HARRISBURG, Pa. — Americans are drinking less beer.
That’s according to new data from industry group Beer Marketer’s Insights, which shows shipments of beer are on track to fall below 200 million barrels for the first time since 1999.
“We’re constantly trying to evolve and figure out what our market wants and where we look to," said Erin Miskell, co-owner and vice president of Gearhouse Brewing Co. in Chambersburg.
Craft brewers in south-central Pennsylvania are seeing similar trends, something they say started with the pandemic.
“People went home and stayed home and started drinking canned cocktails or making things at home," said Miskell. "So, we’ve seen about an 18 percent decrease in on-premise consumption which is beer specifically, but beer consumption also seems to be down a little bit.”
Miskell believes the market for alcoholic beverages has become saturated with options.
“I think there’s a taste for some other options," she said. "But I also think that’s an opportunity for us to try to find something for a person who thinks they don’t like beer.”
Down the way from Miskell's booth at the Pennsylvania Farm Show sit several cideries, who say they’re seeing beer drinkers make the switch.
“They loved their beer run, they thought it was great but they’re looking for something different, the whole gluten-free crowd, less is more in our industry," said Amy Manoff, co-owner of Manoff Market Cidery in New Hope, Bucks County.
And breweries are now learning how to adapt.
“For us, it’s really about trying to reach people through draft accounts at other bars where they are spending time or events like the farm show," said Miskell.
Miskell says she’s not worried about a long-term decline, saying for craft breweries like hers, the key is prioritizing local customers.
“I think looking for a way to be something like Troeg’s or Victory may have passed a little," said Miskell. "But your little corner brew pubs, the life of your community, those opportunities are not going to go away.”
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