The American brewing landscape in 2026 is defined by rapid shifts and strategic maneuvers. After a period of significant disruption, the industry is grappling with seven key trends that are fundamentally altering the way beer is produced, distributed, and consumed.
Anheuser-Busch InBev’s Middle-Tier Offensive
Following the resolution of the long-running consent decree, Anheuser-Busch InBev (ABI) is back with a powerful strategy: aggressively reclaiming market share within the middle tier. This involves a renewed focus on leveraging its extensive network of independent distributors – dubbed the ‘red network’ – to gain a tighter grip on retail spaces.
Hemp-Derived THC: A Contentious Debate
Despite ongoing lobbying efforts from the National Beer Wholesalers Association (NBWA), the use of hemp-derived THC in beer remains a controversial and largely stalled issue. Congressional opposition continues to present a significant hurdle, prompting the industry to seek alternative avenues for innovation.
Modelo’s Unexpected Dip
Constellation Brands’ flagship Mexican lager, Modelo, experienced a noticeable decline in 2025, triggering a White House-led assessment of the brand’s future trajectory. The underlying causes remain complex, involving evolving consumer preferences and increased competition.
Craft Brewery Roll-Ups Face Strategic Challenges
Recent struggles faced by companies like Monster Brewing Company and Tilray Brands – both involved in brewery roll-ups – have exposed vulnerabilities within the sector. Long-term strategic planning is now under intense scrutiny as these firms navigate a volatile market.
Bud Light and Coors Light Struggle to Regain Ground
MillerCoors and MC are engaged in a concerted effort to revitalize Bud Light and Coors Light, respectively, but the brands continue to battle for market share. The outlook remains uncertain, contingent on effective marketing and a deeper understanding of shifting consumer tastes.
Craft Brewery Closures Outpace Openings
The numbers paint a stark picture. For the second consecutive year, brewery closures have exceeded new openings, with a total of 9,800 firms now operating. This trend underscores the financial pressures faced by smaller craft breweries.
Cider’s Resilience – A Positive Sign
Amidst the challenges, one sector demonstrates remarkable resilience: cider. The beverage is experiencing the least amount of decline in the middle tier, offering a positive trend for the broader alcoholic beverage industry.
Generation X’s Approach to Dry January
Consumer behavior continues to evolve. Just 38 percent of Generation X consumers plan to participate in Dry January, making them the least likely age group to abstain, suggesting a more relaxed attitude towards alcoholic beverages – a trend with potential implications for beer consumption patterns.
