Global Growlers Market Based on Material(Glass Growlers, Stainless Steel Growlers, Ceramic Growlers, PET Plastic Growlers), Based on Capacity(32 oz, 64 oz, 128 oz), Based on the Closure Type(Screw Cap, Swing Top, Flip Top, Other Closure Types), Based on End-User(Craft Breweries, Bars & Pubs, Restaurants, Home Use, Other End-Users), Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends and Forecast 2024-2033

Report Overview

The Global Growlers Market size is expected to be worth around USD 799.0 Million by 2033, from USD 550.3 Million in 2023, growing at a CAGR of 3.8% during the forecast period from 2024 to 2033. North America dominated a 32.2% market share in 2023 and held USD 177.1 Million revenue of the Growlers Market.

A growler is a reusable container, typically made of glass, ceramic, or stainless steel, used for transporting draft beer from breweries to consumer homes. It preserves the freshness and carbonation of beer better than open or non-reusable containers.

The Growlers Market refers to the industry focused on the production, distribution, and sale of these containers. It caters to the increasing demand from craft beer enthusiasts who prefer fresh, local brews and seek an eco-friendly alternative to single-use packaging.

The market is driven by the rising popularity of craft breweries and the expanding culture of microbreweries, where customers appreciate the option of carrying home fresh draft beer. This trend is bolstered by the increasing consumer focus on sustainability, favoring reusable containers over disposable packaging.

Demand for growlers is fueled by the shift in consumer drinking habits towards premium and craft beer varieties, coupled with a growing awareness of environmental issues. Many beer consumers choose growlers as a means to reduce waste and support local businesses, which often offer unique beer varieties not available in bottled form.

The market sees opportunities for technological advancements in container materials that enhance beer preservation. Innovations such as UV-protective glass or vacuum-insulated stainless steel can extend the freshness of beer, making growlers even more appealing.

The Growlers Market is poised for significant growth, driven by a confluence of factors that align with both consumer trends and technological advancements. Notably, the Government of Newfoundland and Labrador has underscored the potential of this market by investing $100,000 into Growler Energy Inc. through its Business Development Support Program.

This strategic move aims to catalyze market expansion and bolster skill development, showcasing a public sector commitment to fostering industry growth. Additionally, this funding is further augmented by an investment of $187,500 from Growler Energy itself, culminating in a total project influx of $287,500, which is expected to amplify operational capacities and market reach.

Simultaneously, the U.S. Navy’s allocation of approximately $1 billion for the enhancement of the EA-18G Growler’s electronic warfare capabilities via a sophisticated low-band jammer signifies a parallel and substantial investment in technological advancements that could spur further innovation within the growler market, albeit in a different context.

This investment not only highlights the strategic importance of growlers in defense sectors but also potentially trickles down to commercial technology applications, enhancing product offerings in the consumer market.

These developments suggest a robust trajectory for the Growlers Market, as both government and private investments are likely to unlock new opportunities, drive technological innovation, and expand market capabilities.

Stakeholders should monitor these trends closely, as the evolving landscape presents both challenges and opportunities that could redefine competitive dynamics and market positioning in the coming years.

Key Takeaways

• The Global Growlers Market size is expected to be worth around USD 799.0 Million by 2033, from USD 550.3 Million in 2023, growing at a CAGR of 3.8% during the forecast period from 2024 to 2033.
• In 2023, Stainless Steel Growlers held a dominant market position in the Based on Material segment of Growlers Market.
• In 2023, 64 oz held a dominant market position in the Based on Capacity segment of the Growlers Market, with a 42.2% share.
• In 2023, Screw Caps held a dominant market position in Based on the Closure Type segment of Growlers Market.
• In 2023, Craft Breweries held a dominant market position in The End-User segment of the Growlers Market.
• .North America dominated a 32.2% market share in 2023 and held USD 177.1 Million revenue of the Growlers Market.

Based on  Material Analysis

In 2023, Stainless Steel Growlers held a dominant market position in the “Based on Material” segment of the Growlers Market, which also includes Glass, Ceramic, and PET Plastic Growlers.

