Glass Growlers Market Outlook

The global glass growlers market is projected to reach a size of approximately USD 1.2 billion by 2035, growing at a CAGR of about 7.5% during the forecast period of 2025 to 2035. The increasing popularity of craft beers, along with the growing trend of homebrewing, is a significant driver of this market growth. Furthermore, changing consumer preferences towards sustainable packaging solutions and the rising health consciousness among individuals are further boosting the demand for glass growlers. The versatility of glass growlers in preserving the flavor and quality of beverages is also a contributing factor. Additionally, the growing number of breweries and craft beer producers across the globe, especially in North America and Europe, is expected to fuel market expansion.

Growth Factor of the Market

One of the primary growth factors for the glass growlers market is the increasing number of craft breweries and the associated rise in demand for packaging solutions that cater to this niche segment. As more consumers gravitate towards artisanal and locally crafted beverages, breweries are seeking effective ways to package and sell these drinks, with glass growlers being a preferred choice due to their ability to preserve freshness. Additionally, the rising trend of eco-consciousness among consumers is prompting breweries and retailers to shift from plastic to glass, which is recyclable and perceived as more premium. Another significant factor is the burgeoning homebrewing movement, where enthusiasts prefer to use glass growlers for storage and transportation of homemade beverages, thereby further driving sales. Moreover, the continual innovation in the design and functionality of glass growlersÔÇösuch as incorporation of custom designs and features aimed at enhancing usabilityÔÇöhas also played a pivotal role in stimulating market growth.

Key Highlights of the Market

• The glass growlers market is expected to reach USD 1.2 billion by 2035.
• Craft beer and homebrewing are the primary applications driving market demand.
• North America holds the largest market share due to the proliferation of craft breweries.
• Customization options for glass growlers are increasingly popular among consumers.
• Sustainability trends are promoting glass over plastic alternatives in beverage packaging.

By Product Type

Amber Glass Growlers:

Amber glass growlers are a favored choice among consumers due to their inherent ability to protect beverages from UV light, which can degrade flavor and aroma. This type of growler is especially popular in the craft beer segment, where maintaining the integrity of the product is paramount. The amber hue not only serves a practical purpose but also lends an aesthetic appeal, making it a preferred option for breweries looking to enhance their branding. Moreover, the durability of amber glass ensures that these growlers are reusable, contributing to sustainability efforts in packaging. As the craft beer market continues to thrive, the demand for amber glass growlers is projected to increase significantly, offering opportunities for manufacturers to innovate in terms of design and functionality.

Clear Glass Growlers:

Clear glass growlers are becoming increasingly popular as they allow consumers to see the product inside, showcasing the vibrant colors and clarity of the beverages. This type of growler is particularly attractive to consumers purchasing craft beers and artisanal beverages, as it emphasizes the craftsmanship and quality of the product. However, it does not offer the same level of UV protection as amber glass, making it more suitable for beverages that are meant to be consumed shortly after filling. The aesthetic appeal of clear glass growlers makes them ideal for promotional events and branded merchandise, where visibility can enhance the consumer experience. As more breweries and beverage producers seek to differentiate their products, clear glass growlers are likely to see increased adoption in the market.

Colored Glass Growlers:

Colored glass growlers add an element of uniqueness and personalization that attracts consumers looking for something different. These growlers can come in various shades, allowing breweries to express their brand identity or create seasonal products that stand out on the shelves. The aesthetic aspect of colored glass is complemented by the practical benefits of glass, such as preservation of beverage quality and flavor. Additionally, these growlers cater to the growing consumer interest in collectible items, making them appealing for both functional use and display purposes. As the market evolves, colored glass growlers may become a trendy option amongst younger consumers who value both style and substance in their beverage packaging choices.

Etched Glass Growlers:

Etched glass growlers have gained popularity as a premium packaging option due to their customizability and sophistication. The etching process allows breweries to add unique designs, logos, and messages, creating a personal connection with consumers. These growlers are particularly attractive for gifts, promotional events, and special occasions, as they convey a sense of exclusivity. Additionally, the etching provides a tactile experience, making the growler more memorable. As branding becomes increasingly important in the competitive beverage industry, etched glass growlers present an opportunity for breweries to differentiate themselves while enhancing consumer loyalty.

