CGA’s On Premise Measurement (OPM) solution reveals beer attracted 39.5% of all BevAl sales by value in the 12 months to mid-June—a year-on-year fall of 0.3 percentage points. Share has leaked to both spirits and ready to drink (RTD) segments, which gained 0.1 and 0.4 percentage points over the year, thanks largely to increased distribution.
Beer category winners in the last 12 months have included imported and domestic super-premium brands, which added 1.3 and 0.6 percentage points of share respectively. These gains have come at the expense of the craft and domestic premium segments, which have lost 1.4 and 0.4 percentage points.
To help combat share losses, CGA’s research flags the states with the highest potential to increase distribution for each segment of the beer category. For the craft category, it identifies particular scope in California—the state that generates the largest sales for craft but that has an average share of distribution points. Other insights include:
- There is distribution headroom for domestic premium beer brands in Pennsylvania, where distribution doesn’t yet reflect the segment’s contribution to sales
- New York and California are both lower-distributed for imported beer, despite being the top two US states for sales by value per outlet
- Nevada and Arizona under-index for distribution of domestic super-premium
OPM delivers much more in-depth analysis of opportunities for beer suppliers from state-to-state and segment-to-segment, including under-realised potential for hard seltzer brands in New York and Pennsylvania. The exclusive service helps On Premise businesses localize and optimize promotional and assortment campaigns across the US and respond nimbly to the latest trends in beer consumption.
Matthew Crompton, CGA by NIQ’s VP – North America, said: “Beer’s share of BevAl sales has come under pressure lately, and higher distribution provides one of the surest routes to offset RoS losses. But increasing brand presence is easier said than done, and sharply focused, hyper-local strategies are essential. By spotlighting states that are under-served in each category, our analysis is the ideal launchpad for growth in high-value, high-potential markets from coast to coast.”
Source: CGA by NIQ On Premise Measurement, Rolling 52 W/E 06/14/2025 vs YA.
OPM is the only fully projected and extensively validated measure of beverage alcohol performance in the US On Premise. OPM has been enhanced to include performance tracking in 15 individual US states, a total of 19 DMAs, measurement across four sub-channels (Casual Dining, Fine Dining, Bars, and Nightclubs), and tracking of brands on an ongoing basis.
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 the experts here or visit https://cgastrategy.com/unlock-the-potential-of-opm.