This preference can be attributed to the durability and insulation properties of stainless steel, which are highly valued by consumers for maintaining the temperature and quality of beverages, particularly craft beers.

Stainless steel growlers also offer a significant advantage in terms of sustainability and recyclability, aligning with growing consumer trends towards environmentally friendly products.

Market analysis indicates that stainless steel growlers accounted for over 40% of the market share, driven by their popularity among outdoor enthusiasts and beer aficionados who prioritize the longevity and robustness of their containers.

Additionally, the aesthetic appeal of stainless steel growlers, coupled with their ease of customization, such as engraving and branding, has bolstered their market presence. This segment’s growth is further supported by the expansion of the craft beer industry globally, which encourages beer enthusiasts to invest in premium, reusable growlers.

Overall, the Stainless Steel Growlers segment continues to lead the market, reflecting consumer preferences for durable, stylish, and sustainable beverage containers.

Based on Capacity Analysis

In 2023, 64 oz growlers held a dominant market position in the “Based on Capacity” segment of the Growlers Market, securing a 42.2% share. This segment, which also includes 32 oz and 128 oz capacities, has seen significant consumer preference for the 64 oz size due to its practical balance between portability and volume.

The 64 oz growler is particularly favored among craft beer enthusiasts who seek a convenient amount of beverage that can be consumed in a social setting without the commitment to larger volumes, making it ideal for gatherings and small-scale events.

The popularity of the 64 oz growler is underpinned by the trends towards moderate consumption and the increased incidence of craft beer tasting events, where participants prefer sampling different brews in manageable quantities. Moreover, this capacity size fits well within regulatory limits for alcohol transport in many regions, further enhancing its market appeal.

Retailers and breweries support this trend by offering a wide array of designs and customization options for 64 oz growlers, catering to the aesthetic and functional preferences of diverse consumer segments. The robust market share of this segment highlights its pivotal role in the dynamics of the Growlers Market.

Based on the Closure Type Analysis

In 2023, Screw Cap closures held a dominant market position in the “Based on Closure Type” segment of the Growlers Market. This segment also includes Swing Tops, Flip Tops, and Other Closure Types. Screw Caps are favored for their reliability and cost-effectiveness, making up approximately 45% of the market share.

Their popularity stems from their simplicity and effectiveness in sealing freshness, which is crucial for maintaining the quality and carbonation of beverages such as craft beers and carbonated drinks.

Screw Caps are particularly valued in the market for their leak-proof properties and ease of use, which enhance the overall consumer experience by providing safety and convenience during transport and storage. Additionally, their affordability makes them an attractive option for both consumers and manufacturers, supporting their widespread adoption across various beverage industries.

The ongoing preference for Screw Cap closures is also influenced by their adaptability to different bottle neck sizes and the increasing demand for portable beverage containers. As the craft beverage market continues to expand, the demand for reliable and economical closure types like Screw Caps is expected to remain strong, securing their position as a market leader in growler closures.

Based on End-User Analysis

In 2023, Craft Breweries held a dominant market position in the “Based on End-User” segment of the Growlers Market. This category also includes Bars & Pubs, Restaurants, Home Use, and Other End-Users. Craft Breweries accounted for approximately 38% of the market share, underscoring their critical role in driving the popularity and sales of growlers.

This prominence is largely due to the burgeoning craft beer movement, which emphasizes unique, locally brewed beverages often sold directly from breweries.

Craft Breweries leverage growlers as a means to extend their market reach beyond the brewery, offering customers the ability to take home fresh, draft beer that is not typically available in retail outlets.

This practice not only enhances customer engagement but also builds brand loyalty by providing a tangible and reusable connection to the brewery. Additionally, the eco-friendly aspect of growlers aligns with the environmental values of many craft beer enthusiasts, further boosting their appeal.

The strong position of Craft Breweries in the growler market is expected to persist as consumer preferences continue to shift towards artisanal and small-batch products. This trend is supported by the growing number of craft breweries and the expanding culture of craft beer tasting and collecting among consumers.