Customized Glass Growlers:

Customized glass growlers are tailored to meet specific consumer preferences and branding requirements, allowing breweries to offer a unique product that resonates with their target audience. Customization options can include personalized engravings, unique shapes, and tailored color schemes, making these growlers perfect for special occasions, events, and corporate gifts. This segment of the market caters to both individual consumers and businesses seeking promotional items that stand out. The ability to offer customized packaging aligns with current consumer trends towards personalization, where customers seek products that reflect their identity and values. As more breweries explore this avenue, the demand for customized glass growlers is anticipated to rise.

By Application

Craft Beer:

The craft beer segment dominates the glass growlers market owing to the rapid growth of microbreweries and craft beer producers. As consumers continue to seek variety and quality in their beer, craft breweries have emerged, often focusing on small-batch production and unique flavors. Glass growlers serve as an optimal packaging solution for craft beer, allowing breweries to sell their products directly to consumers and facilitating off-premise consumption. The ability of glass growlers to preserve the freshness and carbonation of beer makes them a preferred choice among craft beer enthusiasts, leading to increased sales and usage of these growlers in the industry.

Homebrewing:

The homebrewing application of glass growlers has seen significant growth as more individuals engage in brewing their own beverages at home. Homebrewers often require effective storage solutions for their creations, and glass growlers provide an ideal vessel for both fermentation and transportation. The use of glass helps in maintaining the quality of the product, while also allowing homebrewers to showcase their craftsmanship. This segment is expected to grow as the homebrewing community expands, driven by the desire for personalized and craft-like beverages. The educational resources available for homebrewers also contribute to this positive trend, further encouraging the usage of glass growlers.

Kombucha:

Kombucha, a fermented tea beverage, has gained immense popularity over the past few years, leading to an increased demand for suitable packaging solutions. Glass growlers are ideal for kombucha as they provide a non-reactive environment that preserves the beverage's unique flavors and health benefits. Furthermore, the aesthetic appeal of glass attracts consumers who are health-conscious and prefer organic or natural products. As more kombucha brands emerge and the market continues to expand, the usage of glass growlers in this segment is anticipated to increase significantly, driven by both consumer preference and product integrity.

Cold Brew Coffee:

The cold brew coffee segment is witnessing a surge in popularity, particularly among younger consumers seeking convenient beverage options. Glass growlers are an excellent packaging choice for cold brew coffee, as they help preserve flavor and freshness while providing an eco-friendly alternative to plastic. Coffee enthusiasts appreciate the quality and presentation that glass growlers offer, making them a popular choice for cafes and retailers selling bottled cold brew. As the cold brew coffee trend continues to grow, the demand for glass growlers in this application is poised to expand alongside it.

Cider:

The cider segment is also experiencing growth, driven by the increasing popularity of this fermented beverage. Glass growlers are preferred for cider packaging due to their ability to maintain the fizz and flavor of the drink, appealing to both producers and consumers alike. This segment benefits from the broader trend towards local and artisanal products, with many cideries embracing glass growlers as a way to promote their brand and engage with customers. As consumer interest in cider expands, the demand for glass growlers in this market is expected to rise, offering opportunities for innovation and product differentiation.

By Distribution Channel

Online Retailers:

Online retailers have emerged as a significant distribution channel for glass growlers, providing consumers with convenience and accessibility to a wide range of products. The growth of e-commerce has transformed the way consumers shop, allowing them to explore various brands and designs from the comfort of their homes. Online platforms also facilitate direct-to-consumer sales, empowering breweries to reach a broader audience. Additionally, promotional strategies such as discounts and free shipping often incentivize purchases, further enhancing the appeal of online shopping. This channel is expected to continue expanding, driven by changing shopping behaviors and the increasing demand for craft beverages.

Brewery Taprooms:

Brewery taprooms serve as an important distribution channel for glass growlers, as they provide an opportunity for breweries to sell their products directly to consumers. Customers often visit taprooms to experience the ambiance and taste various beer options, making it a prime location to promote and sell glass growlers. The direct connection between producers and consumers creates a unique experience that enhances brand loyalty and encourages repeat purchases. Additionally, breweries often engage in community events and promotions that feature glass growlers, further driving sales through this channel. As the craft beer industry continues to flourish, the significance of brewery taprooms as a distribution channel is likely to grow.

