Growlers Market Outlook

The growlers market was valued at $1.5 billion in 2024 and is projected to reach $2.3 billion by 2033, growing at a CAGR of 4.8% during the forecast period 2025-2033. This market is witnessing a steady growth trajectory driven by the increasing popularity of craft beer and the rising trend of home brewing. Growlers, which are containers used to transport draft beer, have become a staple for beer enthusiasts who prefer fresh, locally brewed beer. The market is also benefiting from the growing consumer preference for sustainable and reusable packaging solutions, as growlers are often made from materials like glass and stainless steel, which are both durable and environmentally friendly. Additionally, the rise of microbreweries and brewpubs has further fueled the demand for growlers, as these establishments often offer growler fills as a way to promote their unique brews.

Report Scope

Opportunities & Threats

One of the significant opportunities in the growlers market is the increasing consumer inclination towards eco-friendly and sustainable packaging solutions. As environmental concerns continue to rise, consumers are actively seeking products that minimize their carbon footprint. Growlers, being reusable and often made from recyclable materials, align perfectly with this trend. This shift in consumer behavior presents a lucrative opportunity for manufacturers to innovate and offer growlers that not only meet the functional requirements but also appeal to the environmentally conscious consumer. Additionally, the growing trend of personalized and customized products offers another avenue for growth. Consumers are increasingly looking for unique and personalized items, and growlers can be customized with logos, designs, and other personal touches, making them an attractive option for both personal use and as gifts.

Another opportunity lies in the expanding craft beer industry. With the craft beer market experiencing robust growth, there is a corresponding increase in demand for growlers. Craft breweries often use growlers as a marketing tool to promote their brand and offer customers a way to take home their favorite brews. This trend is particularly strong in regions like North America and Europe, where the craft beer culture is well-established. As more consumers seek out unique and locally brewed beers, the demand for growlers is expected to rise, providing a significant growth opportunity for market players.

However, the growlers market faces certain restraints that could hinder its growth. One of the primary challenges is the competition from alternative packaging solutions, such as cans and bottles, which are more convenient for consumers. Cans, in particular, have gained popularity due to their lightweight nature and ease of transport. Additionally, the initial cost of purchasing a growler can be a deterrent for some consumers, especially when compared to single-use packaging options. Furthermore, the regulatory landscape surrounding the sale and distribution of alcoholic beverages can pose challenges for the growlers market, as different regions have varying laws and regulations that can impact the sale and use of growlers.

Drivers & Challenges

The growlers market is primarily driven by the increasing popularity of craft beer and the growing number of microbreweries and brewpubs. As consumers continue to seek out unique and locally brewed beers, the demand for growlers as a means of transporting and storing these beverages has increased. Growlers offer a convenient and eco-friendly solution for consumers who want to enjoy fresh draft beer at home. Additionally, the rise of home brewing has also contributed to the demand for growlers, as home brewers often use them to store and share their creations. The market is further supported by the growing trend of experiential consumption, where consumers are looking for unique and memorable experiences, such as visiting a local brewery and taking home a growler of freshly brewed beer.

Another key driver of the growlers market is the increasing consumer preference for sustainable and reusable packaging solutions. As environmental concerns continue to rise, consumers are actively seeking products that minimize their carbon footprint. Growlers, being reusable and often made from recyclable materials, align perfectly with this trend. This shift in consumer behavior presents a lucrative opportunity for manufacturers to innovate and offer growlers that not only meet the functional requirements but also appeal to the environmentally conscious consumer. Additionally, the growing trend of personalized and customized products offers another avenue for growth. Consumers are increasingly looking for unique and personalized items, and growlers can be customized with logos, designs, and other personal touches, making them an attractive option for both personal use and as gifts.

Despite the positive drivers, the growlers market faces several challenges that could impact its growth. One of the primary challenges is the competition from alternative packaging solutions, such as cans and bottles, which are more convenient for consumers. Cans, in particular, have gained popularity due to their lightweight nature and ease of transport. Additionally, the initial cost of purchasing a growler can be a deterrent for some consumers, especially when compared to single-use packaging options. Furthermore, the regulatory landscape surrounding the sale and distribution of alcoholic beverages can pose challenges for the growlers market, as different regions have varying laws and regulations that can impact the sale and use of growlers.

