From April 21-24 this year, the renowned Craft Brewers Conference & BrewExpo America® took place in Las Vegas, Nevada, featuring over 739 exhibitors. The event included the World Beer Cup® awards, numerous workshops, seminars, lectures, and extensive networking. The Brewers Association, a US organization for small and medium-sized independent breweries, organizes this annual conference, which is held in different locations across the USA. For Envases Öhringen GmbH, this was an excellent opportunity to expand their international business in the American market.
Alexander Krebs and Peer Brämer, head of sales at Envases Öhringen, attended the event in Las Vegas and made several important contacts. One notable connection was internal, as Envases already operates a facility in Waco, Texas, producing aluminum cans with established good business relationships with American breweries. With this partner and a clear international sales strategy, Envases Öhringen is determined to capture the US craft beer market for 5-liter mini-kegs as well.
Craft beer market US: A market evolving with time
Alexander Krebs (left), International Sales and Peer Brämer, Head of Sales at Envases
The American beer market is the second largest globally, after China, and is projected to reach $116.2 billion in the USA by 2024, with an average annual growth of 2.05%. The market is dynamically evolving, characterized by various trends and contemporary influences. Alongside the massive brewery corporations, craft beer has seen remarkable growth in recent years, fundamentally transforming the market. Here are some trends and developments defining the American beer market:
- Craft Beer Revolution: Craft breweries in the USA have experienced a significant boom. Between 2014 and 2019, the number of craft breweries increased from around 3,700 to over 8,000, a rise of more than 115%. The Brewers Association defines a craft brewer as a “small and independent brewer,” where “small” means an annual production not exceeding 6 million barrels, or 950 million liters, which is quite large by European standards. This trend indicates the growing popularity of handcrafted beer and the diversity of flavors offered.
- Consumer Interest in Quality and Variety: American consumers increasingly value high-quality products and a broad range of taste experiences. According to a Brewers Association survey, 85% of beer drinkers stated that variety and selection of beers are important to them. In the USA, diversity is simple because there is no purity law, allowing for extensive experimentation.
- Growing Demand for Locally Brewed Beer: Consumers’ preference for local and regional products has led to the flourishing of small, independent breweries. Local breweries often offer unique and innovative beers that capture consumers’ interest.
- Health Consciousness and Alternatives: Increasing health awareness and the trend towards alternative beverages have led some consumers to reduce their beer consumption or switch to non-alcoholic or lighter alternatives. This has resulted in new categories such as non-alcoholic beer, reduced-alcohol beers, and hard seltzer.
“Of course, these small and medium-sized breweries are an exciting market for us,” comments Alexander Krebs. “But we must not underestimate the role of large breweries in America. The volume brewed and sold here is unimaginable for Europe. Naturally, our minikeg is an exciting container for this market. In the US retail market, it’s always about large quantities and there’s plenty of shelf and cooling space. We see a 5-liter can as very attractive in this context. Now it’s about convincing retailers, along with our customers, to offer it best in the refrigerated section. Then consumers could buy a party keg and enjoy it chilled at home.”
The Craft Brewers Conference in Las Vegas – A venue for networking and community building
Peer Brämer with Envases colleagues in Austin, Texas
The Craft Brewers Conference in the USA reflects this transformation of the American beer market and serves as a central point for breweries, suppliers, and industry experts from around the world. The conference offers a unique platform for exchanging ideas, making contacts, and discovering new trends in the craft beer industry. Unlike traditional trade shows, the Craft Brewers Conference focuses less on direct sales and more on networking and relationship building. Breweries use the conference to find new suppliers, forge partnerships, and expand their knowledge of brewing processes and market trends.
“It was amazing and exhilarating to see how many people from the beer scene gathered in Las Vegas,” Krebs comments. “Everyone knew each other, exchanged ideas. It was definitely about ‘seeing and being seen.’ Unlike European trade shows, revenue was secondary. The trade show itself was only a small part of the conference. Instead, it was about interesting lectures, the awards ceremony, and the truly successful evening events. For our goal of engaging in exchange and networking, this was the optimal platform.”
The Minikeg – ‘ready for the market!’
Envases Öhringen has been active in the American market for years. Customers such as Breckenridge Brewery in Littleton, Colorado, Bells Beer in Kalamazoo, Michigan, and 1919 Rootbeer are proof that the minikeg can offer real added value for consumers in the USA as well.
“However, the container is still too unknown in the market,” Krebs comments. “That’s why we are pleased with our partnership with Envases in Waco, Texas. We hope to convince existing breweries of the benefits of the minikeg. We are well-prepared. Our keg is PFAS-free, a particularly important point for the USA as only PFAS-free products can be imported. Additionally, the minikeg is sustainable and 92.4% recyclable. With our new tap, handling is optimized, and the end result is even better. We are ready for the market! This cannot go unnoticed by Americans. The typical ‘American way of life,’ which focuses on size and quantity, is perfectly suited for a 5-liter can. It’s time for the minikeg to become a staple at American barbecues!
