March 5, 2025 – In the US and Canada, beers and ciders are opted for their refreshing taste, flavors, and several varieties for various social and casual occasions. Innova’s 360 research into beer trends reveals the latest product launches, innovations, top flavors, and claims. It also highlights innovation opportunities that may develop in the future.
This article is based on Innova’s Overview in Beer & Cider in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Beer and Cider Product Launch Trends
Beer and cider launches in the US beer market have shown a 1% CAGR growth over the past four years, with beer leading the category. Nearly 29% of consumers cite that seasonal and limited-edition flavors influence their food and beverage choices, driving demand for exclusive launches. Breweries are responding with seasonal offerings that capture the essence of each time of year, from summer to winter.
Beers are brewed in small or tiny batches, and collaborations are happening with established brewing companies. For instance, Container Brewing and Lone Oak Brewing Co., Southern Tier Brewing Co. and Perry’s Ice Cream, and Spring House Brewing Company’s Artist Series. This trend fuels innovation and adds a creative and exclusive edge.
Innovation Trends
The United States leads the beer and cider launches in the region, while Canada shows a 3% rise in launches over the past five years. Health-conscious choices are driving change, with 27% of Gen Z and 31% of Millennials in the US and Canada opting for lower-alcohol beers in the past year. This preference is reflected in the 29% growth of beer and cider launches with low or no-alcohol claims in the US beer market.
Consumers assess quality through sensory elements like taste, texture, aroma, and appearance. Nitro-infused beers create a smooth, creamy texture and a frothy head, enhancing both mouthfeel and visual appeal. Meanwhile, unfiltered versions follow a traditional approach, preserving natural nutrients and flavors, highlighting the diverse preparing methods shaping unique beer and cider experiences. Brands are trying to balance innovative techniques with traditional craftsmanship to meet diverse consumer preferences.
Craft Beer Trends
Beer trends reveal that 34% of consumers in the US and Canada prefer craft beer over beer from large brands and multinationals. Supporting local breweries strengthens community ties while offering unique, high-quality selections. Transparency plays a key role, with brands emphasizing ingredient provenance, such as McAdam Poire Cidre’s Pear Cider made with local apples and Culmination Brewing’s Willamette Valley Modern West Coast IPA, which highlights locally sourced hops.
Consumer interest in heritage flavors is rising, with 60% wanting more traditional recipes on supermarket shelves, aligning with current beer trends. Regional styles like Czech-style pilsner and Sookrams Brewing Co.’s Table Read Beer bring cultural authenticity to the market. This aligns with Innova’s top food trend of 2025, ‘Tradition Reinvented,’ reflecting a growing desire to reconnect with culinary heritage and embrace authenticity and tradition.
Top Brands and Companies
Evil Twin Brewing is the top company for beer and cider cluster launches in the US and Canada. This is followed by Cerebral Brewing, Alvarado Street Bakery, Moksa Brewing Company, and Wiley Roots Brewing Company.
Breweries and cider makers in the US beer market are pushing boundaries, exploring new fermentables to craft unique flavors and redefine classic styles. The fusion of mixology and brewing is gaining momentum, with cocktail-inspired beers and ciders redefining drinking occasions. Brands like SYC Brewing’s Margarita Cider, Alvarado Street’s Mai Tai Tropical Double Dry Hopped West Coast IPA, and Camerons Brewing’s Mimosa-Style Orange Wheat Ale offer bold and refreshing flavor profiles. This reflects a growing demand for creativity, offering consumers distinctive and exciting ways to enjoy beer and cider.
Beer and Cider Flavor Trends
Beer trends indicate that 45% of consumers consider taste experience an important aspect when considering food and beverage brands. Peach is the top flavor, followed by vanilla, mango, orange, and pineapple in beer and cider launches.
Half of consumers in the US and Canada prioritize familiar and comforting flavors when choosing food and beverages. This preference is reflected in the growing presence of brown flavors in the US beer market, which is the second largest flavor category in beer and cider launches across the region. While brands cater to nostalgia, they are also pushing boundaries with bold and unexpected flavor combinations.
What is Next in US Beer Market Trends?
As seasonal and limited-edition flavors gain attention, brands can blend craft authenticity with retail convenience by highlighting taproom-inspired claims. Small batch brewing and premium experiences create differentiation in a competitive market. With 34% of consumers in the US and Canada preferring craft beer over beer from large brands and multinationals. Brands prioritizing responsibly sourced ingredients and eco-conscious production methods will not only meet demand but also enhance brand loyalty and market differentiation.
Beer trends show that hydration-focused claims, such as beers and ciders infused with electrolytes or botanicals, cater to health-conscious consumers seeking both refreshment and wellness benefits. As demand for premium, sustainable, and functional beverages rises, brands that innovate in these areas are likely to lead in the beer and cider market.
This article is based on Innova’s Overview in Beer & Cider in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
