The growlers market size is expected to reach USD 583.7 million in 2025, and anticipated to reach up to USD 761.9 million by 2035. The sales are estimated to increase at 2.7% CAGR over the forecast period of 2025 to 2035. Revenue generated by growlers in 2024 was USD 572.6 million.
Growlers are largely used for consumer usage as compared to others in the end-use segment, which will occupy more than 48% over the forecast period. Growlers are being used more for consumer usage due to the convenience of usage, cost-effectiveness, and freshness.
Beer enthusiasts use growlers for taking craft beer home from local breweries, and it assures them of superior taste and quality. The other reason is that reusable growlers are in the line of sustainability trends, and consumers like to enjoy fresh beer at home for personal use, house parties and celebrations.
Growlers Industry Forecast
| Metric | Value |
|---|---|
| Industry Size (2025E) | USD 583.7 Million |
| Industry Value (2035F) | USD 761.9 Million |
| CAGR (2025 to 2035) | 2.7% |
Glass growlers are more preferred than plastic, ceramic, and stainless steel, holding 45% market share in 2025 of the growlers market. Glass growlers are preferred since they preserve the beer flavor and carbonation much better than any other material. Its non-reactive surface makes sure that the beer's taste does not change; the clear material also makes consumers to admire the beer’s color and influence purchase decision. Also glass provides a premium and traditional look.
The market for growlers is expected to grow with promising opportunities during the forecast period. And the market will provide an incremental opportunity of USD 189.3 million. It will increase 1.3 times the current value by 2035.
Exclusive Offer: 30% Off on Regional Reports
Get a free sample report and customize your regions for a 30% discount on your regional report!
The below table presents the expected CAGR for the global growlers market over several semi-annual periods spanning from 2024 to 2034.
| Particular | Value CAGR |
|---|---|
| H1 | 0.4% (2024 to 2034) |
| H2 | 1.7% (2024 to 2034) |
| H1 | 1.4% (2025 to 2035) |
| H2 | 2.6% (2025 to 2035) |
In the first half (H1) of the decade from 2024 to 2034, the business is predicted to surge at a CAGR of 0.4%, followed by a slightly higher growth rate of 1.7% in the second half (H2) of the same decade. Moving into the subsequent period, from H1 2025 to H2 2035, the CAGR is projected to decrease slightly to 1.4% in the first half and remain relatively moderate at 2.6% in the second half. In the first half (H1) the market witnessed a decrease of 100 BPS while in the second half (H2), the market witnessed an increase of 90 BPS.
Demand for Growlers for Easy Carrying Craft Beers Home with Desired Freshness & Flavor
One reason why growlers are in huge demand is the need convenience to carry beer at home while maintaining freshness. Growlers allow consumers to enjoy freshly poured draft beer right at home and maintain the beer's quality, flavor, often lost in bottle or can format. Freshly poured draft beers are especially a desire of many craft beer fans who want to enjoy the one-of-a-kind taste of a local brew.
Moreover, growlers are also convenient to carry around and ease of dispensing, allowing consumers to take large amounts of beer back home within a single container. Whether it is for personal enjoyment or to share with friends, the convenience of storing and transporting fresh draft beer makes growlers a popular choice for many. The convenience offered and ability to preserve freshness of growlers continue to drive their popularity.
Cost-Effectiveness Drives Growler Demand with Value and Bulk Purchasing Benefits
The demand for growlers is driven by cost-effectiveness, as consumers get better value compared to buying multiple bottles or cans. Refilling growlers at breweries usually costs less, making it a more economical option for consumers who prefer fresh draft beer. This pricing advantage encourages repeat purchases and boosts consumer loyalty to local breweries.
Growlers are perfect for bigger parties or groups of people, and customers can purchase beer in larger quantities at reduced prices. More beer is available at a reduced price per unit, appealing to budget-conscious customers and those stockpiling beer for social gatherings, further enhancing their popularity and widespread use in the market.
Hygiene Issues, Competition from Canned & Bottles Beer May Hamper Growlers Demand
One significant restraint of the growler market includes hygiene issues with refills and competition by canned and bottled beer. Growlers need to be really cleaned to avoid bacterial contamination, thereby risking off-flavors to consumers, making it inconvenient. Some breweries do not refill unclean growlers, which adds on to the hassle.
