North America Craft Beer Market - Growth, Trends, and Forecasts (2022 - 2027)

North America Craft Beer Market is projected to register a CAGR of 13% during the forecast period, 2022-2027.

The increase in craft beer consumption, particularly in the North American region, is aided by the growing awareness of its benefits among consumers. Craft beer provides more health benefits than the average red wine. Additionally, the change in consumer preference for tastier and low-alcohol-content beer is one of the primary reasons driving the growth of the ales beer category.

Moreover, the demand for unique flavors has been increasing in the region. In line with this trend, the manufacturers are also introducing many flavorful and strong craft beers in the market, including fruit & spice, honey flavored, sour, malty & sweet, and tart & funky flavors which have drawn the consumer's attention in the region. For instance, in September 2021, Blue Moon LightSky, the top-selling light beer in the craft segment, announced its plan to release a second flavor, called Blue Moon Light Sky Tropical in the United States in early 2022. The company claimed that this beer has a fresh, candied pineapple and orange scent and pours a light golden color with a faint haze. Floral flavors such as Chamomile elderflower and lavender balance and compliment flavors add subtle taste and smooth quality. Such addition of innovative flavors and new ingredients in craft beers have increasingly drawn consumers in the region. However, the low shelf life of the product is a major hindrance to the industry's growth. Hence, the brewers are shifting towards the production of products with longer shelf lives and less expensive ingredients which is expected to increase the production of craft lager.

COVID-19 impacted the North American craft beer market drastically with significant disruptions in supply chains and the impact of government measures to stem the spread of COVID-19 has extensively resulted in shuttering bars, restaurants, and clubs, a major channel for craft beer sales. According to the Distilled Spirit Council of the United States, 78 State stores in Alaska remained closed in March 2020, and 99 stores remained open with reduced hours or occupancy restrictions. These factors have significantly impacted market sales.

Key Market Trends

Growing Number of Micro-Breweries in the Craft Beer Industry

In North America, craft beer is becoming more and more popular, particularly among the younger demographic. The involvement of microbreweries in the craft beer business is also a result of changing customer preferences for variety and flavor and increased production in the region. According to the brewers' association, the production volume of craft beer in 2021 increased up to 7.9% with the contribution of 18.4% by the microbreweries in the region. And it also claimed that rising small and independent brewers contributed heavily to this increase in production. Also, In 2021, there were a total number of 9,118 craft breweries in the United States, based on the latest data from the Brewers Association. Additionally, craft breweries, such as Lost Abbey and Evil Twin Brewing Co., have been emboldened by what they see as a shifting American palate and are releasing more of the in-vogue, high-alcohol content beers, like double and triple IPAs, export stouts, Belgian-style beers, and imperial ales, which have become popular with the growing craft beer movement. Moreover, the increased presence of higher income groups in the area supports growth in demand for more expensive and diverse products, which opens the door for the expansion of the craft beer market in the area. Hence, such factors like increased number of micro-breweries and their production is boosting the growth of the market.

United States Dominates the Market

The major element influencing the industry in the country is the availability of more beer brands and styles than in any other nation around the globe. India Pale Ale, Session Beer, Imperial Porter, and Blonde Ale are just a few of the many craft beer variants available in the nation. Craft beer is still the sector of the beer brewing industry that is growing, despite being severely damaged by the coronavirus outbreak. Microbreweries are reviving and recreating craft beer from Seattle to Miami. A few popular craft brewers in the United States include Fargo Brewing in North Dakota, Bells in Michigan, and Shipyard in Maine. In terms of brands, Blue Moon, Sierra Nevada, and New Belgium were the top three craft beer brands in the United States. Additionally, according to the Brewers Association, the nation's largest craft brew trade organization, an American craft brewer is "small, independent and traditional". Despite the pandemic, the number of operating craft breweries reached all-time highs in 2020 and 2021, with 9,118 craft breweries throughout the country. In 2020, California boasted over 900 craft breweries, the most of any state in the United States. Moreover, craft beer is being advertised as being sustainably made which is attracting consumers in the region. To back up the sustainability story, craft beer fans are increasingly looking for some background information on the beer, like its ingredients or history. Such factors are supporting the growth of the craft beer market to move at a faster pace in the country.

Competitive Landscape

The North American craft beer market is highly competitive. The key players in the North American craft beer market are Boston Beer Company, Heineken NV, Anheuser-Busch InBev, Constellation Brands, Inc., and Sierra Nevada Brewing Co. Key market players are keen on expanding their businesses by launching new brands and acquiring domestic breweries to increase production and penetrate deeper into the region. For instance, in November 2020, Molson Coors Beverage Co launched a new craft beer brand called "Fine Company" and made it available in three Canadian provinces namely New Brunswick, Nova Scotia, and Prince Edward Island. Moreover, the further rise of craft beer is expected to be the main trend in the category over the forecast period and is forecasted to increase the market activity. Advanced distribution networks and manufacturing expertise give an upper edge to the manufacturers to expand their range of products across the regions of North America.

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