Lotte Peplow, the Brewers Association’s American craft beer ambassador, kicks off the New Year with a look at what’s happening over in the States.
Bart Watson, new president and chief executive of the Brewers Association
As 2025 begins, the Brewers Association (BA), the United States trade association representing small and independent American craft brewers, is embarking on a new chapter with the appointment of Bart Watson as president and chief executive officer.
He succeeds Bob Pease, who is retiring after 32 years with the association. Currently serving as vice-president of strategy and membership, and formerly chief economist, Watson is already highly regarded and respected in the beer industry.
What’s likely to be on Watson’s agenda when he starts his new role on 6th January? Three major events for starters…
- World Beer Cup (WBC)
Known as ‘the Olympics of Beer’, WBC is the largest, most prestigious, and most competitive beer competition in the world. Last year, 9,300 entries from 37 countries vied for global recognition. - Craft Brewers Conference (CBC)
North America’s largest gathering for the beverage alcohol industry takes place from 28th April to 1st May in Indianapolis and attracts more than 11,000 industry professionals. They have the opportunity to meet morethan 550 exhibiting suppliers and tap into trends via seminars across 12 diverse educational tracks. - Great American Beer Festival (GABF)
Taking place from 9th-11th October, GABF regularly draws more than 40,000 visitors and features some 2,500-plus beers from more than 500 breweries. It highlights the best American craft beer, ciders, ready-to-drink cocktails, hard teas, and kombuchas.
Well-known for his expert statistical analysis of the American craft beer industry, let’s take a look at the hottest market trends in American craft beer as identified by Watson and team in 2024.
- The non-alcohol beer boom
With the growing demand for mindful drinking, non-alcohol beer sales soared (up 30% year on year from January to October 2024) as brewers refined their techniques to deliver flavour-packed options with low or no alcohol. - Focus
After years of constant innovation, brewers are now focusing on refining the products and business models that have proven successful in a more competitive environment, while streamlining their offerings by eliminating less successful lines. - Hospitality
Brewery owners are adopting innovative approaches to enhance the customer experience. These include offering a diverse range of dining options, alternative beverages, and mindful drinking choices, along with family-friendly activities, like kids’ menus featuring colouring pages.
Other facts and figures from the American craft beer world:
- The number of small and independent breweries in operation in the US in 2024 totalled 9,736.
- Throughout the year, the BA has tracked 335 brewery openings and 399 closures. Despite the slight decline in the number of breweries in operation, closures remain a low percentage of total operating breweries.
- The craft beer industry supports nearly 460,000 jobs nationwide, boosting local economies and creating opportunities.
- Craft beer’s contribution to the US economy reached an impressive $77.1 billion, demonstrating its vital role in the broader beverage market.
Brewers Association members’ beer being poured at the London Craft Beer Festival in summer 2024. Photograph: Nic Crilly-Hargrave
“Craft has been going through a painful period of rationalisation as demand growth has slowed and retailers and distributors look to simplify their offerings or add options for flavour and variety outside of the craft category,” says Watson.
“That said, breweries have reacted to these changes by focusing on distribution, continuing to innovate in their taprooms and brewpubs, creating groups and partnerships, and offering a wider range of beverages in their portfolios.
“Brewers are experiencing critical challenges at the crossroads of a high-cost environment, paired with slowing growth. To grow in 2025, brewers must do what they do best: adapt. They also will need to continue to do the hard work to find ways to tell their story and differentiate their brands against the competition.”
• In the UK, American craft beer is available from select national wholesalers for the trade, and online retailers such as Athletic Brewing, the Sierra Nevada shop, Brew Export, Beers of America, Cave Direct, Beer Merchants, selected bottle shops, off-licences, online subscription services, and supermarkets, and certain pubs and bars. The Brewers Association publishes a wealth of resources to understand and enjoy craft beer, downloadable free of charge from brewersassociation.org
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.
