At Freddy J's Bar & Kitchen, a family-owned and operated restaurant in the historic district of Mays Landing, N.J., they’ve noticed two distinct trends with on-premise beer preferences – the ongoing popularity of local craft beers on an average day and the strong interest in domestic beers on a sports or event day.
“On a regular day, local craft beers are a huge hit,” explained Grant Kneble, owner of Freddy J’s. “Beers like Garden State Beer Company’s Blue Jersey Beer, Coastal Evacuation by Cape May Brewery Co., and Tonewood Brewing’s Fuego are frequently requested by customers looking for unique flavors and supporting local breweries.”
On the other hand, when the atmosphere at Freddy J’s becomes more about socializing, playing games, or cheering on a favorite sports team on TV, the focus at the bar and restaurant shifts from flavor exploration to easy drinking with domestics beers, especially Yuengling, with lower alcohol-by-volume (ABV).
“I believe the ABV content of the beers heavily influences this shift in preference,” shared Kneble. “Many popular, local craft options tend to have a higher ABV, which appeals to customers looking for a richer, more flavorful experience. These craft beers are perfect for leisurely pairing with a meal, allowing customers to savor their complexity and unique taste profiles. Lower ABV beers allow customers to enjoy several drinks longer without becoming overly intoxicated. They provide a light, refreshing option that matches the pace of a lively event or game day, where people are looking for a beer, they can drink steadily without feeling weighed down or losing their edge. I've noticed that even local breweries like Wander Back Beerworks’ Lager are switching to this.”
“A Bit More Session-Ability,” Mexican Lagers, and the “No and Low” Trend
From Fal Allen’s perspective, IPAs are always the most popular beers in an on-premise setting. Allen is the brewmaster at Anderson Valley Brewing Company in Boonville, Calif. “Some places even have more than half their beer selections as IPAs,” he said. “I think that trend is changing some, people are looking for something that has a bit more session-ability – like a good crisp pilsner or a quaffable pale ale or amber ale. Those beer styles are seeing a bit of a resurgence as of late.”
Nathan Williams, brewmaster and production manager at Carolina Brewery in North Carolina, said Mexican lagers are “shining” right now. “Modelo led the charge and craft breweries are piling on with smooth drinking lagers,” he said. “Our Costero Mexican Lager had a strong summer showing due to its easy drinking and great pairing with food.”
And for Miranda Escalante – the director of beverage development and front-of-house operations at California- and North Carolina-based Pilot Light Consulting – the overall “no and low” trend has left a clear imprint on the beer scene, just as it has on the aspects of the beverage scene. “There are a handful of breweries and cideries that are jumping in on this trend to offer their guests an alternative experience that can reach a wider audience,” she shared, noting that, as far as non-alcoholic (NA) beers are concerned, macro breweries like Guinness, Sierra Nevada, and Samuel Adams are jumping on the trend.
“While this is expected, the unexpected move in this field is breweries that are solely committed to making only NA beer like Athletic Brewing Co., Bravus Brewing Co., and Best Day Brewing,” said Escalante. “This trend shows that the demand for NA beer has only just begun.”
Escalante added that she expects to see more smaller craft breweries making their own NAs or finding NA solutions – some of those solutions being THC and CBD options. “I anticipate macro- and micro-breweries both investing into the development of these beverages in the coming years,” she said. “I think the best brewery in the states to cover delicious low ABV brews, NA brews, and CBD seltzers is Untitled Art out of Wisconsin.”
Fall Beer Trends: What Should Owners and Operators Pay Attention To?
While craft beers, domestics, IPAs, and low- or no-ABV beers continue to gain interest, per the experts Bar & Restaurant News spoke with, what will be popular in the fall?
Williams, of Carolina Brewery, said fall is a good time of year for beer. “The change in season, with cooler temperatures, often spurs guests to try more flavorful, richer beers,” he explained. “Delicious Oktoberfest lagers appear in September and pave the way for browns and porters. I think bartenders should be open to trying schwarzbiers on tap – they are wonderful, easy drinking beers but challenge drinkers with their dark color. Bartenders can use the seasonal shift to spice up their tap lists with a variety of beers and give guests a chance to expand beer choices from the usual light lagers and pale beers that dominate summer.”
Allen, of Anderson Valley Brewing Company, said this fall will see its fair share of pumpkin ales – always popular for a month or so – as well as a few more bars that will offer Oktoberfest beers.
“You saw a bit of an uptick with Oktoberfest beers last year,” shared Allen, “and I think you will see some more this year. Traditional beer styles are making a bit of a comeback. In the new and different category, you might get to see beer poking – it is the ancient, cool weather tradition of sticking a red-hot poker into a glass or mug of beer, warming it up, caramelizing some sugars, and releasing some wonderful aromas – including notes of toffee, smoke, and a hint of roastiness. An old-time tradition becoming a new hip trend.”
Kneble, of Freddy J’s, said seasonal beers will always have their place, but there's been a noticeable shift in customer preferences. “The excitement around certain standard seasonals, like Pumking and Mad Elf, has waned,” he revealed. “People gravitate towards unique and different beers that offer familiar tastes without the heavy feel. Bar and restaurant operators should watch for new brews that provide this balance.”
Tips for Fall Beer Menus, Tastings, and Autumnal Beer Events
When it comes to beer menus, beer tastings, and related events this fall season, Kneble encouraged the bar and restaurant industry to create something special. “Make it an experience,” he said. “Build events around beer, incorporating themes that complement the season. Pair seasonal beers with food that enhances flavors and leverages fresh ingredients to create a memorable atmosphere.”