Key Market Segments

Based on Material

• Glass Growlers
• Stainless Steel Growlers
• Ceramic Growlers
• PET Plastic Growlers

Based on Capacity

• 32 oz
• 64 oz
• 128 oz

Based on the Closure Type

• Screw Cap
• Swing Top
• Flip Top
• Other Closure Types

Based on End-User

• Craft Breweries
• Bars & Pubs
• Restaurants
• Home Use
• Other End-Users

Drivers

Key Drivers Boosting Growlers Market

The Growlers Market is experiencing significant growth driven primarily by the rising popularity of craft breweries and the growing trend of eco-friendly beverage packaging. Consumers’ increasing preference for fresh, locally brewed beer has elevated the demand for growlers, as they are reusable and maintain the beer’s quality and flavor during transportation.

Additionally, the shift towards sustainable practices encourages both consumers and breweries to favor growlers over single-use packaging options, supporting environmental conservation efforts.

The versatility of growlers, available in various materials like glass, ceramic, and stainless steel, also caters to diverse consumer preferences, further propelling market expansion. These factors collectively contribute to the ongoing upsurge in the growlers market.

Restraint

Challenges Hindering Growlers Market

The Growlers Market faces significant constraints primarily due to the limited shelf life of beer stored in growlers, which can deter potential customers. Once a growler is opened, the beer needs to be consumed quickly before it loses its freshness and carbonation, making it less appealing for long-term storage compared to commercially sealed bottles and cans.

Additionally, regulatory challenges regarding the transportation and sale of alcoholic beverages in growlers can vary widely by region, complicating market expansion. These regulations often require breweries and retailers to navigate a complex web of compliance issues, potentially limiting market reach.

Moreover, the initial cost and logistics of producing and distributing growlers can be prohibitive for smaller breweries, further restraining market growth.

Opportunities

Expanding Opportunities in the Growlers Market

The Growlers Market is poised for expansion, presenting numerous opportunities, particularly through technological innovations like improved sealing techniques that enhance beer longevity and quality in growlers. This advancement can attract more consumers by alleviating concerns over freshness and carbonation loss, making growlers more comparable to traditional packaging.

Additionally, the rising trend of craft beer consumption and the increasing number of microbreweries globally provide a larger market for growlers. There’s also potential for growth in markets where strict alcohol retail regulations exist, as growlers offer a unique way for consumers to enjoy draught beer at home.

Furthermore, personalized and custom-designed growlers are becoming popular as gifts and collectibles among beer enthusiasts, opening up new marketing and sales channels for breweries and specialized retailers.

Challenges

Market Challenges Facing Growlers

The Growlers Market encounters several challenges that could hinder its growth. A primary issue is the competition from more convenient and advanced packaging solutions like cans and bottles, which offer better portability and longer shelf life for beers.

Additionally, the heavier weight of growlers compared to other packaging types can deter customers who prioritize convenience, especially for outdoor activities like hiking or camping. Another significant challenge is the inconsistency in state regulations concerning the sale and refill of growlers, which can confuse consumers and restrict market expansion.

There’s also the challenge of maintaining the quality and carbonation of the beer once the growler is opened, which is crucial for customer satisfaction but difficult to guarantee over time. These factors collectively pose considerable obstacles to the broader adoption and growth of the growlers market.

Growth Factors

Driving Growth in the Growlers Market

The Growlers Market is set to expand, driven by several key factors. The increasing interest in craft beers and artisanal beverages significantly boosts demand for growlers, as they are preferred for preserving the original flavor and carbonation of these specialty drinks.

Growlers’ appeal is also enhanced by their eco-friendliness; they are reusable and reduce waste compared to single-use bottles and cans, aligning with growing consumer demand for sustainable products.

Additionally, the customizability of growlers, allowing for branding and personalization, offers breweries a unique marketing tool to differentiate themselves in a crowded market.

Moreover, the cultural trend towards local and small-scale production supports the use of growlers, as they are ideal for small batches and limited edition brews, further fostering growth in this niche market.

