As we move into the latter half of this year, the beer industry continually evolves to cater to changing consumer preferences and the ever-shifting market dynamics. This year, several beer trends in 2024 are shaping the future of brewing, each reflecting a broader cultural shift towards personalized and health-conscious drinking experiences. The landscape is diverse and vibrant, with non-alcoholic brews catering to sober-curious Millennials and Gen Zers, innovative explorations by craft breweries, and the increasing popularity of CBD-infused beers.

Breweries are not simply responding to changing market conditions but rather taking a proactive approach by exploring new flavors and innovative brewing techniques to attract beer lovers worldwide. They are expanding the definition of beer by introducing a range of artisanal options and venturing into new product categories, such as hard kombuchas and hop waters, which are generating excitement among beer enthusiasts.

Our team of experts at The Brandsmen has created this article to help you understand the major beer trends expected to emerge in 2024. We will highlight how these trends create significant movements that redefine what beer can mean for a new generation of drinkers.

Why are Non-Alcoholic Beers so Popular

Beer trends in 2024 have significantly shifted, with increased demand for non-alcoholic (NA) beers. The sober-curious movement created this trend, particularly among Millennials and younger Gen Z segments. These consumers are more interested in enjoying the social aspects of drinking without the effects of alcohol. Their approach to moderation has changed the beverage landscape, resulting in a 20% decrease in alcohol consumption compared to previous generations at similar ages.

Non-alcoholic beers are crafted with great care to replicate the taste and appearance of traditional beers but with an alcohol content of less than 0.5% by volume (ABV). Breweries achieve this through various methods, such as reverse osmosis, vacuum distillation, or halting fermentation early. This innovative brewing process allows beer lovers to enjoy the multi-layered flavor of beer without worrying about the alcohol content.

Advantages of Non-alcoholic Beer

• Health and Wellness: The shift towards NA beers aligns with a broader consumer focus on health and wellness. These beers offer a guilt-free alternative that fits well within a healthy lifestyle, appealing to health-conscious drinkers.
• Inclusion of Big Brands: Recognizing the potential of this market, major beer brands have introduced non-alcoholic versions of their flagship products. Some of the top-selling non-alcoholic beers now include Heineken 0.0, Guinness 0.0, and Beck’s Blue, among others.
• Consumer Acceptance: As non-alcoholic beers improve in quality and variety, their acceptance among traditional beer drinkers and teetotalers alike has grown, broadening the consumer base.

As we continue into 2024, get ready to see these beverages become a staple at bars and restaurants everywhere, catering to a diverse crowd seeking variety and moderation in their drinking habits. Whether you’re a nondrinker or just looking to cut back on alcohol, non-alcoholic beer is a tasty and refreshing option.

Craft Beer Innovations

Craft beer remains a thriving and evolving segment despite predictions of a slowdown in 2024. This success appears due to the relentless pursuit of innovation and deep love for local, artisanal products. Across the nation, craft breweries are surviving and thriving by satisfying the desire for unique, locally-sourced beverages while supporting small business ecosystems.

Main Characteristics of Craft Beer

• Local and Artisanal Focus: Many craft breweries emphasize local ingredients and traditional brewing methods, creating beers that reflect their community’s tastes and heritage. This local focus helps them forge a strong connection with consumers who prioritize supporting local businesses.
• Innovative Flavors and Styles: Craft brewers constantly experiment with flavors and brewing techniques to stand out in a crowded market. This year, we’ve seen a surge in popularity for niche categories like sour beers, which offer a tart and refreshing alternative to traditional bitter beers. Hazy, juicy IPAs continue to attract those who prefer a milder hop bitterness, and innovative hybrids like rosé beers blend the craft of brewing with the art of winemaking.
• Rotating Taps: Many bars and restaurants now feature rotating taps dedicated to showcasing local craft brews. This supports local breweries and gives consumers a reason to return, eager to try the latest offerings before they’re gone.

