What's up, everyone? Today we're talking about, specifically the resurgence of the Lager, but what it means for the overall beer trends as well.
The hazy IPA arms race is cooling off. Consumers are asking for clean, drinkable beer again—lagers, pilsners, sessionable styles. The data backs it up. Here's what it means for your portfolio.
For much of the craft beer expansion, novelty drove attention. Imperial stouts, triple IPAs, and experimental sours captured headlines and tap handles. That era is shifting. Consumer research and Nielsen data from 2024–2025 show a move away from extremes toward approachable, traditional styles. Lagers, pilsners, and sessionable beers are gaining share in both on-premise and retail. Imperial stouts, triple IPAs, and experimental sours captured headlines and tap handles. That era is shifting. Consumer research and Nielsen data from 2024–2025 indicate a move away from extremes toward approachable, traditional styles. Lagers, pilsners, and sessionable beers are gaining share in both on-premise and retail channels.
What the Data Shows
Craft beer dollar sales and volume have been under pressure, but within the category, style mix is changing. Lager-style beers—traditional German, Czech, American, and Mexican-style—have shown relative strength compared with heavily hopped or high-ABV styles. Retail scan data suggests that drinkers are gravitating toward lighter, more accessible options, particularly in warmer months and in on-premise settings where sessionability matters.
Why the Shift Is Happening
Several factors are at play. First, craft beer has lost some of its novelty. The segment that was drawn to "something different" has been exposed to hundreds of SKUs; differentiation through extremity is harder to sustain. Second, consumers are more price-conscious. A six-pack of a well-made pilsner often carries a lower price point than a quadruple dry-hopped IPA, and in a high-inflation environment, that matters. Third, demographics are shifting. Younger legal-age drinkers and older consumers returning to beer often prefer lighter, less intense options.
What It Means for Breweries
For breweries built on hazy IPAs and pastry stouts, the shift does not mean abandonment. It means portfolio diversification. Adding a crisp lager or pilsner can serve as an entry point for new customers and a reliable option for existing ones. Many regional craft breweries have reported that their lager and pilsner offerings have become among their best-performing SKUs in both volume and margin, in part because they require less hop and specialty malt than many IPAs.
Execution Matters
Lagers are technically demanding. Poor fermentation temperature control, rushed conditioning, or inadequate clarity can undercut the style. Breweries that invest in process—temperature control, extended lagering, and quality assurance—will differentiate themselves from those that treat lagers as an afterthought. In a market where "approachable" is trending, execution quality will separate winners from the rest.
---
BrewLedger helps brewers focus on production consistency and operational efficiency. See how it works when you are ready.