Premium Lager Market Size, Share & Trends Analysis Report By Product (Conventional, Craft), By Distribution Channel (Off-trade, On-trade), By Region, And Segment Forecasts, 2025 - 2030

Premium Lager Market Size & Trends

The global premium lager market size was valued at USD 184.0 billion in 2024 and is anticipated to grow at a CAGR of 4.5% from 2025 to 2030. Premiumization is a major trend, with consumers increasingly willing to pay more for high-quality products, particularly among millennials. In addition, the rising consumption of alcoholic beverages, coupled with innovative flavors and healthier options such as low-alcohol beers, is enhancing demand. Furthermore, the expansion of craft breweries and the increasing presence of premium lagers in bars and restaurants further contribute to this market's growth, projecting a significant rise in sales over the coming years.

The premium lager market is the beer industry segment focused on producing, selling, and consuming high-quality lagers. These beers are characterized by their superior ingredients, meticulous brewing processes, and often unique flavor profiles. Positioned at the higher end of the market, premium lagers offer consumers a more refined and sophisticated drinking experience than standard or mass-produced options.

These lagers emphasize quality, utilizing carefully selected hops, malts, and water to create distinctive flavors. The brewing process involves longer fermentation periods and colder conditioning, ensuring a well-balanced product. As consumer preferences evolve, there is a growing demand for complex and unique flavor experiences. Authenticity and craftsmanship are becoming increasingly vital, leading brewers to explore innovative techniques and sustainable practices to meet the refined tastes of a discerning audience.

The growth of small-batch brewing and a focus on high-quality ingredients replicate this shift in consumer behavior. As the industry grows, it caters to a consumer base that values quality and sustainability in their beverage choices. This transformation highlights the importance of craftsmanship in premium lagers, making them a significant player in the global beer market.

Product Insights

The conventional premium lagers segment dominated the market and accounted for the largest revenue share of 54.3% in 2024, attributed to the increasing demand for authentic, high-quality beer experiences. As consumers become more health-conscious, they are drawn to the perceived benefits of moderate beer consumption, such as improved kidney function and lower risks of certain diseases. Furthermore, urbanization and rising disposable incomes in developing countries contribute to greater beer consumption.

The craft premium lager segment is expected to grow at the fastest CAGR of 4.8% over the forecast period, owing to a growing interest in unique flavors and artisanal production methods. Consumers, especially millennials, increasingly seek distinctive, high-quality beer options that offer a richer experience. In addition, craft breweries focus on small-batch production, allowing for innovative flavors and ingredients that cater to evolving consumer preferences. This trend is supported by the rise of specialty stores and bars that promote craft products, enhancing their visibility and accessibility.

Distribution Channel Insights

The on-trade distribution channel led the market and accounted for the largest revenue share of 64.0% in 2024, driven by consumers' desire for social experiences. Bars, restaurants, and pubs offer an ambiance that enhances the enjoyment of premium lagers, allowing customers to savor unique flavors in a communal setting. Furthermore, the recovery of the hospitality sector post-pandemic has led to increased foot traffic and spending on premium beverages.

The off-trade distribution channel is expected to grow at a significant CAGR over the forecast period, owing to the convenience it offers consumers. Retail outlets such as supermarkets and liquor stores provide easy access to premium lagers for home consumption. In addition, the rise of online shopping has further bolstered this channel, allowing consumers to purchase their favorite brands easily. Furthermore, promotional offers and attractive packaging in retail settings draw customers looking for quality products at competitive prices.

Regional Insights

The premium lager market in Europe dominated the global market and accounted for the largest revenue share of 42.6% in 2024, attributed to a strong beer culture and increasing consumer awareness of the health benefits of moderate beer consumption. In addition, countries such as Germany and the UK are at the forefront, where premium lagers are embraced for their quality and unique flavors. The rise of craft breweries has also contributed to this trend, as consumers seek authentic and artisanal products. Furthermore, investments from established brands in innovative brewing techniques enhance product offerings, further driving market expansion.

