Beer Growlers Market Outlook

The global beer growlers market is projected to reach approximately USD 1.5 billion by 2035, growing at a CAGR of around 6% from 2025 to 2035. This growth can be attributed to the increasing demand for craft beer and the rising trend of on-the-go consumption, which has made beer growlers a popular choice among consumers. Additionally, as the craft beer industry continues to flourish, local breweries are increasingly promoting their products in growlers, fostering a culture of fresh, on-tap beer consumption. The convenience that beer growlers provide, catering to social gatherings and outdoor events, also contributes significantly to market growth. Furthermore, the growing awareness of eco-friendly packaging solutions is pushing consumers towards reusable growlers, enhancing sustainability in the beverage market.

Growth Factor of the Market

The beer growlers market is experiencing significant growth driven by several factors. The rising popularity of craft breweries has created a niche market for growlers, enabling consumers to take home fresh beer directly from the source. In addition, the trend of social drinking and outdoor activities encourages consumers to opt for portable beverage containers like growlers. Moreover, advancements in materials used for growlers, such as stainless steel and ceramic, have resulted in more durable and aesthetically appealing products, which attract a broader consumer base. The significant impact of e-commerce platforms facilitates easy access to various growler options for consumers, thus enhancing sales. Furthermore, promotional activities by breweries and restaurants that offer discounts on growler refills contribute to the market's expansion.

Key Highlights of the Market

• The craft beer industry is a primary driver of the growlers market growth.
• Online sales channels are expanding, enhancing accessibility for consumers.
• Reusable beer growlers are gaining popularity due to eco-conscious consumer behavior.
• Stainless steel growlers are becoming increasingly favored for their durability and insulation properties.
• The integration of technology in product design is enhancing user experience.

By Product Type

Glass Beer Growlers:

Glass beer growlers are the most traditional and widely recognized type of growler available in the market. They are favored for their ability to preserve the freshness and flavors of the beer, thanks to the non-reactive nature of glass. Typically available in 32-ounce and 64-ounce sizes, glass growlers are often used by craft breweries to package and sell their products directly to consumers. However, they are more prone to breakage compared to other materials, which can pose a challenge for consumers who are frequently on the go. Despite this, the aesthetic appeal and transparency of glass allow consumers to showcase the beer inside, making them popular among home consumers and at social gatherings.

Stainless Steel Beer Growlers:

Stainless steel beer growlers have gained considerable popularity due to their durability and insulation properties. Unlike glass growlers, they are resistant to breakage and can keep beverages cold for extended periods, making them perfect for outdoor activities or day trips. Additionally, stainless steel is lightweight, facilitating ease of transport. These growlers often come with a wide mouth for easy filling and cleaning, and many are designed to be vacuum-insulated, maintaining the beer's temperature for hours. As an eco-friendly option, stainless steel growlers appeal to environmentally conscious consumers who prefer reusable products.

Ceramic Beer Growlers:

Ceramic beer growlers stand out due to their unique and artistic designs. They offer a rustic charm that appeals to craft beer enthusiasts and collectors alike. The material is non-porous, ensuring that no flavors are absorbed, thus preserving the beerÔÇÖs quality. Ceramic growlers often come with a variety of glazes and finishes, making them visually appealing and suitable for gifting. However, their heavier weight and propensity to chip or crack may deter some consumers from choosing them for outdoor use. Nonetheless, ceramic growlers are ideal for home use and aesthetics, as they can be displayed prominently in homes or bars.

Plastic Beer Growlers:

Plastic beer growlers are a lightweight and affordable option, making them popular among casual beer drinkers and those new to the growler market. While they may not offer the same level of thermal insulation as glass or stainless steel, modern plastic growlers are often designed with BPA-free materials, ensuring safety during use. Their shatter-resistant properties make them suitable for outdoor activities, including camping or picnics. However, consumers might be concerned about the potential for beer contamination or flavor alteration over time, which can limit their appeal compared to more traditional materials. Despite this, the affordability and convenience of plastic growlers attract a segment of price-sensitive consumers.

Copper Beer Growlers:

Copper beer growlers are a niche product that combines aesthetic appeal with functionality. Known for their excellent thermal conductivity, copper growlers can keep beer cold for extended periods, making them suitable for outdoor events. The distinctive, vintage look of copper can enhance the overall experience of enjoying craft beer, and they often serve as a conversation starter at gatherings. However, these growlers require special care to maintain their finish and prevent tarnishing. Furthermore, consumers need to be aware of the potential for copper to react with certain beverages, which can affect taste. Despite these considerations, the unique design and functionality of copper beer growlers attract a select audience.

