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, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 569.73 Million
CAGR (2026-2031)	5.57%
Fastest Growing Segment	Glass
Largest Market	North America
Market Size (2031)	USD 788.91 Million

Market Overview

The Global Growlers Market will grow from USD 569.73 Million in 2025 to USD 788.91 Million by 2031 at a 5.57% CAGR. The Global Growlers Market centers on the manufacturing and distribution of reusable, airtight vessels designed to transport draft beverages, particularly beer, from breweries to off-premise locations. The primary driver supporting this market is the expanding infrastructure of brewery taprooms and brewpubs, which necessitates direct-to-consumer carryout solutions for draught products. Furthermore, the economic advantage of bulk refills often incentivizes consumer adoption, while a foundational preference for sustainability bolsters demand for these refillable containers as a method to reduce single-use packaging waste.

However, the market faces a substantial impediment arising from the convenience and preservation stability offered by competing pre-packaged formats, particularly aluminum cans. This competition from single-use alternatives, combined with broader industry contractions, threatens the demand for traditional carryout vessels. According to the Brewers Association, in 2024, U.S. craft brewers produced 23.1 million barrels of beer, representing a 4.0% decrease from the previous year. This reduction in overall production volume signifies a challenging environment for the growler sector, as a shrinking craft beer supply directly impacts the frequency of fills and the utility of reusable transport containers.

Key Market Drivers

The proliferation of the global craft beer and microbrewery industry acts as a primary catalyst for the growler market, creating the necessary infrastructure for draft-to-go sales. As operational breweries increase, taprooms rely on growlers to bridge the gap between on-premise draught consumption and at-home enjoyment. This expansion ensures refill stations remain accessible, sustaining the utility of reusable vessels. According to the Brewers Association, December 2024, in the 'The 2024 Year in Beer' report, the number of small and independent breweries in operation in the U.S. totaled 9,736. This market saturation provides a stable foundation for the growler segment, as each location serves as a vital point of sale for refillable transactions.

Simultaneously, the rising consumer preference for sustainable packaging solutions bolsters demand. Consumers actively seek alternatives to single-use formats, viewing refillable growlers as a method to support the circular economy. According to Oceana, September 2024, in the 'Annual Report 2024', a 10% increase in reusable packaging could eliminate over 1 trillion single-use plastic bottles globally. This environmental potential drives adoption among eco-aware demographics. Furthermore, the trend towards localization reinforces this behavior. According to the Society of Independent Brewers, May 2024, in the 'Independent Beer Report 2024', 55% of beer consumers stated they now drink local craft beer, highlighting a robust customer base for the taproom-focused refill model.

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Key Market Challenges

The primary challenge hindering the growth of the Global Growlers Market is the intense competition from pre-packaged beverage formats, most notably aluminum cans. Consumers increasingly favor single-use options due to their superior preservation capabilities and convenience, as cans eliminate the need for cleaning and maintenance associated with reusable glass or stainless steel vessels. This preference for grab-and-go packaging reduces the reliance on draft fill stations, thereby diminishing the demand for growlers as a primary method of beer transport.

Consequently, this shift coincides with a broader contraction in the independent brewing sector, which limits the overall volume of draft beer available for carryout. According to the Brewers Association, in 2024, craft beer production volume declined by 2.0% during the first half of the year compared to the same period in 2023. This continued reduction in brewing output suggests a difficult landscape for the growler market, as a shrinking production base naturally leads to fewer transactions at taprooms and brewpubs, directly lowering the utilization rate of reusable containers.

Key Market Trends

The market is undergoing a significant material transition from traditional glass vessels to vacuum-insulated stainless steel containers, driven by consumer demand for superior thermal retention and physical durability. Unlike glass, which is fragile and fails to maintain temperature, double-walled stainless steel units preserve draft quality for extended periods, making them the preferred choice for outdoor recreational applications. This shift has sustained the momentum of major insulated beverageware manufacturers even in a maturing market. According to Yeti Holdings, February 2025, in the 'Fourth Quarter and Fiscal Year 2024 Results' report, the company’s full-year net sales increased by 10% to $1.83 billion in 2024, driven by the continued expansion of its drinkware product offerings which define the high-performance standards now expected in the reusable growler segment.

