Wisconsin Tops Nation in Beer Interest as Midwest Claims Title of America’s Beer Belt

Clear Facts

• Wisconsin ranks first nationally in beer-related search interest for the second consecutive year, according to consumer research firm Innerbody Research
• The Midwest dominates beer culture with all regional states finishing in the top 20 and six states in the top 10
• Michelob Ultra has surpassed Bud Light and Modelo Especial to become America’s top-selling beer by volume in 2025

Beer remains a cornerstone of American culture with roots stretching back to colonial times. A comprehensive new study analyzing a full year of Google Trends data reveals which states maintain the strongest connection to this traditional beverage.

Consumer research firm Innerbody Research declared Wisconsin “America’s beer capital” for the second consecutive year. The Badger State’s dominance reflects a broader regional trend that positions the Midwest as the nation’s undisputed beer heartland.

The data shows Kansas, Nebraska, Iowa, North Dakota, South Dakota and Missouri all ranking among the nation’s top 10 beer-interested states. Every Midwestern state secured a position in the top 20, earning the region the designation of “America’s beer belt.”

Wyoming claimed second place in the rankings. Kansas, Nebraska and Iowa rounded out the top five positions respectively.

Bart Watson, president and CEO of the Colorado-based Brewers Association, provided context for the Midwest’s beer dominance.

“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.

Pacific coast states demonstrated notably lower beer-related search interest. Alaska, Washington, California, Oregon and Hawaii all placed in the bottom 10 for beer searches, according to the study.

Regional brand loyalty continues to shape the American beer market, driven largely by historical factors rather than taste preferences alone. Jean-Pierre H. Dubé, a marketing professor at the University of Chicago Booth School of Business who has published research on regional brand dominance, explained the phenomenon.

“The local dominance of a beer brand is almost entirely driven by historic entry advantage,” Dubé told Fox News Digital.

“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.”

Samuel Adams exemplifies successful craft brewing expansion, having “launched in Boston and was arguably the first successful craft brewer to become a dominant brand and obtain national distribution,” according to Dubé.

The study found Michelob Ultra generated the most search interest among analyzed beer brands. The lower-calorie option also topped searches in Alabama, Nevada and Oklahoma.

Watson noted consumer preference for lighter options across the beer market.

“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 emerged as the most popular beer in 12 states and Washington, D.C., including Arizona, Florida, Georgia, Hawaii, Illinois, Louisiana, New York, North Carolina, South Carolina, Tennessee and Virginia.

The Belgian import benefits from premium positioning in the American market, though Dubé noted it lacks that reputation in its home country. His research reveals that beer preferences formed at legal drinking age create lasting consumer habits.

“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.

Beer Marketer Insights reported this year that Michelob Ultra overtook Bud Light and Modelo Especial to claim the top-selling beer position in the United States by volume. This sales achievement represents a significant shift in the competitive American beer market.

Watson cautioned against conflating search interest with sales performance, noting the Innerbody findings “signal something about new interest and brands as much as overall brand strength or sales.”

“A sales map would undoubtedly look very different,” he 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.”

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