Crowlers also pose a challenge, as this is a convenient single-use option in the form of 32 oz aluminum cans. Cans and bottles last longer, are easier to distribute, and often preferred by breweries and consumers, especially for convenient, long-term storage options. These factors might hinder the growth of the growlers market.
| Key Investment Area | Why It’s Critical for Future Growth |
|---|---|
| Sustainable Materials | Change in demand for environmentally friendly products; aligns with consumer preferences to reduce single-use packaging. |
| Advanced Insulation Technology | Enhanced temperature control can improve beer freshness and extend shelf life, meeting consumer demand for premium experiences. |
| E-commerce & Direct-to-Consumer Channels | Increasing shift towards online shopping, providing convenience and access to a wider customer base, especially for specialty products. |
| Customization & Branding | Custom-designed growlers to enhance brand loyalty and offer breweries a way to engage with customers through unique way. |
| Smart Growler Technology | Integration of tech, such as carbonating systems or app connectivity, enhances user experience and offers innovative solutions to preserve beer quality. |
The global growlers market recorded a CAGR of 1.9% during the historical period between 2020 and 2024. Market growth of growlers was positive as it reached a value of USD 572.6 million in 2024 from 530.3 million in 2020.
The global growler market has grown steadily in recent years, supported by the increased interest in craft beer and sustainable, reusable packaging. Demand increased because of the increased quality and sustainability awareness among consumers in North America and Europe, which are home to a culture of craft beers. This period saw an uptick in both consumer and brewery interest.
| Market Aspect | 2020 to 2024 (Past Trends) |
|---|---|
| Consumer Experience Focus | Emphasis on the "craft beer experience," where growlers are seen as a local brewery collectible or souvenir. |
| Sustainability Trends | Focus on reusable growlers but limited widespread adoption of eco-friendly materials. |
| Technology Integration | Minimal tech integration in growlers, with some breweries offering digital apps for refills or promotions. |
| Packaging Customization | Limited variety, with breweries offering some branded options but generally uniform design. |
| Local vs. Global Adoption | Primarily a local phenomenon, with the majority of growler use occurring in cities with strong craft beer communities in USA & parts of Europe. |
| Market Aspect | 2025 to 2035 (Future Projections) |
|---|---|
| Consumer Experience Focus | Shift toward a "premium convenience" experience, where growlers become part of home beer-crafting kits or subscription models that will offer greater personalization. |
| Sustainability Trends | Surge in demand for sustainable, materials, as consumers push for more environmentally conscious options in line with wider sustainability movements. |
| Technology Integration | To make widespread adoption of IoT-enabled growlers with temperature tracking, and automatic carbonation maintenance for personalized experiences. |
| Packaging Customization | Significant increase in personalized growler designs, with options for custom engravings, unique colors, and even NFT-linked limited-edition designs. |
| Local vs. Global Adoption | International expansion as the craft beer market matures in countries like China, India, and Brazil, with global beer cultures adapting to the growler trend. |
Looking ahead, demand for growlers will continue to rise, as growing markets and shifting consumer tastes support growth. With the craft beer industry reaching further into the world, features like insulated and carbonation-preserving growlers are likely to garner more attention. This steady interest is likely to propel the market to strong growth over the next decade.
Check Free Sample Report & Save 40%!
Select your niche segments and personalize your insights for smart savings. Cut costs now!
Tier 1 companies comprise market leaders capturing significant market share in global market. These industry leaders stand out for having a large product variety and a high production capacity. These industry giants stand out for having a wide geographic reach, a wealth of production experience in a variety of package styles, and a strong customer base.
They offer a variety of services, such as recycling and manufacturing, using state-of-the-art equipment, according to legal requirements, and offering the best possible quality. Among the well-known businesses in tier 1 are Croxsons, DrinkTanks Corp., Alpha Packaging Inc and Klean Kanteen, Inc.
Tier 2 companies include mid-size players having presence in specific regions and highly influencing the local market. They are distinguished by having a significant international presence and in-depth industry expertise. These market participants may not have cutting-edge technology or a broad worldwide reach, but they do guarantee regulatory compliance and have good technology.
Among the well-known businesses in tier 2 are Berlin Packaging, LLC, Hydro Flask, Takeya, Coleman, Oggi, Zenan Glass, Global Glass Solutions, ORANGE Vessel Co., Everich and ZHE JIANG HAERS VACUUM CONTAINERS CO.,LTD.
