Sales of American craft beer in Europe is declining, likely a product of a ‘drink local’ trend and consumers migrating into non-beer beverages. Overall craft beer volume exported to Europe declined by about 20% from 78,994 barrels in 2021 to 63,755 in 2022.
The reasons are many. Some cite the cost of American craft beer versus the many, locally made craft beers across Europe. Freshness also plays a role, as the time from the brewery to the consumers hands can take months when shipped overseas.
Beer in general is seeing a similar challenge in Europe as in the US where younger consumers choose other non-beer products or non-alcoholic drinks.
Although American craft beer is still doing well in many respects, it may have reached its peak in Europe in 2021. What was becoming a steady purchase for many craft beer fans across the Atlantic may be fading to more of a “treat” for a special occasion rather than an ‘everyday’ purchase.
More on the story here.