In the evolving US On Premise market, beer continues to dominate, while ready-to-drink (RTD) beverages are gaining popularity at the expense of declining spirits and wine sales, new data from CGA by NIQ reveals.
January 27, 2025 – The latest On Premise Measurement (OPM) dataindicates that Beer (40.5%) and RTDs (1.1%) categories have achieved share growth in BevAl sales by value in the 12 months to November 2024—a year-on-year increase of 0.5 and 0.4 percentage points (pp) respectively.
Growth in these categories has partly come at the expense of spirits, which lost 0.7 pp of share in the 12-month period and Wine shed 0.3 pp.
CGA’s On Premise Measurement service delivers authoritative insights into Beverage alcohol performance across the US market, helping suppliers and operators track trends and craft effective sales strategies across all major channels. Its latest data indicates a particularly strong performance for the RTD category in nightclubs, where it grew share by 0.6 pp to 1.5%; and bars, where it rose 0.5 pp to 1.3%. There was also notable growth of 0.4 and 0.2 pp in the casual dining and fine dining segments respectively.
Matthew Crompton, CGA by NIQ’s VP – On Premise, said: “The Beer and RTD categories enters 2025 riding a wave of positive consumer interest with share gains at the end of 2024, and there will be rich opportunities for further growth in the coming months. While RTDs remains a relatively small element of total BevAl sales, the convenience and portability of these products are starting to lure guests away from other options—especially in high-energy venues like bars and clubs. Innovation and the promise of new tastes and ingredients is accelerating take-up, but this is also becoming a very competitive space for brand owners. As spirits and wine lose market share, tracking consumers’ latest preferences is going to be vital to maximizing potential in this dynamic market of drinking-out.”
CGA by NIQ’s On Premise Measurement reports help suppliers and manufacturers across food and beverage keep a pulse on the industry, delivering expert and up-to-the-minute insights derived from a variety of our best-in-class data tools. Click here to download more information. To learn more about subscription access and wider consumer solutions, contact Matthew Crompton at matthew.crompton@nielseniq.com.
About CGA by NIQ
CGA by NIQ provides definitive On Premise consumer intelligence that reveals new pathways to growth for the world’s most successful food and drink brands. With more than 30 years of best-in-class research, data, and analytics, CGA by NIQ provides the Full View(TM).
CGA by NIQ works with food and beverage suppliers, consumer brand owners, wholesalers, government entities, pubs, bars, and restaurants to protect and shape the future of the On Premise experience. Using the most complete and clear understanding of measurement and insights, CGA by NIQ provides a competitive edge to guide winning strategies for On Premise businesses.
NIQ was founded in 1923 and is an Advent International portfolio company. For more information, visit NIQ.com or www.cgastrategy.com.
