While the majority of the beer category has been unable to find year-over-year (YoY) growth in off-premise in recent scans, the on-premise is looking more positive and could provide more growth opportunities for the category.
Total on-premise sales velocity increased +14% year-over-year (YoY) in the latest week, ending September 21, according to CGA, the on-premise arm of market research firm NIQ. The double-digit increase was driven by a +10% YoY increase in check value and +3% increase in traffic. In the last 12 weeks, on-premise sales velocity has increased +7%.
All five key states recorded significant YoY increase in the latest week, led by New York (+33%), followed by Illinois (+17%), Florida (+14%), Texas (+8%) and California (+2%).
Four of the five states also increased sales velocity week-over-week (WoW): New York (+5%), California (+1%), Texas (+6%), Florida (+6%). Illinois sales velocity declined -11% WoW.
Total sales velocity increased +3% YoY in the week ending September 21, following a +3% increase in the previous week.
Additionally, total on-premise sales velocity was flat or positive for 12 consecutive days through the previous week.
Some of the on-premise’s recent gains are due to the start of the NFL season, which kicked off Thursday, September 5.
Within sports bars, beer recorded the largest gains, increasing sales velocity +32% versus an average Thursday in 2024, making it the “fourth most valuable Thursday of the year so far.” Sports bars also recorded a +17% increase in beer sales velocity on the following Friday, and +6% increase on the Saturday versus the average for each respective day.
Wine recorded a +10% increase in sports bars sales velocity on the Thursday versus an average Thursday, followed by a +9% increase on Friday and +6% increase on Saturday.
Spirits recorded a +6% in average Thursday sales velocity in sports bars, and a +9% increase on Saturday. CGA did not share spirits’ sports bar gains for Friday.