Lotte Peplow, Brewers Association American craft beer ambassador for Europe, looks into US craft brewing packaging trends, and shines the spotlight on a new 250ml can beer release
Photograph: Brewers Association
The UK launch of a new beer in a new packaging format, from a well-known independent US craft brewery this month, presents a good opportunity to explore the latest packaging trends in craft beer from the States.
First, a word about the beer. Sierra Nevada PILS is a 4.7% ABV premium craft lager that’s crisp, clean, and refreshingly smooth but with a twist — its packaging format, The beer comes in 250ml cans to better reflect European beer culture and ensure it stays fresh, crisp, and cold from the first to the last sip. As we have come to expect from Sierra Nevada, PILS is brewed with precision, balance, the purest ingredients, and a quality brewing process. Find it in the Sierra Nevada UK online shop or bottle shops, bars, and pubs.
Cans — aluminium cans, that is — continue to dominate the US craft brewing landscape and accounted for 78% of packaged volume in 2025, up 2% from 2024. Glass claims 22%. Share growth is slowing. This may be due to a number of factors, such as established consumer acceptance of aluminium, limited glass to convert, or the impact of aluminium tariffs.
With four out of five beers in cans, they are the go-to packaging format for good reasons, such as:
- beer stays fresh for longer. Cans bar light and oxygen;
- cans are lighter and more efficient to transport, therefore more environmentally friendly; and
- cans offer a 360-degree marketing wrap, to engage consumers.
From 2024 to 2025 in the US, every major pack size declined in volume except 24-packs (albeit from a small base), which grew 6%. However, six-packs retain the largest share of pack size in US craft brewing at 45% of volume, although that’s down from 47% in 2022.
Single cans are growing and now account for 8% of craft beer volume, and within this format, 19.2oz/568ml (or one pint) cans continue to consolidate share. The ‘stovepipe’ now represents 60% of single-pack volume (up from 55% a year ago) and grew 7% volume from 2024 to 2025. Twelve oz/355ml singles fell to 15% share (-2 per centage points, year on year), and 16oz/473ml singles to 11% (-2pp yoy). The larger single-serve format continues to strengthen, even as total single volume declines.
The bulk of volume sold in singles is hoppy, with 69% being imperial IPA (26%), IPA (22%), hazy IPA (16%), and imperial hazy IPA (5%).
These shifts to the extremes in pack sizes reflect a financially conscious consumer seeking purchases that feel justifiable in the current economic climate. While some consumers are seeking lower spend through purchases of singles (often higher ABV), others are prioritising value for money with 12- and 24-packs.
In the USA’s saturated and competitive craft beer market, an impactful design can help a brand stand out and make or break a purchase decision. Packaging is no longer a simple container for a beer. It now needs to reflect brand values, sustainability credentials, and act as a story-teller.
Photograph: Luke Trautwein
According to the Brewers Association, 71% of craft beer consumers say they choose which beer to buy after they’re already at the chiller or shelf. Bold, eye-catching packaging is often the deciding factor.
A range of beers from American craft brewing powerhouses is now available in the UK. It includes a wide diversity of styles. Look out for sought-after, high-quality brews from the likes of Allagash Brewing Co, Boston Beer Co, Deschutes Brewing Co, Other Half Brewing Co, Perennial Artisan Ales, Revolution Brewing Co, and Toppling Goliath Brewing Co.
The UK is an important export market for American craft beer, accounting for 8.2% of all exports, and ranks as the third largest market globally.
For the trade, beers are available through Cave Direct, the specialist beer importer, while beer lovers can find them at selected bars, pubs, diners, bottle shops and off licences. They are also online at Athletic Brewing, Brew Export, Beer Merchants.com, Cask International, Distant Lands and Hop the Pond.
America’s largest gathering for beverage alcohol producers, the Craft Brewers Conference and BrewExpo America (CBC) will take place in Philadelphia from 20th-22nd April, 2026. This year’s conference will feature curated educational sessions and deliver a more streamlined programme that better matches the needs of today’s beverage professionals, while fostering a more structured conference experience. Find out more here.
About the author
Lotte Peplow is the American craft beer ambassador for Europe for the Brewers Association and is based in London. She is a certified cicerone, BDI-accredited beer sommelier, beer writer, author, beer communicator, international beer judge, homebrewer, and beer lover.
