Are Beer Drinkers Moving Away From IPAs?

For years, IPA has been the dominant force in craft beer. Whether it was West Coast IPA, hazy IPA, double IPA, or fruited IPA, the style seemed untouchable. Walk into almost any brewery or bottle shop, and you could count on IPAs taking up a huge share of the tap list and cooler space. But lately, there’s a question starting to pop up more often in beer circles: are beer drinkers moving away from IPAs?

That’s the topic I dive into in my latest video, and if you want to watch the full discussion, you can check it out here: Are Beer Drinkers Moving Away From IPAs?

IPA Still Matters — But the Beer Landscape Is Changing

Let’s be clear right from the start: IPA is not disappearing. It remains one of the most recognizable and best-selling craft beer styles in the market. Hoppy beers still have a loyal following, and there’s no shortage of breweries producing excellent versions across the spectrum. But what is changing is the overall beer conversation.

Beer drinkers today have more options than ever before, and many of those options are pulling attention away from the once all-powerful IPA category. Lighter lagers, pilsners, easy-drinking pale ales, non-alcoholic offerings, and even beer-adjacent beverage choices are all competing for the same consumer. In many cases, drinkers are still enjoying IPAs — just not with the same exclusivity they may have a few years ago.

Why Some Drinkers May Be Pulling Back on IPAs

There are a few reasons why the IPA category may not feel as dominant as it once did:

1. Palate Fatigue

For longtime craft beer fans, there may be a sense of saturation. After years of chasing bigger bitterness, heavier haze, stronger ABVs, and constant hop bombs, some drinkers are looking for balance again. Crisp lagers, traditional styles, and cleaner flavor profiles can be a welcome change of pace.

2. Shift Toward Sessionable and Lighter Beer

A growing number of consumers are looking for beers they can enjoy without the heavier mouthfeel, elevated bitterness, or higher alcohol that often comes with many IPA variants. That doesn’t mean flavor no longer matters — it just means drinkability is becoming a bigger factor in what people reach for.

3. Health and Moderation Trends

The broader beverage market is seeing more interest in moderation, lower-ABV drinking, and non-alcoholic alternatives. Athletic Brewing’s leadership, for example, has spoken about the larger shift toward healthier drinking habits and “zebra striping,” where consumers alternate alcoholic and non-alcoholic beverages. That doesn’t target IPA specifically, but it does affect overall beer-buying habits and what consumers prioritize.

4. Breweries Are Diversifying More Than Before

Even breweries known for hop-forward beers are expanding their lineups with lagers, lighter ales, seasonal specialties, and more approachable offerings. As drinkers’ tastes evolve, breweries are responding by giving people more reasons to branch out beyond a fridge full of IPAs.

Is This the End of IPA? Not Even Close

If anything, this feels less like a collapse of IPA and more like a rebalancing of beer drinker preferences. IPA helped define the modern craft beer boom, and it’s still a critical style for breweries, retailers, and fans. But the days of IPA being the automatic answer for every craft beer drinker may be fading a bit.

That’s not necessarily a bad thing. One of the best parts of beer is variety, and the current shift may simply reflect a healthier, more diverse beer culture. Some drinkers are still all-in on hazy doubles and hop-loaded releases. Others are rediscovering pilsners, amber lagers, cream ales, or lower-ABV options. There’s room for all of it.

The Bigger Question for Beer Fans

Maybe the better question isn’t “Are beer drinkers moving away from IPAs?” but rather:

Are beer drinkers becoming more selective about when they want an IPA versus when they want something else?

That feels closer to what’s happening right now. IPAs still have a major seat at the table, but they’re sharing more of that table than before.

Watch the Full Video

If you want to hear the full take on where IPAs stand today and what this shift could mean for beer drinkers and breweries alike, watch the full video here:

▶ Are Beer Drinkers Moving Away From IPAs?