His presentation set out the five latest US consumer behaviors shaping the performance of alcoholic beverages in the US On Premise in 2025, and the insights drinks brands, suppliers and operators need to leverage to stay ahead.
“Bars and restaurants remain the beating heart of American social life, but the rules of engagement are evolving fast,” Drew forewarned. “Our latest data underlines how a brand’s ability to balance experience, inclusivity and premium value will capture the wallets, and the loyalty, of tomorrow’s drinkers.”
1 Spirits remain the engine of out-of-home drinking
More than half (52%) of US On Premise visitors now choose spirits when they drink out, emphasizing the category’s pivotal role in venue sales.
Cocktails lead the way. One in three consumers orders a mixed serve when out, while core spirit categories including vodka (26%), whiskey (24%) and tequila (22%) also continue to grow in popularity with consumers year-on-year.
2 Diversity and discovery are reshaping the repertoire
Spirits’ expansion is fuelled by a broader, more adventurous audience. Gen Z consumers consume an average of eleven brands and five drink categories on out of home occasions, which is more than any other cohort. Furthermore, over a third say they “frequently” trial new cocktail styles when out in bars and other venues.
Tequila in particular is widening the demographic reach of spirits, over-indexing both with Black/African-American and Hispanic drinkers, and with under 35s.
In contrast, it is evident that Whiskey brands should focus on recruiting LDA consumers.
3 Cocktail culture drives volume – and Instagram-ability
The perennial Margarita tops the popularity charts, with more than half (54%) of all cocktail drinkers ordering it, followed by brunch-friendly Mimosas (30%) and tropical Piña Coladas (29%).
Conversely, Gen Z shows a below average affinity for Margaritas. This signals white space for industry stakeholders to market alternative flavour-forward serves to this visually focused demographic.
4 ‘Less but better’ is the new spending mantra
Two thirds (67%) of spirits drinkers say they’re willing to pay more for higher quality drinks compared to half (52%) of average consumers. even against an uncertain economic backdrop.
In fact, most On Premise consumers would rather buy two premium drinks than four standard ones, reinforcing the premiumization trend that’s helped super-premium and ultra-luxury tiers grow their share of total US spirits value over the last year.
5 High-energy occasions = high expectations
Overall, visitation remains robust, with three quarters (77%) of spirit drinkers eating out at least weekly, while 69% of all consumers have at least one On Premise drinking occasion each week.
Casual dining restaurants capture the greatest penetration. But loyalty is up for grabs in premium bars and “eatertainment” venues, where frequency is lower, yet spend per guest is higher. In these spaces, bartender advocacy is key, as guests who are inclined to trade up are nearly twice as likely to seek staff recommendations before ordering.
So, what is the takeaway for drinks brands, suppliers and operators?
- Lean into cocktail gateways – Use approachable mixed serves to introduce consumers, especially women and younger adults, to traditionally male-skewed categories like whiskey.
- Merchandise premium credibly – Highlight provenance cues and experiential value to justify higher price points without alienating cost-conscious guests.
- Empower the influencer behind the bar – Invest in bartender education and content-ready serves that give staff a story to share.
- Segment by diversity, not averages – Tailor tequila and flavour-forward portfolios to multicultural and Gen Z audiences whose repertoires are expanding fastest.
The spirit’s landscape is being reshaped by a dynamic blend of evolving consumer preferences, cultural diversity, and a growing appetite for premium experiences. As drinkers become more adventurous, discerning, and digitally influenced, success for brands and operators hinges on their ability to adapt quickly and authentically. The future belongs to those who innovate with purpose and a deep understanding of the modern drinker’s journey.
CGA’s On Premise research capabilities deliver expert insights into consumers’ engagement and unique insights into how consumers are interacting with the channel, what drives their decision-making, what they are consuming and where the key growth opportunities lie in the US. Contact the CGA team to discover support for winning brand strategies and opportunities.
