What moved (Sep '25 – Aug '26)
| Metric | Sep 2025 → Aug 2026 | Change |
|---|---|---|
| Consideration | 21% → 27% | +6pp |
| Claimed Usage | 11% → 18% | +7pp |
| Preference | 7% → 14% | +7pp |
What's behind the growth
Goose Island's brand-building this year has doubled down on its core craft: pushing barrel-aging further than ever.
In July 2026 it unveiled its latest Bourbon County lineup, headlined by Triple Oak Barleywine, the program's first release that isn't a stout, and a first-ever rum-barrel finish on its new Tiramisu Cask variant. As president Todd Ahsmann put it, "the barrel should have a clear purpose in the final beer; we think of it as an ingredient." That craft depth is being recognised industry-wide too: its 2025 Bourbon County Brand Proprietor's Stout took Gold at the 2026 World Beer Cup.
It has grown at the other end of the range too, adding a 9.9% Big Hazy Pineapple to its Beer Hug IPA line and giving flagship 312 Urban Wheat Ale an "Easy Drinking" packaging refresh, swapping its 15-pack for a 12-pack core plus a new 24-pack. Alongside the beer, it opened its first Asian taproom, in Hong Kong, and kept up its Chicago "Prop Day" preview and 21+ "Block Party".