By Application

Craft Breweries:

Craft breweries are one of the primary applications driving the beer growlers market. They often sell their beers in growlers directly to consumers, allowing customers to take home fresh, locally brewed beer. This direct-to-consumer model not only enhances customer loyalty but also provides breweries with a revenue stream that capitalizes on the increasing trend of craft beer consumption. Many craft breweries promote growler fills during special events or seasonal releases, encouraging patrons to visit and experience the unique flavors offered. This creates a culture around growler usage, where consumers feel a connection to their local brewery, further promoting sales.

Bars & Pubs:

Bars and pubs contribute significantly to the beer growlers market, especially in urban areas where craft beer culture is thriving. These establishments often offer growler fills as an alternative to traditional pints, promoting a unique experience for patrons who wish to take their favorite beers home. Many bars and pubs host events centered around growler fills, fostering community engagement and brand loyalty. Additionally, offering growler options can increase profits for these establishments, as customers are likely to purchase additional food items or snacks to accompany their growler fills. This segment is crucial for creating awareness and promoting the growler culture among a broader audience.

Restaurants:

Restaurants have increasingly recognized the potential of beer growlers as an additional revenue stream. Many establishments now offer growler fills of their draft beers, allowing customers to enjoy a selection of beverages at home. This trend is particularly popular among restaurants that emphasize locally sourced or craft beers, as it supports local breweries and aligns with the farm-to-table movement. By offering growler services, restaurants can enhance customer experience, providing a unique dining experience that continues beyond the restaurant visit. This application not only caters to beer enthusiasts but also appeals to diners looking for convenient options for social gatherings at home.

Home Use:

The home use segment represents a growing market for beer growlers, as consumers increasingly seek ways to enjoy craft beer in the comfort of their homes. This trend reflects a broader cultural shift towards personalized home experiences, where consumers prefer to curate their beverage selections for parties or casual evenings. With the rise of e-commerce, purchasing growlers for personal use has become more accessible, enabling customers to select their preferred styles and materials. Additionally, growlers offer a sustainable alternative to single-use packaging, appealing to environmentally conscious consumers who want to minimize waste while enjoying quality beer.

Others:

Other applications of beer growlers include events and festivals, where breweries and vendors use growlers to promote their products. These occasions often feature craft beer tastings and showcases, allowing consumers to sample a variety of beers before committing to a purchase. Additionally, growlers are popular in social settings, such as barbecues, picnics, or family gatherings, where individuals prefer to share fresh beer without the hassle of multiple smaller containers. This segment highlights the versatility and adaptability of growlers, catering to a wide range of consumer needs and enhancing their appeal across various social situations.

By Distribution Channel

Online Stores:

Online stores have emerged as a critical distribution channel for beer growlers, particularly following the surge in e-commerce due to the COVID-19 pandemic. The convenience of online shopping allows consumers to explore a vast range of growler options, including various materials, sizes, and designs, all from the comfort of their homes. Additionally, many retailers offer home delivery services, which enhance the customer experience and cater to those who prefer to avoid crowded spaces. This channel also enables consumers to access exclusive products and limited-edition releases that may not be available in physical stores. The rise of subscription services that deliver curated selections of craft beers in growlers further solidifies the online channel's growing relevance in the market.

Breweries:

Breweries represent a fundamental distribution channel for beer growlers, as they often sell their products directly to consumers. Many craft breweries have embraced the growler format, allowing customers to fill their containers with fresh, locally brewed beer. This direct-to-consumer model not only helps breweries build relationships with their clientele but also encourages repeat visits for refills. Breweries often host events that celebrate their beer offerings, providing an excellent opportunity to promote growler sales. Additionally, breweries frequently provide branded growlers, which serve as a marketing tool, promoting their brand and creating a sense of ownership among consumers.

