Single-can sales of craft beer are on the rise, almost matching four-pack sales, indicating a shift towards in-the-moment purchasing among consumers. This trend comes at a time when overall craft beer sales have stagnated, with the Brewers Association noting that single-can sales are increasing even as total beer consumption declines. Craft breweries are adapting, responding to this consumer behavior, which favors convenience and prompt satisfaction.

As noted by Kate Bernot, a lead analyst with Sightlines, consumers are now prone to make more frequent shopping trips but purchase less with each visit. This behavior is influenced by the convenience of services like Amazon Prime and Instacart, leading to preferences for smaller, more manageable purchases. Bernot points out that the psychological ease of spending smaller amounts more frequently is appealing, particularly in a climate of tight budgets and rising expenses.

To capitalize on this trend, breweries are adjusting their packaging strategies. Deschutes Brewery from Bend, Oregon, for example, introduced a new product line available only in single-serve, 19.2-ounce cans. Their CEO, Peter Skrbek, commented on the positive consumer response, noting the brand’s growth in convenience stores, which are increasingly popular as shopping destinations.

While single-can purchases allow consumers to experiment with new brands without the commitment of a larger quantity, they also tend to gravitate towards familiar brands when budgets are tight. This suggests a potential decline in the exploratory behaviors that beer apps like Untappd once encouraged among craft beer drinkers. Instead, the convenience of grabbing a trusted brand at the store may be taking precedence as consumers make quick buying decisions.

As the craft beer landscape evolves, breweries may need to continue embracing these shifts to stay relevant and competitive in the market.