Wisconsin has once again been recognized as America's beer capital, according to a recent analysis of Google Trends search data by consumer research firm Innerbody Research. This marks the second consecutive year the state has earned the top spot.
The study highlights the Midwest as the nation's "beer belt," with several Midwestern states ranking among the top 10. Kansas, Nebraska, Iowa, North Dakota, South Dakota, and Missouri all placed in the top tier, and every Midwestern state finished within the top 20 for beer-related searches.
Bart Watson, president and CEO of the Colorado-based Brewers Association, noted that the Midwest's deep-rooted beer culture is a product of both a long history of regional production and a recent resurgence driven by craft brewers. "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.
Wyoming secured the second position in the rankings, followed by Kansas, Nebraska, and Iowa in third, fourth, and fifth places, respectively. In contrast, states along the Pacific coast, including Alaska, Washington, California, Oregon, and Hawaii, showed lower interest in beer searches, placing them in the bottom 10.
Regional brand loyalty appears to be a significant factor in beer preferences. Jean-Pierre H. Dubé, a marketing professor at the University of Chicago Booth School of Business, explained that the historical advantage of being first to market often dictates a brand's dominance in a region. For example, Miller's prevalence in Wisconsin and Budweiser's strength in St. Louis are linked to their early market entry.
"The local dominance of a beer brand is almost entirely driven by historic entry advantage," Dubé stated. "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."
He added that the concentration of major brewers in the Midwest during the late 19th century, particularly in Wisconsin, St. Louis, and Chicago, contributed to the enduring regional tastes. Samuel Adams is cited as an early example of a successful craft brewer that achieved national distribution after launching in Boston.
Michelob Ultra emerged as the brand with the most search interest nationally and was the top choice in Alabama, Nevada, and Oklahoma. Watson suggested that the variety of lower-calorie and lower-alcohol-by-volume options in light beers contributes to their appeal. "One of beer's strengths is the many options for lower calories and ABV relative to other adult beverages," Watson said.
Stella Artois proved to be the most popular beer in a number of states, including Arizona, Florida, Georgia, Hawaii, Illinois, Louisiana, New York, North Carolina, South Carolina, Tennessee, Virginia, and Washington D.C. Dubé characterized Stella Artois as a "premium beer" in the U.S. market, a perception that differs from its standing in its home country of Belgium.
Research also indicates that early exposure to certain beers during legal drinking age influences adult preferences. Dubé's studies suggest that individuals who came of age in areas with fewer craft beer options tend to consume more national brands later in life.
Recent industry reports indicate that Michelob Ultra has surpassed Bud Light and Modelo Especial in U.S. sales volume. However, Watson cautioned that search interest does not perfectly correlate with sales and that the Innerbody findings may reflect emerging interest and brand momentum as much as overall market strength.