The latest On Premise Measurement data reveals RTDs increased their split of Bev Al sales by 0.5 percentage points in the year to September 2024. Meanwhile spirits and wine lost 0.7 and 0.1 percentage points respectively.
CGA’s exclusive On Premise Measurement (OPM) solution—which delivers authoritative tracking of sales in out-of-home drinking and eating premises across the US—provides many more insights into the RTD market. It shows the category is making the greatest gains in nightclubs, where their portability, consistency and speed of serve are particularly valued. RTDs have added 0.9 percentage points of share of total Bev Al sales in this channel year-on-year.
There has also been respectable share growth of 0.7 percentage points in bars. Gains have been more modest in the casual dining and fine dining segments, at 0.4 and 0.2 percentage points respectively.
The OPM service offers extensive breakdowns of RTD sales by state, enabling suppliers to track key volume and distribution trends and tailor promotional strategies to the needs of different regions. It indicates that nightclubs in north eastern states generated notably more year-on-year growth in the RTD category, with Ohio achieving the highest uplift in value share. Nightclubs in New York and Pennsylvania were among others making significant gains.
Matthew Crompton, CGA by NIQ’s Vice-President: On Premise-Americas, said: “RTDs have made eye-catching inroads into the US On Premise this year, providing suppliers and venues with some welcome growth opportunities. Their convenience and speed of delivery makes them ideal for high-tempo venues like nightclubs and late-night bars in particular. However, their rising popularity has attracted a wave of new entrants into the RTD segment, and competition for bar space and consumer attention is intensifying. This makes it more important than ever for brand owners to understand sales trends and nuances in the category from state to state and channel to channel. Our OPM service is the ideal source of this intelligence, creating the foundations for agile and winning strategies.”
CGA by NIQ’s On Premise Impact 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 discover more about the service and opportunities for bespoke analysis, click here and contact the CGA by NIQ team or visit https://cgastrategy.com/unlock-the-potential-of-opm.
