CGA by NIQ has released new insights from its 2025 Channel Strategy Study, offering beverage suppliers and brand owners a sharper view into how Americans drink, dine and discover brands across the on premise. The research provides a deeper, more granular look at 11 critical channels — from casual dining to airport bars — and outlines where consumer demand continues to grow. The topline takeaway: The on premise still anchors beverage alcohol in the United States. CGA by NIQ reports that bars, restaurants and other licensed venues generate 49% of all beverage alcohol dollars — an estimated $108 billion a year. That means nearly half of America’s alcohol spend happens in places where consumers gather, celebrate and unwind. For craft brewers looking to place beer in the right accounts, channel strategy matters more than ever. From the CGA by NIQ’s post promoting the study:
Matthew Crompton, VP On-Premise, Americas at CGA by NIQ, said: “The On-Premise provides unrivalled opportunities for suppliers to engage US consumers. It’s where people go to socialize, celebrate, indulge, recharge and make memories, and where brands can make emotional and lasting connections. But this is an ultra-diverse landscape with an incredible variety of venues, and one-size-fits-all strategies simply don’t work. To win in the On-Premise, brands need to know how behaviors vary, and craft precisely targeted strategies that reach the right consumers with the right products in the right places. With indications that consumer spending could improve in 2026 and beyond, now is the time to invest in a deep understanding of channels that leaves teams in the best shape possible to capitalize on opportunities.”
On premise remains a priority for American consumers
CGA by NIQ notes strong traffic momentum heading into 2025. Seventy-seven percent of consumers went out to eat in the last month. Nearly half enjoyed a drink away from home. Among those who ventured out, 67% did so at least weekly. Consumers also expect to keep going out. Thirty-five percent plan to visit more often in the next three months. Only 15% expect to cut back. Looking ahead into 2026, 27% plan to increase their on-premise visits. Americans also place deep emotional value on their nights out. CGA by NIQ reports that 71% of consumers would feel lost or disappointed if they could no longer go out to eat and drink. These outings offer connection, relaxation and celebration — powerful drivers for beverage trial.
And for breweries, the impact extends into retail. Sixty-one percent of consumers have purchased a brand in stores after trying it in the on premise. That reinforces what craft brewers already know: placement in the right venues builds off-premise pull.
Why channel nuance matters more in 2025
Competition has intensified. CGA by NIQ shows value velocity in the average outlet has slipped year over year. Check values are slightly down as well. Consumers feel pressure, so brands fight harder for each serve. Yet the universe of places to drink is growing. The United States now has 303,810 traditional licensed on-premise locations — a 0.5% gain year over year and above pre-pandemic levels. More doors mean more options, and more complexity. This is where channel-specific strategy becomes essential. Not every venue behaves the same. Not every account delivers the same drink mix, visit mission or brand-switching moment. The new Channel Strategy Study helps suppliers decode these patterns — without assuming that trends move uniformly across segments.
Where consumers go — and why it matters for beer
CGA by NIQ highlights several shifts across the on-premise landscape:
Casual dining continues its climb
Casual dining remains the most visited channel, and its footprint has grown 2.3% in two years. Eighty-three percent of on-premise users typically go there. Seventy-one percent visit weekly. Consumers seek ease, comfort and connection in these spaces. That makes casual dining a steady volume driver for core craft styles and familiar favorites.
Neighborhood bars rebound
Neighborhood bars grew 3.7% in site count — a notable comeback after years of closures. More than half of consumers visit them, and two-thirds of those visitors stop in weekly. These bars remain crucial for trial, loyalty and brand storytelling, especially for local craft breweries.
High-energy and premium bars shift
Footprints for high-energy nightlife and premium bars have contracted compared to two years ago. They still excel for pure drinking occasions but require targeted activation. Beer competes with cocktails, seltzers and premium spirits in these spaces, so understanding their dynamics becomes essential.
Fine dining evolves
Fine dining locations declined 9.8% in two years, and value velocity dropped 22%. Yet the average check jumped 18%. Consumers visit less often but spend more when they do. This affluent demographic offers high-margin potential for premium beer, limited seasonal releases and food-pairing-focused brands.
Niche channels gain importance
The study expands its view on stadiums, casinos, airport bars and outdoor events. These channels deliver unique behavior patterns. They also represent high-impact moments for visibility, trial and category expansion — especially during peak sports, travel and festival seasons.
Download the full 2025 Channel Strategy Study
This article only scratches the surface of CGA by NIQ’s 2025 Channel Strategy Study. To access the complete report — along with channel deep-dives and additional datasets — click right here. Craft brewers compete in a crowded on-premise landscape. The breweries that understand where consumers go, why they go, and what they drink there will stay ahead. CGA by NIQ’s study shows you where to play — and how to win.
