Beer Sales Show Modest Lift but Long-Term Growth Uncertain.

Labor Day spending improved, but the industry’s outlook remains muted.

A Fragile Summer for Beer

The U.S. beer sector has spent much of 2025 under pressure. Brewers including Molson Coors, Boston Beer, and Constellation Brands cut forecasts earlier this year, citing weaker consumer sentiment as the category’s biggest drag.

With the Fourth of July holiday described as muted, all eyes turned to Labor Day for signs of recovery.

Labor Day Boost

Consumer Edge Basketview data confirms that Labor Day remains a critical anchor for the industry. From 2022 to 2024, spend on the Sunday before and the holiday itself averaged 20–30% higher than comparable late-summer days, effectively worth an additional selling day.

In 2025, that pattern held: Labor Day spending rose 6.5% year over year, showing a lift from 2024 levels.Brand-Level Performance

Performance was uneven across brewers. Mark Anthony Brands led with +13.9% spend growth, outpacing Molson Coors (+7.9%), Constellation Brands (+7.4%), Anheuser-Busch (+6.2%), and Boston Beer (+2.6%).

These results largely tracked recent relative momentum, confirming that competitive positions are holding steady even in a pressured market.

Beyond the Holiday

Weekly data suggests modest improvement from early 2025 lows, with spend and volume inching positive into late August. Yet the longer-term trajectory remains unsettled. Industry volumes will need to stabilize and return to consistent growth if brewers are to regain historical momentum of low-single-digit expansion in 2026.

A strong holiday does not guarantee sustained recovery; the real test lies in maintaining demand through the off-season when beer consumption typically softens.

Bottom Line

Labor Day delivered a lift, but not a breakthrough.

Beer brands may celebrate short-term gains, yet the industry’s challenge remains: convert holiday-driven spikes into durable volume growth.

Without that, 2026 will test whether category leaders can adapt to a consumer base showing caution even during its peak seasons.