Liquor Stores:

Liquor stores play a significant role in the distribution of beer growlers, offering a variety of options for consumers seeking to purchase craft beer. Many liquor stores have begun to stock growlers alongside packaged beer, catering to the growing demand for fresh beer options. These stores often provide growler filling stations, allowing customers to fill their growlers on-site from a selection of rotating drafts. This convenience encourages consumers to opt for growlers, as they can enjoy a fresh beer experience while also supporting local breweries. The presence of knowledgeable staff in liquor stores can further enhance the customer experience by assisting in selecting the right beer for individual preferences.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets are increasingly recognizing the potential of beer growlers as an attractive product offering. Many larger stores now feature dedicated craft beer sections that include growlers, allowing customers to browse various local and national brands. These retail giants often collaborate with local breweries to offer growler fills, tapping into the growing trend of fresh beer consumption. By providing a one-stop shopping experience for consumers, supermarkets and hypermarkets can drive sales by encouraging impulse purchases. The wide variety and accessibility of growlers in these stores help to normalize their use among a broader audience, expanding the market even further.

Others:

Other distribution channels for beer growlers may include specialty stores and farmers' markets. Specialty stores that focus on craft products often carry a curated selection of growlers, appealing to consumers seeking unique and artisanal items. Farmers' markets provide an opportunity for local breweries to sell their growlers directly to consumers, fostering community engagement and supporting local economies. These alternative channels highlight the versatility of the growler market, offering unique purchasing experiences and catering to diverse consumer preferences. The growth of craft beer culture is driving the expansion of these distribution channels, creating new opportunities for growth.

By Material Type

Glass:

Glass remains one of the most popular materials for beer growlers, primarily due to its ability to preserve the taste and quality of the beer. Glass growlers are typically available in various sizes and designs, allowing consumers to choose according to their preferences. The clarity of glass allows consumers to see the beer inside, which can enhance the overall drinking experience. However, glass growlers are more fragile than their stainless steel counterparts and may not be suitable for outdoor activities. Despite this, their appeal lies in the tradition and familiarity of using glass for packaging beverages, especially within the craft beer community.

Stainless Steel:

Stainless steel beer growlers have gained traction in the market for their durability and practical benefits. They are not subject to breakage like glass and can maintain the temperature of beverages for longer periods, making them ideal for outdoor and on-the-go use. Stainless steel growlers often feature double-wall insulation, which keeps beer cold while preventing condensation on the exterior. Additionally, they are more resistant to scratches and dents, making them a practical choice for active consumers. The lightweight yet robust design makes stainless steel growlers a preferred option for many beer enthusiasts.

Ceramic:

Ceramic beer growlers offer a unique alternative to traditional growler materials, providing a distinctive aesthetic that appeals to many craft beer lovers. The non-porous nature of ceramic ensures that flavors are not absorbed, preserving the quality of the beer. Ceramic growlers are often beautifully designed, making them a popular choice for home decor or gifts. However, the weight and susceptibility to chipping can limit their practicality for some consumers. The artisanal aspect of ceramic growlers often attracts collectors and those who appreciate handcrafted items.

Plastic:

Plastic beer growlers are gaining popularity due to their lightweight and shatter-resistant nature. They are often more affordable than glass or stainless steel options, making them accessible to a broader audience. However, concerns about the potential for flavor alteration and contamination persist, which can diminish their appeal to some consumers. Nonetheless, advancements in material technology have led to BPA-free plastic growlers that address safety concerns. Their convenience makes them suitable for casual events and activities where portability is a priority.

Copper:

Copper beer growlers are a unique niche within the market, prized for their aesthetic appeal and thermal properties. The rich, metallic finish of copper creates a striking visual that enhances the drinking experience. Copper's excellent thermal conductivity allows it to keep beer cold for longer periods, making it suitable for outdoor gatherings. However, they require proper maintenance to prevent tarnishing and to ensure safety, as copper can react with certain beverages. Despite these considerations, the distinctive look and functionality of copper growlers attract a select group of consumers who appreciate their uniqueness.

By Region

The North American beer growlers market is projected to account for a significant share, driven by the robust craft beer industry in the United States and Canada. An increasing number of craft breweries have adopted growler sales, directly contributing to market growth. The U.S. alone has seen a remarkable rise in the number of breweries, with the Brewers Association reporting over 8,000 craft breweries in operation as of 2023. This trend is expected to continue, with a projected CAGR of around 7% in this region from 2025 to 2035. The strong consumer culture surrounding craft beer consumption further solidifies North America's leading position in the global market.

In Europe, the beer growlers market is also experiencing growth, primarily fueled by the rise of craft breweries and changing consumer preferences. Countries such as Germany, the United Kingdom, and Belgium boast a rich beer culture, leading to increased interest in growlers as a convenient option for enjoying fresh beers. The European market is projected to reach approximately USD 500 million by 2035, with a CAGR of around 5% during the forecast period. The wider acceptance of craft beer and the innovative marketing strategies employed by breweries are expected to drive further growth in this region, presenting numerous opportunities for producers and retailers alike. As consumers become more discerning about their beverage choices, the demand for quality packaging solutions like growlers will continue to rise.