Simultaneously, the growler market is expanding into non-alcoholic craft beverage applications, utilizing these vessels to transport draft kombucha, nitro coffee, and alcohol-free beer. This diversification provides filling stations with a critical revenue stream to counterbalance the volume declines currently affecting traditional craft beer production. Breweries are rapidly increasing their non-alcoholic draft presence to accommodate this demand for healthy, tap-fresh carryout options. According to Fast Company, March 2025, in the 'How Athletic Brewing rose to become a core American beer' report, Athletic Brewing’s draft business grew by 300% in 2024, highlighting the surging availability of non-alcoholic tap handles that necessitate compatible refillable solutions for off-premise consumption.

Segmental Insights

The Glass segment is currently identified as the fastest growing category within the Global Growlers Market due to its exceptional ability to preserve beverage quality and freshness. Glass serves as a chemically inert and impermeable barrier that prevents oxidation or flavor alteration, which is essential for maintaining the integrity of carbonated drinks. This material preference is reinforced by its compliance with rigorous safety standards for food contact substances set by the U.S. Food and Drug Administration. Additionally, the complete recyclability of glass aligns with increasing consumer demand for sustainable packaging, further driving its adoption across the global beverage industry.

Regional Insights

North America holds a leading position in the global growlers market, driven largely by the established craft beer sector in the United States and Canada. The expansion of independent microbreweries has created substantial demand for refillable glass and stainless steel vessels. Additionally, supportive legislative frameworks allow for direct-to-consumer sales and off-premise refills at taprooms and retail outlets. This accessibility encourages consistent usage among consumers who prioritize fresh draft beverages and sustainable packaging. Consequently, the combination of extensive brewery infrastructure and favorable distribution laws cements North America’s status as the primary market in this industry.

Recent Developments

• In October 2024, Stanley 1913 launched its "Comfort & Joy" holiday collection, which introduced a variety of seasonal drinkware products including the "Holiday Stay-Chill Growler Set." This limited-edition release featured the company's vacuum-insulated growlers in new metallic and jewel-toned finishes such as Gilded Sugar and Gilded Pomegranate. The collection was strategically released across major retail channels and the company's direct-to-consumer platform to capitalize on fourth-quarter gift-giving trends. The launch emphasized the growler's functionality for maintaining beverage temperature while elevating its aesthetic appeal for the premium lifestyle and outdoor recreation markets.
• In June 2024, Ardagh Glass Packaging–North America, a division of Ardagh Group, announced the strategic closure of its glass production facility in Houston, Texas. The company attributed this decision to prevailing conditions in the domestic beer market, which had seen a shift in packaging demand. The Houston plant, which had been a key manufacturing site for glass beer bottles and containers, ceased operations in July 2024. This move was part of a broader effort by the packaging manufacturer to align its production capacity with current market requirements and manage costs within its North American glass supply chain network.
• In May 2024, O-I Glass, Inc. collaborated with Crabtree Brewing Company in Greeley, Colorado, to host a "Glass4Good" community recycling drive. As part of this sustainability initiative, the glass manufacturing giant incentivized local residents to recycle used glass containers by offering a complimentary, limited-edition growler produced by O-I Glass to participants. The partnership was designed to promote glass circularity and support local recycling infrastructure while directly engaging with craft beer consumers. This event highlighted the company's commitment to environmental responsibility and demonstrated the effective use of reusable growlers as a tool for community engagement and brand loyalty.
• In April 2024, YETI Holdings, Inc. expanded its hard goods product line with the introduction of the "Big Wave Blue" colorway collection. This seasonal launch included the brand's popular Rambler beverage containers, specifically featuring the Rambler One Gallon and Half Gallon Jugs, which serve as durable stainless steel growlers for outdoor enthusiasts. The new color, described by the company as being inspired by the powerful surf of the Northern Pacific, was applied across a wide range of coolers, drinkware, and accessories. This product expansion aimed to drive consumer engagement through limited-edition aesthetic updates to their core high-performance hydration vessels.

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

By Material	By Capacity	By Application	By End User	By Distribution Channel	By Region
Plastic Glass Metal Ceramic Others	32 Oz 64 Oz 128 Oz	Alcoholic Non-Alcoholic	Commercial Residential	Online Offline	North America Europe Asia Pacific South America Middle East & Africa

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:

• Plastic
• Glass
• Metal
• Ceramic
• Others

• Growlers Market, By Capacity:

• 32 Oz
• 64 Oz
• 128 Oz

• Growlers Market, By Application:

• Alcoholic
• Non-Alcoholic

• Growlers Market, By End User:

• Commercial
• Residential

• Growlers Market, By Distribution Channel:

• Online
• Offline

• Growlers Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE