Lotte Peplow, Brewers Association’s American craft beer ambassador for Europe, takes a look at the key takeaways from a regular poll of drinkers
Photographs: Brewers Association
American craft beer drinkers appear more engaged than they were a year ago, according to the Brewers Association’s latest annual Harris Poll. The survey of more than 2,000 consumers aims to understand beer drinker preferences, and it reveals a number of intriguing insights into today’s competitive American craft beer landscape. As consumer trends in the USA often ripple across global markets, it’s worth taking a look at what’s happening across the pond.
Positive signals
Monthly consumption among American craft beer drinkers reached 85%, the highest since 2019–2020, up 10 percentage points from last year. The share of American craft beer drinkers saying they are drinking more American craft beer than they were a year ago also increased, up to 28% from 23% in 2025, halting a four-year decline. In both cases, these gains are driven by male consumers and 21- to 44-year-olds.
The outlook for brewery visits was equally improved. American craft beer drinkers reported visiting American craft breweries 5.5 times on average over the past 12 months, compared to 5.1 visits a year ago. Also encouraging, 58% of craft drinkers said they purchased more of a brewery’s product after visiting its taproom, up from 51% in 2025. Meanwhile, those who said they purchased less after visiting fell from 25% to 20%. There were also positive signs in variety. Half of American craft beer drinkers (50%) now say they purchase three or more craft beer brands monthly, up from 45% last year. This marks the highest share purchasing three or more brands monthly since 2016, when it reached 53%.
Of course, one year does not make a trend, but after several years of tougher consumer data, craft drinkers showing more activity, more variety-seeking, and stronger post-visit purchasing is an encouraging sign.
Less so among the general population
However, monthly American craft beer consumption in the general population declined last year, from 30% in 2025 to 28% this year. This disparity suggests that while American craft beer is strengthening its appeal among existing enthusiasts, it is finding it more difficult to attract or retain more casual drinkers.
Some of the Gen Z data sharpens that point. Compared with the overall population, 21- to 34-year-old respondents were more likely to cite a lack of craft drinking companions, limited availability where they shop, dietary concerns such as avoiding gluten, and efforts to reduce calorie intake as reasons for not drinking more craft beer
Younger consumers drive consumption
It’s encouraging to note that younger consumers are drinking beverage alcohol more frequently than older age groups. The 21 to 34 and 35 to 44 age groups are the only demographics drinking beverage alcohol higher-than-average monthly-or-more across all categories.
For American craft beer specifically, 45% of 21- to 34-year-olds drink it at least several times per month, closely followed by 41% of 35- to 44-year-olds. Then the numbers fall sharply among older cohorts: 21% for 45- to 54-year-olds, 22% for 55- to 64-year-olds, and just 10% for those 65 and older.
Opportunity and risk among younger consumers
While younger consumers remain vital to the category, they are also becoming increasingly polarised. Across all American craft beer consumers, 28% say they are drinking more craft beer than a year ago, while 27% say they are drinking less. Among 21- to 34-year-old craft consumers, the split is more pronounced: 38% are drinking more, 28% are drinking less, and only 34% are drinking about the same amount.
While youngest drinkers are generally more fickle, the effect seems to be growing. For context, in 2019, 34% of younger consumers (21- to 34-year-olds) said they were drinking more craft beer, 16% reported drinking less, and 50% said their consumption was about the same. The youngest legal drinking age consumers today appear more movable in both directions, creating both opportunities and risks for craft brewers.
Highs, lows, and occasions
This year’s survey recorded the highest share of craft beer consumers seeking both high- and low-alcohol content since the survey began 11 years ago. Two-thirds of American craft beer consumers (66%) said they seek high-alcohol products, up 6% from 2025, while 44% said they look for lower-alcohol options, up 5% year on year. Together, these trends highlight the growing diversity of consumer preferences and the opportunities available across the alcohol spectrum.
The survey also highlights the strength of American craft beer in specific occasion-based opportunities. When eating out at a restaurant, craft beer is tied with wine as the preferred beverage among that category’s consumers, at 47%. When drinking at a friend’s house, craft beer is the top choice at 52%, narrowly ahead of domestic non-craft beer at 51%.
The takeaway
The survey results underline the need for American craft brewers to address change and continue to adapt to a rapidly evolving marketplace. They are facing more competition for the same drinking occasions, and consumers have more ways to satisfy their evolving needs. As a result, American craft beer needs to work harder to earn the same occasions, dollars, and attention as it used to.
Current American craft beer drinkers still reward variety, taproom experiences, and brand engagement, but American craft beer is less automatic for the broader population. Younger consumers and key social occasions are still very much in play, creating new opportunities, but American craft beer is competing in a more crowded, more occasion-specific, and more polarised beverage market.
Thanks to Matt Gacioch, staff economist at the Brewers Association, for providing the data.
Date for your diary
Calling all brewers! Don’t forget to register for the World Beer Cup, the most prestigious beer and cider competition in the world, held annually in the USA. Developed in 1996 to celebrate the art and science of brewing, this global competition continues to create greater consumer awareness about different beer and cider styles and flavour profiles while promoting international brewing excellence. Registration opens in November. See worldbeercup.org for further details.
American craft beer in the UK
The UK remains an important market for American craft beer exports and the third largest in the world accounting for 8.2% of all global exports. American craft beer is available through selected bars, pubs, and dining venues, as well as bottle shops, off-licences, and supermarkets, and online from Athletic Brewing, Brew Export, Beer Merchants, Cask International, Cave Direct, Distant Lands, Hop the Pond, and Sierra Nevada UK.
About the Brewers Association
The Brewers Association (BA) is the not-for-profit trade association dedicated to small and independent American brewers, their beers, and the community of brewing enthusiasts. The BA represents 5,600-plus US breweries. The BA’s independent craft brewer seal is a widely adopted symbol that differentiates beers by small and independent craft brewers. The BA organises events including the World Beer Cup, Great American Beer Festival, Craft Brewers Conference, and BrewExpo America, and American Craft Beer Week. The BA publishes The New Brewer magazine, and Brewers Publications is the leading publisher of brewing literature in the US. Beer lovers are invited to learn more about the dynamic world of craft beer at CraftBeer.com and about homebrewing via the BA’s American Homebrewers Association and the free Brew Guru mobile app.
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.
