Growler Market Size, Share, Industry, Forecast and Outlook (2024-2031)

Global Growler Market is segmented By Type (32Oz, 64Oz, 128Oz), By Material (Glass, Plastic, Metal, Ceramic), By Sales Channel (Offline, Online), By Application (Alcoholic Beverages, Non-Alcoholic Beverages), By Region (North America, Europe, South America, Asia-Pacific, Middle East, and Africa) – Share, Size, Outlook, and Opportunity Analysis, 2024-2031

Growler Market Overview

[180 pages] Report on Global Growler by DataM Intelligence estimates the market to grow at a CAGR of 3.30% during the forecast period 2024 - 2031. Growler usage in transport and Storing of beers is on the rise. Demand from beverage industry in North America is booming. Competitive rivalry intensifies with Drink Tanks, Alpha Packaging, Orange Vessel Co and others operating in the market.

A growler is a glass, ceramic, or stainless steel bottle (or jug) used to transport draught beer. They're typically sold as a take-out craft beer option at brewers and brewpubs. Growlers are rarely used for retail sales of beers. However, craft brewers' rapid expansion and the rise in popularity of home brewing have resulted in a rising demand for collector growlers. Growler filling stations can be found in some grocery stores, convenience stores, bars, and restaurants around the United States. Furthermore, it combines the convenience of mobility with brewing and serving methods without compromising the product's quality. It's extensively used in wine and beer shops to store and serve their products.

Growler Market Scope and Summary

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Growler Market Dynamics and Trends

The improving business of the beer industry and expansion of the crafted beer market across the globe are driving the market share for the growler.

Light beer accounted for 41.5 per cent of beer consumption in the United States in 2019. This outcome corresponds to the major domestic beer brands' sales the following year: Bud Light was the top-selling American beer brand, with almost two billion dollars. This translated to an 18.4 per cent market share among domestic beer brands. Although light beer is America's favourite, craft beer holds an increasingly larger spot in consumer refrigerators. Craft beer accounted for 12.2% of beer consumption in 2019, and sales had climbed every year until the coronavirus outbreak in 2020. These tremendously rising craft beer consumption percentages have boosted the demand for growlers in the packaging market.

Increasing demand for traditional packaging materials over alternative packaging materials is creating immense opportunities for the growler market in the recent period

Different types of packaging methods, materials, and types are available to overcome the ongoing packaging demand. Improving beer and other non-alcoholic beverages market at an impressive rate leads to shifting the packaging demand from traditional to alternative methods. However, traditional packaging methods still seal the show, as growlers have evolved as an effective packaging method for packing large amounts of newlywed craft beer. With regulatory backing for growler storage, the safe storage of alcoholic beverages has become more accessible. Furthermore, beer growlers are used for the storage of ciders and serving wine. Consumer preference over freshly crafted beer is expanding due to the freshness and presence of limited preservatives maintained by growlers under different conditions.

High product cost and difficulty in cleaning, filling, and pouring beverages from growlers are hurdling product growth.

Growler has gained popularity in the packaging industry, particularly for the packaging of alcoholic beverages. The packaging has emerged as an effective packaging solution to pack large volumes of freshly craft beer which helped the market to increase in the forecast period. However, the high cost associated with the manufacturing of growlers is the major challenge hurdling the growth of the product. As per the market studies, growler's prices are higher than alternatives such as aluminium cans and glass bottles, which offer excellent storage and maintain the ambient condition required by the stored drink. Thus, low-cost alternatives are another factor acting as a restraint for the growth of the product in recent times.

Furthermore, cleaning, filling, and pouring beverages from growlers may be tricky for craft brewers and customers. With the surge in popularity of growlers, which offer benefits such as quantity, quality, and shipping convenience, many beverage products are wasted during leakage in mid-sized breweries. As a result, market development will continue to be hampered by increased beer wastage during transit and the emergence of more viable alternatives to contesting growler sales.