Growlers Strategic Outlook

In 2026, the growlers market is poised at a pivotal point, with a valuation context that underscores its potential for growth amidst evolving consumer preferences and regulatory landscapes. The primary disruptor in this niche is the increasing emphasis on sustainability and eco-friendly packaging solutions, driven by both consumer demand and regulatory pressures. As brands navigate this landscape, strategic foresight suggests a pivot towards integrating smart technologies and sustainable materials in growler production. By 2033, brands that successfully align with these trends are likely to maintain or even expand their market share, leveraging consumer loyalty and regulatory compliance as key competitive advantages. The focus on personalized and customizable growlers will also play a crucial role in differentiating brands and capturing the attention of the modern consumer.

Market Share Analysis

The growlers market is characterized by a diverse competitive landscape, with numerous players vying for market share in a rapidly evolving industry. The market is dominated by a mix of established companies and emerging players, each bringing unique strengths and capabilities to the table. The competitive dynamics are influenced by factors such as product innovation, brand reputation, distribution networks, and pricing strategies. Companies that have successfully differentiated themselves through innovative product offerings and strong brand identities have managed to capture significant market share. Additionally, the ability to adapt to changing consumer preferences and regulatory requirements has been a key determinant of success in this market.

Among the major players in the growlers market, several companies have established themselves as leaders through strategic initiatives and robust product portfolios. These companies have leveraged their expertise in packaging solutions to offer high-quality growlers that meet the demands of both consumers and businesses. Their focus on sustainability and eco-friendly materials has resonated well with environmentally conscious consumers, further strengthening their market position. Moreover, these companies have invested in expanding their distribution networks and enhancing their customer service capabilities, ensuring that they remain competitive in a dynamic market environment.

Some of the key companies in the growlers market include DrinkTanks, Hydro Flask, Stanley, and MiiR, among others. DrinkTanks, known for its innovative growler designs and high-quality materials, has carved out a niche in the market by offering customizable and durable products. Hydro Flask, a well-known brand in the beverage container industry, has leveraged its strong brand reputation and extensive distribution network to capture a significant share of the growlers market. Stanley, with its long-standing history and commitment to quality, has continued to innovate and expand its product offerings to meet the evolving needs of consumers. MiiR, with its focus on sustainability and social impact, has gained traction among environmentally conscious consumers, further solidifying its position in the market.

These companies, along with others in the market, are continuously exploring new opportunities for growth and expansion. By investing in research and development, they are able to introduce new products and features that cater to the changing preferences of consumers. Additionally, strategic partnerships and collaborations with breweries and other stakeholders in the beverage industry have enabled these companies to enhance their market presence and reach a wider audience. As the growlers market continues to evolve, these companies are well-positioned to capitalize on emerging trends and maintain their competitive edge.

Key Highlights

• The growlers market is projected to grow at a CAGR of 4.8% from 2025 to 2033.
• Increasing consumer preference for eco-friendly and sustainable packaging solutions is driving market growth.
• The rise of craft beer culture and home brewing is boosting demand for growlers.
• Customization and personalization of growlers are emerging as key trends in the market.
• Regulatory challenges and competition from alternative packaging solutions pose potential restraints.
• North America and Europe are leading regions in the growlers market, driven by strong craft beer cultures.
• Technological advancements, such as smart growlers with freshness indicators, are gaining traction.

Top Countries Insights

In the growlers market, the United States stands out as a leading country with a market size of approximately $500 million and a CAGR of 5%. The strong craft beer culture and the presence of numerous microbreweries and brewpubs drive the demand for growlers in the country. Additionally, the growing trend of home brewing and the increasing consumer preference for sustainable packaging solutions further contribute to market growth. However, regulatory challenges related to the sale and distribution of alcoholic beverages can pose obstacles for market players.

Germany, with its rich beer heritage and strong craft beer culture, is another key market for growlers, valued at around $300 million with a CAGR of 4%. The country's well-established brewing industry and the increasing popularity of craft beer among consumers drive the demand for growlers. Additionally, the emphasis on sustainability and eco-friendly packaging solutions aligns with consumer preferences, further supporting market growth. However, competition from alternative packaging solutions, such as cans and bottles, can pose challenges for market players.

