The latest NIQ on premise update highlights a beer category under pressure, with both value and volume declining over the past year. In contrast, spirits and RTDs continue to capture share, supported by price-led growth and shifting consumer preferences.
In the December 2025 Brewbound Quarterly On-Premise Report, NIQ data reveals a market where growth is increasingly concentrated in specific outlets, formats, and styles, while once-reliable channels quietly lose ground.
The latest CGA by NIQ report captures a U.S. on-premise landscape in flux — one where value and versatility are driving growth, even as premium tiers feel the squeeze.
Bars and restaurants in New York and Illinois have outpaced other key markets. In both states, velocity increased +4% compared to the same period in 2021, but was flat compared to the week ending July 16.
While the on-premise has had a steady recovery overall this summer, beer sales in the channel are taking a hit.
On-premise value velocity increased +6% nationally in the week ending June 25 compared to the week before, continuing “similar seasonal patterns” to previous years, the market research firm CGA reported today.
Ready-to-drink canned cocktails (RTDs) were a big winner on Drizly over Independence Day weekend (July 1-4), the alcohol e-commerce platform reported today.
IRI-defined ready-to-drink alcoholic beverages (RTDs) have recorded nearly $9 billion in sales over the last 52 weeks (ending June 5) in IRI tracked off-premise channels (multi-outlet plus convenience), according to the market research firm.
In the on-premise channel, bars and restaurants have earned more than $12,000 on average from the sale of cocktails in the first quarter of 2022, compared to the 12 weeks that ended October 22, reported CGA, which focuses on on-premise retail occasions.
Ready-to-drink canned cocktails’ (RTDs’) share of Drizly sales passed hard seltzer’s share for the first time over the weekend (May 27-30), as consumers celebrated Memorial Day.
The majority of distributors (70%) are seeing better growth for beer this spring, respondents told financial services firm Jefferies in a survey published today.
On-premise sales velocity increased +3% in the week ending May 7, following a -1% decline in the week ending April 30, according to a report from the market research firm CGA.
On-premise volume declined for the third consecutive period, decreasing -1.9% over the weekend of May 5-8 compared to the weekend before, according to the market research firm BeerBoard.
The open rate of on-premise establishments tracked by BeerBoard hit 97% over the weekend (April 21-24), the highest recorded rate since the firm began tracking in May 2020.
On-premise beer performance held strong last weekend (March 24-27) – a week after elevated St. Patrick’s Day sales – with a +4.1% increase in rate of sale (ROS) nationally compared to the prior period (March 10-13), according to the market research firm BeerBoard.
The open rate of bars, restaurants and breweries tracked by BeerBoard has hit 94%, the highest recorded rate since May 2020, the Syracuse, New York-headquartered on-premise tracking firm reported.
The on-premise channel is set up for a big couple of days between Super Bowl Sunday and Valentine’s Day, according to market research firm CGA’s latest “On-Premise Impact Report.”
