To transport and serve draught beer, growlers are reusable, sealed containers. They are normally composed of glass, stainless steel, or ceramic and come in 64 oz or 32 oz sizes. Growlers are containers that enable customers to buy draught beer from brewers and taprooms to-go and consume it at home or on-the-go.
In 2023, it is predicted that the growlers market would generate global sales of US$ 556.2 million. By 2033, the market is anticipated to be valued US$ 726 million, with a 2.7% average CAGR between 2023 and 2033.
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Over the projection term, growler use is anticipated to rise. This is corroborated by the consumption patterns of beer, which indicate a preference for higher-end, more specialised alcoholic beverages among consumers in both industrialised and developing nations. Since the younger generation has a strong demand for new items that offer distinctive taste, freshness, and excellent quality, it is believed that changing consumer preferences will have an impact on the sector. Additionally, it is anticipated that rising living standards and expanding developing economies would broaden the market’s vision in the coming years.
By offering craft beer and giving drinkers a wide range of options, alcohol producers are capitalising on the thriving market economy. It is anticipated that the growth of craft beer will accelerate in the next years. The growth of craft brewing among middle-class consumers, which can be attributed to its cultural experience, has therefore given the growlers industry a considerable boost. Growlers can be found in a variety of high-end styles, designs, and sizes, which is expected to fuel market expansion during the forecasted period.
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Key Highlights of the Growlers Market:
- The North America growlers industry is projected to attain US$ 174.8 million by 2023 year-end. The market is projected to expand at 2.1% over the forecast period, to attain US$ 215.18 million by 2033. The highly saturated market for alcoholic beverages and heightened receptivity to non-alcoholic beverages has led to market precedence in North America over other regions.
- Europe region is projected to trail behind North America, attaining market revenue of US$ 162.4 million by 2033. The region is estimated to assume a CAGR of 2.7% over the next 10 years, and reach a total amount of US$ 211.98 million by 2033. The expansion of brewpubs and the development of sophisticated growlers with enhanced features are predicted to push market growth.
- Latin America is the third significant region, substantially contributing to the overall market growth. The market is expected to generate revenue of US$ 105.8 million in 2023. The market is anticipated to expand at 2.4% CAGR over the forecast period.
- East Asia, which includes countries like China, Japan, and South Korea, is assessed to witness robust growth over the forecast period. The region is forecasted to register a 4.4% CAGR throughout the decade. In 2023, the market is expected to attain US$ 32.4 million over the forecast period.
Latest Developments in the Market:
- In 2021, Drifters brewery declared the introduction of its fifth growler station in Mumbai, India. Growler stations are referred to as places or hubs where one can refill growlers with beer. This new launch has a delivery and pickup service for filling growlers at a robust pace due to surging beer demand among beer consumers in India.
- In June 2017, Ardagh Group launched its first-ever 12oz clear beer bottle on its website named BuyOurBottles. The product is made in the United States, using 100% and endlessly recyclable flint glass. The company states that with the expansion of flint glass bottles, craft soda, craft brewers, and cider customers, along with kombucha and functional beverages, customers can take advantage o brand differentiation. The flint glass bottle also helps protect the beverage’s flavor.
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Competitive Dashboard: A Close Look at Key Players
Key market players across the global growlers market are focusing on providing a unique finish to their growlers. The competitors are also planning international expansion through acquisition and collaboration with globally renowned beverage makers:
- In November 2021, Ardagh Group S.A. acquired Consol Holdings Proprietary Limited, which is a leading producer of glass packaging in the Africa continent.
- In April 2021, Alpha Packaging acquired Boxmore Plastics as part of the plan for the expansion of Europe.
Key Players Surveyed by FMI
- Ardagh Group S.A.
- Alpha Packaging
- William Croxsons & Sons Limited
- GrowlerWerks, Inc.
- Global Glass Solutions
- Orange Vessel Co.
- Berlin Packaging LLC
Growlers Market By Category
By Material:
- Plastic Growlers
- Glass Growlers
- Metal Growlers
- Ceramic Growlers
By Capacity:
- 32 Ounce (Oz)
- 64 Ounce (Oz)
- 128 Ounce (Oz)
By Application:
- Non-alcoholic
- Alcoholic
- Beer
- Wines
- Others
By Sales Channel:
- Offline
- Breweries
- Hypermarket
- Convenience Stores
- Online
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