USA: Craft beer sector sees decline in production, closings outpace openings in 2024

As 2024 comes to a close, the Brewers Association (BA)—the not-for-profit trade association dedicated to small and independent American craft brewers—recaps a year of decelerated growth and continued honing of offerings.

In the BA’s midyear survey, craft saw a slightly more significant estimated decline in production (-2%) compared to the full year 2023 data (-1%). There were no significant year-over-year (YOY) variations in sales volume share by channel, and one distributed channel did not overtake another, suggesting a balance between where consumers are purchasing and where breweries are supplying.

In the second half of the year, Q3 scan data suggested weaker performance than the first half of the year, though there has been some deceleration of declines in recent periods. This suggests a full-year number that may be weaker than the midyear estimate.

“Craft has been going through a painful period of rationalization as demand growth has slowed and retailers and distributors look to simplify their offerings or add options for flavor and variety outside of the craft category,” said Bart Watson, vice president of strategy and membership, Brewers Association. “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.”

Craft Beer by the Numbers

Count: The number of small and independent breweries in operation in the U.S. in 2024 totaled 9,736.

Openings and Closings: Throughout the year, the BA has tracked 335 new brewery openings and 399 closings. Despite the slight decline in the number of breweries in operation, closings remain a low percentage of total operating breweries.

Employment: The craft beer industry supported nearly 460,000 jobs nationwide, fostering local economies and creating opportunities.

Economic Impact: Craft beer’s contribution to the U.S. economy reached an impressive $77.1 billion, demonstrating its vital role in the broader beverage market.

2024’s Market Trends

Non-Alcohol Beer Boom: With the growing demand for mindful drinking, non-alcohol beer sales soared (scan dollars up 30%+ year-over-year from January through October) as brewers refined their techniques to deliver flavor-packed options.

Focus: After years of unfettered innovation ruling the industry, brewers are focusing more on building off of products and models where they’ve found success.

Hospitality: Breweries embraced new ways to emphasize the customer experience, from offering diverse dining options, cocktails, and mindful drinking options to family-friendly activities such as menus for kids to color.

Looking Ahead

As the craft beer landscape evolves, the industry is poised for another challenging year in 2025, with additional uncertainty, potential tariffs and rising costs, retailers and distributors looking to simplify offerings, and potential new dietary guidelines for beverage alcohol. Market pressures will likely lead to continued consolidation and alliances to cut costs and utilize excess capacity.

“Brewers are experiencing critical challenges at the crossroads of a high-cost environment paired with slowing growth,” said Watson. “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.”

11 December, 2024