In basketball, “making it rain” is one of the most common slang phrases thrown around ― symbolizing a player who is hitting a vast number of shots in game. As the U.S. beer market contends with shifts in consumer preferences, one of the legacy segments that is making it rain in terms of sales has been beer imports.
“The import segment had another strong year in 2023 it was up 11.7% in dollars and had the largest absolute growth for a beer segment at plus-$1.1 billion,” say Ryan Toenies, client insights consultant for Circana; and Cara Piotrowski, client insights consultant for Circana, Chicago.