Growler Market By Material Type (Glass, Metal, Plastic, Ceramic), By Capacity (32 Oz, 64 Oz, 128 Oz), By Application (Alcoholic, Beer, Wines, Others, Non-Alcoholic), By Distribution Channel (Online, Offline), By Region And Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends, And Forecast 2023-2032

Report Overview

Growler Market size is expected to be worth around USD 633.1 Mn by 2032 from USD 465.7 Mn in 2022, growing at a CAGR of 3.2% during the forecast period from 2023 to 2032.

As beer consumption continues to rise, an increasing number of individuals search for environmentally responsible ways to enjoy their favored beverage. Herein lies the significance of the global growler market. In this blog post, we will discuss the industry's definition, advantages, innovations, and key influencers. Additionally, we will examine the use of growlers in various industries and discuss the ethical concerns and responsible practices associated with their use. This growth can be ascribed to the rising demand for environmentally favorable beer packaging, as consumers become more environmentally conscious. The growth of the specialty beer industry and the demand for takeaway beverages also contribute to the expansion of the growler market.

Growlers are reusable, hermetic containers that are used to transport draft beer from a brewery or taproom to a different location. They are typically made of glass, ceramic, or stainless steel and range in size from 32 to 128 ounces. Growlers are designed to offer a convenient and environmentally responsible alternative to disposable beer containers like cans and bottles. They offer advantages such as freshness, variety, and affordability, making them an ideal option for beer devotees who want to enjoy their favored beer in the comfort of their own homes or in outdoor settings.

In recent years, growler market have witnessed significant development. One innovation is the use of durable materials, such as borosilicate glass, which can withstand variations in temperature and pressure without shattering. The introduction of portable growlers with a CO2 regulator that maintains carbonation and freshness for an extended period of time is another innovation. In addition, some growlers are equipped with a temperature control system that maintains the beer's temperature for an extended period of time. These advancements have substantially enhanced the functionality and features of growler market, making them more user-friendly and convenient for consumers.

The potential for contamination, which could affect the purity and safety of the beer, is one of the ethical concerns associated with the use of growler market. To prevent this, it is essential that growlers are cleaned and sanitized properly. In addition, businesses that utilize growlers should prioritize openness, explanation, and responsibility in their operations. This includes providing information about the beer's ingredients, manufacturing process, and origin to consumers.

Driving factors

Increasing Popularity of Craft Beer

The expansion of the global Growler Market has been significantly aided by the rise in favorability of craft beer. Growlers provide a practical and affordable method to drink craft beer, which has led to a rise in consumer interest in experimenting with new and distinctive beer flavors.

Demand for Fresh and Locally Brewed Beer

The demand for growlers has risen as a result of the growing demand for fresh, locally made beer. Growlers provide breweries an ecologically beneficial way to distribute beer in a reusable container as customers place a premium on items supplied locally.

Growth of the Craft Brewery Industry

The increase of the global growler market has been driven in part by the growth of the craft brewing sector. There is a growing need cluster packaging for beer and distribution methods that are both environmentally friendly and economical as more craft brewers develop across the world.

Environmental Concerns and Reusable Packaging

The expansion of the global Growler Market has been helped along by rising awareness about the impact of single-use packaging on the environment. Growlers offer an appealing option by minimizing waste and preserving resources, which has prompted consumers to actively seek eco-friendly alternatives.

Potential Changes in Regulations

The global growler market can be affected if there are any modifications made to existing restrictions, notably in the United States. The Alcohol and Tobacco Tax and Trade Bureau (TTB) has proposed regulations that might increase the number of chances for growler sales and refilling, so opening up new doors for the expansion of the market.

Shift towards Online Ordering and Delivery Services

As a result of shifting patterns of behavior on the part of customers, there has been a discernible movement toward the use of online ordering and delivery services. This change may result in an increase in the number of growlers that are purchased online as well as the incorporation of growler refilling services into more comprehensive online delivery systems.