In the United Kingdom, the growlers market is valued at approximately $200 million with a CAGR of 3%. The growing craft beer culture and the increasing number of microbreweries and brewpubs drive the demand for growlers in the country. Additionally, the emphasis on sustainability and eco-friendly packaging solutions aligns with consumer preferences, further supporting market growth. However, regulatory challenges related to the sale and distribution of alcoholic beverages can pose obstacles for market players.

Australia, with its vibrant craft beer scene and strong consumer preference for sustainable packaging solutions, is another key market for growlers, valued at around $150 million with a CAGR of 4%. The country's growing number of microbreweries and brewpubs drive the demand for growlers, as consumers seek out unique and locally brewed beers. Additionally, the emphasis on sustainability and eco-friendly packaging solutions aligns with consumer preferences, further supporting market growth. However, competition from alternative packaging solutions, such as cans and bottles, can pose challenges for market players.

Canada, with its strong craft beer culture and growing number of microbreweries and brewpubs, is another key market for growlers, valued at approximately $100 million with a CAGR of 3%. The country's emphasis on sustainability and eco-friendly packaging solutions aligns with consumer preferences, further supporting market growth. However, regulatory challenges related to the sale and distribution of alcoholic beverages can pose obstacles for market players.

Growlers Market Segments Insights

Material Analysis

The material segment of the growlers market is dominated by glass, stainless steel, ceramic, and plastic. Glass growlers are particularly popular due to their ability to preserve the taste and quality of the beer, making them a preferred choice among consumers. The transparency of glass also allows consumers to see the contents, adding to its appeal. However, glass growlers are fragile and can break easily, which is a significant drawback. Stainless steel growlers, on the other hand, are gaining popularity due to their durability and ability to keep beverages cold for extended periods. They are also lightweight and resistant to breakage, making them a practical choice for consumers who frequently transport their growlers. Ceramic growlers, while less common, offer a unique aesthetic appeal and are often used for decorative purposes. Plastic growlers are the least popular due to concerns about their impact on the taste of the beer and environmental considerations.

Capacity Analysis

The capacity segment of the growlers market includes 32 oz, 64 oz, and 128 oz growlers. The 64 oz growler is the most popular size, as it offers a convenient balance between portability and capacity. It is large enough to hold a substantial amount of beer, yet small enough to be easily transported. The 32 oz growler is also popular among consumers who prefer smaller quantities or want to try different types of beer without committing to a larger size. The 128 oz growler, while less common, is favored by consumers who want to store larger quantities of beer for extended periods. This size is particularly popular among home brewers who produce beer in larger batches. The choice of capacity often depends on the consumer's preferences and intended use, with some opting for smaller sizes for personal consumption and larger sizes for sharing with friends and family.

Application Analysis

The application segment of the growlers market is divided into alcoholic and non-alcoholic beverages. The alcoholic beverage segment is the largest, driven by the growing popularity of craft beer and the increasing number of microbreweries and brewpubs. Growlers are commonly used to transport and store draft beer, allowing consumers to enjoy fresh beer at home. The non-alcoholic beverage segment, while smaller, is also experiencing growth as consumers seek out alternative uses for growlers. Some consumers use growlers to store and transport beverages like kombucha, cold brew coffee, and other non-alcoholic drinks. The versatility of growlers makes them an attractive option for a wide range of beverages, contributing to their growing popularity.

Region Analysis

The growlers market is segmented into North America, Europe, Asia Pacific, Latin America, and the Middle East & Africa. North America is the largest market for growlers, driven by the strong craft beer culture and the presence of numerous microbreweries and brewpubs. The region's emphasis on sustainability and eco-friendly packaging solutions also supports market growth. Europe is another key market, with countries like Germany and the United Kingdom leading the way in terms of demand for growlers. The region's rich beer heritage and growing craft beer culture drive the demand for growlers. Asia Pacific is an emerging market for growlers, with countries like Australia and Japan experiencing growth in the craft beer industry. The region's growing number of microbreweries and brewpubs, along with increasing consumer awareness of sustainable packaging solutions, contribute to market growth. Latin America and the Middle East & Africa are smaller markets for growlers, but they are expected to experience growth as the craft beer culture continues to expand in these regions.

Growlers Market Segments

Material

• Glass
• Stainless Steel
• Ceramic
• Plastic

Capacity

• 32 oz
• 64 oz
• 128 oz

Application

• Alcoholic Beverages
• Non-Alcoholic Beverages

Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa