Growlers Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Material (Plastic, Glass, Metal, Ceramic, Others), By Capacity (32 Oz, 64 Oz, 128 Oz), By Application (Alcoholic, Non-Alcoholic), By End User (Commercial, Residential), By Distribution Channel (Online, Offline), By Region, By Competition, 2018-2028

Market Overview

Global Growlers Market has valued at USD487.52 Million in 2022 and is anticipated to project robust growth in the forecast period with a CAGR of 5.21% through 2028. The increasing popularity of craft beer, growing trend of homebrewing, increasing convenience of growlers are the leading factors dicing the growth of the market during the forecasted period.

A growler is a reusable container typically used to transport and store draft beer from a brewery or brewpub. It is a popular choice among craft beer enthusiasts who want to enjoy fresh, local brews at home or share them with friends. The growth of the craft beer industry has significantly contributed to the popularity of growlers. Craft breweries often offer a rotating selection of unique and seasonal beers that can be filled into growlers, allowing customers to enjoy a variety of flavors. Many consumers prefer growlers over traditional bottled or canned beer because they perceive it as a more environmentally friendly option and believe that it preserves the freshness and flavor of the beer better. Growlers come in various sizes, typically ranging from 32 ounces to 128 ounces. Some breweries even offer larger sizes. This variety caters to different consumer needs and preferences. Growlers are commonly made from glass, stainless steel, or plastic. Each material has its advantages and drawbacks in terms of durability, insulation, and aesthetics.

In addition to traditional growlers, some companies have introduced innovative products like pressurized growlers that help maintain carbonation and freshness for longer periods, catering to the needs of consumers who want to enjoy their beer over a more extended timeframe. The growth of e-commerce has allowed consumers to purchase growlers and fill them remotely, with breweries shipping filled growlers directly to customers' homes in areas where this practice is legally permitted.

Key Market Drivers

Sustainability and Environmental Awareness

Environmental concerns and sustainability have become increasingly important factors influencing consumer choices, including those related to packaging and consumption habits. This trend has significantly impacted the growler market, making it a more attractive option for environmentally conscious consumers. One of the key drivers of the growler market in this context is the reduction of single-use packaging. Traditional bottled and canned beers produce a significant amount of waste, with glass and aluminum being resource-intensive materials to manufacture and recycle. Growlers, on the other hand, are reusable containers that can be refilled countless times, reducing the overall environmental footprint associated with beer consumption. The "reduce, reuse, recycle" mantra is in full play with growlers. By reusing the same container, consumers help reduce the demand for new packaging materials and decrease the energy required for manufacturing. This aligns with the broader sustainability goals of reducing waste and conserving resources. Many breweries are also contributing to this sustainability trend by incentivizing growler use. They may offer discounts on beer refills for customers who bring their own growlers, encouraging more people to adopt eco-friendly practices. This not only benefits the environment but also builds goodwill and loyalty among environmentally conscious consumers.

Moreover, the environmental benefits of growlers extend beyond waste reduction. Since growlers are typically filled directly from the tap at a brewery or brewpub, there's no need for additional processing steps like pasteurization or filtration. This can result in a more natural and less resource-intensive beer production process. In conclusion, sustainability and environmental awareness are powerful drivers of the growler market. As consumers become increasingly mindful of their ecological footprint, growlers offer a sustainable and reusable alternative to single-use beer packaging, making them an attractive choice for eco-conscious beer enthusiasts.

Craft Brewery Experience

The growler market is closely intertwined with the craft brewery experience, as it provides consumers with a tangible connection to their favorite breweries and a means to enjoy fresh beer in a unique way. Craft breweries are known for more than just their beer; they offer a complete experience. This experience often includes visiting the brewery's taproom, where customers can sample a variety of beers, learn about the brewing process, and engage with the brewers and staff. Growlers play a central role in enhancing this experience. When consumers visit a brewery, they can have their growlers filled with their preferred beer right from the tap. This allows them to take home not just a beverage but a memory of their brewery visit. It also provides a sense of authenticity and connection that is hard to replicate with bottled or canned beer.

