Why Beer Six-Packs Are Popular: Carton Sales Explained

Beer six-pack sales are declining as consumers opt for 12-packs and single cans. This shift in purchasing behavior has led to a decrease of more than 12% in six-pack craft beer sales over a year. While four-pack 16-ounce cans were expected to gain popularity, they also dropped by 7.3% in sales volume. Instead, consumers are increasingly opting for 12-packs and singles, which offer better value and the opportunity to try different beers without committing to a larger pack. This trend is expected to continue, with industry experts predicting a further drop in the popularity of four-packs and six-packs.

Beer six-pack cartons are declining in popularity

Beer six-pack cartons are indeed declining in popularity, with sales of six-pack beer declining last year for both craft beer and beer in general. This trend is reflected in the sales data, which shows that 12-pack can sales have surpassed six-pack sales in terms of both revenue and total volume.

In the craft beer market, while the six-pack remains the top-selling format, its popularity is on the wane, with sales dropping by over 12% in the past year. Interestingly, the four-pack format, which one might assume would be popular among craft beer enthusiasts, has also seen a decline in sales, dropping by 7.3% over the same period.

Instead, consumers are increasingly opting for 12-packs and singles, which offer greater variety and flexibility. Singles, in particular, have seen a significant increase in popularity, surpassing four-packs in sales over the past year. This shift in consumer preferences is causing a hollowing-out of the middle pack sizes, as consumers gravitate towards more extreme pack sizes at either end of the spectrum.

The move away from six-packs is also evident in the range of packaging options now available. For example, Pak-it Products offers four different styles of 6-pack plastic rings for beer cans, as well as plastic can rings to make 12-packs. Similarly, Fantastapack offers custom boxes for six-pack bottles, with a range of material and finish options, including corrugated fiberboard, which is stronger than chipboard alternatives and ideal for heavier products.

12-pack and single cans are more popular

According to a recent analysis by the Brewers Association, six-pack beer sales have been declining as 12-pack and single cans are gaining in popularity. Nielson data cited in the analysis shows that 12-pack can sales have surpassed six-pack can sales in terms of both revenue and total volume of beer sales. While six-packs remain the top-selling format for craft beer, their popularity is waning, with sales down by more than 12% in the past year.

The shift away from six-packs towards 12-packs and singles is part of a rapidly changing beer market. Overall beer sales are trending downwards as consumers are drawn to other types of alcohol. However, within the craft beer segment, the shift in pack size may be due to consumers focusing on specific occasions and alcohol by volume (ABV), as suggested by Bart Watson, chief economist for the Brewers Association.

The rise in popularity of 12-packs and singles offers both variety and value to consumers. Singles allow consumers to try a beer without committing to a full pack, while 12-packs offer a great value option for stocking up on a favourite beer. This shift in pack size preferences is likely to continue, with Watson predicting that the popularity of six-packs will continue to drop in 2024.

The changing preferences of consumers towards 12-pack and single cans have had a notable impact on the beer industry, with brewers and retailers adjusting their packaging and marketing strategies to cater to the changing demands of their customers.

Four-pack 16-ounce cans are less popular

While four-pack 16-ounce cans of craft beer have become synonymous with the beverage in recent years, they are less popular than other pack sizes. Sales by volume of four-pack 16-ounce cans decreased by 7.3% over 2023, while 12-packs and singles increased in popularity. In fact, singles actually surpassed four-packs in popularity in 2023.

There could be a number of reasons for this. Firstly, singles allow consumers to try a beer without committing to a four-pack, which is a more significant investment. Secondly, larger 12-packs offer better value for money for those who want to stock up on a beer they love.

The decline in the popularity of four-packs could also be part of a wider shift in the beer world. Beer sales are trending downwards as consumers are drawn to other types of alcohol. However, the industry does not seem overly concerned by the shift in pack-size format choices.

12-packs and singles are the future

The six-pack has long been a staple of beer drinking culture, but its days may be numbered. While it may be synonymous with craft beer, sales of six-packs are in decline, with consumers increasingly turning to 12-packs and singles. This shift in purchasing behaviour is causing a rapid change in the beer market.

The Rise of 12-Packs

According to a recent analysis by the Brewers Association, six-pack sales declined last year across both craft beer and mainstream beer brands. Nielson data, also cited in the report, reveals that 12-pack sales have now surpassed six-packs in terms of both revenue and volume. This trend is set to continue, with the chief economist for the Brewers Association, Bart Watson, predicting that singles and 12-packs will soon become the most popular pack sizes.

The Benefits of 12-Packs

The rise of the 12-pack can be attributed to a number of factors. Firstly, 12-packs offer better value for money, which is appealing to those who want to stock up on their favourite beer. Secondly, the larger pack size is ideal for social occasions, providing enough drinks to go around.

Singles on the Rise

Interestingly, it's not just 12-packs that are gaining traction; singles are also increasing in popularity. In fact, singles sales increased by 2.2% last year, surpassing four-packs in the process. This trend can be explained by consumers' desire to try new beers without committing to a multipack. Singles also provide more flexibility for those who want to mix and match their drinks.

Adapt or Perish

The beer industry is undergoing a period of rapid change, with overall sales trending downwards as consumers turn to other types of alcohol. However, this shift in drinking preferences is also presenting new opportunities. With the decline of the six-pack, breweries now have the chance to innovate and adapt their offerings to meet the changing demands of their customers. Whether it's the convenience of singles or the value of 12-packs, one thing is clear: 12-packs and singles are the future.

Beer sales are trending downwards

While beer remains the most widely consumed alcoholic beverage by volume, beer sales are indeed trending downwards. In 2022, spirits overtook beer in the US as the market leader in terms of share of servings for the first time in modern history. This shift has been influenced by a variety of factors, including the pandemic, which kept Americans out of bars, the Trump administration's trade war, and the rise of hard seltzers like White Claw and Truly.

The overall beer business picture is one of decline, albeit a slow one. From 2011 to 2021, for example, Anheuser-Busch InBev's market share fell from 46.9% to 38.6%. However, this decline is not uniform across the industry. Large, well-established companies like Anheuser-Busch InBev and Heineken are likely to weather this storm, while small, local breweries that rely on taproom sales may be less affected by the shift in consumer preferences.

It is the middle-sized craft beer makers with a regional or national footprint that are most vulnerable to the changing market. These breweries often have debt to service and are facing increased competition from hard seltzers and ready-to-drink cocktails. As a result, they may struggle to compete for shelf space and are at risk of being outpriced by larger breweries.

The decline in beer sales is also accompanied by a shift in consumer preferences towards higher-priced, premium products. While standard and below beer volumes are predicted to continue their decline, premium and above price bands are expected to increase. This trend is reflected in the growth of non-alcoholic and low-alcohol beers, which often have higher price points.

Additionally, there is a growing demand for imported beers, particularly those from Mexico and Italy. The success of these imports can be attributed to their lighter, more sessionable profiles, increased flavour, and growing demand from core Hispanic consumers.

To adapt to changing consumer preferences, breweries are also innovating with larger packaging formats to compete with RTDs. Larger cans, such as the 56.8cl size, are being used in convenience and grocery channels to capture the grab-and-go purchase occasion.

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