Breaking Down BA Craft Package Performance

Dear Client: The Brewers Association’s 2024 packaging recap delivered some things we knew, put some finer details to things we assumed, and brought some surprises to us and perhaps to you too. BA-DEFINED CRAFT DECLINED 4% IN ’24. Let’s start with the obvious: 2024 marked a down year for craft in the off-premise. NIQ defined craft volume fell 4.2% in the year. BA-defined craft dropped 4% in the same tracked channels. And regardless of definition, craft lost volume share as