Beyond Beer Leads On-Premise Alcohol Growth in 2024

SYRACUSE, NY (January 20, 2025)  —  BeerBoard, the leader in real-time data and insights for the on-premise beverage alcohol industry, is proud to release its highly anticipated 2024 Year in Review report. This comprehensive analysis highlights the key trends, shifts, and data-driven insights that defined the on-premise alcohol market in 2024 across over $1 billion in alcohol sales equating to 2 billion ounces poured.

A Year of Resilience and Innovation

The on-premise beverage alcohol sector demonstrated remarkable resilience and adaptability in 2024, overcoming challenges posed by shifting consumer preferences, economic fluctuations and a dynamic regulatory landscape. Even though BeerBoard’s data shows both draft and packaged down -6% in 2024 versus 2023, there were bright spots across key segments like Beyond Beer, which was up +69% led by canned cocktails. Beer styles continue to be led by Lager and Light Lager styles (imported and domestic) across both draft and packaged, while non-alcoholic beer volume share has grown tremendously within packaged in 2024.

“The 2024 data reveals an industry that continues to innovate and evolve in response to changing consumer behaviors,” said Mark Young, Founder & CEO of BeerBoard. “From the growing popularity of RTDs to the resurgence of premium beers, our insights provide a clear picture of how the on-premise performed in 2024 and where it is headed.”

Key Highlights from the Report

Draft & Packaged Beer

• Volumes were down -6% in 2024 vs. 2023, in total ounces poured.
• The biggest gainers in draft volume in 2024 (in order) were Modelo, Michelob Ultra, Busch Light, Coors Light, and Pacifico.
• Packaged products decreased by -6% in total units served, with domestics a 48% share of volume, imports at 35%, craft at 9%, and Beyond Beer at 8%.

Beyond Beer (Canned Cocktails, Hard Seltzers)

• Beyond Beer increased overall volume share of the packaged category by +13.5% led by RTD cocktails, which grew by +121.5% over 2023.
• The rate of sale for the Beyond Beer category increased by +69% in 2024 vs. 2023.
• Top brands contributing to volume gains in 2024 include (in order): Surfside, High Noon, Happy Dad, Nutrl, and White Claw.

Wine & Spirits

• Whiskey was the top spirits category sold in 2024 with 24% volume share followed by tequila at 21.5% and vodka at 20%. However, whiskey declined by -6.7% while tequila was up +6.3%.
• Top performing volume spirits brands of 2024 (in order): Tito’s, Jameson, Jack Daniel’s, Sauza and Bacardi.
• Within wine, white wine held a 50% volume share while red wine was 32% volume share. Top varietals were Chardonnay, Pinot Grigio and Cabernet Sauvignon and top volume brands in 2024 were (in order): Josh Cellars, Ecco Domani, Chateau Ste. Michelle, La Marca and Chloe.

2024 Trends

• Lager and Light Lager styles (imported and domestic) led sales across both draft and packaged. IPAs on draft are the third most popular style poured.
• Non-alcoholic packaged beer has overtaken RTD cocktails by volume share and is catching up to hard seltzers.
• While still a small share compared to beer, hard seltzers and RTD cocktails are growing in share of on-premise packaged.
• Whiskey is still the most popular subcategory with tequila growing share driven by on-premise cocktail favorite the margarita. Rum grew in share in Q4.
• Chardonnay, Pinot Grigio and Cabernet are the top volume wine style poured YTD. In the ‘Others’ segment, Sauvignon Blanc, white blends and Moscato lead sold ounces.

Looking Ahead to 2025

Draft beer is a big priority of both suppliers and on-premise operators in 2025 – fresh beer is a win-win for consumers and the overall industry. On-premise operators are facing pressure to optimize their tap lineups with high-margin, high-performing brands. They benefit most from a curated, focused assortment that maximizes velocity and revenue, offering a better beer experience for guests.

Focusing on Top Brands for Better Outcomes: Not all brands contribute equally to volume or revenue: the top four draft brands drive about 2.5 times more sales than the next eleven brands, and 15 times more than the long tail.

Prioritizing High-Performing Brands: Operators benefit from prioritizing these high-performing brands, which deliver both higher dollar revenue and faster turnover. Simplifying assortments around a select group of high-velocity brands means more consistent sales, fresher product, and an optimized guest experience.

Data-Driven Assortment Strategy: Suppliers have an opportunity to better leverage data to understand which brands drive optimal performance at each location. With the right data insights, suppliers can help operators identify the right assortment based on consumer demand and past performance, ensuring each tap works as a high-revenue generator.

Empty or underperforming draft lines are often indicative of a misaligned assortment strategy, not a lack of options. A data-informed approach can guide the placement of brands that meet local market needs.

BeerBoard is focused on connecting all three tiers to get the right brands in the right locations and drive revenue for the industry for 2025. 

About BeerBoard

BeerBoard is the leading technology solutions provider for the hospitality industry, enabling retailers, distributors and suppliers to make fact-based decisions about their complete alcohol management. The company manages more than $1 billion in alcohol sales and 100,000 products through its industry-leading solutions. Its patented digital platform captures, analyzes, and reports real-time data related to alcohol ordering, inventory and payments. Versatile and easily operated from a single dashboard, it has streamlined operations, efficiency and improved revenue across the United States. Find out more about how BeerBoard is changing the alcohol industry at beerboard.com.