세계 크래프트 맥주 시장 규모는 2023년 1,111억 1,000만 달러로 2031년에는 2,399억 1,000만 달러에 달할 것으로 예상되며, 2024-2031년 예측 기간 동안 연평균 10.1% 성장할 것으로 예상됩니다. 여러 요인이 수제 맥주 시장의 성장을 촉진하고 세계 진출을 촉진하고 있습니다. 수제 맥주 제조업체들은 맥주의 맛과 품질에 중점을 두고 있습니다. 맛과 품질을 보장하기 위해 제조업체는 고급 재료와 색다른 양조 기술을 자주 사용합니다. 다양한 맛의 프로파일은 고품질 원료를 혼합하여 만들어지며, 대량 생산된 획일적인 맥주에서 수제 맥주로 선호도가 바뀌고 있는 소비자들의 관심을 끌기 위해 만들어집니다. 2024년 3월, 독일에 본사를 둔 Krombacher Brewery는 전 세계 소비자들에게 다가서기 위해 자체 브랜드인 Starnberger를 출시했습니다. 이 브랜드는 정통 바이에른 스타일의 라거 맥주인 Starnberger Hell을 주력 제품으로 바이에른 맥주와 바이에른 문화를 소개하고 있습니다.
수제맥주 양조장은 일반적으로 독특하고 창의적인 양조 방법을 채택하여 재료의 한계에 도전하고 있습니다. 다양한 양조 방법은 독특한 풍미를 만들어 맥주 애호가들의 흥미를 자극합니다. 소규모 양조장으로도 알려진 이 양조장들은 소규모 생산 설비를 갖추고 있어 고객의 변화하는 취향에 비교적 쉽게 대응할 수 있습니다. 또한, 계절별 맥주와 한정판 맥주도 쉽게 양조할 수 있어 소비자의 관심과 수요를 창출할 수 있습니다.
많은 수제 맥주 제조업체들은 브루펍, 탭룸, 디지털 채널을 통해 소비자에게 직접 접근하고 있습니다. 기업과 소비자의 직접적인 교류는 브랜드 충성도가 높은 고객을 형성하고 공동체 의식을 고취하는 데 도움이 됩니다.
수제맥주의 품종과 생산방식의 복잡성은 독특한 음료에 대한 욕구를 충족시키기 위해 수제맥주로 전환하도록 유도하고 있습니다. 또한, 기업들은 디지털 마케팅 채널과 소셜 미디어를 통해 제품을 홍보하고 소비자와 소통하고 있습니다. 강력한 인터넷 존재감은 기업이 타깃 소비자에게 다가가는 데 도움이 되고 있습니다.
더 깨끗한 미래를 위한 환경 친화적 맥주 생산
맥주의 트렌드가 끊임없이 변화하는 가운데, 지속가능성이 중요한 요소로 떠오르고 있습니다. 친환경적인 양조 방법에 대한 요구가 빠르게 증가하고 있으며, 현지산 원료부터 에너지 효율이 높은 방법까지, 수제 맥주의 친환경적인 미래에 대한 약속은 맥주 비즈니스에 가장 큰 이익을 가져다 줄 수 있습니다. 또한, 맥주 회사들은 폐수를 이용한 발전, 태양전지판 설치, 양조 공정에서 열을 재사용하고 온실가스 배출량을 추적하고 감축 계획을 수립하는 등 양조장에서의 온실가스(GHG) 배출량을 줄이기 위해 지속적으로 노력하고 있습니다. 예를 들어, 알래스카에 위치한 양조장 Juneau는 빙하수와 가문비나무 바늘과 같은 성분을 사용하여 알래스카의 풍미를 생산에 반영하고 있습니다.
또한, 많은 기업들이 산업 파트너와 협력하여 공급업체로부터의 배출을 줄이기 위해 노력하고 있습니다. 예를 들어, 앨라배마에 본사를 둔 맥주 회사 Ferus는 Eagle Solar & Light, LLC와 협력하여 양조 관련 업무에 전력을 공급하고 있습니다. 이 회사는 첫 해에 약 2만 달러를 절약할 수 있었다고 밝혔습니다.
크래프트 맥주 시장의 온라인 진출 확대가 수요를 촉진합니다
수제맥주 부문은 다른 많은 산업과 마찬가지로 성장하고 있으며, 디지털 혁명을 경험하고 있습니다. 수많은 E-Commerce 업체들이 정기 구매 박스, 장인 맥주, 수제 맥주 양조 장비를 판매하고 있습니다. 제조업체들은 주류와 맥주를 직송하는 방식을 이용하고 있습니다. 그들은 맥주와 주류의 신뢰할 수 있는 판매자를 찾기 위해 지속적으로 노력하고 있습니다. 소비자가 온라인으로 맥주를 쉽게 구매하고 문앞까지 배달할 수 있기 때문에 모든 맥주 회사는 E-Commerce를 주요 채널로 사용하고 있습니다. 이러한 추세에 발맞춰 BrewBilt Brewing Company는 2023년 3월 Albertsons 및 기타 슈퍼마켓을 통한 오프라인 판매와 함께 온라인 맥주 판매를 시작했습니다. 이 회사는 D2C 판매를 촉진하기 위해 소셜 미디어 마케팅 전략을 수립했습니다.
이 보고서는 세계 크래프트 맥주 시장에 대해 조사 분석하여 시장 규모와 예측, 시장 역학, 주요 기업 현황과 전망 등을 제공합니다.
