Reflecting the overall state of the U.S. beer market, fewer labels were recognized as Impact “Hot Brands” within the beer, flavored malt beverages, and hard cider categories in 2025 than in the year prior. While domestic and imported beers among the group remained somewhat sparse, as in 2024, FMB entries were notably reduced as fierce competition and a resulting shakeout take hold. Still, the majority of this year’s Hot Brands were returnees to the list, demonstrating that with the right product attributes and winning marketing tactics, beer brands can continue to succeed in an ever-challenging market.
Twenty-four beers, FMBs, ciders, and hard seltzers were named Hot Brands last year, down from 34 brands in 2024. The 2025 list included 15 brands that were also recognized the previous year and nine new entries. Hot Brands are defined as established brands with double-digit growth in 2023, 2024, and 2025; established brands with at least 15% growth last year; brands among the top ten in their respective categories with at least 5% growth in 2025 and at least 15% growth since 2022; and significant new products.
While fewer in number, FMBs accounted for eleven—or nearly half—of the honorees, with imported beers fielding six winners and domestic beers five brands. Two hard ciders were also recognized. On a combined basis, Hot FMB and cider brands posted the largest percentage gain—up 37%—although volume for both the domestic and imported categories was greater.
Constellation On Top
Nineteen Hot Brands from 2024 dropped off the list last year. Modelo Especial, Constellation Brands’ years-long recurring entry with volume of more than 200 million cases, was the largest to fall from the list. In addition to the Mexican beer, which posted a 4% volume decline, nine other 2024 Hot Brands decreased in 2025, including several FMBs at double-digit rates. New Belgium’s Voodoo Ranger Tropic Force, meanwhile, with a 9% increase in volume last year, just missed a repeat appearance.
Modelo’s performance aside, Constellation Brands still landed six brands on the 2025 Hot Brands beer list, including five imported brews from Mexico. Mark Anthony Brewing and Anheuser-Busch InBev (A-B InBev) had three brands among those recognized, while Boston Beer Co. and Diageo Beer Co. each had two Hot Brand winners.
Coors Banquet just edged out Pacifico as the largest volume Hot Brand in 2025, according to Impact Databank . The Molson Coors brand surged 10.5% last year to nearly 29 million (2.25-gallon) cases from 26.2 million in the year prior, receiving its third consecutive Hot Brand award. Not to be overlooked is the fact that Coors Banquet basically maintained its 2024 rate of growth at a time that the beer category continued to struggle. No less notable, the brand competes in the domestic premium segment, which has experienced tremendous volume decline in the past several decades. Coors Banquet moved into the No. 14 position among leading beer brands last year from the 15th spot in 2024.
“The remarkable performance of Coors Banquet comes down to staying true to who we’ve always been while showing up in meaningful ways for today’s drinkers,” says Matt Carpenter, vice president of marketing for the Coors Family of Brands. “We’ve leaned into the brand’s authentic western heritage and 150-plus year legacy, pairing that with culturally relevant, modern activations,” ranging from country music to entertainment to sports. “We’ve also invested behind the brand with greater visibility, stronger partnerships, and expanded distribution,” he notes. Coors Banquet is supported with the “Start Your Legacy” ad campaign.
Including Banquet, five domestic beers received Hot Brand honors. Both Athletic non-alcoholic brew and Voodoo Ranger Juice Force returned to the list in 2025. Athletic posted the best gain of the returning domestic brands with a 20% increase to 6.6 million cases. Bill Shufelt, co-founder and CEO of Athletic Brewing Co., recently told Market Watch, “We like to think that we’ve reinvented the way non-alcoholic beer is made.” Athletic non-alcoholic beer is now distributed in some 100,000 accounts across the country, including major chains like Whole Foods, Sprouts Farmers Market, Target, Wegman’s, and Total Wine & More.
New Belgium’s Voodoo Ranger Juice Force, at 4.3 million cases, is the only other Hot Brand marketed by a craft brewer. Rebecca Yonushonis, CMO at the Colorado brewery, says Juice Force’s performance is the “result of momentum, strong brand work, and continuously showing up where the consumer is.” She notes that consumers are drawn to Voodoo Ranger’s “irreverent, unapologetic, builtfor- a-misfit mindset.” Indeed, the overall Voodoo Ranger franchise is the No. 1 IPA in the country, Yonushonis says, “and we haven’t seen the ceiling yet.”
