CGA by NIQ provides that holistic story by combining Beverage Alcohol data into a Full ViewTM of the US beer category. Measurement shows the On Premise now generates 44% of all beer sales by value—an outsized share compared to other major categories like wine (38%).
This stresses the vital importance of bars and restaurants to beer suppliers—not just in sales terms, but as places for discovery and trial. Three in five (60%) consumers who tried a new drink in a venue say they actively seek it out for home consumption.
Beer is enjoying high demand in the On Premise at the moment, achieving share growth of 0.5 percentage points in total BevAl sales by value in 2024. More growth is likely, as 30% of 21 to 34-year-olds and 29% of 35 to 54-year-olds plan to spend more in the On Premise in 2025.
CGA by NIQ’s On Premise solutions provide deep dives into the latest sales trends and opportunities in beer, including analysis at check level and by daypart or week. They also reveal the sales impact of key US holidays and events and deliver channel-specific reports for different segments. Data is further enhanced by analysis at state level and sub-channels, helping suppliers understand variations in demand and precision-target their strategies. The sales measurement data is complemented by CGA by NIQ’s exclusive On Premise User Survey and Impact Reports, which provide in-depth bi-annual insights into the engagement of 15,000 On Premise visitors.
CGA’s latest data highlights the rich potential for growth in the On Premise in 2025. It indicates that three quarters of consumers plan to eat out in the next month, while half intend to visit bars and restaurants for drinks. There is a loyal core of valuable bar and restaurant users, with a fifth going out three to five times per week, and another two in five doing so once or twice weekly.
Drew Hummel, director of BevAl Vertical at CGA by NIQ, said: “Lester Jones is absolutely right: industry stakeholders who rely on at-home data are willfully ignoring the big picture and missing leading indicators. The category is well positioned for continued share growth in 2025, but in a competitive landscape where preferences change fast, it’s vital to get a 360-degree view. Beverage Alcohol is complex and fragmented, but by piecing together the most robust dataset available we can deliver the insights needed to drive sales and share in the months ahead.”
To learn more about CGA by NIQ’s suite of solutions to support strategies across the full spectrum of beer and all other categories in the US, contact the team.