Many craft breweries embrace the concept of "brewery exclusives," offering unique beers that are only available on-site or for growler fills. This encourages beer enthusiasts to visit the brewery in person, creating foot traffic and loyalty for the establishment. Furthermore, growlers serve as a canvas for branding and storytelling. Breweries often design custom growlers with their logos, artwork, and information about the beer. These growlers become collectible items and serve as a reminder of the brewery experience. The craft brewery experience also extends to events and releases. Breweries frequently host special events, beer releases, and promotions, such as "growler fill Fridays" or "taproom-only" releases. These events draw in customers and create a buzz around the brewery, with growlers being a common vessel for taking home these exclusive brews. In conclusion, the craft brewery experience is a significant driver of the growler market. Growlers are closely associated with the immersive and authentic experience of visiting a craft brewery, allowing consumers to take home not just beer but the memories and connections formed during their visit.

Variety and Seasonal Offerings

Variety is one of the primary drivers of the growler market. Growlers provide beer enthusiasts with access to a wide range of flavors, styles, and seasonal offerings that may not be readily available in bottles or cans. Craft breweries are known for their experimentation and creativity in brewing. They often produce limited-edition or small-batch beers that showcase unique ingredients, flavors, and brewing techniques. These beers may be available for only a short time, making growlers a convenient way for consumers to try them. One of the notable aspects of growlers is their flexibility in accommodating different beer styles and sizes. Growlers come in various sizes, typically ranging from 32 ounces (howlers) to 64 ounces (standard growlers). Some breweries even offer larger sizes, allowing consumers to choose the right quantity for their preferences and occasions.

Seasonal offerings are another driving force in the growler market. Craft breweries frequently produce seasonal beers to celebrate holidays, festivals, or the changing of the seasons. These beers are often well-received by consumers who enjoy trying new and themed brews. Growlers allow breweries to capitalize on this demand by providing a convenient means for customers to take these seasonal beers home. Growlers also cater to consumers who want to explore a variety of beers within a single brewery visit. They can fill a growler with one beer during one visit and a different one during the next, allowing for a diverse tasting experience. This variety keeps consumers engaged and encourages repeat visits to the brewery. Furthermore, growlers are an ideal format for sharing beer with friends and family. Their larger size and resealable cap make them suitable for gatherings, parties, and picnics where multiple people can enjoy a selection of beers together. In conclusion, the variety of beer styles, flavors, and seasonal offerings is a major driver of the growler market. Growlers offer consumers the flexibility to sample a wide range of beers and share them with others, making them a preferred choice for those who seek diverse tasting experiences.

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Key Market Challenges

Regulatory Complexity

One of the most significant challenges facing the growler market is the complex web of regulations governing their sale, filling, and distribution. These regulations can vary widely from state to state and even between municipalities, creating a challenging and often confusing environment for both consumers and breweries. One common regulatory challenge is the volume restrictions on growler fills. Some states limit the size of growlers to specific volumes, such as 32 ounces, 64 ounces, or 128 ounces. This can restrict consumer choice and create inefficiencies for breweries that need to offer multiple container sizes to comply with various state laws.

In addition to volume limits, many states have restrictions on where and how growlers can be filled. Some require that growlers be filled exclusively at the brewery, while others allow off-site filling at licensed locations, such as bars and restaurants. These regulations can impact breweries' business models and their ability to reach customers. Labeling and branding requirements for growlers can also pose challenges. Breweries must often adhere to specific labeling guidelines, which can be costly and time-consuming to comply with, particularly for small craft breweries with limited resources.

Furthermore, the regulations surrounding the transportation of filled growlers can be complex. Some states restrict consumers from transporting growlers across state lines, while others allow it. This lack of consistency can hinder the growth of the growler market, as it limits the mobility of consumers and their ability to share growlers with friends and family in different locations. The patchwork of regulations creates compliance burdens for breweries that distribute their beer across state lines. They must navigate a maze of rules, which can result in increased costs, legal challenges, and administrative overhead. In conclusion, the regulatory complexity surrounding the growler market presents a major challenge. The lack of uniformity in laws and regulations across states and localities can hinder market growth, create confusion for consumers, and impose compliance burdens on breweries.

