Lotte Peplow, Brewers Association American craft beer ambassador for Europe, looks into US craft brewing packaging trends

Walk into any Systembolaget in Sweden and the international beer aisles will be stocked, predominantly, with cans. While they are generally sold in single units, over in the States it’s a different story with new developments in can size and format.  From the small 248ml to the pint size 568ml can, here’s a deep dive into the latest packaging trends in US craft brewing:

Note that share growth is slowing and this may due to a number of factors such as established consumer acceptance of aluminium, limited glass to convert or the impact of aluminium tariffs.    With four out of five beers in cans they are the go-to packaging format for good reason, such as:

• beer stays fresh for longer. Cans bar light and oxygen
• lighter and more efficient to transport, therefore more environmentally friendly
• 360° marketing wrap to engage consumer

Pack Sizes: From One Extreme to the Other

From 2024 to 2025 in the US, every major pack size declined in volume except 24-packs (albeit from a small base), which grew 6%.  However, six-packs retain the largest share of pack size in US craft brewing at 45% of volume, although that’s down from 47% in 2022.

Single cans are growing and now account for 8% of craft beer volume and within this format, 19.2oz/568ml (or one pint) cans continue to consolidate share. The “stovepipe” now represents 60% of single-pack volume (up from 55% a year ago) and grew 7% volume from 2024 to 2025. Twelve oz/355ml singles fell to 15% share (-2 pp yoy), and 16oz/473ml singles to 11% (-2pp yoy). The larger single-serve format continues to strengthen even as total single volume declines.

The bulk of volume sold in singles is hoppy with 69% being imperial IPA (26%), IPA (22%), hazy IPA (16%), and imperial hazy IPA (5%).

These shifts to the extremes in pack sizes reflect a financially conscious consumer seeking purchases that feel justifiable in the current economic climate. While some consumers are seeking lower spend through purchases of singles (often higher ABV), others are prioritising value for money with 12- and 24-packs.

Importance of Design

In the USA’s saturated and competitive craft beer market, an impactful design can help a brand stand out and make or break a purchase decision.  Packaging is no longer a simple container for a beer.  It now needs to reflect brand values, sustainability credentials and act as a story-teller.

According to the Brewers Association 71% of craft beer consumers say they choose which beer to buy after they’re already at the chiller or shelf. Bold, eye-catching packaging is often the deciding factor. 

U.S. Craft Beers in Sweden

Sweden is an important export market for American craft beer, accounting for 5.4% of all exports and ranks as the largest market in the EU.

A wide range of high quality beers from American craft breweries are regularly available throughout Systembolaget and on draught in select pubs, bars, restaurants and diners.

Date for your Diary

America’s largest gathering for beverage alcohol producers, the Craft Brewers Conference & BrewExpo America (CBC®) will take place in Philadelphia, Pennsylvania, 20-22 April, 2026.  This year’s conference will feature curated educational sessions and deliver a more streamlined program that better matches the needs of today’s beverage professionals while fostering a more structured conference experience.  More info at Craft Brewers Conference

Free downloadable resources about American craft beer are available at www.brewersassociation.org or www.craftbeer.com