Global craft beer market was valued at USD 111.11 billion in 2023, expected to reach USD 239.91 billion in 2031, with a CAGR of 10.1% for the forecast period between 2024 and 2031. Several factors are responsible for driving the growth of the craft beer market and fueling their global expansion. The major focus of craft breweries is on flavors and the quality of beer. To ensure flavor and quality, manufacturers frequently make use of premium ingredients and unconventional brewing techniques. The diverse flavor profiles are created by mixing with quality ingredients, which draws the attention of customers to shift their preference from mass-produced standardized beer to craft beer. The feeling of authenticity and linkage of the beer with the culture of the respective area or region fascinates the consumers towards the market. In March 2024, Germany-based Krombacher Brewery launched its brand, Starnberger to reach the global audience. The brand showcases Bavarian beers and the culture of Bavaria with the main product Starnberger Hell, which is a genuine Bavarian style lager beer.
Craft breweries generally employ unique and creative brewing methods, pushing the limits of the components used. Various brewing methods develop unique flavor profiles which stimulate the interest of beer enthusiasts. These breweries, also known as microbreweries, have small-scale production facilities, which makes it comparatively easier for the customers to respond to the evolving tastes. Also, seasonal brews and limited-edition beers are easily brewed by these companies, generating consumer interest and demand.
Many craft breweries use brewpubs, taprooms, and digital channels to reach directly to their consumers. The direct interaction between the company and the consumers helps in building loyal customers for their brands, promoting a feeling of community.
The intricacies of craft beer varieties and the production methods encourage people to switch to craft beer to satisfy their desire for unique beverages. Additionally, companies are employing digital marketing channels and social media to advertise their offerings and interact with consumers. A strong internet presence is helping companies reach their targeted audience.
Eco-friendly Beer Production for a Cleaner Future
As the trends of beer change constantly, sustainability becomes an important factor. The need for ecologically friendly brewing methods is rapidly expanding and the beer business can benefit most from a commitment to a greener future for craft beer, starting from locally sourced ingredients to energy-efficient procedures. Also, breweries are continually working on reducing greenhouse gas (GHG) emissions in the brewery by generating electricity using wastewater, setting up solar panels, repurposing heat in the brewing process, and tracking greenhouse gas emissions while creating plans to cut them. For instance, AK-based brewery, Juneau, makes use of glacial water along with components like spruce needles, to incorporate Alaska's flavors in its production.
Many are taking initiatives to collaborate with their industry partners to lower the emissions from the suppliers. For instance, Alabama-based brewery Ferus works in collaboration with Eagle Solar & Light, LLC to power its brewing-related operations. The company claims to have saved around USD 20,000 in the first year.
Growing Online Presence of Craft Beer Market Drive the Demand
The craft beer sector, like many other industries, is growing and going through a digital revolution. Numerous e-commerce companies are selling subscription boxes, artisan brews, and equipment for home brewing beer. Manufacturers are using a drop shipping approach for spirits and beer. They are on a continuous lookout to locate a trustworthy distributor of beer and alcohol. Almost all sorts of beer firms use e-commerce as their primary channel due to the ease with which consumers can purchase beer online and get it delivered at their doorstep. Aligning with the trend, in March 2023, BrewBilt Brewing Company launched its online beer sales in addition to the offline ones through Albertsons and other supermarkets. The company framed a social media marketing strategy to encourage D2C sales.
Moreover, companies are collaborating with social media influencers for mass reach and creating brand loyalty. Attractive offers and discounts offered or announced by these influencers draw the attention of beer enthusiasts, driving the sales in the market.
Asia-Pacific to Hold Dominant Share
Significant growth in Asia-Pacific is witnessed in the craft beer industry, making it a dominant force globally. The growth is driven by changing consumer preferences towards premium beverages, rising number of microbreweries as well as independent brewers, and growing urbanization in the region. Millennials and young professionals, especially in Asian countries, are enthusiastic for unique tastes and flavours enhancing their drinking experiences. Increasing tourism and favorable government policies supporting microbreweries contribute to the region holding the dominant position.
In August 2023, India-based craft beer company, Lone Wolf, expanded its portfolio by adding two new variants to it, Mavrick and Alpha, which are made using low-additive, low-enzyme, and premium quality ingredients, with less than 5% ABV. The launch was aimed at offering a broader range of choices to consumers.
Future Market Scenario (2024 - 2031F)
Growing consumer awareness for good quality and variety of craft beer are the two factors which are expected to fuel the demand of craft beer. Alongside, unique and innovative craft beer offerings will spur the market in future.
As beer tourism is on the rise, the growing western influence will help in the expansion of the market. People like to flock to taprooms and beer festivals to taste the varieties of craft beer offered by the breweries.
The sustainability trend is expected to see a rise with technological advancements shaping the market landscape. Energy-efficient brewing processes as well as solutions for packaging will be adopted by the majority of brewers to appeal to eco-friendly consumers.
Key Players Landscape and Outlook
Global craft beer market displays a competitive environment with numerous key players dominating the industry. The key players are introducing differentiated products to maintain their market share. Big brewers aim to create flavors that customers enjoy. The market outlook seems to be promising with factors such as rising consumer demand for premium beverages, increasing demand for sustainable and eco-friendly products and technological advancements in the industry. Mergers, acquisitions, and strategic partnerships are transforming the market, providing unique varieties to consumers. In October 2023, Tilray Brands, Inc. acquired eight beverage brands, including beer brands, from Anheuser-Busch. The breweries and brewpubs associated with the brands were part of the acquisition. The acquisition aimed to benefit from the established portfolio with a loyal consumer base, thereby increasing the sales volume.
All segments will be provided for all regions and countries covered
Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work