Asian countries lead demand for rice-based craft beers according to new research, but its popularity is also growing in other continents

Consumer taste for artisanal and flavour-rich beverages is pushing global demand for rice beer to new heights, with the market projected to reach US$5.51 billion by 2031, according to new research from Data Bridge Market Research.

Asia Pacific leads global consumption, owing to the cultural significance of rice-based brews, and the rise of craft breweries in the region. However, demand is also spreading globally, aided by rising disposable incomes and a growing appreciation for premium and exotic drinks.

Valued at US$3.91 billion in 2023, the global rice beer sector is forecast to grow at a compound annual growth rate of 4.4%. The momentum is largely driven by changing tastes as drinkers increasingly explore alternative brews beyond traditional lagers and ales.

Rice beer, with its lighter body and regional heritage, is fast becoming a preferred option for those seeking variety and authenticity. Filtered variants appeal to consumers who prefer a cleaner, crisper taste, while unfiltered options are gaining a following among those who prefer bold, rustic flavours.

The market also reflects evolving consumption habits, with bottles typically chosen for more formal occasions and cans dominating casual settings.

Major brewers are seizing the opportunity. Companies like Asahi, AB InBev, Kirin, and Suntory are introducing new rice beer lines to reach a wider audience, while brands such as Heineken and Carlsberg are tapping into their global networks to distribute rice beer variants. Thai Beverage and India’s United Breweries are focused on widening their distribution, particularly in underserved markets, according to the research.

The growth in online alcohol purchasing is also providing smaller rice beer producers with new ways to connect with interested consumers, strengthening brand reach and category growth worldwide.