Kona Big Wave Poised to Ride a Wave of Momentum in 2025 as Our Fastest-Growing Premium Beer

Kona experienced share growth in +30 states last year, currently sits as the ninth-most popular tap handle in the U.S. and is our fastest-growing premium beer¹ at A-B.  

The Golden Ale has more than doubled in size over the last five years² and plans to continue its sales momentum into 2025. Since its brand relaunch in 2023, sales and marketing efforts have been laser-focused on investing in new packaging, visual brand identity and a new campaign platform.  

Kona Big Wave has achieved notable performance milestones including: 

• Unstoppable Growth: Kona Big Wave grew double digits in each of the last five years, including +15% growth in 2024, and the brand has more than doubled in size over the last five years, growth that only nine other brands in the category (of the top 50) have achieved. (Circana TUS MULC 2024, volumes sales, High End category) 
• National Powerhouse: The brand is growing share of the High End category across the nation, with positive share growth in 30+ states in 2024. (Circana TUS MULC 2024, volume share of High End)   
• Regional Favorite: Kona Big Wave is one of the fastest share-gaining brands in the Midwest with an increase of +0.21 (#4 brand, Midwest MULC, volume share of High End) and as a top growing brand in the category in the Northeast, accelerating +32%. (Circana Northeast MULC 2024, volume sales)   
• On-Premise Beer of Choice: Kona Big Wave will see a heavy focus on the on-premise in 2025 where the brand currently holds strong as the #9 tap handle in the industry and Anheuser-Busch's #4 tap handle. (Nielsen TUS 2024, dollar sales) 

This year, Kona Big Wave will continue to be a major lifestyle player in the High-End beer category and sustain its incredible momentum with new campaigns and on-premises plans focused on the luau occasion where the brand currently holds strong as the #9 tap handle in the industry and A-B's #4 tap handle. (Nielsen TUS 2024, dollar sales). It will also continue grassroots merch activations and the fifth year of the brand’s partnership with King’s Hawaiian. 

“With 30 years of heritage, Kona Big Wave has the credentials that make a successful a premium lifestyle brand and that, paired with the support of the entire Anheuser-Busch network, has netted incredible growth on all fronts,” said Andy Thomas, President, The High End at Anheuser-Busch. “The trajectory of this brand over the last five years has been impressive and we have the right plans and investments in place to sustain this momentum for the long run.” 

Earlier this month, Kona Big Wave launched “Liquid Aloha,” its first product-focused campaign since the brand relaunch in 2023 inclusive of a series of ads rolling out across TV, streaming, social, digital and out-of-home through the end of the year. 

Cheers to Kona’s success, and continuing to spread these Liquid Aloha vibes for years to come!