Restraining Factors

Regulatory Constraints on Growler Filling and Sales

Significant regulatory restrictions pose challenges for both manufacturers and consumers on the global growler market. Growlers have become increasingly popular for transporting large volumes of draft beer, with many craft breweries offering consumers the option to purchase and replenish growlers for home consumption. However, regulatory restrictions on growler filling and sales have restricted consumer participation in this market.

The challenge posed by canned and bottled beer

In recent years, competition from canned and bottled beer has become a significant restraint on the global growler market's expansion. The widespread availability of canned and bottled beer on the market has made it incredibly convenient for consumers to purchase their preferred beverages from the convenience of their own residences. Due to the variety and convenience of canned and bottled beer, this competition has presented a significant challenge for growler manufacturers.

Possibile Obstacles to Maintaining Beer's Freshness

Maintaining beer's freshness is a crucial market factor for growlers. The rapid deterioration of draft beer can result in a disagreeable consuming experience for the consumer. This presents a significant challenge for the growler market, as it necessitates the use of hermetic growler containers that effectively preserve the freshness of the beer. The difficulty lies in keeping the beer fresh until the very last drop, which requires highly specialized technology.

Lack of Consumer Understanding of Growlers

Limited consumer awareness of growlers is another significant factor restraining the global growler market's expansion. Despite the fact that growlers have been on the market for several years, many consumers are still oblivious of their capacity to provide high-quality and fresh draft beer. Due to this lack of awareness, consumers are frequently unaware of the numerous benefits of growlers, resulting in a limited market demand.

Material Type Analysis

The Material Type Analysis emphasizes the metal segment's dominance. According to industry specialists, the greatest share of the global growler market is held by the metal segment. Due to its durability, resistance to abrasion, and corrosion, metal has been favored for use in growlers. Furthermore, metal growlers are preferred over glass and plastic growlers due to their ability to maintain the beverage's temperature for a longer duration. The metal segment satisfies the growing demand for insulated growlers that can keep beverages chilled or heated for extended periods of time.

The majority of consumer trends and behaviors regarding metal growlers have been positive. Customers favor recyclable eco-friendly materials that contribute to sustainability objectives. Compared to glass, which is fragile and prone to shattering, and plastic, which is non-biodegradable and detrimental to the environment, metal growlers are more environmentally friendly. In the approaching years, the metal segment is anticipated to record the highest growth rate, primarily due to its durability and sturdiness. In addition, the rising demand for insulated metal growlers, which can maintain the temperature of beverages for an extended period of time, is anticipated to contribute to the expansion of this market segment.

Capacity Analysis

The 64 Oz growler segment dominates the global growler market, which has been segmented based on capacity. The 64 Oz Segment accommodates to the demand for larger capacity growlers, which are extremely popular among craft beer enthusiasts.

The growing roots of the craft beer culture are demonstrated by consumer trends and behavior toward 64 Oz. Growlers. As an alternative to consuming at a pub or brewery, beer enthusiasts frequently prefer to purchase a larger capacity growler for take-home consumption. The 64 Oz. Growler is also preferred by the brewing industry because it facilitates the sale of larger quantities of beer. The 64 Oz segment is projected to experience the highest growth rate in the future years. Increasing demand for larger capacity growlers in emerging economies, particularly for social gatherings and family occasions, is anticipated to further fuel the expansion of this market segment.

Application Analysis

Based on application, the global growler market has been segmented, with the alcoholic segment dominating the market. The alcoholic segment satisfies the demand for growlers used specifically for transporting, storing, and consuming alcoholic beverages. Consumer trends and behavior in regards to alcoholic growlers indicate that consumers are willing to pay a premium for premium alcoholic growlers that are more durable and retain temperature longer. In the alcoholic segment, Growlers have become an integral part of the gift-giving options for friends and family.

In the future years, the segment of alcoholic beverages is expected to record the highest growth rate. The rising prominence of craft beer and home fermentation is anticipated to significantly boost the growth of this segment.