Opportunities

The beer growlers market presents numerous opportunities for growth and innovation, particularly as consumer preferences shift towards sustainable and personalized beverage choices. With a growing emphasis on eco-friendliness, manufacturers have the chance to explore new materials and designs that appeal to environmentally conscious consumers. For instance, using recycled materials or creating biodegradable growlers can help tap into this expanding market segment. Additionally, developing growlers that incorporate smart technology, such as temperature control or tracking features, could attract tech-savvy consumers who value modern solutions. Furthermore, partnerships between breweries and local businesses can foster community engagement, leading to unique growler offerings that highlight regional flavors and ingredients.

Another significant opportunity lies in the expansion of distribution channels. With the rise of e-commerce, breweries and retailers can capitalize on online sales to reach a broader audience. Establishing subscription services that deliver curated selections of craft beers in growlers can provide consumers with a convenient way to discover new breweries and flavors. Additionally, leveraging social media platforms for marketing and promotions can engage a wider audience and create a loyal customer base. By investing in effective marketing strategies, breweries can elevate the perception of growlers, positioning them as a desirable and trendy option for consumers seeking fresh beer experiences.

Threats

Despite the growth potential in the beer growlers market, several threats could hinder its progress. One of the primary concerns is the increasing competition from alternative beverage containers, such as cans and bottles, which may offer greater convenience and longer shelf life. Additionally, with the growing trend of ready-to-drink (RTD) beverages, consumers may shift their preferences towards single-serve options that do not require the use of growlers. The fluctuating regulations surrounding alcohol distribution and sales can also pose challenges for breweries and retailers, potentially affecting their operational capabilities and market strategies. Moreover, economic downturns or changes in consumer spending habits could impact discretionary spending on craft beer, further influencing the growlers market.

Another potential threat comes from the perception of growlers among consumers. Some individuals may associate growlers with outdated or less desirable packaging, which could limit their appeal in a rapidly evolving market. Maintaining the quality and integrity of the beer in growlers is crucial, as any negative experiences can deter consumers from choosing this option in the future. Additionally, health and safety concerns, especially regarding the cleanliness and maintenance of growlers, could further influence consumer decisions. It is essential for businesses within the market to address these concerns proactively and adapt their strategies to ensure the continued relevance and appeal of beer growlers.

Competitor Outlook

• Hydro Flask
• GrowlerWerks
• GrogTag
• Stainless Steel Growler Company
• Tap Mobile
• Stanley
• Craft Beer Growler
• Hops & Grain
• KegWorks
• Uline
• Frisco Growlers
• Oggi
• Sixtus
• Reynolds
• Thermos

The competitive landscape of the beer growlers market is characterized by a diverse range of manufacturers and distributors catering to different consumer preferences. Companies are continually innovating in terms of materials, design, and functionality to attract a broad audience. The market is marked by a significant presence of established brands that leverage their expertise in beverage packaging, as well as emerging players that focus on niche markets. Companies that invest in sustainable practices and eco-friendly materials are also gaining traction as consumers become more environmentally conscious. Additionally, strong marketing strategies, partnerships with breweries, and excellent customer service contribute to building brand loyalty and expanding market share.

Hydro Flask is a prominent player in the beer growlers market, known for its high-quality insulated stainless steel products. Their innovative designs and commitment to sustainability resonate with consumers, allowing them to maintain their beer's temperature while minimizing environmental impact. Similarly, GrowlerWerks focuses on providing unique, pressurized growlers that enhance the beer-drinking experience. Their emphasis on functionality and design appeals to craft beer enthusiasts looking for superior packaging solutions. As these companies continue to innovate, they can effectively capture and retain a loyal consumer base.

Another noteworthy company in the market is the Stainless Steel Growler Company, which specializes in producing durable and insulated growlers for on-the-go consumers. Their products are designed to withstand outdoor conditions while maintaining the quality of the beer. This focus on portability and functionality appeals to active consumers who enjoy outdoor activities. Companies like GrogTag and Tap Mobile are also making strides in the market by offering customizable growlers, allowing consumers to personalize their containers. This trend towards personalization aligns with consumer desires for unique and meaningful products, providing an additional competitive edge for these brands.