Many times in the trade media and beyond, we default to off-premise scan data as a proxy for the state of the industry. And for good reason. It is accessible, covers significant volume, and can tell us about high level consumer behavior (e.g. styles) without pulling trickier data from taprooms.

Also, nearly seven in ten taproom or brewpub respondents to the Brewers Association’s (BA) Beer Industry Production Survey (BIPS) distribute at least some portion of their production. So, even for breweries with a primary focus on on-premise business, packaged beer remains relevant.

At the same time, reports on scan data tend to compress packaged craft into a few high-level trend lines, missing important nuance. Enter: my annual deep dive into how packaged craft performed in the market last year.

Before we kick off in earnest, let’s set context. BA-defined craft (i.e. small and independent companies) represented 5.7% of NIQ’s off-premise dataset in 2025, down from 5.9% in 2024. NIQ-defined craft (i.e. full-flavored beer), the broader “craft” definition, accounted for 9.2% of volume, down from 9.4%. For the purposes of this report, I focus on BA-defined craft unless otherwise mentioned.

And if you’re interested in following along, much of this information is available in the 3 Tier/NIQ Dashboard that is available to all BA members.

Container Type: Aluminum Takes Further Share

Cans continue to dominate BA craft. In 2025, aluminum cans accounted for 78% of packaged volume, up two percentage points from last year. Accordingly, glass sits at just 22%. NIQ-defined craft is similar, with cans at 76% of volume.

While it’s hardly newsworthy that cans are the package of choice, it’s worth noting that share growth is slowing. Whether it’s because there is limited glass left to convert, consumer acceptance of aluminum is largely established and/or we’re seeing the impacts of aluminum tariffs, it appears that the industry may be close to a current steady state where four of five packaged craft beers are canned.

State variation remains significant. The top five states by can share are Rhode Island (92%), Vermont (89%), Montana (87%), Washington (87%), and Utah (87%). The bottom five are Mississippi (56%), Kansas (58%), Louisiana (58%), Nebraska (59%), and South Dakota (65%).

Those differences possibly reflect occasion. In states where craft consumption is inextricably linked to outdoor activities, cans dominate. On the other hand, where craft is positioned around more special occasions and the ritual of opening a bottle still holds appeal (feels “fancy”), bottles retain share. There is also a somewhat weak, though directional correlation (R^2=0.275) between states with higher can share and states with higher percentages of their populations residing in urban areas.

Pack Size: Value Quest Pushing to Extremes

Six-packs retain the largest share of pack size in BA craft at 45% of volume and dollar sales, though that is down from 47% in 2022.

In that same period (2022-2025):

• 12-packs gained one percentage point, up to 31% share
• 1-packs gained one percentage point, up to 8%
• 24-packs gained one percentage point, up to 2%
• 4-packs lost one percentage point, down to 11%

Despite reallocation of share of the total pie, the pie is shrinking. From 2024 to 2025, every major pack size declined in volume except 24-packs (a small share of total), which grew 6%.

These shifts to the extremes in pack sizes reflect a financially conscious consumer seeking purchases that feel justifiable in a tight time. While some consumers are seeking lower register spend through purchases of singles (often higher ABV), others are prioritizing value per container through 12- and 24-packs.

Singles

The belle of the ball in last year’s report, singles now account for 8% of BA craft volume. Although they have gained share over the past four years, volume declined 1% year over year in 2025, with flat dollar sales. The bulk of the volume sold in singles is hoppy with 69% being imperial IPA (26%), IPA (22%), hazy IPA (16%), and imperial hazy IPA (5%).

Within singles, 19.2-ounce cans continue to consolidate share. The “stovepipe” now represents 60% of single-pack volume (up from 55% a year ago) and grew 7% volume from 2024 to 2025. Twelve-ounce singles fell to 15% share (-2 pp YoY), and 16-ounce singles to 11% (-2pp YoY). The larger single-serve format continues to strengthen even as total single volume softens.

12-Packs

Twelve-packs now account for nearly one-third of BA craft volume, but growth in the pack size is concentrated. Over a third (34%) of 12-pack volume comes from two manufacturers: Sierra Nevada Brewing Co. and Boston Beer Co. Athletic Brewing Co. is adding 12-pack volume faster than any other supplier, up over 70% year-over-year (YoY) to achieve 4% share of 12-packs in 2025.

Meanwhile, 85% of manufacturers tracked in NIQ selling 12-packs posted negative volume growth of that pack size in 2025. At the same time, the average case price rose just 1.3% year over year, compared to 1.6% across BA craft overall. A significant portion of 12-packs are seasonal (14%) or assorted (13%), only led in volume sales by IPA (21%).

24-Packs

Twenty-four packs represented only 2% of overall BA craft volume in 2025, but was the only major pack size to grow year over year. Even more concentrated than 12-packs, 40% of 24-pack volume comes from New Glarus Brewing and Boston Beer Co. This “Spotted Cow Effect” is reflected in the fact that the largest style by volume sales was saison/farmhouse (24%) follow by seasonal (13%) and assorted (12%). The strongest growth came from Tilray Brands and Boston Beer.

As for price, the average case price for 24-packs declined 4.6% YoY (again compared to +1.6% overall). This average price drop accompanied a 6.4% increase in 24-pack volume sold. In an era of continued inflation across the economy, this decline represents both the value orientation and the scale of the breweries offering this format.

Channel: Differences in Extent, Not Trend

Across all U.S. retailers, BA craft volume declined 6.6% in 2025, with dollar sales down 5.2%. Convenience (-5.4% in volume) and food (-5.0%) channels slightly outperformed the total market. In both, single-pack volume grew +2%, and 12-packs declined -4%, holding up better than 6- and 4-packs.

Liquor stores saw a steeper decline with BA craft volume down -11.4% and dollar sales down -9.2%. Historically a stronghold for craft, liquor is losing share in many markets as consumers shift alcohol purchases toward chain food and convenience retailers.

Across channels, the trends by package are largely consistent. Singles had the best YoY performance, followed by 12-packs, followed by 6- and 4-packs.

Putting a Bow on It

Packaged craft is not moving in just one direction, but there are patterns.

Aluminum share seems to be leveling off after years of steady growth. Six-packs remain the go-to, but are gradually giving ground. Growth, where it exists, is concentrated in value-driven formats. Channel performance is varied, with liquor under particular pressure.

At the end of the day, there’s much to keep track of in this time of rapid evolution. If anything in this report brought questions to mind, I invite you to explore the 3 Tier/NIQ Dashboard (available to all BA members) or to reach out to me directly.