How and where Americans are drinking beer this summer

Beer is the vibe of summer 2024, confirmed. New Morning Consult research conducted on behalf of the Beer Institute shows that two-thirds of Americans (66%) opted for beer in the past three months, exceeding wine (54%), liquor (50%) and cocktails (43%).

“Summer in America wouldn’t be complete without a cold, crisp beer in hand, whether you’re enjoying the beach, firing up the grill, or cheering on your favorite team,” said Brian Crawford, president and CEO of the Beer Institute. “Beer is more than just a beverage—it’s woven into the fabric of our culture and brings Americans together. With 40% of beer sales happening between Memorial Day and Labor Day, we know beer is bringing family and friends together throughout the summer to enjoy beer responsibly.”

The poll was conducted online, June 11-12, 2024, among a sample of 2,087 adults aged 21 or older.

But what kind of beer? Here are some other insights from the Beer Institute polling on how Americans are enjoying beer this summer:

• Two-thirds of Americans 21+ (66%) say they will enjoy a beer at a barbeque.
• They also anticipate drinking beers at pool parties (45%), the beach (40%), or at picnics and outdoor festivals (39%).
• When seeking summertime refreshment, nearly half of Americans (45%) are choosing lagers, and they are seeking crispness (35%), lightness (33%) and bright or vibrant flavors (26%) in their beers.

FYI: These beer drinkers also see the beer industry as a driving force in the American economy. Respondents report that the beer industry benefits the U.S. job market (79%), is supportive of American farmers and agriculture (65%) and is committed to responsible drinking initiatives (63%).

And, they are correct. The U.S. beer industry contributes more than $409 billion to our economy – equivalent to 1.6% of GDP. The beer industry pays more than $132 billion in wages and $63.8 billion in taxes. Nearly 2.4 million American jobs rely on a strong beer industry, including 92,159 brewer and beer importer jobs, 77,847 manufacturing jobs, 137,420 distribution jobs, 52,220 agricultural jobs and 979,805 retail jobs.

So, wherever and whenever you’re tipping back that crisp lager, you’re supporting America. Good job, everyone! USA! USA!