February 13, 2026 – Consumer expectations for beer in the US and Canada are changing alongside their lifestyles and preferences. Consumers are interested in craft brewing trends, international flavors, and technique-led products. Additionally, brands are innovating to meet expectations around social occasions. Premium and paper packaging are other growing trends that are impacting how consumers engage with beer, from storytelling to broadened appeal. Innova’s “Overview in Beer in the US & Canada” report analyzes these trends in greater depth and how brands can respond.
How Are Easy-Drinking Beers Driving Growth?
The rise of easy-drinking beer is one of the growing beer trends, as it encourages trial and repeat consumption. These formulations include clean finishes, which encourage broader appeal and trial across diverse occasions. Brands can cater to new and occasional drinkers through this strategy by positioning beer as an entry point to alcohol consumption. Manufacturers can also expand their portfolios to offer a range of beers in the US and Canada that address a variety of tastes. Though lagers are the number one preferred beer for North American consumers, other varieties can capture wider consumer attention. Building beers for specific meal components could be another way to resonate with consumers in the alcoholic beverage market, from dessert to snack pairings.
What is the Role of Technique-Driven Brewing?
Across the US and Canadian alcoholic beverage market, technique-driven brewing is gaining traction as a beer trend because consumers are interested in understanding more about what they consume. Almost one in three consumers say they enjoy learning about alcoholic beverage processing. In addition, craft brewing trends are on the rise, and these techniques create more distinctive and expressive flavors. For example, Untitled Art released a tropical craft beer with pineapple, lychee, and vanilla for a tangy and aromatic product offering.
Internationally inspired beers can also broaden appeal for consumers. In fact, consumers in the US and Canada say they enjoy trying alcoholic beverages from other countries. Sensory-led beers also respond to the demand for indulgence in the alcoholic beverage category.
What is the Benefit of Positioning Beer Around Key Occasions?
As indicated by Innova’s Made for Moments Top Ten trend, another strategy to elevate beer in the US and Canada is to expand relevance around key consumption occasions, as this aligns with consumers’ rituals and caters to their personal preferences. The primary occasions for beer consumption are social occasions with family and friends, when watching TV, and in party settings. Therefore, positioning will be key to aligning products with these sorts of events or occasions. This will also be relevant for seasonal launches, as Innova’s trends research shows that the growth of launches with seasonal claims has risen. A majority of consumers say that packaging also plays an important role in seasonal celebrations, offering another approach to beer industry innovation.
Reinforce Authenticity Through Local Ingredients and Tradition
Within the US and Canadian alcoholic beverage market, consumers favor traditional cooking methods and local ingredients. Brands can tap into this beer trend, such as using traditional malting techniques, for example, to reinforce authenticity. Sourcing location can also boost the perception of trustworthiness with consumers.
Why Do Premium and Paper Packaging Options Enhance Brand Perception?
Premium labels and paper-based elements are reshaping alcohol packaging designs, as they help communicate quality, authenticity, and craftmanship. This can enable differentiation between brands and help create stronger emotional connections. To address these alcoholic beverage trends, brands are adopting imagery created by artists. More than offering another mode of distinction, these collaborations provide platforms for local artists and enable richer storytelling.
What is the Relationship Between Flavor and Emotion in Beer Trends?
Flavors are a strong tool to connect with consumers emotionally, and when looking for comfort, 29% of consumers turn to creamy, rich flavors. In response to these preferences, brands are utilizing notes of vanilla, cinnamon, caramel, and chocolate in their new product launches. In addition to moments of comfort, citrus and botanical elements are also growing beer trends that help to enhance freshness. Since brightness and aroma are intertwined with perceptions of quality, these ingredients can support more engaging flavor profiles for beer in the US and Canada.
What’s Next for Beer Innovation in the US and Canada?
Moving forward, future innovations will include the use of upcycled ingredients to reduce food waste. Next-gen beer blends will also become leading beer trends, as functional alcohol alternatives are growing in popularity. Hybrid beer-wine innovations can also be expected to meet consumer interest in cross-category experiences by blending the familiarity of beer with the sophisticated cues of wine.
This article is based on Innova’s Overview in Beer in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.