Packaging and Quality Control

While growlers offer a convenient and eco-friendly way to enjoy draft beer, they also pose packaging and quality control challenges that breweries must address. One of the primary challenges is maintaining the freshness and quality of beer once it's sealed in a growler. Unlike canned or bottled beer, which is typically pasteurized and sealed under controlled conditions, growlers are filled directly from the tap. This means they are exposed to oxygen, which can lead to oxidation and a degradation of flavor over time. To mitigate this challenge, breweries often take steps to minimize oxygen exposure during the filling process. They may purge the growler with carbon dioxide before filling to reduce the oxygen content. Additionally, breweries may fill growlers using counter-pressure filling systems to further minimize oxygen contact.

Another issue related to quality control is ensuring that growlers are properly cleaned and sanitized between fills. If not cleaned thoroughly residual flavors from previous beers can contaminate the next fill, affecting the taste and quality of the beer. Breweries must establish stringent cleaning protocols and invest in equipment to maintain growler hygiene. Furthermore, breweries need to educate consumers about the importance of storing growlers properly. Beer in growlers is often best consumed shortly after filling to preserve freshness. Improper storage, such as exposure to sunlight or temperature extremes, can lead to flavor degradation and spoilage. The variability in growler materials, including glass, stainless steel, and plastic, can also pose challenges for quality control. Each material has its unique characteristics, such as insulation properties and susceptibility to breakage. Breweries must select suitable growler types and educate customers on their care and maintenance. In conclusion, packaging and quality control challenges are significant hurdles in the growler market. Breweries must implement measures to maintain beer quality and educate consumers on proper handling and storage to ensure a positive growler experience.

Key Market Trends

Rise of the Pressurized Growler

In recent years, one of the significant trends in the growler market has been the rise of pressurized growlers. These innovative containers have gained popularity among craft beer enthusiasts and homebrewers for their ability to extend the freshness and carbonation of draft beer. Traditional growlers, whether made of glass, stainless steel, or plastic, rely on a simple screw-on cap or swing-top closure to seal the beer inside. While these containers are suitable for short-term storage and consumption, they have limitations when it comes to preserving the beer's carbonation over an extended period. Pressurized growlers, on the other hand, incorporate features such as CO2 cartridges, integrated taps, and adjustable pressure regulators. These components allow users to pressurize the growler, creating a barrier of CO2 that prevents oxygen from entering and carbonation from escaping. As a result, beer in a pressurized growler can remain fresh and effervescent for weeks, if not months, after filling.

The advantages of pressurized growlers are multi-fold. They appeal to consumers who want the convenience of taking home draft beer without sacrificing the quality or carbonation. This trend aligns with the desire for a "taproom-like" experience at home, where consumers can enjoy fresh, bubbly beer from their growlers. Furthermore, pressurized growlers have found favor among homebrewers who use them as portable kegs for their homemade brews. These containers provide a controlled environment for carbonation and dispensing, making them a valuable tool for small-scale brewers and experimental beer enthusiasts. Several companies have entered the market with their versions of pressurized growlers, offering a range of sizes, materials, and features. This competitive landscape has driven innovation and improvements in design, resulting in more user-friendly and versatile options. However, it's important to note that pressurized growlers tend to be more expensive than traditional growlers due to their added features and complexity. Nevertheless, the demand for these containers continues to grow, and they represent a significant trend in the ever-evolving growler market.

In conclusion, the rise of pressurized growlers has been a prominent trend in the growler market, driven by the desire for extended freshness and carbonation in draft beer. These innovative containers cater to both craft beer enthusiasts and homebrewers, offering a convenient and high-quality way to enjoy and transport draft beer.

E-commerce and Online Sales

The growth of e-commerce and online sales has become a notable trend in the growler market, reshaping how consumers access and enjoy draft beer from breweries near and far. E-commerce platforms and brewery websites have increasingly become hubs for growler sales. Breweries have recognized the potential of online sales as a means to reach a broader customer base, including those who may not be able to visit the physical brewery location. One significant advantage of online growler sales is convenience. Consumers can browse a brewery's selection, place orders, and even schedule pickups or deliveries from the comfort of their homes. This convenience is particularly appealing for consumers who may have limited access to local breweries or those who prefer to shop online.

