Growlers Market

Growlers Market Size

The growlers market was valued at USD 567.4 million in 2024 and is estimated to grow at a CAGR of 3.8% from 2025 to 2034.

The growlers market is experiencing significant growth, driven by multiple notable trends. Increased global consumption of beer, particularly craft beer, remains a major trend shaping the market, as consumers increasingly gravitate toward premium and locally brewed beverages. For instance, according to the Global Beer Consumption Report by Kirin Holdings, in 2023 the global beer consumption accounted for approximately 187.9 million kiloliters (kl), which is a 0.1% increase from 2022. This has been complemented by the growing beverage culture, where unique drinking experiences are highly valued.

The rising demand for sustainable beverage packaging solutions has further propelled the adoption of reusable growlers, as they align with consumer preferences for eco-friendly and waste-reducing options. Additionally, the expansion of e-commerce and direct-to-consumer beverage delivery services is driving the popularity of growlers, offering convenience and customizable packaging. The market is also witnessing increased adoption of growlers in the non-alcoholic beverage industry, including products like craft sodas, cold brews, and kombucha. Finally, the growth of microbreweries and independent beverage brands is playing a key role, as these players leverage growlers to differentiate their offerings and cater to niche markets.

Growlers Market Trends

The growlers industry is witnessing a strong trend towards innovative and consumer-focused packaging solutions. Consumers are increasingly favoring portable, durable, and aesthetically appealing growlers for beverages. Smart growlers with integrated temperature sensors and tracking technologies are gaining popularity, offering added convenience and a premium user experience. Additionally, the demand for eco-friendly growlers made from recyclable materials or incorporating sustainable designs is rising, reflecting the market's shift toward environmentally responsible choices.

Growlers Market Analysis

The growlers industry is presenting new opportunities with the development of insulated growlers designed to maintain beverage temperature for extended periods. These advanced growlers are particularly appealing to outdoor enthusiasts and travelers who seek convenience without compromising on quality. However, the market faces a significant restraint in the form of increasing competition from alternative packaging formats, such as cans and pouches, which offer greater portability and lower production costs. This creates pressure for growler manufacturers to innovate while staying competitive.

Based on material, the growlers market is segmented as stainless steel, glass, ceramic, plastic. The stainless-steel segment is projected to grow at a CAGR of over 5% and is expected to reach over USD 340 million by 2034.

• The stainless steel segment is projected to grow at significant rate due to its durability, insulation properties, and increasing consumer demand for premium, long-lasting products. Stainless steel growlers maintain the temperature of beverages for extended periods, making them ideal for both craft beer and non-alcoholic beverages. Additionally, the material is resistant to breakage, appealing to consumers seeking a more practical, reusable alternative to glass.
  
• Furthermore, the rising consumer preference for sustainable and eco-friendly products is driving the demand for stainless steel growlers. As environmental concerns grow, consumers are increasingly opting for reusable, non-plastic alternatives, positioning stainless steel as a leading choice in the market. The long-term durability and strength of stainless steel contribute to its popularity, especially in regions with active outdoor lifestyles and a preference for premium, environmentally conscious products.
  

Based on application, the market is segmented into non-alcoholic beverages and alcoholic beverages. The alcoholic beverages segment is dominating the market with a market share of over 65% in 2024.

• The alcoholic beverages segment dominate the growlers market due to the widespread popularity of craft beer, which is commonly distributed in growlers to maintain freshness and support the artisanal appeal. The growing number of craft breweries and the increasing consumer preference for local, fresh draft beer have significantly contributed to the high demand for growlers in the alcoholic beverage segment.
  
• Additionally, alcoholic beverages, particularly beer, have long been the traditional use case for growlers, benefiting from established consumer behavior and strong brand loyalty. The use of growlers in breweries and pubs for craft beer and other alcoholic beverages is a well-entrenched practice, making it the primary driver of growth in this segment. The increasing focus on sustainability and the desire for reusable, eco-friendly packaging also supports the continued popularity of growlers in this market.
  