The two remaining domestic beers on the list are new entries. Michelob Ultra Zero non-alcoholic brew got off to a fast start last year, reaching 3.75 million cases. According to Ricardo Marques, senior vice president of marketing for Michelob Ultra, the A-B brand “quickly built momentum by offering a truly differentiated option for today’s consumer—an alcohol-free beer with just 29 calories, less than half that of major competitors.” As a brand “rooted in an active, balanced lifestyle, Michelob Ultra was uniquely positioned to expand into the non-alcohol beer space,” he continues, noting that the new entry has resonated with both loyal and new consumers.
Garage Beer, co-owned by brothers and NFL stars Jason and Travis Kelce, surged to 2.6 million cases in 2025, according to Impact Databank, gaining Hot Brand status. Available in all 50 states, Garage is a light lager containing 95 calories per serving and 4% abv. It relies on a content marketing approach, with social media support that often parodies traditional beer ads. “We’re proving there’s still massive opportunity in American lager, even in an incredibly tough market,” says Garage Beer president Brian Amicon. Pointing to the brand’s low-weighted distribution compared to leading light beers and its surging sales, Amicon says, “we’re excited about the opportunity ahead as we increase availability.”
Imported Success
The six imported beer Hot Brands combined for nearly 57 million cases, and with the exception of just one label, are all marketed by Constellation Brands. At nearly 29 million cases, an increase of 14% year over year, Pacifico was by far the largest volume brand of the lot. “Pacifico’s performance is driven by its ability to show up in places authentic to its DNA,” says Royce Carvalho, senior director for the brand. “We’re embedded in the passion points of our consumer—surf, skate, ski, snowboarding, and more. We know our consumer has a real thirst for life.”
Victoria also repeated as a Hot Brand with a 16% increase in volume to 8.7 million cases. “Victoria continues to see double-digit sales growth as consumers organically discover the brand in some truly powerful ways—through family, moments of community, and word of mouth,” remarks Carvalho, who also serves as senior director for Victoria.
The Corona portfolio, meanwhile, fielded three Hot Brands—Corona Familiar, the new Corona Sunbrew, and Corona non-alcoholic brew. “Corona Familiar continues to build momentum by leaning into its authentic heritage and shareability,” says Rob Nelson, vice president of brand marketing for Corona. Its 32-ounce bottle particularly “resonates as an ideal choice for gatherings with friends and family,” he adds. Packaging has also been a big factor in Corona Non-Alcoholic’s strong performance. Nelson recently told Market Watch that 12-packs of 12-ounce bottles launched earlier this year were “off to a strong start.” New to the list in 2025, Corona Sunbrew, produced with orange and lime peels, reached nearly 2.3 million cases, according to Impact Databank.
Guinness 0, another imported non-alcoholic brew, returned as a Hot Brand last year with a 13% increase in volume to 780,000 cases. “That momentum reflects both increased distribution and strong consumer pull,” says Karissa Downer, Guinness brand director at Diageo Beer Co. “As availability expanded, particularly in high-visibility on-premise accounts, trial and repeat followed.”
FMBs Standing Strong
While the number of FMB Hot Brands equalled those of both imported and domestic beer, there were ten fewer FMB honorees last year versus 2024. More than half of the winners— Diageo’s Smirnoff Ice Sunny Days, A-B InBev’s newly acquired malt-based BeatBox, Boston Beer’s Twisted Tea Extreme, Arizona’s Jumex, Mark Anthony’s White Claw Clawtails ,and Cayman Jacked—are new to the list. Smirnoff Ice Sunny Days “taps into consumers’ growing appetite for nostalgic flavors and convenient canned formats,” says Joyce He, vice president of beer and FMB at Diageo. Flavors include Red, White & Berry, Cosmic Snowcone, and Orange Cream Pop.
Fun flavors are also at the heart of BeatBox’s rapid growth, says Justin Fenchel, the brand’s co founder and chief executive officer. “As we expand distribution and broaden our sponsorship presence across music festivals and other cultural moments, we’re continuing to build a brand that resonates with consumers.”
White Claw Surge was the top volume FMB Hot Brand in 2025, at 9.1 million cases. Other returning honorees included Geloso Beverage Group’s Clubtails, Boston Beer’s Truly Unruly, and A-B’s Hoop Tea. Modelo Ranch Water from Constellation Brands also repeated. “Modelo Ranch Water’s performance reflects how consumers continue to look for lighter, flavorful, and more versatile options without compromising on quality or taste,” says Logan Jensen, vice president of brand marketing for Modelo.
2 Towns and Blake’s represent the cider category. Lee Larsen, co-founder and CEO of 2 Towns, says authenticity is behind the brand’s success. “Since day one, we’ve focused on making cider from real fruit with an uncompromising commitment to quality,” he says. “We’ve never chased shortcuts, and consumers taste that difference.” Blake’s, meanwhile, jumped 12% to over 1 million cases last year.