Hey folks.
The way beer gets from your brewery to the customer is changing. If you're still running distribution the same way you did a few years ago, it's worth a look. Here's what's shifting.
Craft beer reaches consumers through several channels: on-premise (bars, restaurants, taprooms), off-premise retail (grocery, liquor stores), convenience, and in some states, direct-to-consumer. The mix varies by brewery and market, but industry data shows channel dynamics shifting. Understanding those shifts helps you allocate resources and plan growth. The mix varies by brewery and market, but industry data suggests that channel dynamics are shifting. Understanding those shifts helps breweries allocate resources and plan for growth.
On-Premise Recovery and Taproom Growth
On-premise sales were hit hard during pandemic restrictions and have recovered unevenly. Taprooms and brewpubs have generally outperformed traditional bars and restaurants, in part because they offer a destination experience and full margin to the brewery. Draft beer sales in bars and restaurants remain important but face competition from spirits and RTDs. Breweries with strong taproom sales have reduced dependence on traditional on-premise.
Off-Premise: Grocery, Liquor, Convenience
Off-premise retail—grocery, liquor stores, and convenience—remains a large share of craft volume. Shelf space is competitive; slotting fees and promotional support are common. Convenience stores have grown as a channel, particularly for single-serve and value-oriented SKUs. Breweries targeting convenience need packaging and pricing that fits the channel—often 12-ounce singles or 6-packs at accessible price points.
Direct-to-Consumer and DTC Adjacent
Direct-to-consumer (DTC) sales are limited by state law. Many states allow taproom to-go and in some cases shipping; others restrict or prohibit DTC. Where allowed, DTC can be a margin-rich channel. Breweries are also experimenting with subscription models, limited releases, and club memberships that create recurring revenue and deepen customer relationships. DTC-adjacent strategies—e.g., selling through a brewery-owned online store that fulfills from a taproom—can work within regulatory constraints.
Multi-Channel Strategy
Few breweries succeed with a single channel. Most operate a mix: taproom as anchor, selective distribution for scale, and where legal, DTC for margin and loyalty. The right mix depends on capacity, geography, and brand positioning. The trend is toward channel diversification—reducing dependence on any one route to market.
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BrewLedger helps breweries track depletion across channels. See how it works when you are ready.