UNDERSTANDING TODAY’S AMERICAN CRAFT BEER CONSUMER –
Key Takeaways from the Brewers Association’s 2026 Harris Poll

American craft beer drinkers appear more engaged than they were a year ago, according to the Brewers Association’s latest annual Harris Poll, a survey of 2,000+ consumers to understand beer drinker preferences, which reveals a number of intriguing insights into today’s competitive American craft beer landscape.  As consumer trends in the USA often ripple across global markets, it’s worth taking a look at what’s happening across the pond…..

Positive Signals Amongst Craft Beer Drinkers

Monthly consumption among American craft beer drinkers reached 85%, the highest since 2019–2020, and up +10 percentage points (pp) from last year. The share of American craft beer drinkers saying they are drinking more American craft beer than they were a year ago also increased, up to 28% from 23% in 2025, halting a four-year decline. In both cases, these gains are driven by male consumers and 21-44 year olds.

The outlook for brewery visits was equally improved. American craft beer drinkers reported visiting American craft breweries 5.5 times on average over the past 12 months, compared to 5.1 visits a year ago. Also encouraging, 58% of craft drinkers said they purchased more of a brewery’s product after visiting its taproom, up from 51% in 2025.  Meanwhile, those who said they purchased less after visiting fell from 25% to 20%. There were also positive signs in variety. Half of American craft beer drinkers (50%) now say they purchase three or more craft beer brands monthly, up from 45% last year. This marks the highest share purchasing three or more brands monthly since 2016, when it reached 53%.

Of course, one year does not make a trend but after several years of tougher consumer data, craft drinkers showing more activity, more variety-seeking, and stronger post-visit purchasing is an encouraging sign.

Less so Amongst the General Population

However, monthly American craft beer consumption in the general population declined last year, from 30% in 2025 to 28% this year. This disparity suggests that while American craft beer is strengthening its appeal among existing enthusiasts, it is finding it more difficult to attract or retain more casual drinkers.

Some of the Gen Z data sharpens that point. Compared with the overall population, 21-34 year old respondents were more likely to cite a lack of craft drinking companions, limited availability where they shop, dietary concerns such as avoiding gluten and efforts to reduce calorie intake as reasons for not drinking more craft beer

Younger Consumers Drive Consumption

It’s encouraging to note that younger consumers are drinking beverage alcohol more frequently than older age groups. The 21–34 and 35–44 age groups are the only demographics drinking beverage alcohol higher-than-average monthly-or-more across all categories.

For American craft beer specifically, 45% of 21–34-year-olds drink it at least several times per month, closely followed by 41% of 35–44-year-olds. Then the numbers fall sharply among older cohorts: 21% for 45–54-year-olds, 22% for 55–64-year-olds, and just 10% for those 65 and older.

Opportunity and Risk Among Younger Consumers

While younger consumers remain vital to the category, they are also becoming increasingly polarised.  Across all American craft beer consumers, 28% say they are drinking more craft beer than a year ago, while 27% say they are drinking less. Among 21-34 year old craft consumers, the split is more pronounced: 38% are drinking more, 28% are drinking less, and only 34% are drinking about the same amount.

While youngest drinkers are generally more fickle, the effect seems to be growing. For context, in 2019, 34% of younger consumers (21-34 year olds) said they were drinking more craft beer, 16% reported drinking less, and 50% said their consumption was about the same. The youngest legal-drinking-age consumers today appear more movable in both directions, creating both opportunities and risks for craft brewers.

Highs, Lows and Occasions

This year’s survey recorded the highest share of craft beer consumers seeking both high and low alcohol content since the survey began 11 years ago. Two-thirds of America craft beer consumers (66%) said they seek high alcohol products, up +6pp from 2025 while 44% said they look for lower-alcohol options, up +5pp YOY.   Together, these trends highlight the growing diversity of consumer preferences and the opportunities available across the alcohol spectrum.

The survey also highlights the strength of American craft beer in specific occasion-based opportunities. When eating out at a restaurant, craft beer is tied with wine as the preferred beverage among that category’s consumers, at 47%. When drinking at a friend’s house, craft beer is the top choice at 52%, narrowly ahead of domestic non-craft beer at 51%.

The Takeaway

The survey results underline the need for American craft brewers to address change and continue to adapt to a rapidly evolving marketplace.   They are facing more competition for the same drinking occasions, and consumers have more ways to satisfy their evolving needs.  As a result, American craft beer needs to work harder to earn the same occasions, dollars, and attention as it used to.

Current American craft beer drinkers still reward variety, taproom experiences, and brand engagement but American craft beer is less automatic for the broader population. Younger consumers and key social occasions are still very much in play creating new opportunities but American craft beer is competing in a more crowded, more occasion-specific, and more polarised beverage market.

Date for Your Diary

Calling all brewers!   Don’t forget to register for the World Beer Cup, the most prestigious beer and cider competition in the world, held annually in the USA.  Developed in 1996 to celebrate the art and science of brewing, this global competition continues to create greater consumer awareness about different beer and cider styles and flavour profiles while promoting international brewing excellence.  Registration opens in November.  See www.worldbeercup.org for further details.

American Craft Beer in Sweden

Sweden accounts for 5.4% of all American craft beer exports and many award-winning examples can be found in Systembolaget and on trade venues throughout Sweden.  The Brewers Association will, once again, be showcasing a range of rare-to-Sweden and highly sought-after American craft beers at Stockholm Beer & Whisky Festival in October.

Free downloadable resources to help you enjoy and understand American craft beer are available at www.brewersassociation.org or www.craftbeer.com

With thanks to Matt Gacioch, staff economist at the Brewers Association for providing the data.

About the Brewers Association

The Brewers Association (BA) is the not-for-profit trade association dedicated to small and independent American brewers, their beers and the community of brewing enthusiasts. The BA represents 5,600-plus U.S. breweries. The BA’s independent craft brewer seal is a widely adopted symbol that differentiates beers by small and independent craft brewers. The BA organizes events including the World Beer Cup^®, Great American Beer Festival^®, Craft Brewers Conference^® & BrewExpo America^®,  and American Craft Beer Week^®. Beer lovers are invited to learn more about the dynamic world of craft beer at CraftBeer.com^® Follow us on Facebook and Instagram.

Issued on behalf of the Brewers Association, 1327 Spruce Street, Boulder, Colorado, 80302 USA.  www.brewersassociation.org
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