The global growlers market is on track for impressive growth, with projections estimating a rise from USD 583.7 million in 2025 to USD 761.9 million by 2035, representing a steady CAGR of 2.7% over the forecast period from 2025 to 2035. This surge is attributed to the increasing consumer preference for craft beer, known for its freshness and minimal use of preservatives, driving the demand for growlers.
Growlers, versatile containers made from glass, plastic, and ceramic, play a critical role in the packaging industry, particularly for draught beer and beverages. Their ability to preserve the freshness and flavor of craft beverages, with minimal use of preservatives, has made them increasingly popular among consumers. Furthermore, these containers facilitate transportation, preserving product quality from the brewery to the consumer.
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The growing popularity of craft beer, fueled by an evolving customer preference for a wider range of unique tastes and flavors, has further stimulated market growth. The rapid expansion of craft breweries, combined with the rise of homebrewing enthusiasts, has significantly contributed to the demand for collectible growlers, a trend that shows no signs of slowing down.
The Rise of Growlers: Consumers Seek Value, Sustainability, and Freshness
The demand for growlers has seen a significant surge, fueled by a growing preference for cost-effective, sustainable, and value-driven purchasing options. The rise of bulk buying and value-based strategies has led consumers to gravitate toward growlers, offering both economic advantages and the ability to reduce environmental impact.
As the demand for high-quality beverages continues to rise, many consumers are looking for alternatives to single-use packaging. Growlers, typically reusable glass containers, provide a perfect solution, allowing customers to enjoy fresh beverages at a lower price per unit while contributing to a more eco-conscious lifestyle.
Key Takeaways From the Growlers Market
- The global growlers market grew at a CAGR of 1.9% between 2020 and 2024.
- The market value reached USD 572.6 million in 2024, up from USD 530.3 million in 2020.
- The USA is expected to grow at a CAGR of 1.7% through 2035.
- Germany in Western Europe is projected to experience a CAGR of 1.3% by 2035.
- Glass is expected to dominate the market, accounting for more than 45% of share by 2035.
- The furniture segment is anticipated to hold the largest share, 36.5%, by the end of 2035.
Key Factors Driving Growth in the Global Growlers Market
- Increasing Popularity of Craft Beer: As craft breweries continue to gain traction globally, consumers are increasingly seeking unique and fresh beer experiences. Growlers offer an excellent way to enjoy craft beer at home, promoting the growth of the market.
- Consumer Demand for Sustainable Packaging: Growlers, typically made from glass, offer an eco-friendly alternative to single-use plastic bottles and cans. As sustainability becomes more important to consumers, the demand for reusable packaging like growlers is rising.
- Shift Toward On-the-Go Convenience: The growing trend of take-home or on-the-go consumption of beverages, especially beer, drives the need for portable and practical packaging solutions. Growlers allow consumers to enjoy fresh beer at home or during outdoor activities.
- Enhanced Beer Freshness and Quality: Growlers are a preferred choice for beer lovers because they help preserve the freshness and carbonation of craft beer. This is an attractive feature as consumers look for ways to enjoy their beverages in premium quality outside of the brewery setting.
- Expanding Retail and Distribution Channels: With the rise in microbreweries and local taprooms offering growler refills, the increasing availability of growlers in retail stores and craft beer bars is driving market growth. Consumers now have more access to refill stations, making growlers an appealing choice for beer enthusiasts.
Competitive Landscape
Leading growler manufacturers are developing and delivering new products with additional features and applications to the market. They are broadening their geographic reach and combining with other companies. A few of them are also collaborating to create new items in collaboration with start-up companies and regional brands.
Key Players in Growlers Market
- Croxsons
- DrinkTanks Corp.
- Alpha Packaging Inc.
- Klean Kanteen, Inc.
- Berlin Packaging, LLC
- Hydro Flask
- Takeya
- Coleman
- Oggi
- Zenan Glass
- Global Glass Solutions
- ORANGE Vessel Co.
- Everich
- ZHE JIANG HAERS VACUUM CONTAINERS CO.,LTD
Key Developments in Growlers Market:
- Berlin Packaging bought Rixius AG in January 2025, a German-based supplier specializing in rigid packaging for the chemical, pharmaceutical, cosmetics, and food and beverage industries in the DACH and Benelux region.
- As part of its nearshoring strategy, Hydro Flask relocated one of its manufacturing facilities from China to the Western Hemisphere in June 2023. This move seeks to reduce geopolitical risks, improve responsiveness, and shorten transit times.
Growlers Market Segmentation
By Material:
In terms of material, the industry is segmented into glass, plastic, stainless steel and ceramic.
By Size:
Growlers come in multiple sizes such as 32 oz (1 liter), 64 oz (2 liters), 128 oz (1 gallon) and custom sizes.
By Distribution Channel:
In terms of distribution channel, the industry is segmented into offline, online and brewery taprooms.
By End Use:
End uses for growlers market are personal use, hospitality industry and events, parties and festivals. Hospitality industry further includes restaurants, bars, hotels and cafes.
By Region:
Key countries of North America, Latin America, East Asia, South Asia and Pacific, Western Europe, Eastern Europe, Middle East and Africa are covered.
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