At the 2025 Craft Brewers Conference last week, Brewers Association CEO Bart Watson opened a media session by acknowledging the dual reality facing US-based craft breweries. While industry-wide trends pointed downward in 2024, Watson said to look at the 43% of breweries that still experienced growth in this downturn.
“We need to find more ways to celebrate that and tell those stories,” Watson said, noting that these resilient breweries demonstrate models that continue to thrive despite headwinds. From his economic perspective and role in association leadership, Watson shared three major takeaways that craft brewery owners can apply as they navigate 2025 and beyond.
Context Is Key When Evaluating Closures and Openings
Watson urged brewery owners and media alike to view industry closures and openings with deeper context, cautioning against simplistic interpretations.
“Openings and closings, without understanding who those breweries are and where they draw from, misses a lot of the story,” he said.
While the closing rate has increased, Watson noted that approximately 5% of breweries closing annually is still relatively low for an industry that is now primarily composed of hospitality-based operators. The vast majority of closures are very small businesses that do not drastically shift the industry landscape. Brewery owners should not overlook that consolidation trends and declining openings, not just closures, are shaping the narrative. By studying where closures happen and why, breweries can better identify market opportunities and avoid common pitfalls.
Reframing the ”Craft” Conversation
As beverage portfolios diversify and breweries experiment with beyond-beer offerings, Watson acknowledged that some businesses are distancing themselves from the “craft brewer” label.
“It’s always challenging to keep everyone under the same label as the tent gets bigger,” Watson said. Instead, the Brewers Association is emphasizing “small and independent” in its messaging — a phrase that resonates more broadly across diverse producers.
For brewery owners, Watson’s sets a reminder to focus on clear messaging about your business identity. Whether producing beer, cider, hard seltzer, or spirits, breweries that emphasize their independence and local roots may better connect with consumers who value those attributes, regardless of terminology shifts.
Collaboration Remains a Competitive Advantage
Despite increased competition among breweries, Watson emphasized that collaboration is still a defining strength of the craft beer community.
“My sense is it’s still highly collaborative relative to other industries,” he said, pointing to examples of brewers sharing technical knowledge, working together on state legislative initiatives, and participating in association surveys. The entire week in Indianapolis showcases the information sharing, beer ideas along with culture trends the industry continues to buffer.
READ MORE: The Takeaways from Craft Brewers Conference
Notably, participation in the Brewers Association’s annual industry survey increased in the past year, Watson added. For brewery owners, engaging in cooperative efforts — whether through industry associations, local guilds, or peer collaborations — can provide shared resources and collective advocacy that benefit their businesses long-term.
Looking Ahead
Watson closed by reiterating the importance of both celebrating positive stories and providing accurate data to guide strategic decisions. As the Brewers Association refines its events, educational offerings, and research initiatives, Watson encouraged breweries to stay engaged and adaptable.
“There’s always ways we’re trying to evolve the experience, the education, the networking, and the fun for our members,” he said.
The next two Craft Brewers Conference are set. Next year’s event will take place in Philadelphia on April 20-23, 2026 while San Antonio will host CBC 2027.
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