Tier 3 includes the majority of small-scale companies operating at the local presence and serving niche markets Due to their specialization in serving the demands of the local market, these companies are classified as belonging to the tier 3 sharing sector. They only operate on a small scale and within a limited geographic area. Within this specific context, Tier 3 is categorized as an unstructured market, denoting an industry that is significantly less formalized and structured than its organized rivals.
| Region | 2019 to 2024 (Past Trends) |
|---|---|
| North America | The market grew due to rising craft beer popularity, especially in the USA and Canada, with glass and stainless steel growlers dominating, while brewery taprooms drove growth. |
| Asia Pacific (APAC) | Craft beer was in early stages with limited growler usage, but countries like Japan, Australia, and China saw growing interest as premium beverages gained traction. |
| Europe | Craft beer is well-established in the UK, Germany, Belgium, and the Netherlands, with glass growlers and premium offerings, while eco-conscious trends are emerging. |
| South Asia | Craft beer culture was emerging in India and urban centers like Bangalore and Mumbai, with limited growler use but growing interest from younger consumers. |
| Latin America | Craft beer emerged in countries like Brazil, Mexico, and Argentina, with minimal growler use but growing demand for premium beers and brewery-based purchases. |
| Middle East & Africa | Limited growler market due to alcohol regulations, but South Africa and parts of the UAE saw growing craft beer interest, leading to limited but notable adoption. |
| Region | 2025 to 2035 (Future Projections) |
|---|---|
| North America | Growth will continue driven by craft beer consumption, sustainability trends, and innovations like insulated and carbonation growlers, with expansion in states like Texas and Illinois. |
| Asia Pacific (APAC) | Rapid growth is expected as craft beer and western drinking habits expand, especially in India, China, Japan, and Southeast Asia, with a preference for stainless steel options. |
| Europe | Expect steady growth driven by sustainability initiatives, with countries like the UK, Germany, and France leading, while Eastern Europe shows increasing adoption. |
| South Asia | Rapid growth is expected, especially in India’s metropolitan areas, as craft beer culture expands and younger, urban consumers increasingly adopt growlers. |
| Latin America | As craft beer grows, countries like Brazil, Mexico, Argentina, and Chile will drive demand for growlers, with increased awareness and adoption. |
| Middle East & Africa | Growth will be slow but steady in South Africa and the UAE, with potential expansion into Kenya, Egypt, and Morocco, depending on regulatory changes. |
The section below covers the future forecast for the growlers market in terms of countries. Information on key countries in several parts of the globe, including North America, Latin America, East Asia, South Asia and Pacific, Western Europe, Eastern Europe and MEA is provided. USA is anticipated to grow with a CAGR of 1.7% through 2035. In Western Europe, Germany is projected to witness a CAGR of 1.3% by 2035.
| Countries | Value CAGR (2025 to 2035) |
|---|---|
| USA | 1.7% |
| Germany | 1.3% |
| China | 4.2% |
| UK | 1.1% |
| Spain | 1.4% |
| India | 5.6% |
| Canada | 1.5% |
While craft beer remains to be a growing industry in the USA, over 9,500 breweries exist today serving fresh locally brewed beers demanded by people. Growlers enable draft beer that may not always be found in bottles or cans to be enjoyed at home. Breweries encourage growler use by offering limited-edition brews and refill incentives, thus building customer loyalty. Beer aficionados prefer growlers for freshness, portability, and sustainability.
The trend of home consumption, outdoor gatherings, and beer tasting events is increasing demand. Innovation in insulated and pressurized growlers enhances their appeal, ensuring beer stays fresh longer. As craft breweries expand, growlers remain a key part of the evolving beer culture.
Germany's strong beer culture and desire to drink outside are two main drivers for growlers. Beer gardens are a major part of German social life which attracts huge number of individuals & tourists to enjoy different types of freshly brewed beers in open and communal settings. Growlers allows consumers to carry beer while on-the-go and at home at the same time keeping it fresh and carbonated. Festivals such as Oktoberfest and regional beer events continue to fuel demand for portable beer storage.
