CGA’s OPM service, which tracks the latest trends in US bars and restaurants shows Whiskey’s continued dominance as the largest spirit category by value and volume share in the last 12 months. Within subcategories, American Whiskey has the highest volume share of Whiskey, achieving +1.1pp growth vs YA, with Irish Whiskey also seeing +0.5pp growth. Canadian Whiskey, despite holding 21.4% of the market, saw a decline of -1.1pp vs YA.
Straight-Bourbon stood out as the top performer, with highest share amongst American Whiskey sub-categories, helped by +1.2pp distribution gains vs YA. Tennessee Whiskey also saw growth within the sub-categories, with the second-highest volume share and +0.2pp distribution growth. On the other hand, Blended Whisky saw a -1.0pp drop in performance, whilst Rye remained steady.
Regional analysis from CGA’s OPM indicates Straight-Bourbon gaining share in almost all key US states, with Pennsylvania and Louisiana among those recording the sharpest rises in share of the market.
Matthew Crompton, CGA by NIQ’s Vice-President On Premise-Americas, said: “Whiskey’s rise as the leading spirit category in the US reflects the evolving tastes of consumers, with American and Irish varieties capturing more market share. The surge in Straight-Bourbon, fueled by strategic distribution gains, is a testament to its growing appeal across diverse regions. As we look ahead, it’s clear that Straight-Bourbon is not just holding its ground but is set to further penetrate the On Premise sector. This growth underscores the dynamic opportunities within the American Whiskey category, especially for those brands that can capitalize on shifting consumer preferences.”
To discover more about CGA by NIQ’s On Premise Measurement solution, along with expert support for understanding trends at category, segment and brand level within the US On Premise, contact Matthew Crompton at matthew.crompton@nielseniq.com or visit https://cgastrategy.com/unlock-the-potential-of-opm.
