5 Must-Know Beer Industry Trends for 2024

The global beer market is bubbling with complexity. While overall consumption remains robust, the way consumers drink, what they prioritize, and where they buy their beverages is changing at warp speed. Traditional giants are fighting for shelf space against niche craft brewers, while the non-alcoholic segment threatens to steal serious market share.

If you’re attempting a comprehensive beer industry analysis for the coming year, understanding these fundamental shifts is crucial. Success in 2024 won’t just be about brewing a great pilsner; it will be about adaptability, premiumization, and meeting the demand for functional beverages.

Here are the five defining trends shaping the beer industry landscape this year.

The State of the Beer Market: A Quick Snapshot

Before diving into the trends, it’s important to note the major pressures facing brewers globally: inflation impacting raw material costs (hops, malt, aluminum), persistent supply chain issues, and a noticeable demographic shift as Gen Z adopts drinking habits different from previous generations.

Breweries are responding by focusing on margin over volume and investing heavily in diversification.

5 Must-Know Beer Industry Trends for 2024

1. The Meteoric Rise of NOLO (No and Low Alcohol)

The “sober curious” movement has moved from a fringe trend to a mainstream pillar of consumer culture. Consumers are actively seeking beverages that fit healthier lifestyles, resulting in explosive growth in the No and Low Alcohol (NOLO) beer sector.

Key Drivers:

Improved Quality: Modern brewing techniques have dramatically improved the flavor profile of non-alcoholic beers, moving beyond the traditionally watery or overly sweet options. Social Inclusion: NOLO products allow consumers to participate in social drinking occasions without alcohol consumption. Health Focus: Demand for low-calorie, low-carb options continues to fuel this market segment.

Analysis Insight: Brands that treat NOLO products as an afterthought are missing a massive opportunity. The best-performing brewers are integrating NOLO into their core portfolio with dedicated marketing and branding.

2. Premiumization and the Craft Segment Evolution

Despite inflationary pressures, consumers are often willing to pay a premium for perceived quality, authenticity, or uniqueness—a phenomenon known as “premiumization.” Volume sales of mass-market lagers may stagnate, but high-end craft and import sales remain resilient.

What Premiumization Looks Like:

High-End Lagers: A resurgence in meticulously brewed, classic lagers that position themselves as superior alternatives to mass-market options. Limited Releases: Small-batch, high-ABV, and barrel-aged beers that command higher price points and drive traffic to taprooms. Experience-Driven: Consumers want a story, unique ingredients, and a connection to the local community, justifying the higher cost per unit.

3. The Shift from Hard Seltzer to FMBs and RTDs

While hard seltzers dominated the early 2020s, the market is showing signs of fragmentation and fatigue. Consumers are now migrating toward more complex, flavor-forward, and often higher-ABV alternatives within the broader Flavored Malt Beverage (FMB) and Ready-to-Drink (RTD) cocktail categories.

The Next Generation of Flavors:

Hard Teas and Coffees: Beverages offering a flavor profile derived from tea or coffee, providing novelty outside of standard fruit flavors. Spirit-Based RTDs: True canned cocktails made with real liquor (vodka, tequila, whiskey) are rapidly taking shelf space from malt-based seltzers, though they face different regulatory hurdles. Agave Focus: Tequila and mezcal-inspired malt beverages are capitalizing on the sustained global popularity of agave spirits.

4. Sustainability and ESG as a Competitive Edge

Environmental, Social, and Governance (ESG) factors are no longer buzzwords; they are non-negotiable requirements for many modern consumers, especially younger buyers. Brewers who can credibly demonstrate commitment to sustainability will gain a significant competitive advantage.

Key Sustainability Focus Areas:

Water Stewardship: Since beer is 90%+ water, minimizing water usage and responsibly treating effluent is paramount. Carbon Neutrality: Investing in renewable energy, localized sourcing, and optimizing logistics to reduce carbon footprints. Packaging Innovation: Moving away from plastic packaging and exploring lighter, recyclable aluminum options or refillable systems.

Businesses conducting a thorough beer industry analysis will see that sustainable operations often lead to cost savings in the long term, moving ESG from a compliance issue to an efficiency driver.

5. Digital Transformation and Direct-to-Consumer (DTC) Sales

The pandemic accelerated digital adoption, but the momentum hasn’t stopped. Technology is reshaping distribution, marketing, and the consumer purchasing experience.

DTC and Tech Opportunities:

E-commerce Expansion: More states and countries are relaxing restrictive alcohol shipping laws, enabling breweries to sell directly to consumers via online platforms. Taproom Tech: Utilizing digital menus, loyalty apps, and streamlined ordering systems to enhance the on-site experience and gather valuable customer data. AI and Data Analytics: Breweries are using advanced data tools to predict demand, optimize inventory, and tailor marketing campaigns based on hyperlocal consumer preferences.

Conducting Your Own Beer Industry Analysis

The beer market is a mature industry experiencing immense disruption. To successfully navigate 2024, brewers and retailers must look beyond traditional segment lines.

A successful beer industry analysis requires tracking both internal operational efficiencies (costs, supply chain) and external consumer shifts (NOLO demand, flavor innovation). The brewers who invest in quality, sustainability, and targeted digital experiences will be the ones pouring success in the years to come.