either distributed to retailers or partnered with specialized beverage suppliers. Nowadays, some breweries focus on D2C sales themselves. That is usually done through an eCommerce platform.
5. Partnerships. Traditionally, breweries and beer brands partner with sports teams. Although that is still a trend, small and independent breweries should focus on more efficient channels and partnerships. For example, they can partner with chefs, beer influencers (and other micro and nano influencers), and various businesses. For example, organizing a beer-tasting event at a food service venue can help both the brewery and restaurant marketing efforts.
6. Demographics. There are strong regional (urban vs rural) preferences for beer sales and consumption. Another trend and shift in the beer sector can be seen among young consumers who account for a large portion of craft beer sales versus older beer drinkers who primarily purchase well-established brands.

Best Selling Beers in the US

1. Modelo;
2. Bud Light;
3. Budweiser;
4. Corona;
5. Coors Light;
6. Heineken;
7. Michelob Ultra;
8. Miller Lite;
9. Blue Moon;
10. Yuengling;
11. Athletic Brewing;
12. Stella Artois;
13. Samuel Adams Boston Lager.

Frequently Asked Questions about Beer Sales

BlueCart has various useful resources on a number of topics. From guides on B2B sales to posts about supply chain disruptions and vendor-managed inventory, you can find articles on a wide array of subjects. Check out our answers to common questions regarding beer sales.

What Are the Biggest Beer Companies in the World?

AB InBev is undoubtedly the biggest beer company in the world. It has approximately 400 beer brands and brews beer across more than 100 countries. Among the key brands sold by Anheuser-Busch InBev are Budweiser, Stella Artois, and Corona (outside the US). Heineken is the second-largest beer company globally. It has a strong presence in Asia, Europe, and Africa. CR Snow and Carlsberg are also among the largest companies in terms of beer sales. CR Snow is the producer of the world’s top-selling beer brand – Snow beer. Grupo Modelo (owned by AB InBev), Diageo, Kirin, and Tsingtao are also giants in the beer market.

What Are the Latest Beer Trends?

The craft beer revolution has been among the biggest trends in the beer industry. Beer enthusiasts wish to try new flavors, beer styles, and experimental beer drinks. That’s why the number of breweries in the US has doubled in the past decade. Most of these new beer businesses are small and independent breweries and brewpubs.

In recent years, many breweries have noticed reduced beer sales. One of the reasons for that is related to the hypercompetitiveness of the beer market. Furthermore, choosing healthier drinks has become a priority for a growing number of customers. That’s why light or gluten-free beers have gained popularity.

What Is the Role of Beer Marketing in Sales?

Marketing and beer sales go hand in hand. Small and independent breweries usually focus on brand awareness campaigns on social media or through beer influencers (read more about influencer marketing). On the other hand, large brands do various forms of marketing and advertising. They rely on their beer distributors to promote their products. Furthermore, they have constant advertising campaigns across multiple channels and platforms. In recent years, some brands have started focusing on certain features (low calories, gluten-free, or sustainable) of their beer brands. 

BlueCart: From Beer Sales to Inventory Management

Our SaaS platform has a variety of solutions for distributors in many sectors and for businesses that buy wholesale. Broadline distributors and other suppliers can use BlueCart to automate certain processes and boost their wholesale sales. Businesses in the restaurant industry can benefit from BlueCart’s inventory management features and use our wholesale marketplace to find suppliers in various fields. Schedule a demo or sign up as a buyer and witness BlueCart’s capabilities for wholesalers and bulk buyers.