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A dynamic segment of the beer business receives a close examination in this report. Situating craft beer in the context of the overall beer market, this market report analyzes the growth drivers and explains the trends. It offers data on regional markets, packaging and volume figures for the leading craft beer brands and microbreweries. The report also features advertising and demographic data and more.

  • 2017 Edition - Published October 2017.
  • Data through 2016 and market projections through 2021.
  • 225+ pages with extensive text analysis, graphs and charts.
  • Immediate download, PDF and Word formats, 3-user access.
U.S. Craft Beer through 2021
What's Inside? View Details


Get superior data, market insights and industry perspective to analyze beverage segments, evaluate opportunities and benchmark performance.

Report Overview  more details

The answers you need

  • What trends are driving the fast growth of the U.S. craft beer market?
  • How many gallons of craft beer per person were consumed in 2016, and how is this likely to change in the future?
  • Which is the biggest regional craft beer market?
  • How did the leading specialty beer companies such as Boston Beer, Sierra Nevada, New Belgium, Bell's Brewery and Craft Brew Alliance perform?
  • Which distribution channel grew the fastest in 2016?
  • How many specialty brewers are active in the United States, and how has this changed?

This report features

This report addresses industry developments, insights and issues of interest to beer marketers, advertising executives, industry suppliers, financial analysts and anyone else with a special interest in the beer market. It contains:

  • An overview of the national and regional beer markets, including volume, per capita consumption and growth for all beer and craft beer.
  • Discussion of the leading states in terms of volume and per capita consumption.
  • Discussion and data breakdown of the packaged & draft craft beer markets.
  • Current volume statistics for the leading craft companies including D.G. Yuengling & Son, Boston Beer, Sierra Nevada, New Belgium, Bell’s Brewery, Craft Brew Alliance and more.
  • Data for the top 60 microbreweries and the top 60 U.S. brewpubs – more than ever before!
  • A look at packaged and draft beer trends nationally, regionally and by state.
  • A look at beer pricing at the producer and consumer levels.
  • A breakdown of the beer and craft beer markets by distribution channel.
  • Analysis of advertising expenditures, detailed by company, brand and media.
  • Comparisons of consumer demographics for all beer and craft beer.
  • Projections for the future of the craft beer industry through 2021.

1. THE U.S. BEER MARKET

The National Beer Market pg 1

  • Overview pg 1
  • Volume pg 6
  • Per Capita Consumption pg 8
  • Growth pg 10
  • Sales pg 11

The National Specialty Beer Market pg 12

  • Overview pg 12
  • Volume pg 19

EXHIBITS

  • 1.1 U.S. Beer Market Volume 1965 – 2021 pg 24
  • 1.2 U.S. Beer Market Change in Volume 1976 – 2021 pg 25
  • 1.3 U.S. Beer Market Volume by Segment Q1, Q2 and First Half 2017 pg 26
  • 1.4 U.S. Beer Market Share of Volume by Segment Q1, Q2 and First Half 2017 pg 27
  • 1.5 U.S. Beer Market Change in Volume by Segment Q1, Q2 and First Half 2017 pg 28
  • 1.6 U.S. Beer Market Per Capita Consumption 1965 – 2021 pg 29
  • 1.7 U.S. Beer Market Compound Annual Growth 1982 – 2021 pg 30
  • 1.8 U.S. Beer Market Wholesale and Retail Dollar Sales 2005 – 2021 pg 31
  • 1.9 U.S. Specialty Beer Market Number of Breweries 2011 – 2016 pg 32
  • 1.10 U.S. Specialty Beer Market Volume, Growth and Per Capita Consumption 1990 – 2021 pg 33
  • 1.11 U.S. Specialty Beer Market Volume by Segment 2011 – 2021 pg 34
  • 1.12 U.S. Specialty Beer Market Share of Volume by Segment 2011 – 2021 pg 35
  • 1.13 U.S. Specialty Beer Market Change in Volume by Segment 2012 – 2021 pg 36