Online sales also open up opportunities for breweries to offer exclusive or limited-edition growler fills to a wider audience. Breweries can promote these releases through their websites, social media channels, and email marketing, generating excitement and demand among their customer bases. Furthermore, e-commerce platforms provide breweries with valuable customer data and insights. Breweries can track consumer preferences, analyze purchasing behavior, and tailor marketing efforts to specific segments of their online audience. This data-driven approach allows breweries to refine their product offerings and marketing strategies. To facilitate online growler sales, many breweries have implemented user-friendly websites with secure payment processing and easy-to-navigate online menus. Some also offer subscription services, allowing customers to receive regular growler fills or access exclusive releases through recurring orders.

However, there are challenges associated with e-commerce in the growler market. Breweries must invest in robust online infrastructure, including website development, inventory management systems, and packaging for safe shipping. Compliance with alcohol regulations and age verification for online orders is also essential to prevent underage sales. Moreover, the need for effective packaging and shipping solutions is crucial for ensuring that growlers reach customers intact and without leakage. Breweries must carefully select packaging materials and carriers to minimize breakage and spoilage during transit. In conclusion, the trend of e-commerce and online sales has become increasingly significant in the growler market, offering breweries new avenues to reach consumers and expand their customer base. While it presents challenges in terms of logistics and compliance, the convenience and reach of online sales are reshaping the growler purchasing experience.

Segmental Insights

Material Insights

Based on the material, the global market is bifurcated into plastic, glass, metal, ceramic, others. This is because alcoholic beverages, such as beers, wines, and spirits, which have a range of alcohol contents, are frequently packaged and stored in glass. Glass provides a transparent medium that, by presenting enticing colors, can increase beverage sales. Since tinted glass doesn't deteriorate over time, it is also more environmentally friendly than plastic alternatives. The benefits of glass bottles are now being acknowledged as customers become more environmentally concerned. To address the environmental issues brought on by single-use plastic bottles, various bottle producers are creating organic, multipurpose, and recyclable glass bottles. Besides, the ceramic segment is expected to grow at the highest CAGR during the forecast period.

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Regional Insights

North America emerged as the dominant player in the global vitamin supplements market in 2022, holding the largest market share. This is because a shift in lifestyle brought on by a large increase in disposable money has increased demand for premium growlers in the American market. Businesses are purchasing both large and small businesses to diversify their growler product offerings in United States in order to fulfil the growing demand from consumers. On the other hand, during the projection period, the Asia Pacific is anticipated to increase significantly.

Recent Developments

• In 2020 - Crafters has launched its first beer growler station in Mumbai. The microbrewery aims to directly connect with consumers and take advantage of the state government’s new law that allows growlers to be delivered in the city.
• In 2022, Orange Vessel Co. introduced our new limited edition cutting board which are hand made from thick, solid Silver Maple each one is unique, and hand numbered.

Key Market Players

• Orange Vessel Co.
• Fort Point Beer CO.
• Sprecher Brewing Co.
• Ardagh Group S.A.
• Alpha Packaging
• William Croxsons & Sons Limited
• GrowlerWerks Inc.
• Global Glass Solutions
• Berlin Packaging LLC
• The Boelter Companies

Report Scope:

In this report, the Global Growlers Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Growlers Market, By Material:

o   Plastic

o   Glass

o   Metal

o   Ceramic

o   Others

• Growlers Market, By Capacity:

o   32 Oz

o   64 Oz

o   128 Oz

• Growlers Market, By Application:

o   Alcoholic

o   Non-Alcoholic

• Growlers Market, By End User:

o   Commercial

o   Residential

• Growlers Market, By Distribution Channel:

o   Online

o   Offline

• Growlers Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia-Pacific

§  China

§  India

§  Japan

§  Australia

§  South Korea

o   South America

§  Brazil

§  Argentina

§  Colombia

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Kuwait

§  Turkey

§  Egypt

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Growlers Market.

Available Customizations:

Global Growlers market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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