Specialty Stores:

Specialty stores offer a curated selection of beverages, including craft beers, kombucha, and artisanal drinks, making them an essential distribution channel for glass growlers. These stores attract consumers who are specifically seeking unique and high-quality products, often providing a more personalized shopping experience. Glass growlers are commonly displayed alongside craft beverages, reinforcing their role as an essential accessory for consumers looking to maintain freshness. The rising trend of supporting local businesses and producers has contributed to the popularity of specialty stores, driving demand for glass growlers. As consumer preferences shift towards quality over quantity, specialty stores are expected to become increasingly significant in the glass growlers market.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets represent a substantial distribution channel for glass growlers, particularly as consumer interest in craft beverages rises. These large retail spaces offer a wide variety of products, providing opportunities for consumers to purchase glass growlers alongside their groceries. The presence of craft beer sections within supermarkets has made it easier for consumers to discover and purchase glass growlers, often accompanied by promotions and discounts. As supermarkets look to enhance their beverage offerings, the inclusion of glass growlers aligns with current trends towards local and artisanal products, driving growth in this segment. The convenience and accessibility of supermarkets will continue to play a key role in the expansion of the glass growlers market.

Convenience Stores:

Convenience stores have started to play a more significant role in the distribution of glass growlers as consumer demand for on-the-go beverages rises. These stores provide quick access to a variety of beverages, making it easier for consumers to purchase glass growlers while running errands or in transit. The trend of craft beverages being available in convenience stores has encouraged more consumers to explore different options, including growlers. Additionally, many convenience stores feature a selection of local craft beers, further boosting the visibility and appeal of glass growlers. As the demand for convenient and quality beverage options grows, convenience stores are expected to increasingly incorporate glass growlers in their offerings.

By Material Type

Soda Lime Glass:

Soda lime glass is the most commonly used material for glass growlers, known for its affordability and practicality. This type of glass is favored for its excellent transparency and ability to withstand normal wear and tear during handling and transport. Soda lime glass growlers are lightweight, making them convenient for consumers, and are widely available in various sizes and shapes. Their cost-effectiveness appeals to both breweries and consumers, allowing for mass production and distribution. As the demand for glass growlers continues to rise, the soda lime glass segment is expected to maintain a strong presence in the market.

Borosilicate Glass:

Borosilicate glass is emerging as a premium alternative for glass growlers due to its superior durability and resistance to thermal shock. This material is less likely to break than soda lime glass, making it ideal for outdoor activities and events. Borosilicate glass growlers are favored by consumers who prioritize quality and longevity in their beverage containers. While they tend to be more expensive than soda lime options, the added value of durability and aesthetic appeal makes them attractive to a niche market. As consumers become more discerning about their packaging choices, the demand for borosilicate glass growlers is expected to grow in parallel with trends towards high-quality and sustainable products.

By Region

In North America, the glass growlers market is projected to dominate, with a market share of approximately 45% in 2025. The region is characterized by a robust craft beer culture, with thousands of breweries operating across the United States and Canada. The increasing consumer interest in unique and locally crafted beverages significantly boosts the demand for glass growlers as packaging solutions. The craft beer segment is expected to grow at a CAGR of around 8% during the forecast period, further solidifying North AmericaÔÇÖs position in the global glass growlers market. Furthermore, consumer preferences for sustainability and quality packaging are driving breweries in this region to adopt glass over plastic alternatives.

Europe follows North America in market share, contributing nearly 30% to the global market in 2025. The growing craft beer industry in countries such as Germany, the United Kingdom, and the Netherlands is a primary driver of this trend. With an increasing number of homebrewers emerging in the region, the demand for glass growlers continues to rise. In addition, several European countries are actively promoting initiatives aimed at reducing plastic waste, which further enhances the appeal of glass packaging solutions. The European glass growlers market is expected to grow at a CAGR of approximately 7.5% during the forecast period, reflecting the regionÔÇÖs commitment to sustainability and quality.