Craft breweries fiercely compete to gain a larger market share by developing unique and unforgettable beers. These breweries are more than just places where drinks are produced; they are also hubs of the community and pioneers in the beverage industry. By pushing the limits of what beer can be, they not only cater to the preferences of traditional beer enthusiasts but also appeal to new customers who are eager to explore the diverse array of flavors that craft beer has to offer.

What are CBD-Infused Beers?

Interest in CBD-infused beer is increasing in 2024, despite the complex regulatory environment. Cannabidiol (CBD) is a non-psychoactive compound found in cannabis that is believed to have various health benefits without the intoxicating effects of THC. As the demand for wellness-related products is growing, breweries are exploring this niche market, although they face strict regulations.

Challenges with CBD-Beers

• Regulatory Challenges: According to the FDA, the sale of CBD-infused alcoholic beverages remains illegal under U.S. federal law. This has limited the availability of such products to non-alcoholic versions, which legally circumvent these restrictions.
• Market Potential: Despite legal barriers, interest in CBD beverages is significant, suggesting a promising market could develop if regulations shift. Breweries are experimenting with non-alcoholic CBD beers to tap into consumer interest while staying compliant with current laws.
• Consumer Health Focus: CBD associates itself with potential health benefits, including stress reduction, anxiety relief, and anti-inflammatory properties. This aligns well with the growing consumer trend towards healthier lifestyle choices, making CBD-infused beers a compelling product for health-conscious consumers.

CBD-infused beers could notably impact the beer trends in 2024, but only if the legal landscape changes. Breweries are keeping a close eye on the regulatory environment and are prepared to broaden their offerings in this area as soon as it becomes possible.

The Popularity of Hard Seltzers

Hard seltzers have proven to be more than just a fleeting trend, maintaining their stronghold in the beverage market as we move into 2024. Their sustained popularity is driven by a combination of refreshing flavors, low-calorie counts, and consumer desire for convenience and variety. The hard seltzer market has shown remarkable resilience and growth, continuing to appeal to a broad audience.

Facts About Hard Seltzers

• Market Growth: The hard seltzer market continues to expand, with a projected annual growth rate of 8.51% from 2023 to 2027. This growth appears due to the drink’s alignment with health trends and its versatility in flavors.
• Diverse Flavor Offerings: Brands like White Claw, Truly, and Bud Light Seltzer dominate the market, continually introducing new and seasonal flavors to keep consumers engaged. These flavors, ranging from tropical fruits to classic cocktail inspirations, cater to a wide palate.
• Consumer Preferences: The appeal of hard seltzers lies in their light, refreshing taste and lower alcohol content compared to traditional alcoholic beverages. They fit perfectly into social settings where consumers seek enjoyable yet moderate drinking options.

The popularity of hard seltzers is a clear sign that they have become a part of the mainstream drinking culture. They have established a firm foothold in the alcohol industry and are now a common sight at social gatherings and on store shelves.

Understanding Hard Kombucha

Hard Kombucha is becoming more popular as a unique alcoholic option that attracts health-conscious consumers who seek an alternative to conventional beers and spirits. This trend coincides with the broader adoption of healthier lifestyles and drinks that offer functional advantages. Hard Kombucha results from fermenting kombucha to reach a higher alcohol level. It blends the probiotic benefits of traditional kombucha with the social aspect of alcoholic drinks.

Benefits of Hard Kombucha

• Health Benefits: Kombucha is well-known for its health benefits, including digestion support, immune system enhancement, and detoxification properties due to its probiotic content. Hard Kombucha offers these benefits with the added enjoyment of an alcoholic beverage.
• Variety and Flavor: Hard Kombucha comes in various flavors, often infused with herbs, fruits, and teas that provide a unique and appealing taste profile. This variety caters to consumers looking for complex, sophisticated flavors beyond what traditional beers can offer.
• Market Growth: The popularity of Hard Kombucha is on the rise, with more breweries and beverage companies adding it to their product lines. This expansion supports the interest in gut health and wellness-oriented products.

