CGA’s On Premise Measurement (OPM) service shows there are encouraging movements in the ever-evolving world of the On Premise. Despite pressure on consumers’ disposable incomes, the value of beer sales has increased by 0.5% in the last 12 months—the result of people buying fewer drinks but spending more when they do so. However, volumes have been steadily moving closer to growth in recent months too—and if the upward trend continues at the current rate, we can hope to see beer volumes back in positive territory in the second half of 2025.
Optimism is raised further by signs of growing spending confidence among consumers. CGA’s recent research has shown that people remain as eager as ever to visit the On Premise in 2025, and some are starting to go out a little more often. In the US, half (50%) of consumers said they been out for a drink in the last month—3 percentage points more than in the previous survey. In Britain, consumers’ average monthly spend has rebounded strongly, and in March it was £16 higher than in January.
The proportion of British consumers eating out in the last month rose by 2 percentage points between March and April, and restaurants and other dining outlets have been outperforming other venues for drinks sales growth in recent months. With beer moving to value growth in the dining channel, it’s clear that food-led occasions are presenting some of the best opportunities for suppliers in 2025.
Category analysis shows tequila and beer in growth
Spirits sales have fallen by 2.5% over the last 12 months, but some categories have performed better than others. Tequila stands out as the only category recording value growth in the last 12 months, with sales up 1.4%, having gained share from other spirits in both dining and drinking outlets. Tequila has been notably strong in the US (up 0.7%), Canada (up 8.8%) and Britain (up 3.6%), but weaker in European countries including Germany (down 0.8%).
Vodka has been another relatively resilient segment—especially in Ireland and Canada—and remains the largest sub-category in spirits, though tequila is catching up fast.
Over in the beer category, value growth has been particularly encouraging in countries including Germany (up 2.6%), Australia (up 2.4%) and Ireland (up 9.3%), but negative in the US (down 1.5%) and France (down 1.4%). By sub-segment category, beer has been in modest growth while cider has been down.
Globally, polarisation in spending has led to a stronger performance for more premium beer brands, while the no and low alcohol category continues to grow as some consumers moderate their intake.
The consumer outlook
Consumers’ spending remains under pressure in many territories, and global economic concerns may continue to impact their confidence. However, there are some positive indicators for the rest of 2025. Globally, CGA’s Consumer Pulse data shows four in five (80%) people had visited the On Premise to eat in the last month, while nearly half (46%) had been out to drink.
It’s abundantly apparent that consumers have a deep attachment to bars and restaurants and view them as places where special occasions are celebrated, and memories are made. In Australia, half (51%) of consumers have enjoyed a special occasion in the On Premise in the last three months. In the US, two thirds (67%) agree it plays an important role in how they celebrate special moments, and 71% think it offers an atmosphere that they can’t replicate at home.
This brings some good opportunities for premium brands, as consumers are more likely to spend extra on their drinks during special and celebratory occasions. With so many consumers still under financial pressure, this is where many premium brands are likely to perform best over the rest of 2025.
Consumer Pulse surveys reveal which countries are most upbeat about prospects. In both France and Italy, 21% of consumers said they planned to visit bars, restaurants and similar venues more often in the next month—substantially more than the 12% and 8% who intended to go out less in these two countries.
Learn more in the Global OPM Market Share Report
This positive sentiment indicates that while trading conditions remain challenging in many countries, categories and channels, there are also substantial areas of opportunity to increase sales and share in 2025. The Global OPM Market Share Report is an essential tool for maximising this potential, aggregating numbers at category, channel and manufacturer level to create a best-ever picture of what the world’s consumers are consuming in the On Premise.
More granular analysis of territories is available via OPM, providing businesses with the deeper intelligence that is needed to capitalise on country-by-country trends and localize promotional strategies. The report will be regularly updated to reflect the latest market movements and is supplemented with CGA’s extensive consumer research and expertise to uncover On Premise guests’ latest habits and preferences.
CGA’s OPM solution delivers in-depth intelligence on the spirits and beer categories across the global On Premise, with expert analysis by channel, sub-category, region, and much more. To discover more about the service and opportunities for bespoke analysis across international markets, contact the CGA by NIQ experts.
