Coverage note
Midsize brewers shake up marketing strategies as Americans drink less
Read the original at Marketing Dive
Read “Midsize brewers shake up marketing strategies as Americans drink less” at Marketing Dive →Machine-written summary. The paragraph and the list below were written by a language model reading Marketing Dive's article, not by ABM Fuel's editors, and they describe that article rather than add to it. (model: @cf/ibm-granite/granite-4.0-h-micro) The original, linked above, is the actual reporting.
The article examines how midsize and craft beer brewers are adapting their marketing strategies in response to declining alcohol consumption and shifting consumer preferences. With Americans drinking less and the craft beer industry experiencing mixed growth, these smaller brewers are exploring new tactics to reach consumers and maintain market share.
What Marketing Dive reported
- Advertising expenses for Boston Beer, the maker of brands like Truly and Dogfish Head, rose 16.4% year-over-year in Q2 2026, while the company's revenue fell 3.3% to $568.3 million.
- 20.7% of the off-premise nonalcoholic beer market is held by Athletic Brewing, which has increased its national media spend by 120% and partnered with Metlife Stadium.
- Among craft brewers, 54% reported volume growth in the first half of 2026, up from 40% when considering operations producing over 10,000 barrels, indicating a slight recovery in craft beer consumption despite overall volume declines