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For much of the 2010s, craft beers were the most exciting story in beverage retail. The Brewers Association reported U.S. craft breweries grew from approximately 1,500 in 2009 to over 9,000 by 2019, with craft beer’s share of the overall beer market reaching 26% by dollar. Craft beer volume growth has been essentially flat for eight years, stalling after its explosive early-decade expansion. Overall U.S. beer shipments were down approximately 6% in early 2025 compared to the same period in 2024 (Beer Institute).
Why Craft Beers are Under Structural Pressure
Craft beer faces multi-directional headwinds. The category is squeezed by the rise of hard seltzers and RTD cocktails on one side, and premium spirits and upscale wine on the other. Gen Z’s reduced alcohol consumption is particularly challenging — estimates suggest Gen Z drinks nearly 20% less overall, and beer disproportionately bears the reduction.
What Is Still Working?
- Craft Lagers: The craft lager renaissance is real — clean, drinkable lagers are winning consumers fatigued by aggressively hopped IPAs
- Non-Alcoholic Craft Beer: Athletic Brewing’s $800M valuation (2024) demonstrates how the craft aesthetic translates powerfully to the NA space
- Limited Releases & Exclusives: Barrel-aged stouts and small-batch releases command premium prices and dedicated followings
- Local & Hyperlocal Focus: Consumers reward local craft breweries with loyalty they will not extend to national craft brands
- Variety Packs: Discovery-driven packaging drives incremental trial and category exploration
About Bevly
Bevly is the all-in-one liquor store platform built for modern retail — POS, inventory, eCommerce, distributor management, and customer loyalty in one powerful system.
Platform Features
- ✓ Purchase Order Automation
- ✓ 50,000+ Product Database
- ✓ Real-Time Inventory Sync
- ✓ Distributor Network Integration
- ✓ Business Intelligence Dashboards
- ✓ Customer Loyalty & CRM
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Bevly In Action
Bevly’s auto-ranking and sales velocity tracking features are particularly valuable for craft beer category management. The system flags slow-moving SKUs before they become write-offs, identifies which local and seasonal brands are outperforming in your specific market, and ensures reorder quantities are calibrated to actual demand.
Sources & Citations
[1] Brewers Association. National Beer Statistics & Data. 2025.
[2] Beervana Blog. Craft Beer Has Been Flat for Eight Years. February 2024.
[3] Seven Fifty Daily. 6 Beer Industry Trends to Watch in 2025. 2025.
[4] Beer Institute. Taxable Removals Monthly Statistical Release. May 2025.