2. THE REGIONAL BEER MARKETS

The Regional Beer Markets pg 37

  • Overview pg 37
  • Per Capita Consumption pg 41

The Regional Specialty Beer Markets pg 42

  • Overview pg 42
  • Per Capita Consumption pg 48

EXHIBITS

  • 2.14 U.S. Beer Market Volume by Region 2011 – 2021 pg 51
  • 2.15 U.S. Beer Market Share of Volume by Region 2011 – 2021 pg 52
  • 2.16 U.S. Beer Market Change in Volume by Region 2012 – 2021 pg 53
  • 2.17 U.S. Beer Market Per Capita Consumption by Region 2011 – 2021 pg 54
  • 2.18 U.S. Specialty Beer Market Volume by Region 2011 – 2021 pg 55
  • 2.19 U.S. Specialty Beer Market Share of Volume by Region 2011 – 2021 pg 56
  • 2.20 U.S. Specialty Beer Market Change in Volume by Region 2012 – 2021 pg 57
  • 2.21 U.S. Specialty Beer Market Per Capita Consumption by Region 2011 – 2021 pg 58

3. THE LEADING CRAFT BEER COMPANIES AND THEIR BRANDS

The Beer Companies and Their Strategies pg 59

  • The Leading Specialty Brewers pg 59
  • The Leading Microbrewers pg 61
  • The Leading Brewpubs pg 63

D.G. Yuengling & Son, Inc.

  • Overview pg 64
  • Marketing pg 68
  • Management pg 71

The Boston Beer Company

  • Overview pg 72
  • Marketing pg 77
  • Management pg 84

Sierra Nevada Brewing Company

  • Overview pg 86
  • Marketing pg 88
  • Management pg 91

New Belgium Brewing Company

  • Overview pg 92
  • Marketing pg 94
  • Management pg 97

Spoetzl Brewery

  • Overview pg 98
  • Marketing pg 99
  • Management pg 101

Craft Brew Alliance

  • Overview pg 103
  • Marketing pg 110
  • Management pg 115

Deschutes Brewery

  • Overview pg 117
  • Marketing pg 117
  • Management pg 119

Bell's Brewery

  • Overview pg 120
  • Marketing pg 120
  • Management pg 121

EXHIBITS

  • 3.22 Leading U.S. Craft Brewers Volume 2011 – 2016 pg 122
  • 3.23 Leading U.S. Craft Brewers Share of Volume 2011 – 2016 pg 123
  • 3.24 Leading U.S. Craft Brewers Change in Volume 2012 – 2016 pg 124
  • 3.25 Leading U.S. Microbrewers Volume 2011 – 2016 pg 125
  • 3.26 Leading U.S. Microbrewers Share of Volume 2011 – 2016 pg 127
  • 3.27 Leading U.S. Microbrewers Change in Volume 2012 – 2016 pg 129
  • 3.28 Leading U.S. Brewpubs Volume 2012 – 2016 pg 131
  • 3.29 Leading U.S. Brewpubs Share of Volume 2012 – 2016 pg 133
  • 3.30 Leading U.S. Brewpubs Change in Volume 2013 – 2016 pg 135

4. PACKAGED AND DRAFT BEER IN THE U.S.

Beer Packaging pg 137

  • Overview pg 137
  • Packaged Beer Volume by Container Type pg 143
  • Packaged and Draft Volume by Region pg 145
  • Packaged Volume by State pg 147
  • Draft Volume by State pg 148

Specialty Beer Packaging pg 149

  • Packaged and Draft Specialty Beer pg 149
  • Specialty Beer Packaging by Segment pg 156

EXHIBITS

  • 4.31 U.S. Beer Market Packaged and Draft Volume and Share 1975 – 2021 pg 159
  • 4.32 U.S. Beer Market Change in Packaged and Draft Volume 1980 – 2021 pg 160
  • 4.33 U.S. Beer Market Packaged Volume and Share by Container Type 1982 – 2021 pg 161
  • 4.34 U.S. Beer Market Change in Packaged Volume by Container Type 1983 – 2021 pg 162
  • 4.35 Regional Beer Markets Packaged and Draft Volume 2011 – 2021 pg 163
  • 4.36 Regional Beer Markets Share of Packaged and Draft Volume 2011 – 2021 pg 164
  • 4.37 Regional Beer Markets Change in Packaged and Draft Volume 2012 – 2021 pg 165
  • 4.38 The Leading States in Packaged Beer Volume 2011 – 2016 pg 166
  • 4.39 The Leading States in Draft Beer Volume 2011 – 2016 pg 167
  • 4.40 U.S. Specialty Beer Market Estimated Packaged and Draft Volume 2011 – 2021 pg 168
  • 4.41 U.S. Specialty Beer Market Share of Estimated Packaged and Draft Volume 2011 – 2021 pg 169
  • 4.42 U.S. Specialty Beer Market Change in Estimated Packaged and Draft Volume 2012 – 2021 pg 170