Key Market Segments

By Material Type

• Glass
• Metal
• Plastic
• Ceramic

By Capacity

• 32 Oz
• 64 Oz
• 128 Oz

By Application

• Alcoholic
• Beer
• Wines
• Others
• Non-Alcoholic

By Distribution Channel

• Online
• Offline

By End-User

• Commercial
• Residential

Growth Opportunity

Growler Filling Station and Taproom Expansion

The expansion of growler filling stations and taprooms has been a key factor in the global growler market's expansion. Growlers are favored as a more practical and environmentally-friendly alternative to single-use cans and bottles. In response to the growing popularity of craft beer, breweries and pubs are establishing growler filling stations and taprooms with a broader selection of beers on draft. Customers can fill their growlers with their preferred beer varieties and transport them home or to a gathering from these stations.

Innovations in Growler Design and Material

The growth potential of the global growler market has been fueled by design and material innovations that have made growlers more user-friendly, durable, and adaptable. Some of the most recent growler designs include double-walled insulation that keeps beer colder for longer, airtight closures that prevent leakage and maintain carbonation, and easy-pour spouts. Growlers can be recycled and repurposed, making them a more sustainable option for beer packaging thanks to innovative materials such as stainless steel, ceramic, and glass.

Retailer and Brewery Partnerships

Increasing collaborations between breweries and retailers is an additional factor propelling the growth of the global growler market. These partnerships have increased the variety of craft beers available in growlers at retail locations, including grocery stores and convenience stores. Breweries can expand their reach and make their beverages more accessible to a larger audience by forming partnerships with retailers. This increased demand for growlers has had a positive effect on the expansion of the global growler market.

Educational Initiatives to Promote Growler Use

There are also a growing number of educational campaigns promoting growler usage, particularly among millennials and environmentally conscious consumers. These campaigns emphasize the advantages of using growlers, such as reducing pollution, encouraging recycling, and supporting local breweries. As a consequence of the rise of social media and digital marketing, these campaigns are more targeted and reach a larger audience, resulting in an increase in demand for growlers.

Latest Trends

Maintain Beer Freshness for a Longer Time

As beer devotees place a greater emphasis on the quality and freshness of their beverages, the global growler market is observing a shift toward insulated and pressurized growlers. These ingenious designs help maintain optimal beer temperature and carbonation for extended periods of time. Stainless steel or double-walled vacuum-insulated growlers have acquired popularity due to their ability to keep beer fresh for up to 24 hours, making them ideal for outdoor events and beer festivals.

Options for Personalization of Growler Design and Branding

Growlers are no longer simply vessels for transporting beer; they are now identifiers. Craft breweries now offer customization options, enabling customers to personalize growler designs with distinctive logos and custom packaging. This trend satisfies the growing demand for customized brewery experiences and adds an element of uniqueness to the growler market.

Integration of Intelligent Functions

The rise of smart home technology has impacted the beer industry, resulting in the incorporation of smart features into growlers. Smartphones and tablets can be used with smart growlers to monitor temperature, trace carbonation levels, and access beer profiles. With temperature sensors, pressure sensors, and data logging capabilities, these intelligent growlers provide beer devotees with information about their brews, thereby augmenting their overall beer experience.

Services for Growler Subscriptions

Growler subscription services offer craft beer enthusiasts a convenient and individualized way to sample a variety of beers. Instead of attending a brewery, subscribers can have their preferred beers regularly delivered to their entryway. These services offer various subscription alternatives, such as monthly or bi-monthly deliveries, enabling beer enthusiasts to explore new brands and flavors without leaving their residences. This emerging trend eliminates the inconvenience of brewery visits and makes the growler market more convenient.

Regional Analysis

The growler market has experienced a considerable increase in demand, with North America emerging as the dominant Growler Market. Several factors, including the rise of the craft beer industry, the allure of bringing beer home from local breweries, and a growing preference for environmentally responsible packaging, have contributed to this trend. The craft beer explosion in North America has significantly contributed to the expansion of the growler market. There is an enormous demand for beer in North America, where there are over 8,000 craft breweries, and growlers are an excellent method for consumers to transport their favorite beers home after visiting a brewery.

In recent years, the number of craft breweries in North America has exploded, and many of these breweries are beginning to offer growlers as standard packaging options. This has increased the demand for growlers, thereby propelling the North American growler market. The desirability of bringing beer from local breweries home is another crucial factor in the growth of the growler market. Many beer enthusiasts enjoy consuming beer from local breweries, and growlers offer a convenient and affordable method for them to transport the beer home.