Opportunities

The glass growlers market presents numerous opportunities for manufacturers and retailers to capitalize on the growing trend of sustainability and eco-consciousness. As consumers increasingly seek alternatives to single-use plastic, glass growlers offer a reusable and recyclable solution that aligns with their values. This shift in consumer preference encourages producers to innovate and develop new designs that cater to this demographic. Additionally, the rise of e-commerce provides an excellent platform for companies to reach a broader audience and launch new products. The ability to customize glass growlers also presents an opportunity to engage consumers in personalized marketing, enhancing brand loyalty and customer retention. As breweries and beverage producers continue to explore creative packaging solutions, the demand for glass growlers is expected to flourish.

Furthermore, there is a burgeoning market for craft beverages beyond beer, including kombucha, cold brew coffee, and cider, which presents an opportunity for growth within the glass growlers market. As more consumers explore these alternative beverages, the demand for effective and appealing packaging solutions will increase. Producers can leverage this trend by developing specialized growlers that cater to these specific applications, thereby expanding their customer base. Collaborations with local breweries and beverage producers can also open doors to co-branding opportunities, enhancing visibility and market reach. The potential for educational initiatives targeting homebrewers can foster a community around glass growlers, ultimately boosting sales and brand awareness.

Threats

Despite the positive outlook for the glass growlers market, several threats can impact its growth trajectory. One of the significant challenges is the rising competition from alternative packaging solutions, such as aluminum cans and PET bottles. These materials often provide lightweight and cost-effective options that appeal to both consumers and producers, especially in the context of on-the-go consumption. As manufacturers continue to innovate with these alternatives, glass growlers must emphasize their unique value propositions to remain competitive. Additionally, fluctuations in raw material prices for glass production can create instability in pricing, leading to potential margin pressures for manufacturers. The anticipated growth in the craft beverage segment must also contend with changing regulations around labeling and packaging, which could pose additional challenges to market players.

Moreover, the market faces the risk of a potential downturn due to a shift in consumer preferences driven by convenience and accessibility. If consumers prioritize convenience over sustainability, the demand for glass growlers might decline. This shift could lead to reduced sales and profitability for manufacturers focused on glass packaging. The impact of global economic factors, such as inflation or supply chain disruptions, could also affect the overall performance of the glass growlers market. Consequently, companies must remain vigilant and adaptive to evolving consumer preferences while continuously innovating to differentiate their products and maintain market competitiveness.

Competitor Outlook

• MicroMatic
• GrowlerWerks
• Libbey Inc.
• Uline
• Anchor Hocking
• Groupe G.B. Inc.
• Oberon Glass
• North Coast Brewing Company
• Craft Brew Alliance
• Brewery Products
• Taproom Supply
• Fitzroy Bottling
• New Belgium Brewing Company
• Warsteiner Brewery
• Ball Corporation

The overall competitive landscape of the glass growlers market is characterized by a mix of established companies and emerging brands striving to capture market share. Many key players are focusing on product innovation, enhancing the design and functionality of glass growlers to meet the evolving preferences of consumers. The competition is intensified by the increasing number of craft breweries and beverage producers entering the market, each looking to establish a unique identity and attract a loyal customer base. As a result, companies are investing in marketing strategies that emphasize quality, sustainability, and customization options to distinguish themselves from competitors. Moreover, many players are exploring partnerships and collaborations with local breweries to expand their distribution networks and enhance their product offerings.

MicroMatic is recognized for its high-quality glass growlers and innovative kegging systems, catering primarily to the craft beer market. The company has established a robust reputation for its durable products and commitment to sustainability. GrowlerWerks is another major player known for its patented pressurized growler systems, which allow consumers to enjoy fresh beer on the go. Their focus on technological advancements has set them apart in the competitive landscape. Libbey Inc. is an industry leader in glass manufacturing, offering a wide variety of glassware, including growlers. Their extensive product range and strong distribution network enable them to maintain a significant market presence.

Oberon Glass specializes in creating custom glass growlers, allowing breweries to enhance their branding through personalized designs. This strategy has positioned them as a leader in the customized glass packaging sector. Meanwhile, North Coast Brewing Company and New Belgium Brewing Company are well-known craft breweries that have adopted glass growlers as part of their commitment to quality packaging. Both companies emphasize sustainability in their operations and actively promote the use of glass packaging. As the market continues to evolve, companies that successfully leverage innovation, sustainability, and brand differentiation will be well-positioned to thrive in the competitive glass growlers market.