North America dominated the market with a market share of over 36.3% in 2024. The growlers market in the United States is growing rapidly, driven by the rising popularity of craft beer and homebrewing. Consumers are increasingly opting for reusable, eco-friendly growlers made from glass or stainless steel. Customizable designs and smart growlers with temperature-monitoring features are also gaining traction among younger, tech-savvy consumers.

In India, the growlers industry is expanding due to the growth of microbreweries and a rising middle class with a growing interest in craft beverages. Manufacturers are focusing on lightweight, reusable growlers made from eco-friendly materials. The increasing influence of e-commerce is shaping packaging trends, with a focus on durable and sustainable solutions for home delivery.

China is witnessing growing demand for growlers as consumer preferences shift toward premium beverage packaging. Recyclable and lightweight materials, along with space-efficient designs, are gaining popularity, driven by the growth of e-commerce and government initiatives to reduce plastic waste.

In Japan, the market is steadily growing with a focus on high-quality, innovative designs. Consumers prefer growlers made from eco-friendly materials like glass and stainless steel. Smart features, such as temperature indicators and ergonomic designs, are gaining popularity, reflecting the country’s commitment to convenience and sustainability.

The market in South Korea is evolving with an emphasis on eco-conscious solutions. Manufacturers are adopting plant-based plastics and recyclable materials to meet consumer demand for sustainable packaging. Customization and smart packaging features, such as QR codes for product traceability, are also becoming common in this market.

In Germany, the growlers market is driven by the strong craft beer culture and consumer demand for sustainable packaging. Recyclable materials like glass and stainless steel are popular, with a focus on attractive and functional designs. Innovations in smart growlers that enhance consumer experience, such as temperature retention and branding, are becoming more widespread.

Growlers Market Share

The growlers industry is highly competitive, with companies focusing on innovative designs and sustainable materials to differentiate themselves. The adoption of eco-friendly solutions, such as biodegradable coatings and recyclable materials, is becoming a key strategy to appeal to environmentally conscious consumers. Companies are also exploring customization options, offering growlers with unique shapes, vibrant branding, and personalized features to enhance consumer engagement. Smart growlers with integrated technologies, such as temperature monitoring and QR codes, are emerging as premium offerings in the market. To stay competitive, manufacturers are investing in advanced technologies to reduce production costs while maintaining the quality and functionality of their products.

Growlers Market Companies

Major players operating in the growlers industry are:

• Ardagh Group
• Berlin Packaging
• Boelter
• Croxsons
• Drink Tanks
• Evans Manufacturing
• Everich Commerce
• Global Glass Solutions
• Grandstand
• Growler Store
• Hoverlabs
• Igloo Products
• Kaufman Container
• Kegwerks
• Miir
• Orange Vessel
• Stanley
• Stewart Brewing
• Zenan
• Zhejiang Haers
  

Growlers Industry News

• In October 2024, Croxsons partnered with Silent Pool Distillers to create an exclusive limited-edition gin in celebration of Silent Pool's 10th anniversary. This collaboration highlights Croxsons' expertise in packaging for craft spirits, providing innovative solutions that enhance the product's appeal.
  
• In April 2022, Ardagh Group S.A. has announced the completion of its acquisition of Consol Holdings Proprietary Limited, a leading producer of glass packaging in Africa. The acquisition represents a significant investment in the South African market and other regions where Consol operates.
  

These growlers market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Million) and volume (Units) from 2021 to 2034, for the following segments:

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Market, By Material

• Stainless steel
• Glass
• Ceramic
• Plastic

Market, By Size

• Less than 32 oz
• 32 oz to 64 oz
• More than 64 oz

Market, By Application

• Non-alcoholic beverages       
• Alcoholic beverages  
  • Beer
  • Wines
  • Others

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia 
• Latin America
  • Brazil
  • Mexico
• MEA
  • UAE
  • Saudi Arabia
  • South Africa