Total beer volumes in the US are expected to struggle to return to growth in the early forecast period. As an ageing populace faces a shifting narrative about alcohol consumption being “safe at no amount”, the increasing channel activation of beverages with intoxicating cannabinoids is poised to steal some volumes from beer.
Reconciling the “return to normalcy” with the decline in beer volumes overall will be an ongoing struggle for beer in the on-trade. Recovery for draught beer sales remains a slog, even as labour and beer gas costs look to stabilise.
Even as fear abounds amongst players in beer about a younger generation disinterested in alcohol, consumption habits paint a more complex picture. 2021 proved to have the highest per capita consumption of total volumes of pure alcohol in recent history.
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Understand the latest market trends and future growth opportunities for the Beer industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See All of Our DefinitionsThis report originates from Passport, our Beer research and analysis database.
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