Heineken, the world’s second-largest brewer, reported a dip in global beer volumes during the first half of 2025, selling 116.4 million hectolitres compared to 118.2 million hectolitres in the same period last year (Macau Business, 2025). The decline primarily stems from slumping sales in Europe, the US, and Brazil, which offset growth in Asia, including notable gains in Vietnam, India, and Mexico. Despite volume decreases, Heineken maintained its full-year operating profit outlook of a 4% to 8% increase, supported by an organic net sales growth of 2.1% and operating profits of 2.0 billion euros (Macau Business, 2025).
The brewer emphasized resilience amid ongoing trade uncertainties, welcoming the recent EU-US trade agreement that removed tariffs feared to impact European exports to the U.S. However, as 95% of Heineken’s products are locally produced and sold, the impact of tariffs is limited and already reflected in current forecasts (Macau Business, 2025).
Meanwhile, the global craft beer market continues to display robust growth and innovation. Projected to reach a valuation of USD 329.7 billion by 2033, the craft sector is expected to grow at a compound annual growth rate (CAGR) of 8.74% from 2025 onwards (IMARC Group, 2024). Growth drivers include the proliferation of microbreweries, brewpubs, and taproom breweries worldwide, which offer consumers immersive, experimental beer experiences directly at the source. In 2023, the U.S. alone housed over 2,000 microbreweries and more than 3,400 brewpubs, supporting a vibrant craft beer community (IMARC Group, 2024).
Health-conscious consumer trends are reshaping product offerings, with craft brewers expanding low-alcohol and non-alcoholic beer selections to attract wellness-focused drinkers. Health consciousness indices are rising, boosting demand for ‘light’ beers that balance flavor and lower alcohol content (IMARC Group, 2024). American craft beer production and consumption trends highlight this evolution, with craft beer holding 33% of the beer category share in U.S. bar and restaurant chains, and draft formats commanding 69% share in chains, indicating a shift toward fresh, on-premise consumption (Craft Brewing Business, 2025).
However, the U.S. craft brewing market faces a maturity phase marked by a slight contraction in volume—down 3.9% in 2024—while value sales increased by 3%, reflecting the premiumization of craft beer (Beverage Daily, 2025). Brewery counts saw net closures for the first time since 2005, underscoring competitive pressures and economic headwinds such as rising raw material and equipment tariffs (Beverage Daily, 2025). Employment in this sector grew modestly, indicating continued, albeit cautious, industry vitality.
Innovation remains central to craft brewing. Trends for 2025 include the rise of novel beer styles like cold IPAs using lager yeast and an infusion of cannabis-related beverages that blend craft beer culture with emerging wellness preferences. Cannabis-infused drinks, currently in nascent retail stages, are predicted to expand rapidly, particularly in states such as Minnesota where new legislation permits THC-infused taproom offerings (Escarpment Labs, 2024; Hop Culture, 2025).
Corporate movements also signal a strategic expansion in craft beer ownership. Tilray Brands, known for cannabis products, acquired four U.S. craft beer companies including Hop Valley Brewing and Terrapin Beer, enhancing its presence in key regional markets and integrating these assets under Project 420 to improve operations and growth potential (BioSpace, 2025).
Overall, the beer industry in 2025 reflects a complex landscape of traditional volume declines amid emerging growth niches fueled by craft innovation, health-driven product diversification, and regulatory adaptations aligning with consumer preferences.