Emerging Trends

New Trends Shaping Growlers Market

Emerging trends in the Growlers Market are setting the stage for dynamic growth. A notable trend is the integration of advanced technologies, such as UV and temperature control, which help maintain the beer’s quality and extend its freshness even after the growler is opened.

There’s also a growing consumer preference for premium, artisanal, and locally brewed beers, which aligns perfectly with the personalized nature of growlers. The trend towards experiential consumption has led many breweries to offer unique growler fill stations where customers can sample and then take home their favorite brews.

Additionally, the use of eco-friendly and durable materials like stainless steel is becoming more prevalent, appealing to environmentally conscious consumers. These trends are not only enhancing the user experience but also driving broader adoption and diversification of growlers in the beverage industry.

Regional Analysis

The global Growlers Market is experiencing varied growth across different regions, influenced by regional consumer preferences and market maturity. North America leads the market with a 32.2% share, valued at USD 177.1 million, driven by a robust craft beer culture and high consumer interest in sustainable practices.

In Europe, the market is propelled by traditional beer-drinking countries like Germany and the UK, where there is a strong preference for artisanal and craft beverages.

Asia Pacific is witnessing rapid growth due to increasing disposable incomes and the rising popularity of microbreweries, especially in countries like Australia, China, and India.

Meanwhile, the Middle East & Africa, and Latin America regions are gradually adopting growlers, with growth driven by urbanization and the expanding presence of breweries. These emerging markets are expected to increase their market share as consumer awareness and preferences for premium, locally brewed beer continue to rise.

Key Regions and Countries

• North America
  • US
  • Canada
• Europe
  • Germany
  • France
  • The UK
  • Spain
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • South Korea
  • India
  • Australia
  • Rest of APAC
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
  • Rest of MEA

Key Players Analysis

In the global Growlers Market, prominent players such as DrinkTanks, Hydro Flask, and Klean Kanteen are significantly shaping industry dynamics through innovative product offerings and strategic market positioning.

DrinkTanks has carved a niche in the market by offering high-quality, durable growlers with advanced features like double-wall vacuum insulation, ensuring beverages remain cold for up to 24 hours and hot for 12 hours.

Their focus on customization options, including color and cap style, caters to a diverse consumer base, enhancing brand loyalty and market penetration.

Hydro Flask is renowned for its dedication to sustainability and user convenience. Their growlers are designed with TempShield™ insulation technology, which not only maintains beverage temperature but also prevents condensation, making them ideal for outdoor and recreational use.

The company’s commitment to eco-friendly solutions and lifestyle branding effectively resonates with environmentally conscious consumers, driving growth.

Klean Kanteen emphasizes health and environmental stewardship, producing growlers from 100% recyclable, high-quality stainless steel. Their focus on safety, evidenced by BPA-free materials and food-grade components, positions them as a trusted brand for health-aware individuals.

The integration of wide-mouth designs for easy filling and cleaning further appeals to practical, lifestyle-oriented consumers.

These key players leverage technological advancements and robust marketing strategies to meet the increasing consumer demand for portable, sustainable beverage solutions. Their success is driven by their ability to innovate while maintaining strong commitments to quality and environmental responsibility, positioning them as leaders in a competitive market poised for further growth in 2023 and beyond.

Top Key Players in the Market

• DrinkTanks
• Hydro Flask
• Klean Kanteen
• uKeg by GrowlerWerks
• Miir
• BrüMate
• YETI
• Stanley
• The Portland Growler Company
• EcoVessel
• Other Key Players

Recent Developments

• In May 2024, BrüMate entered into a strategic partnership with a major retail chain, projecting to increase its market presence by 30% before the year-end.
• In March 2024, Miir secured $5 million in Series A funding to enhance its eco-friendly growler production facilities and increase market distribution capabilities.
• In January 2024, uKeg by GrowlerWerks launched a new line of insulated growlers, boasting a 50-hour temperature retention capability, expanding their product range.

Report Scope