The OPM solution, which provides suppliers and venue operators with expert insights into the out-of-home drinks market across the US, shows spirits volumes have now reached 93% of the pre-COVID levels of 2019-20. Average menu price rises of 25% have ensured the category has grown significantly in value terms.
However, some other categories remain short of the markers of five years ago. Average On Premise beer volumes now stand at 83% of those levels, while wine is running at 66%, having struggled to retain some consumers since the end of COVID restrictions.
OPM research indicates that beer share gain is currently being driven by import and domestic premium brands—the first and third highest-priced beer segments. Domestic super-premium brands have added around 1 percentage point of total beer share year-on-year in some states. Imports have gained a similar share in key States.
Spirit sales have been powered by Tequila, which has added share in most key States and is the number one category by volume in the last 12 months. Sparkling wine has been another big mover in bars and restaurants—especially in western States, where it added at least 1 percentage point of total wine sales by value.
CGA by NIQ’s latest data also shows that the Ready to Drink (RTD) product category has been the fastest growing of any segment in the On Premise, adding 0.4 percentage points of share by sales value in the 12 months to end-March. Gains came at the expense of the spirits and wine categories, which lost 0.3 and 0.2 percentage points of share. Growth has been influenced by consumers’ desire for convenience and portability—especially in channels like nightclubs and bars, where RTDs’ share has jumped by 0.7 and 0.5 percentage points.
Matthew Crompton, CGA by NIQ’s Vice President, Americas – On Premise, said: “This fascinating snapshot of On Premise trends shows that while total Bev Al volumes are still some way off pre-COVID levels, trends in high-priced segments give grounds for optimism for the rest of 2025 and beyond. Interest in premium and imported beer brands and tequila-based drinks suggests many guests are chasing new and different options, while interest in sparkling wine is a welcome sign of an uplift in celebratory occasions. More change is certain, and amid so much economic uncertainty, all suppliers and operators need to stay hyper-alert to the very latest trends in order to seize opportunities to gain sales and share.”
CGA by NIQ’s OPM solution delivers in-depth intelligence on Bev Al sales in US On Premise, with expert analysis by category, channel state and much more. To discover more about the service and opportunities for bespoke analysis, contact Matthew Crompton at https://cgastrategy.com/unlock-the-potential-of-opm.
