What American Craft Beer Consumers Tell Us About the U.S. Market
Every year, the Brewers Association publishes a Harris Poll surveying more than 2,000 American beer consumers. The 2026 results are in, and - after years of discouraging data - they bring concrete signs of recovery. But there is also a less positive side. Here is the analysis, with a look at what it means for those who love American craft beer outside the States as well.
Positive signs: loyal consumers are drinking more again
Monthly consumption among American craft beer drinkers has reached 85%, the highest level since 2019–2020, up 10 percentage points from last year. The share of people who say they drink more craft beer than a year ago is also growing: from 23% to 28%, ending four consecutive years of decline.
This growth is driven mainly by male consumers and the 21–44 age group.
Visits to American brewpubs are improving too: an average of 5.5 visits over the past 12 months (compared with 5.1 in 2025), and 58% of enthusiasts buy more products from a brewery after visiting it in person - up from 51% last year.
When it comes to variety, 50% of consumers buy three or more craft beer brands per month, the highest figure since 2016. Craft beer lovers are not satisfied with just one label.
🍺 Do you also love exploring different labels? Discover our selection of American Craft Beers - from IPA to Session, from classics to new releases.
The general population is moving away
The picture becomes more complicated when looking at the broader population: monthly consumption of American craft beer among the general public fell from 30% (2025) to 28% this year. Craft beer is strengthening its relationship with existing converts, but struggling to attract new drinkers.
Specific barriers emerge among Gen Z (21–34-year-olds): a lack of drinking companions, limited availability at retail locations, and dietary concerns (gluten, calories). These are concrete obstacles that American breweries need to address.
Young people: opportunity and risk at the same time
Younger consumers remain crucial. 45% of 21–34-year-olds drink American craft beer at least several times a month, followed by 41% of those aged 35–44. Then the figures drop sharply: 21% among 45–54-year-olds, 22% among 55–64-year-olds, and just 10% among those over 65.
But young people are also the most volatile. Among 21–34-year-old craft beer enthusiasts:
- 38% say they drink more of it than a year ago
- 28% say they drink less of it
- only 34% remain stable
In 2019, the picture was much more balanced (34% increasing, 16% decreasing, 50% stable). Younger consumers today are moving in both directions more quickly - creating opportunities but also real risks for breweries.
High and low alcohol: it is not a contradiction
An interesting finding: this year saw an all-time high (since 2015, when the survey began) in the number of consumers seeking both high-alcohol products (66%, +6% vs 2025) and low-alcohol products (44%, +5%). This is not a contradiction - it is the diversification of preferences.
Craft beer is also confirmed as an occasion-based choice: at restaurants, it is tied with wine as the preferred beverage (47%), while at friends' homes it is the first choice at 52%, ahead of non-craft domestic beers (51%).
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What it means for us
American trends often anticipate what happens in European markets. The key message is clear: craft beer performs best when there is an experience behind it - a visit, a story, a variety to explore. It is no longer a product that sells itself.
The UK is the world's third-largest market for American craft beer imports (8.2% of the global total). Italy is still a niche market - but the niche is growing, and more discerning Italian consumers are looking for the same things: authenticity, variety, and storytelling. We know this well.
Explore all American Craft Beers →
For further reading
- Brewers Association - the association of American craft breweries
- World Beer Cup - the world's most prestigious international competition for beer and cider (entries open in November)
- CraftBeer.com - resources for enthusiasts
Source: Brewers Association Harris Poll 2026. Analysis by Lotte Peplow, BA Ambassador for Europe. Data from Matt Gacioch, Staff Economist at the Brewers Association.
