Beer Industry Latest: NA Beer Boom, Athletic January Returns and Craft Trends Shaping 2026
Athletic Brewing’s chief executive predicts an **explosion** of non-alcoholic beer occasions over the next decade, signaling a major shift in consumer preferences (Beer Business Daily, January 15, 2026, https://beernet.com/bbd/bbd-article/). This optimism aligns with the brand’s relaunched **Athletic January** campaign, emphasizing on-premise placements and new 2026 product launches (Craft Brewing Business, January 2026, https://www.craftbrewingbusiness.com/business-marketing/athletic-brewing-brings-back-athletic-january-with-on-premise-focus-and-new-2026-launches/).
Non-Alcoholic Beer Gains Momentum
Athletic Brewing Co., America’s largest dedicated non-alcoholic brewer, is doubling down on January promotions to capture Dry January participants. **Four in ten US on-premise consumers** indicate they are very or somewhat likely to join Dry January in 2026 (NielsenIQ, 2026, https://nielseniq.com/global/en/insights/analysis/2026/dry-january-in-the-us-on-premise-how-beverage-brands-can-win/). The industry’s beer producers united for a National Day of Action on January 14, promoting beer as the beverage of moderation (Brewers Association, January 14, 2026, https://www.brewersassociation.org/news-archive/).
Mark Anthony Brands marked a milestone by achieving **1 billion cases** in lifetime sales, with leadership stressing growth priorities for 2026 (Beer Business Daily, January 14, 2026, https://beernet.com/bbd/bbd-article/). This comes amid broader non-alc expansion, as breweries invest in specialized equipment to meet rising demand (Protis Global, 2026, https://protisglobal.com/articles/beers-great-reset-how-the-industry-is-leaning-into-2026).
Craft Beer Navigates Challenges and Innovations
The Brewers Association released its **2026 Beer Style Guidelines**, introducing Rice Lager and updating Belgian and German styles to reflect evolving production techniques (Brewers Association, 2026, https://www.brewersassociation.org/association-news/2026-beer-style-guidelines-now-available/). These updates support craft brewers adapting to consumer demands for diversification.
East Brother Beer Co. bucks industry headwinds with a San Francisco taproom expansion, while others face closures (San Francisco Business Times, January 15, 2026, https://www.bizjournals.com/sanfrancisco/news/2026/01/15/robert-lightner-east-brother-beer-profile.html). Craft dollar sales dipped **4.9 percent** and volumes **6.3 percent** recently, underscoring contraction pressures (SevenFifty Daily, 2026, https://daily.sevenfifty.com/6-beer-industry-trends-to-watch-in-2026/).
Strategic shifts include SKU rationalization, with successful breweries focusing on **8-12 core offerings** to drive revenue (Protis Global, 2026, https://protisglobal.com/articles/beers-great-reset-how-the-industry-is-leaning-into-2026). Taprooms evolve into multi-revenue destinations featuring food and events.
2026 Trends: Premiumization and Localization
**Lager renaissance** matures with premium diversification, alongside a West Coast IPA revival and session hazies at 4-5.5% ABV (Backbar Academy, 2026, https://academy.getbackbar.com/2026-beer-trends). Hyper-local sourcing from neighborhood farms boosts demand, paired with low/no-ABV options as nearly half of Americans aim to drink less (Tastewise, 2026, https://tastewise.io/blog/craft-beer-trends).
Consumers prioritize **quality over novelty**, favoring value-aligned brands in a tight economy (Backbar Academy, 2026, https://academy.getbackbar.com/2026-beer-trends). Small hyper-local breweries grow despite regional struggles, complementing authentic imports.
Global beer market growth persists, though US craft faces a **4.1% CAGR** slowdown (Protis Global, 2026, https://protisglobal.com/articles/beers-great-reset-how-the-industry-is-leaning-into-2026; Beer Connoisseur, 2026, https://beerconnoisseur.com/state-of-craft-2026/). Premium non-alc and hybrid styles offer pathways forward.
These developments highlight beer industry’s resilience amid moderation trends and craft maturation (VinePair, 2026, https://vinepair.com/articles/hop-take-beer-stories-to-shape-2026/).