Growlers also allow beer enthusiasts to sample uncommon varieties of beer that are not readily available in stores. Growlers are an excellent method for consumers to experience seasonal and limited edition beer at home, as many breweries offer them. Growlers are also viewed as an eco-friendly packaging option, which has helped fuel the North American market. Growlers are reusable, unlike traditional bottles and cans, which reduces the amount of waste produced by the beer industry.

The increase in demand for eco-friendly packaging has also contributed to the expansion of the growler market. Many consumers are prepared to pay a premium for beer packaged in growlers due to the environmentally favorable nature of this container. North America has become the leading Growler Market for a number of reasons. The region's increase in craft breweries has increased demand for growlers. Growlers provide a cost-effective and environmentally friendly alternative for consumers who appreciate bringing beer home from local breweries.

Key Regions and Countries

North America

• US
• Canada
• Mexico

Western Europe

• Germany
• France
• The UK
• Spain
• Italy
• Portugal
• Ireland
• Austria
• Switzerland
• Benelux
• Nordic
• Rest of Western Europe

Eastern Europe

• Russia
• Poland
• The Czech Republic
• Greece
• Rest of Eastern Europe

APAC

• China
• Japan
• South Korea
• India
• Australia & New Zealand
• Indonesia
• Malaysia
• Philippines
• Singapore
• Thailand
• Vietnam
• Rest of APAC

Latin America

• Brazil
• Colombia
• Chile
• Argentina
• Costa Rica
• Rest of Latin America

Middle East & Africa

• Algeria
• Egypt
• Israel
• Kuwait
• Nigeria
• Saudi Arabia
• South Africa
• Turkey
• United Arab Emirates
• Rest of MEA

Key Players Analysis

The global growler market is experiencing significant expansion due to consumers' rising demand for premium beer. Numerous market leaders have emerged to provide consumers with high-quality and innovative growler products. DrinkTanks, Stanley, Hydro Flask, OtterBox, YETI, Miir, and Klean Kanteen are among these key participants.

DrinkTanks is a market leader, providing growlers made of stainless steel and outfitted with vacuum insulation technology. They offer a variety of products, including The Classic, The Juggernaut, and The Adventure series, among others, each uniquely designed to meet the needs of particular customers.

Since 1913, Stanley has been producing innovative growlers for outdoor enthusiasts. Their classic vacuum growlers with double-wall vacuum insulation technology are renowned for keeping beverages cool for up to 24 hours.

Another industry leader, Hydro Flask offers a variety of fashionable and durable growlers for outdoor enthusiasts. They provide a variety of growlers with insulation technology and powder-coated coatings in a range of hues.

Other notable market participants include OtterBox, YETI, Miir, and Klean Kanteen, each of which offers distinctive and innovative growlers to satisfy consumer demands. With these main actors driving innovation and competition, it is anticipated that the global growler market will continue to expand in the coming years.

Top Key Players in Growler Market

• Alpha Packaging
• William Croxsons & Sons Limited
• Ardagh Group S.A.
• Global Glass Solutions
• GrowlerWerks, Inc.
• The Boelter Companies
• DrinkTanks
• Zenan
• Orange Vessel Co.
• Berlin Packaging LLC
• Other Key Players

Recent Development

In 2023,  GrowlerWerks is a manufacturer of growlers and filling systems. GrowlerWerks introduced the Crowler, a novel growler system. The Crowler is a stainless steel growler with a 32-ounce capacity. It is more durable than traditional glass growlers and can be filled with beer at a brewery or at home.
In 2023, Fillgrowler is a business that provides services for filling growlers. Fillgrowler introduced a new service named Fillgrowler Express. Fillgrowler Express is a delivery service that enables beer growlers to be ordered online and delivered within 30 minutes.
In 2023, Ubrew is a company that manufactures growlers and filling systems for growlers. Ubrew introduced the GrowlBot, a novel growler system. The GrowlBot is a stainless steel growler with a 64-ounce capacity. It is more durable than traditional glass growlers and can be filled with beer at a brewery or at home.

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