2025 Craft Beer SWOT Analysis Part 3: Opportunities

Nothing will be easy from this point forward for craft breweries, but those who embrace its current challenges will see change as an opportunity, not a threat. The original foundations of the industry still set up exceptionally well to resonate with today’s consumers as long as modifications are made and new paths are explored. The strengths called out in Part 1 lay the foundation for each opportunity that lies ahead, including local pride and story-telling, the power of brick and mortar, using nimbleness as a weapon, and being well-positioned to satisfy the growing demand for flavors. Time to empty the clip with eight, yes this one’s a marathon, of the biggest opportunities facing craft breweries in 2025.

1. Delta-9 THC ☁️ 🍃

As much as I’d like to kick off the opportunities by getting romantic about beer, there’s no bigger opportunity facing craft brewers right now than Delta-9 THC beverages, but don’t worry, we’re going to think about this statement in two very different ways. Right now, it’s like we’re back in 2012 for craft, where the white space feels plentiful, the margins are strong (think 22oz bombers), and consumer adoption feels like it has endless room to run. Retailers are figuring out ways to expand the real estate that they’re offering, including spots in the cold box. The category is already a reasonable size, but it’s about to get a lot bigger and more competitive.

The complex regulatory environment can be embraced by craft breweries as a welcome head start to building a brand locally before national corporations gain clearance to try to catch up. Unlike IPA, which to this day carries such a heavy load with craft’s volume, there’s a multitude of beverage types to differentiate between with THC, including fruited sparkling waters, sodas, coffee, teas, lemonades, juices, energy, hydration, cocktails (non-alcoholic), etc. With different dosages, packaging formats, moods, demographics, other functional ingredients, and occasions to build around, there’s countless ways to attack the market and a lot more than one correct answer.

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Let’s also consider the alternative where some breweries pass on the THC beverage category completely. A winning formula still lies in doubling down and devoting 100% of their focus to the next evolution of great, locally made beer and story-telling. Can the breweries chasing Delta-9 also further their commitment to beer while maintaining the same level of passion and dedication if resources are being shared? There’s a world where THC beverages presents an opportunity to those abstaining providing the path to bypass their competition.

2. The 2.0 Taproom 🍺

When people ask me for brewery recommendations in Chicago, I always start by asking a couple of follow-up questions. Two spots that always make my list though, regardless of their responses, are Middlebrow Bungalow and Marz Brewing. Both have a unique vibe that stands out from the prototypical brewery experience, and there's a reason for that. These spaces opened in 2018 and 2019, when Chicago’s craft beer scene was already developed. They had the advantage of taking a step back to see what they could offer that was different and better.