Most Germans prefer refilling growlers in local breweries because it does not waste a lot of products, and most Germans support sustainability. Outdoor activities, such as picnics, hiking, and barbecues, make durable, insulated growlers essential in keeping the beer cold and tasty while increasing the overall enjoyment of drinking.
The section contains information about the leading segments in the industry. In terms of material, glass is estimated to account for a share more than 45% by 2035. By end use, the furniture segment is projected to dominate by holding a share of 36.5% by the end 2035.
| Material | Market Share (2025) |
|---|---|
| Glass | 45.2% |
Glass growlers are preferred because they do not alter the original taste and aroma of beer. They offer a clean, non-reactive surface that does not allow unwanted chemical interactions to occur, unlike plastic, which may leach flavors. Breweries and consumers prefer glass because it is transparent, enabling them to see the clarity and carbonation of the beer.
Glass growlers are pretty common as well, inexpensive, and easy to clean. An example is a brewery in Oregon that sells custom-printed glass growlers. People are attracted to the beauty of the glass and the fact that they can display their beer's deep color and freshness.
| Size | Market Share (2025) |
|---|---|
| 64 oz (2 liters) | 63.1% |
The most popular size is the 64 oz (2 liters) growler, as it brings an ideal balance of quantity and portability. Such quantities provide enough beer to either have an exclusive supply over a period of time or share with friends without being overweight or bulky to carry.
It suits casual drinkers and people who enjoy fresh draft beer at home or among friends. It also fits well into the pricing structure for many consumers and is therefore an affordable option for frequent purchase of the product. Also, it meets the needs of breweries that are required to provide a manageable yet substantial volume of beer to customers.
Leading companies in the growlers are creating and introducing new products with additional benefits and applications to the market. They are expanding their geographic reach and merging with other companies. Few of them are also working together to develop new products in partnerships with start-up businesses and regional brands.
Vendor Insights in Décor Paper Industry
| Manufacturer | Vendor Insights |
|---|---|
| Croxsons | Croxsons offers customizable glass growlers in various sizes, emphasizing eco-friendly, recyclable materials and both private-label and branded solutions. |
| DrinkTanks Corp. | DrinkTanks specializes in insulated stainless steel growlers with vacuum-seal technology, focusing on freshness, carbonation, and branding customization. |
| Alpha Packaging Inc. | Alpha Packaging provides cost-effective plastic and glass growlers, known for high-volume production and sustainable, recyclable packaging solutions. |
| Klean Kanteen, Inc. | Klean Kanteen offers insulated stainless steel growlers, known for durability, temperature retention, and a commitment to sustainable, non-toxic materials. |
| Zenan Glass | Zenan Glass produces premium, aesthetically designed glass growlers, focusing on durability, customization, and recyclable, sustainable materials. |
Key Developments in Growlers Market:
In terms of material, the industry is segmented into glass, plastic, stainless steel and ceramic.
Growlers come in multiple sizes such as 32 oz (1 liter), 64 oz (2 liters), 128 oz (1 gallon) and custom sizes.
In terms of distribution channel, the industry is segmented into offline, online and brewery taprooms.
End uses for growlers market are personal use, hospitality industry and events, parties and festivals. Hospitality industry further includes restaurants, bars, hotels and cafes.
Key countries of North America, Latin America, East Asia, South Asia and Pacific, Western Europe, Eastern Europe, Middle East and Africa are covered.
The growlers industry is projected to witness CAGR of 2.7% between 2025 and 2035.
The global growlers industry stood at USD 572.6 million in 2024.
Global growlers industry is anticipated to reach USD 761.9 million by 2035 end.
South Asia & Pacific is set to record a CAGR of 5.1% in assessment period.
The key players operating in the growlers industry are Croxsons, DrinkTanks Corp., Alpha Packaging Inc and Klean Kanteen, Inc.
| Market Value 2023 | USD 6.4 billion |
|---|---|
| Market Value (2033) | USD 8.7 billion |
| Market CAGR (2023 to 2033) | 3.2% |
| Market Size (2022) | USD261.7 Million |
|---|---|
| Market Size (2032) | USD 418.2 Million |
| Value CAGR (2022 to 2032) | 4.8% |
Explore Packaging Formats Insights
View Reports
Growlers Market
Thank you!
You will receive an email from our Business Development Manager. Please be sure to check your SPAM/JUNK folder too.
