Iowa cracks top 5 in America's beer-loving states, new study finds
Iowa has officially secured its place among the nation's top beer-loving states, ranking fifth in a new study that analyzed a year's worth of Google search data. The findings reinforce the Midwest's reputation as America's beer belt, with the Hawkeye State joining several regional neighbors near the top of the list.
How the beer rankings were determined
Consumer research firm Innerbody Research examined Google Trends search data over the past year to determine which states show the most interest in beer. Wisconsin took the top spot for the second consecutive year, followed by Wyoming, Kansas, Nebraska, and Iowa rounding out the top five.
The study labeled the Midwest as America's beer belt, noting that Kansas, Nebraska, Iowa, North Dakota, South Dakota, and Missouri all rank among the nation's top 10. Every Midwestern state finished in the top 20.
Why the Midwest dominates beer culture
Bart Watson, president and CEO of the Colorado-based Brewers Association, explained that the region's deep beer roots go back generations.
The Midwest is one of many regions with a deep historic beer culture tied to both a long legacy of regional production and reinvigorated by craft brewers in recent decades, Watson told Fox News Digital.
Jean-Pierre H. Dubé, a marketing professor at the University of Chicago Booth School of Business who has published research on regional brand dominance, pointed to history as the key factor.
The local dominance of a beer brand is almost entirely driven by historic entry advantage, Dubé said. Miller dominates in Wisconsin because it was first to market there. In contrast, Budweiser was first to market in St. Louis, where it also remains dominant. The prevalence of beer tastes in the Midwest reflects the fact that most of the world's largest brewers in the late 1800s were in the Midwest in St. Louis, Wisconsin and Chicago, but especially Wisconsin.
Which beer brands are winning in search interest
Michelob Ultra generated the most search interest among all beer brands analyzed and came out on top in Alabama, Nevada, and Oklahoma. The brand recently overtook Bud Light and Modelo Especial to become the top-selling beer in the US by volume, according to Beer Marketer Insights.
Watson noted that light beers have maintained strong appeal among consumers.
One of beer's strengths is the many options for lower calories and ABV relative to other adult beverages, Watson said. Light beers underline that quality and have been very popular ever since they were introduced. In recent years, interest in particular attributes, like low-carb beers, has also been a factor in consumer preferences.
Stella Artois was the most popular beer in Arizona, Florida, Georgia, Hawaii, Illinois, Louisiana, New York, North Carolina, South Carolina, Tennessee, Virginia, and Washington, DC.
Dubé explained that imported brands like Stella Artois carry a premium perception in the US, even if that reputation doesn't hold in their home markets.
What this means for Iowa beer drinkers
For Iowa's growing craft beer scene and established breweries, the ranking reflects a state with strong beer enthusiasm. Dubé's research also suggests that the beers consumers encounter when they turn 21 shape their preferences for years to come.
Millennials in cities with few craft brands at 21 drink way more national-brand beer today, Bud and Miller, than millennials in cities with relatively more craft beer brands when they came of age, he said.
Watson cautioned that search interest doesn't perfectly match sales figures, noting that the rankings signal curiosity and new brand interest as much as overall market strength.
A sales map would undoubtedly look very different, Watson said. At the end of the day, beer is supposed to be fun, so no one should take them too seriously, and they are best argued over with friends and family with a beer in hand.
Frequently asked questions about the beer study
Which states ranked highest for beer interest?
Wisconsin ranked first, followed by Wyoming, Kansas, Nebraska, and Iowa in the top five. The study used Google search data to measure consumer interest.
Why is the Midwest considered America's beer belt?
The Midwest has a long history of beer production dating back to the late 1800s, when major brewers established operations in St. Louis, Wisconsin, and Chicago. That legacy continues today alongside a thriving craft beer movement.
What was the most searched beer brand?
Michelob Ultra generated the most search interest among all brands analyzed and has also become the top-selling beer in the US by volume.