Williams pointed out that fall is the perfect time to host outdoor parties at bars and restaurants. “Using an outdoor event to highlight local ingredients – both in the beers and on the menu – is a great way to bring out the guests and create a positive community atmosphere,” he said. “At Carolina Brewery, we host fall oyster roasts. We team-up with a North Carolina oyster farmer to serve steamed and raw oysters, as well as brewing a special batch of oyster stout that uses the oysters and pairs perfectly with the event menu. The oyster farmer joins us at the roast, along with the brewers, to engage with guests and create a lively, interactive event.”
Allen said he believes that bars and restaurants should always give some thought to beer and food pairings on their beer menus. “It is not only a nice thing to offer your guests, but it allows you a new way to sell some small food items,” he explained. “People love to have snacks or treats with their beers, so why not give them some good pairings that will enhance their visit – and increase their spend at your establishment.”
When it comes to beer and planning anything around the fall, Escalante suggested that bar and restaurant operators listen to their customers. “Many of us, who are passionate about beer, know we like very different beers than our guests, but our guests are why we are here,” she said. “Our guests are drinking less than ever before, so how can we meet them where they are? I think having lists with higher quality brews and NA offerings that you know will knock it out of the park is better than having a long list of beer offerings and too many options. I think a fluid list of quality beer is always a more exciting and profitable one.”
Predictions and Trends for On-Premise Beer in 2025 – a Return to Basics?
Looking past the fall and into 2025, Allen – of Anderson Valley Brewing Company – predicted less interest in IPAs. “I think you will see a continuing trend away from the dominating IPAs,” he said. “I think people will be looking for lower alcohol options that are also less flavor impactful. I think people will continue to explore non-beer options like ciders, well-built seltzer and cocktails. I think an interesting thing to look out for is the use of some of the fruiter beers and seltzers as mixers in some of the popular spring-time libation offerings.”
Allen added that customers will lean toward lighter beers with less flavor impact that the industry has seen with craft beer in the past. “A good example of this is the rise of the craft rice lagers,” he said. “This is a trend that has roots in Japanese brewing, where rice is used not as a cheap adjunct, but to lighten the body of the beer and bring crispness and greater drinkability to it. Some people will still want their American light lagers, but a good set-up for some of those folks – as well as craft beer drinkers – is a well-made light lager beer.”
Williams, of Carolina Brewery, believes interest in Mexican Lagers will remain strong for the future. “There is always a market for lighter, easy drinking beers, and now that Modelo and the like have gotten some of the spotlight, it will be hard to wrestle that away,” he said.
Williams also noted that while the hazy IPA craze may be slowing for now, IPAs will continue to evolve. “I expect to see more clean, clear IPAs showing up again,” he said. “The lower bitterness and high hop aroma and hop flavors found in hazy IPAs will be here to stay, though, as brewers harness the flavors and aromas from the hops without chasing the high IBU count. This will open the IPA category up to many people who were turned off by strongly bittered beers. Our new IPA, Stargazer, falls into this modern IPA style and I love hearing guests say, ‘I don’t normally drink IPAs, but this is great!”
Kneble, of Freddy J’s, said he anticipates a return to basics. “The trend of experimental beers seems to be cooling off, partly because many breweries have closed,” he shared. “Customers are moving towards simpler, more straightforward beers. On the flip side, there is also a growing interest in very flavorful or sweet beers, which could respond to the popularity of seltzers and ciders.”
Escalante, of Pilot Light Consulting, said some of the beer products that will continue growing in 2025 and beyond include NA and CBD and THC options, as well as high-quality light brews.
“Gen Z is drinking about 20 percent less than Millennials, who were already drinking less than the generations before them,” said Escalante. “There is still money to be made with these guests, though. Keep an eye on what your favorite micro-breweries are doing. The craft brewery market is completely flooded with options for us as buyers and for our guests. Support the people you think are making quality and innovative products. Unfortunately, I think as we move into 2025 and beyond, we will see more small breweries close due to such a competitive market.”
This Fall, Create a “Showcase Event” to Feature Specific Beers
Kneble said he believes selling beer, overall, has become more challenging because many customers are hesitant to try something new. “They’re mindful of their budget and often prefer to stick with a beer they already enjoy rather than risk their limited spending money on an unknown product,” he explained. “The price gap between domestic and craft beers widens this divide as customers increasingly opt for more affordable options that offer a familiar "beer-flavored beer.”
Kneble also noticed that beer companies have cut back on their marketing efforts, which may make it more difficult to sell some beers to guests. “Gone are the days of frequent giveaways and promotions,” he shared. “Customers and bar owners alike have felt this change. I would advise creating a showcase event featuring specific beers, giving them the attention they deserve in place of these dwindling marketing pushes.”
Aaron Kiel is an editor, writer and public relations professional in Raleigh, N.C., who’s worked in the beverage, tea and coffee industries for two decades, as well as hospitality and technology. He’s a journalist at heart, but he also wears a PR and communications hat through his consultancy, ak PR Group. Aaron is a contributing writer/reporter for Questex’s Bar & Restaurant News and he’s a past editor of Questex’s World Tea News. In 2023, he was a finalist and honorable mention in the “Folio: Eddie & Ozzie Awards” for Range of Work by a Single Author – B2B,” and in 2024, he won a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards. Aaron also received a 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram: @adventurer_explorer or visit akprgroup.com.
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