The emergence of Hard Kombucha in the alcohol market marks a noteworthy transition towards drinks that offer a delightful consumption experience and positively affect the consumer’s overall health. The experts tell us we can expect Hard Kombucha to become a more prevalent option in bars, restaurants, and stores, providing a refreshing and health-conscious alternative for alcohol consumers.

The Rise of Ready-to-Drink (RTD) Beverages

The Ready-to-Drink (RTD) market is rapidly growing as we approach 2024, fueled by consumer demands for convenience, variety, and innovative products. This category has expanded significantly, including everything from canned cocktails to malt-based beverages, showcasing its versatility and adaptability in a fast-paced world.

Advantages of RTD Beverages

• Market Expansion: The RTD sector is experiencing robust growth, with packaging and product-type innovations catering to a lifestyle that values convenience and ease. The market is expected to grow, with a compound annual growth rate (CAGR) of 8.51% through 2027.
• Diverse Product Range: The RTD category includes malt-based, spirit-based, and wine-based options, each offering unique flavors and drinking experiences. This diversity meets various consumer tastes and preferences, from casual drinkers to connoisseurs looking for premium options.
• Consumer Trends: The growth in RTD popularity is also propelled by shifting consumer behaviors, including a preference for lower-alcohol options and beverages that can be enjoyed on the go. Marketing strategies highlighting RTD products’ practicality and quality support this shift.

Ready-to-drink (RTD) beverages have successfully met the modern consumer’s preference for convenient, high-quality drinks. As we proceed through the beer trends in 2024, the RTD market will become the primary player in the beverage industry. This trend will appeal to consumers who appreciate quality and convenience in their beverage choices. The dynamic nature of the RTD sector implies that it will continue to evolve, which could result in more specialized and sophisticated beverages in the future.

Introduction to Hop Water

Hop water is a new and unique option for those who want a refreshing and flavorful drink without the alcohol content. It combines hops and water, producing a crisp and distinctive taste that appeals to many consumers. This novel beverage is gaining popularity among people who are looking for an alternative to traditional alcoholic and non-alcoholic drinks.

Why is Hop Water Rising

• Brewing Process: Hops steep in water to extract flavors and aromas. However, hop water does not undergo fermentation unlike beer, resulting in a non-alcoholic beverage.
• Distinct Flavor Profile: The combination of hops and water creates a beverage with a distinct hoppy flavor reminiscent of beer but with a lighter, more refreshing taste. Hop water offers a unique drinking experience that stands out from other non-alcoholic options.
• Health Conscious Choice: With zero alcohol and typically low in calories and sugar, hop water appeals to health-conscious consumers looking for a flavorful alternative to sugary sodas and alcoholic beverages. Its natural ingredients and refreshing taste make it a popular choice for those seeking balance in their lifestyle.

As hop water gains popularity, breweries and beverage companies are exploring creative ways to incorporate it into their product offerings. Whether enjoyed on its own or as a cocktail mixer, hop water provides a versatile and enjoyable option for consumers seeking a flavorful, non-alcoholic beverage.

Final Facts

Exploring the beer trends in 2024 has revealed that the industry is reacting to changes and leading the way in innovation. It’s truly exciting to see how breweries cater to diverse tastes and preferences, offering non-alcoholic options for the health-conscious and sober-curious and unleashing their creativity with craft beers, CBD-infused brews, and hop water.

These trends reflect a broader shift in consumer behavior, where drinks that align with personal values and lifestyle choices are becoming increasingly popular. It’s no longer just about quenching thirst but also about promoting health and wellness, convenience, and unique experiences. This evolution of the beer market presents fantastic opportunities for businesses looking to capitalize on these emerging trends.

Partnering with an experienced marketing agency like The Brandsmen can be the key to unlocking these opportunities. Their tailored digital marketing strategies are designed to enhance brand visibility and effectively engage target audiences in the dynamic beverage industry. We’re genuinely interested in helping businesses succeed in this exciting and ever-changing landscape. Contact us, and let’s work together.