5. BEER INDUSTRY PRICING IN THE U.S.

Beer Pricing pg 171

  • Consumer Prices pg 171
  • Producer Prices pg 173
  • Producer Prices by Package Type pg 175

EXHIBITS

  • 5.43 Consumer Price Indexes Beer and Ale vs. All Items Change 1975 – 2016 pg 176
  • 5.44 Producer Price Indexes Malt Beverages vs. All Items Change 1990 – 2016 pg 177
  • 5.45 Producer Price Index Malt Beverages vs. All Commodities Change by Package Types 1991 – 2016 pg 178

6. BEER ADVERTISING IN THE U.S.

Beer Marketing pg 179

  • Overview pg 179
  • Imported Beer pg 182
  • Domestic Beer pg 183

Advertising Expenditures by Category pg 185

  • Overview pg 185

Leading Beer Companies' Advertising Expenditures pg 186

  • Overview pg 186
  • Advertising Dollars Per Barrel pg 188

Leading Brands' Advertising Expenditures pg 189

  • Overview pg 189
  • Advertising Dollars Per Barrel pg 190

Leading Craft Brands' Advertising Expenditures pg 191

  • Overview pg 191

Advertising Expenditures by Media pg 192

  • Overview pg 192

EXHIBITS

  • 6.46 Domestic and Imported Beer Market Advertising Expenditures 1981 – 2016 pg 194
  • 6.47 U.S. Beer Market Advertising Expenditures by Category 2011 – 2016 pg 195
  • 6.48 U.S. Beer Market Share of Advertising Expenditures by Category 2011 – 2016 pg 196
  • 6.49 U.S. Beer Market Change in Advertising Expenditures by Category 2012 – 2016 pg 197
  • 6.50 Leading Beer Companies Advertising Expenditures 2011 – 2016 pg 198
  • 6.51 Leading Beer Companies Share of Advertising Expenditures 2011 – 2016 pg 199
  • 6.52 Leading Beer Companies Change in Advertising Expenditures 2012 – 2016 pg 200
  • 6.53 Leading Beer Companies Advertising Dollars Per Barrel 2011 – 2016 pg 201
  • 6.54 Leading Beer Brands Advertising Expenditures 2011 –2016 pg 202
  • 6.55 Leading Beer Brands Share of Advertising Expenditures 2011 – 2016 pg 203
  • 6.56 Leading Beer Brands Change in Advertising Expenditures 2012 – 2016 pg 204
  • 6.57 Leading Beer Brands Advertising Dollars Per Barrel 2011 – 2016 pg 205
  • 6.58 Leading Craft Beer Brands Advertising Expenditures 2011 – 2016 pg 206
  • 6.59 Leading Craft Beer Brands Change in Advertising Expenditures 2012 – 2016 pg 207
  • 6.60 U.S. Beer Market Advertising Expenditures by Media 2011 –2016 pg 208
  • 6.61 U.S. Beer Market Share of Advertising Expenditures by Media 2011 – 2016 pg 209
  • 6.62 U.S. Beer Market Change in Advertising Expenditures by Media 2012 – 2016 pg 210

7. DEMOGRAPHICS OF THE U.S. BEER CONSUMER

The Beer Consumer pg 211

  • Overview pg 211
  • Budweiser and Miller Lite pg 215

The Specialty Beer Consumer pg 221

  • Microbrews pg 221
  • Samuel Adams pg 225

EXHIBITS

  • 7.63 Demographics of the Beer Consumer 2016 pg 226
  • 7.64 Demographics of the Budweiser Consumer 2016 pg 227
  • 7.65 Demographics of the Miller Lite Consumer 2016 pg 228
  • 7.66 Demographics of the Microbrew Consumer 2016 pg 229
  • 7.67 Demographics of the Samuel Adams Consumer 2016 pg 230

APPENDIX

U.S. Population by Region 1980 – 2016 pg 231

Have Questions?
Contact Charlene Harvey at 212-688-7640 x1962 or via email.

 


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