COVID-19 Impact Analysis on Growler Market

COVID-19 had a negative effect on the market in 2020. Due to the global outbreak of coronavirus, various industries globally have severely affected the shutdown of manufacturing and product units coupled with supply chain distribution. Similarly, conditions have been seen in the packaging industry, particularly for beverages, as all the liquor shops were shut down, leading to dropping the demand percentage and hampering the growler's market in the 2019-2020 period. However, restaurants and pubs hold the maximum beer revenue generation, and the pandemic market has shifted to alcohol to go. As a result, there is increasing demand for packaged beer on the off-premise, the sale of package beer is booming. The packaging beer improved the business of beer cans, with draft beer out of the market for the majority of the late spring and early summer months of 2020, can package share increased to 67 per cent of total volumes, while bottle package share increased to 33 per cent. However, draft beer has only just rebounded, and it is unlikely to make a significant comeback in 2020. As a result, package beer will experience supply difficulties for the remainder of the year.

Growler Market Segmentation Analysis

The global emulsifiers market is segmented based on type, material, sales channel, application, and region.

The glass with either a screw-on cap or a hinged porcelain gasket cap can maintain freshness for a week or more as compared to other types of growlers available on market.

The global growler market is segmented into ceramic, metal, glass, and plastic in terms of type. Out of the mentioned type, glass has built the highest market share for growler for many years. The glass has either a screw-on cap or a hinged porcelain gasket cap, which can maintain freshness for a week or more than other types of growlers available in the market. Furthermore, a glass growler can hold carbonation indefinitely and store beer like any other sanitized bottle. The glass growler also maintains the classic touch of packaging that holds traditional packaging quality compared to other types of packaging available in the market. However, transportation has played a challenging role in boosting the glass growler market, leading to pushing other growler's market trends in recent times.

Global Growler Market Geographical Analysis

The Asia-Pacific area is drawing emulsifier industry players due to rapidly expanding demand, low manufacturing costs, and high economic growth

North America has built the highest market share for the growler market in recent times. The prime reason is the high production and consumption of beer in the region. In 2020, approximately 180 million barrels of beer were produced in the United States. In 2019, on-premise retail dollar sales of beer in the United States totalled around 51 billion dollars. In addition, off-premise retail sales in the United States have grown significantly over the last decade, reaching over 65 million dollars in the same year. These tremendously outreaching numbers are responsible for boosting the market of the growler in the region. Furthermore, the presence of various key players in the region has also added value to the region's growing market.

Although, due to the coronavirus pandemic, craft beer sales in the United States fell by 9.3 per cent in 2020. From a peak in 2014, volume growth slowed for a few years, but it had always remained healthy.

Growler Market Companies and Competitive Landscape

The growler market is highly fragmented, with the presence of local as well as global companies. Some of the key players contributing to the market's growth include Berlin Packaging, Drink Tanks, Zenan, Alpha Packaging, Armstrong, GrowlerWerks, Inc, Ardagh Group S.A, Orange Vessel Co, MJS Packaging, William Croxsons & Sons Limited, Drink Tanks Corporation and among others.

The major players adopt several growth strategies such as product launches, acquisitions and collaborations, contributing to the growler market's growth globally. The key manufacturers are following expansion and collaboration as the key strategy to build revenue for the company.

For instance, in November 2018, DrinkTanks has launched new and improved 2.0 series growlers. The new 2.0 series comprises improvement designs to the existing 128oz and 64oz and the addition of a brand new 32oz size.

GrowlerWerks

Overview: GrowlerWerks, based in Portland, Oregon, was founded in 2014 and is a pioneer in the craft beverage sector. The uKeg pressurized growler revolutionized craft beer consumption by allowing fans to keep their favourite beverage fresh and carbonated for weeks. The uKeg is distributed in the US, Australia, Canada, and Western Europe

Key Development:

• In February 2020, GrowlerWerks launched New Carbonated Growler uKeg GO—the most convenient, most affordable, most "go-anywhere" carbonated growler ever that's Built for Adventure.

Why Purchase the Report?

• Visualize the growler market segmentation by type, material, sales channel, application, region and highlight key commercial assets and players.
• Identify commercial opportunities in the growler market by analyzing trends and co-development deals.
• Excel data sheet with thousands of data points of growler market-level 4/5 segmentation.
• PDF report with the most relevant analysis cogently put together after exhaustive qualitative interviews and in-depth market study.
• Product mapping in excel for the key product of all major market players

The global growler market report would provide access to an approx: 69 market data tables, 61 figures and 180 pages.

Target Audience 2024

• Service Providers/ Buyers
• Industry Investors/Investment Bankers
• Education & Research Institutes
• Research Professionals
• Emerging Companies
• Manufacturer