Circana Data Shows Craft Beer Sales Softening, Grocery Headwinds Accelerate
An industry post on November 18, 2025 republished highlights from Circana monthly retail data showing craft beer performance in off premise channels weakened in October 2025. The findings matter to brewers and hobbyists because dollar sales and case volume declined in core retail channels, and grocery specific headwinds are accelerating relative to other outlets.
On November 18, 2025 an industry roundup republished key takeaways from Circana monthly retail data that showed craft beer weakening in off premise channels during October 2025. The report focused on the multi outlet grocery, mass retail and convenience channels, collectively noted as MULO+C, where craft dollar sales continued to decline year to date. Circana reported dollar sales down 4.5 percent and case volume down roughly 6 percent through early November 2025.
The data highlighted that headwinds in grocery channels accelerated relative to other retail outlets. That acceleration means shelf placement, promotional support and buyer attention in grocery may be shifting away from craft labels faster than in mass retail or convenience settings. The industry roundup also collected related signals that brewers and distributors watch closely, including category shifts and notes about brand level performance across different channels.
For small independent brewers and homebrewing entrepreneurs who sell in local retail or plan seasonal releases, the implications are practical. Weaker dollar and case trends in core retail channels could affect decisions about production runs for packaged beer, timing for seasonal offerings and whether to prioritize grocery listings versus direct to consumer sales through taprooms and farmers markets. Canning and contract packing choices may be influenced by lower demand in some retail channels, especially when shelf space is constrained and buyers concentrate orders on proven brands.
Distribution partners and small scale canners should take the data as a prompt to review account performance and to sharpen trade marketing plans for the winter selling season. The roundup serves a beverage trade audience by consolidating Circana findings and adjacent industry notes that help hobbyists and independent operators assess where to invest limited production capacity and promotional effort.
As the industry moves into the holiday season, monitoring month to month retail data will remain important to adjust release calendars and distribution priorities in response to evolving consumer and retailer preferences.
