It’s widely known that the craft beer category has been challenged in recent years, and one craft segment that’s been particularly impacted is seasonal beers. While their selection at retail has been pared down, merchants and brewers still see a place for these limited-time beers, including opportunity for new expressions. According to market research firm Circana, for the 52 weeks ended January 25, sales of seasonal craft beers slumped 12% in multi-outlet retail accounts while overall craft declined 4%. “Part of what’s driving this decline in seasonal sales is rationalization at chain retailers,” says Matt Gacioch, staff economist for the Brewers Association. “Many large retailers have shrunk or eliminated their seasonal programs to prevent more SKU turnover and to streamline e-commerce options.”

With beer drinkers shifting more to sessionable options, brewers are tweaking their seasonal offerings to reflect changing demand. Michigan’s Bell’s Brewery, for example, introduced Oberon Light, a reduced-calorie alternative to its popular summer seasonal Oberon ale, last year, and response was so strong that it has now been expanded to year-round availability. “It exceeded expectations, resonating with both longtime Oberon fans and a new generation of drinkers,” says Bell’s brand director Chris Brimmage. First launched in 1992, Oberon has emerged as an iconic Midwestern summer seasonal and its annual release in March is widely anticipated. With its success, and now that of Oberon Light, more line extensions are expected. Pointing to the new consumers Oberon Light has brought to the franchise, Brimmage says, “we see continued opportunity to grow the brand while preserving the qualities that have made Oberon a seasonal staple for more than three decades.”

Sierra Nevada Brewing also sees potential for new seasonal offerings. The California-based brewery introduced Springfest IPA earlier this year, and according to chief commercial officer Ellie Preslar, “we’ve had a really great consumer response.” She describes the 6% abv beer as a balanced, approachable IPA that’s lighter in color and character, and brings attributes of spring. Noting that Sierra Nevada was one of two leading craft brewers to see an increase in seasonal beer sales in 2025, Preslar points to its winter seasonal, Celebration ale, as the program’s anchor. First brewed in 1981, Celebration is a leader among seasonal beers and enjoyed slight growth last year, according to Preslar. “It’s always our most beloved and anticipated seasonal,” she says. Sierra Nevada additionally markets Summerfest and Oktoberfest seasonals.

Smaller craft brewers are also committed to seasonal beers. Chicagobased Moody Tongue Brewing, known for its elevated foodservice program and “culinary brewing,” offers several seasonal beers, each incorporating fresh, in-season ingredients. This year, brewmaster Jared Rouben is working on a honeydew amber ale, a pressed cherry gose, and a peeled grapefruit pilsner. “As the weather changes, so does consumers’ interests,” says Rouben. “Seasonal beers give consumers a reason to go out to bars and restaurants.”

At Bonnie Brae Liquor store in Denver, beer buyer Nikki Lupton has seen customer interest in seasonal beers slump the last few years. As a result, she’s drastically cut the selection to avoid being stuck with beer that’s out of date. Now, any seasonals offered are available on a limited basis, she says, adding, “Once it’s gone, it’s gone.” Still, some classic seasonals continue to attract loyalists, the retailer notes. “Pumpkin beers are always a big hit,” Lupton says. “I have people who buy Shipyard Pumpkinhead ale by the case.”

Dedicated merchandising of seasonal brews helps retailers create excitement for the products, Brimmage says. “In a category where innovation and variety matter, seasonals give retailers a reason to re-merchandise, feature displays, and create moments that stand out to shoppers,” the Bell’s executive explains. The brews also drive traffic. “They create a sense of urgency and discovery,” Brimmage continues, as their limited availability encourages consumers to make incremental trips.