UK Premium Lager Market Trends

The UK premium lager market is expected to grow significantly over the forecast period, owing to a shifting consumer preference towards high-quality and flavorful beers. The emergence of craft breweries has increased the number of unique lager varieties, attracting a diverse demographic. In addition, the social drinking culture remains strong, with pubs and restaurants promoting premium lagers as upscale options. Furthermore, enhanced marketing strategies and collaborations with local breweries are crucial in expanding the market and catering to a growing demand for premium consumer experiences.

Asia Pacific Premium Lager Market Trends

The premium lager market in Asia Pacific is expected to grow at the fastest CAGR of 5.1% over the forecast period attributed to rising disposable incomes and a burgeoning middle class. In addition, consumers are increasingly exploring diverse alcoholic beverages, leading to a heightened interest in premium lagers. Urbanization and changing lifestyles contribute to this trend, as more people seek quality products for social gatherings. Furthermore, government initiatives supporting local breweries and craft beer movements stimulate market growth by encouraging innovation and variety in premium lager offerings.

China premium lager market is expected to grow substantially over the forecast period, owing to changing consumer attitudes towards alcohol consumption. As younger generations prioritize quality over quantity, there is a growing demand for premium products that offer unique flavors and experiences. In addition, the increasing popularity of social drinking occasions, coupled with rising disposable incomes, is driving this trend. Furthermore, international brands entering the market are introducing innovative larger varieties that appeal to local tastes, further fueling market growth.

North America Premium Lager Market Trends

The premium lager market in North America held a significant revenue share in 2023 attributed to a shift towards craft beers and artisanal products. In addition, consumers increasingly seek high-quality lagers with distinctive flavor profiles and authentic brewing methods. The rise of craft breweries has diversified the market, allowing for innovative flavors and styles that cater to evolving consumer preferences. Furthermore, increased spending on dining out and socializing contributes to higher consumption rates of premium lagers in bars and restaurants.

The U.S. premium lager market is expected to grow significantly over the forecast period attributed to a strong trend toward premiumization as consumers prioritize quality over price when selecting beverages. In addition, the proliferation of craft breweries enhances competition and drives innovation within the premium lager segment. Furthermore, marketing campaigns emphasizing authenticity and unique brand stories resonate with consumers seeking a more sophisticated drinking experience, thereby fueling the market growth in the country.

Key Premium Lager Company Insights

Some of the key players in the premium lager market are Anheuser-Busch InBev, Heineken N.V., China Resources Snow Breweries, and others. Key companies in the premium lager market adopt various strategies to gain competitive advantage. These include new product launches focused on innovative flavors and health-conscious options, appealing to evolving consumer preferences. In addition, companies also invest in sustainable practices and creative marketing campaigns, leveraging digital platforms and influencer partnerships to engage consumers effectively.

• Anheuser-Busch InBev is known for its extensive portfolio of premium lagers, including brands including Budweiser and Stella Artois. The company operates across multiple segments, focusing on conventional and craft lagers.

• Heineken N.V. offers various products, including its flagship Heineken lager and specialty brews. The company operates over 165 breweries globally and focuses on mainstream and craft segments. Heineken continuously launches new products to meet consumer demand for premium and unique flavor experiences in the larger category.

Recent Developments

• In August 2024, Carlsberg Asia launched the #CelebrateResponsibly campaign in collaboration with Grab, Food Panda, and Meituan. The campaign aims to promote responsible drinking across the Asia-Pacific region. It is set to kick off in Q3 2024 during the football season. The initiative is expected to leverage digital platforms to discourage drunk driving and encourage safe drinking practices. Carlsberg seeks to enhance consumer experiences while emphasizing the importance of responsible consumption through various activations, including discounted rides and alcohol-free beer promotions.

• In April 2023, Bira 91 launched 022 Session Ale and 011 Gully Pilsner, limited-edition beers inspired by the Delhi Capitals and Mumbai Indians cricket teams. These brews feature unique packaging that reflects the cities’ heritage. Furthermore, Bira 91 introduced customized merchandise, including barware collections for fans, enhancing the game-day experience while celebrating the spirit of cricket.

Premium lager Market Report Scope

Global Premium Lager Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and analyzes the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global premium lager market report based on product, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Conventional

  • Craft

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • On-trade

  • Off-trade

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

    • Italy

  • Asia Pacific

    • China

    • Japan

    • India

  • Latin America

    • Brazil

  • Middle East and Africa (MEA)

    • South Africa