Carlsberg CEO Highlights Shifts in U.S. Beer Habits

Carlsberg CEO flags U.S. beer consumption shifts amid rising costs, with craft and low-alcohol trends reshaping the beverage market.

Carlsberg’s CEO says people in the U.S. are drinking beer differently these days. Prices are going up, so folks are buying less or switching what they grab off the shelf. Ingredients and packaging cost more, and inflation isn’t helping. “We’re seeing people drop the fancy brands or pick smaller packs,” he said. The point is, people still want good beer, but they don’t want to blow a lot of money on it. Their latest survey shows U.S. beer drinkers are shifting about 12% of what they spend toward lighter, lower-alcohol drinks. It’s not just about saving money it’s also how people’s lifestyles are changing.

Carlsberg says who’s drinking what is changing, and age matters. Younger folks Millennials and Gen Z are going for craft beers, flavored seltzers, and stuff that feel healthier. Older drinkers stick to the classic brands they know but notice prices more. Carlsberg is rolling with it by selling smaller packs, pushing low-calorie drinks, and using online channels to offer deals people actually want. Behind the scenes, they’re also making brewing more efficient, cutting energy and water use, and using automated inventory systems to keep prices down while keeping up with what people want.

Industry experts say what we’re seeing with beer sales reflects a bigger shift in the U.S. market. Companies that can move fast, use tech smartly, and really understand what people want are the ones that succeed. Carlsberg is using real-time data and targeted marketing to connect with folks who want quality without overspending. The CEO said the company sees this as a chance to build loyalty over the long haul while also teaching people about drinking responsibly and being mindful of the environment. “We’re not just trying to sell beer,” he said. “We want to get how lifestyles are changing, give people real value, and keep our operations sustainable in a way that matters to everyone.”