2026 Beer Industry Trends
By: Neil Witte, Master Cicerone and Beer Institute Consultant
We often hear people say, “new year, new you.” Not only do individuals evaluate their goals, but so do brewers when they consider what’s at the forefront of their product line. One of my jobs is to review the previous year’s trends while looking ahead to what’s to come.
This year is no different. Consumer preferences change, and industry professionals adapt. It’s an exciting time to be in beer, so here’s a look at what I expect to see more of in 2026.
Beer and “flavor”
Brewers have been experimenting with non-traditional beer flavors for some time, and it’s only getting bigger and better. With lime in the spring and apples in the fall being among the more popular examples, flavor has become king with younger consumers. Not only will we see brewers venture further into this space, but we’ll continue to see this trend dovetail with the breeding of more hops with fruit-forward aromas and flavors. Tropical flavors shine in hazy IPAs with bright and fresh hop notes, while a lager with a hint of lime offers a crisp alternative. Either choice delivers a refreshing taste for today’s beer drinker.
More Lagers!
Speaking of Lager, we’re seeing breweries that previously specialized in other styles, like IPA, refocus on lighter lager beers. The lower alcohol-by-volume (ABV) and accessible flavors of this style are ideally suited for the moderation-focused drinker, who is setting the trend right now. While this is a classic, tried-and-true trend, Lager’s dominant presence will only grow throughout 2026.
Sports and celebrations
Two major cultural moments on the horizon are set to shape beer occasions and flavor trends in a big way: the World Cup coming to North America and the nationwide celebration of the country’s 250th anniversary. Both events will feature something beer does better than almost any other beverage category, bringing people together in shared moments.
Large group events historically drive strong demand for easy-drinking beer styles. Lagers are likely to remain dominant, particularly light Lagers and premium imports that have broad appeal. Crisp, refreshing flavor profiles and low to moderate alcohol content are the perfect match for spending a day with friends at an outdoor venue.
For the World Cup, I’d expect to see more European-style pilsners, or maybe something more fruit-forward, like a lime-flavored Lager or a Hazy IPA to make way at watch parties. The beer choices here will likely reflect the global nature of the tournament, with cross-cultural fan bases gathering in bars, stadium districts, and at home for viewing.
When it comes to favorites around Independence Day, look for more light Lager beers and, again, some fruit-forward beers. These will also reflect the diversity of breweries in the U.S., with people drinking from small, local producers and larger domestic brewers alike.
No and low-alcohol beer
The past couple of years have seen a surge of non-alcohol (NA) beer on the market. Last year, NA beers posted nearly 22% growth, indicating this trend is not going away. These offerings will continue to roll in, as we’ve already seen some long-time brewers introduce their staple products in NA form.
Most beers are low-alcohol and work well for consumers who might be looking to dial back without cutting alcohol altogether. And with beer’s historic role as the beverage of moderation, I see this trend continuing this year.
While these are my predictions, who’s to say that we won’t see a resurgence of barrel-aged beer or a West Coast IPA boom? But what’s written in the kegs tells me it’s going to be a year where beer continues to show up for occasions big and small. Summer will be hot with sports and celebrations, so I expect beer to dominate these events.
