Mid-Year 2025 Check-In: Is Your Brewery Evolving or Waiting?
You’ve probably heard the headlines:
“Taprooms are struggling.”
“Craft beer is fading.”
“Gen Z doesn’t drink.”
And yeah, some of that’s true. But here’s what’s also true:
People haven’t stopped drinking. They’ve just stopped drinking the same thing in the same way.
Midway through 2025, the message is clear: the breweries that are doing well aren’t sitting around waiting for IPA hype to come back.
They’re watching their customers, adjusting what they offer, and getting creative. The doom and gloom crowd is hoping things will swing back. The ones that are growing have already moved forward and are experiencing steady or growing profit.
Let’s talk about the mid-year brewery trends we’re seeing.
Trend 1: The Non-Alc Train Isn’t Slowing Down
If you’re still brushing off non-alcoholic beer as a niche thing, you’re missing the biggest shift in the market.
The global non-alc beer market is expected to more than double in the next decade, and here in the U.S., Gen Z and younger millennials are driving that growth.
Not because they don’t want to go out, but because they’re more selective. They want flavor without the hangover. They want to enjoy a night out and still feel good the next morning.
We’ve seen breweries add one or two solid NA options and bring in an entirely new wave of customers. They’re not replacing their flagship beers; they’re giving people more reasons to visit and spend.
And the best part?
Margins on NA products are just as strong or stronger than traditional beer.
Trend 2: Functional Ingredients Are Catching On
Adaptogens. Nootropics. “Mood-boosting” blends. These aren’t just for trendy wellness startups anymore.
Customers are looking for drinks that do more than just taste good. They want options that help them relax, focus, sleep better, or simply feel like they’re doing something good for their body. Think kombucha with a punch or seltzer with a side of chill.
You don’t have to overhaul your tap list. But it’s worth asking whether you’re offering anything that fits this category, especially if your current lineup is feeling stale.
Trend 3: Taproom Menus Are Evolving
The taproom isn’t just about beer anymore. Customers are walking in expecting choices – hard seltzers, craft cocktails on tap, non-alcoholic flights, and food menus that pair well with all of it.
We’ve seen breweries that refused to serve anything but beer lose entire segments of customers. Not because their beer was bad, but because their taproom didn’t feel welcoming to mixed groups, non-drinkers, or people just looking for something new.
In 2025, variety sells. The breweries embracing this are seeing more repeat visits, bigger tabs, and better word-of-mouth.
Trend 4: It’s About Bringing People Together
It’s not just about the beer anymore. It’s about what happens around it.
People are now actively seeking out new experiences. They are gravitating towards social spaces, where they can do more than just have a pint.
Think trivia nights, stand-up comedy, local art pop-ups, live music, and food trucks festivals. These unique, hyperlocal experiences transform breweries into vibrant community spaces, where people can enjoy quality drinks, good food, and great company.
And with many breweries housed in cool, industrial-style buildings, it’s the perfect setup for people seeking event spaces that are casual, relaxed, and spacious enough for team off-sites or weddings. That right there is a whole new revenue stream waiting to be monetized.
Trend 5: Sustainability Still Matters
Sustainability isn’t just a feel-good talking point. For a lot of customers, it’s a filter for where they’ll spend their money.
That means sourcing locally, cutting waste, offering returnable packaging, or highlighting eco-conscious brewing practices. It’s not about being perfect. It’s about showing you care.
From a financial perspective, this can also help – local ingredients reduce transport costs, and efficient systems reduce water and energy bills. Some breweries are even tapping into grant programs or tax credits by going greener.
Trend 6: Tech Is Quietly Reshaping the Back End
Behind the scenes, the most forward-thinking breweries are getting serious about data. They’re using software to track sales trends, optimize production runs, monitor margins by product, and even adjust taproom pricing dynamically.
We’re seeing tools that use AI to refine recipes based on customer reviews or streamline inventory by analyzing seasonality. These aren’t just gimmicks. They help reduce waste and improve profitability.
If you’re still doing all your forecasting in a spreadsheet, you’re at a disadvantage.
So… Are You Waiting or Evolving?
This year isn’t about chasing every new trend. But it is about being honest with yourself:
Is your brewery adapting to the customer in front of you, or are you waiting for them to come back to what you’ve always done?
Because the ones we see thriving? They’re not betting on nostalgia. They’re evolving with intention. They’re making decisions based on what their numbers show, not what they wish were true.
Want a Clear Look at Your Numbers?
We help breweries spot what’s working, what’s not, and what to shift based on real financials – not guesswork.
If you’re not sure whether your product mix is profitable, whether your menu changes are paying off, or whether your margins support trying something new, let’s look.
We’ll give you the cold, hard truth (math) about your brewery, and where you could go from here.
And if you’re tired of clunky systems or manual tasks, we’ll show you how Xero’s clean interface and smart automations make invoicing, reconciliations, and month-end accounting seamless.
Simply use the calendar below to book an introductory call. It only takes a few minutes.
Until next time!
By MATT CIANCIARULO
