Alcohol migration trends have impacted the U.S. beer market. However, beer manufacturers are combating this trend through innovative new product releases.

Beginning as a small brewpub in 1988, Deschutes Brewery saw its demand proliferate as the craft brewer opened its first brewing production facility near the Deschutes River in 1993.

Migration trends across the alcohol beverage market have challenged the beer category, which has seen increasing market share competition from the wine and spirits categories.

The imported beer market has experienced volume and dollar sales growth during the past few years.

Craft brewers are turning to new product development to release more sessionable and flavorful brews.

Craft cider-makers have proven to be a bright spot for the segment, but have been unable to make up for the declines of national brands, experts note.

Currently, hard seltzer brands have garnered much of the attention with new entrants in the market while established brands have expanded their presence.