Brewers Association

The Brewers Association is a trade organization representing the American brewing industry. In the context of the evolving beverage market, the organization provides critical macro-level shipment data that challenges prevailing narratives about market cannibalization.

Role in the Cannibalization Data Gap

The Brewers Association provided pivotal data highlighting the cannibalization-data-gap between traditional beer and cannabis-beverages. Their analysis found that over a three-year period, beer shipments declined by exactly -3.5% in both states with legalized hemp-derived THC and states where it is strictly illegal. This macro-level data strongly contradicts predictive models and consumer surveys that suggest THC beverages are directly cannibalizing traditional beer sales, pointing instead toward market incrementality.