The Beer Industry Is Reading the Data Wrong | What the Numbers Really Say About Draft Beer

Everyone says beer is declining, but what if they're looking at the wrong numbers?

In this episode of Thirsty Business, Jen Hauke and Phil Thomas sit down with Lester Jones, Chief Economist at the National Beer & Beverage Wholesalers Association (NBWA), to challenge some of the biggest assumptions shaping today's beer industry. From why draft beer continues to outperform expectations to why Gen Z isn't the industry's biggest problem, Lester explains why context matters far more than headlines.

The conversation dives into retailer spending, on-premise growth, consumer behavior, demographic shifts, and why the industry's future belongs to those who create memorable occasions, not just sell cases. Along the way, they explore innovation, brand building, economic cycles, marketing myths, and why some of today's biggest beer brands continue to thrive while others struggle.

If you're a brewer, wholesaler, supplier, distributor, retailer, or simply fascinated by how economics shapes the beverage industry, this episode delivers practical insights that challenge conventional wisdom.

⭐ Sponsored by:

🍺Draftline Technologies https://www.draftlinetechnologies.com

🍺Micro Matic https://www.micromatic.com

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