CGA by NIQ recently released its 2025 U.S. Channel Strategy Report (download it here), first featured in Global Drinks Intel Magazine. The study dives deep into 11 on-premise channels, with a spotlight on airport bars and their role in American drinking habits. For breweries, the findings show both challenges and fresh opportunities. This is directly from the CGA web post highlighting the report:
Overall, the Travel On Premise channel offers significant opportunities for drinks businesses, particularly as the outlook remains strong, with more than four in five existing airport bar visitors likely to return in the next 12 months.
Airport bars attract younger, higher-spending consumers
Airport bars look nothing like the average on-premise venue. The Channel Strategy Report finds that visitors skew younger, with ages 21–54 making up the majority. The gender balance also shifts, with men accounting for a larger share of travelers who stop in for drinks. Spending patterns matter too. Consumers in airport bars spend significantly more on alcohol compared to a typical bar or restaurant visit. They also show higher visitation frequency, with many treating airport stops as part of their regular travel routine. That makes the channel a consistent, high-volume opportunity — that happens all day long. From the CGA web post:
When it comes to specific times of day, our research shows that users visit airport bars throughout the day, from early morning breakfasts to late evening departures. It’s therefore essential for businesses to tailor their offerings across all dayparts to maximize reach, although the central part of the day — from mid-afternoon to early evening — tends to attract the highest footfall. Eventually, each airport has its own traffic patterns influenced by flight schedules and destinations. By closely analyzing these patterns, businesses can better predict peak times and understand the type of consumer likely to pass through, and align activation strategies and product offerings to drive engagement throughout the day.
Premiumization and variety shape orders
The study shows that beer, wine, and spirits dominate airport menus, but travelers also explore newer categories like non-alcoholic beers and mocktails. Premium options stand out. Nearly two-thirds of airport bar patrons will pay extra for higher-quality drinks, creating space for craft brewers to showcase limited or elevated offerings. That doesn’t mean value disappears. A strong portion of visitors still look for budget-friendly options, highlighting the need for menus that balance premium and accessible choices.
Timing and occasion drive decisions
As we mentioned, airport bar traffic spreads across the day, from early breakfasts to late-night departures. Mid-afternoon through evening sees the heaviest volume. Leisure travelers and business travelers drive different types of demand, making flexible offerings important. CGA’s research also finds that many airport drinkers arrive already knowing what they want. Yet nearly half remain open to influence once inside, leaving room for menu design, promotions, and staff recommendations to steer choices.
Connecting with hotel and travel insights
This Channel Strategy Report builds on what CGA by NIQ revealed earlier this year in its Hotel Beverage Opportunity Study. Both reports show travel-related venues growing as valuable spaces for beverage sales. Hotel bars saw a jump in visitation last year, and brunch occasions continue to expand as high-spend moments. Taken together, the data suggests that travelers are helping shape the future of on-premise alcohol sales. They spend more, explore more categories, and show a strong appetite for premium beer. For craft brewers, these insights reinforce the value of showing up in travel-focused venues.
Dig deeper into the full report
The 2025 U.S. Channel Strategy Report covers more than just airport bars. It profiles 11 major channels, exploring who visits, how often they go, what they order, and how much they spend. Craft brewers can use these insights to make smarter decisions about placements and promotions. The full report is available from CGA by NIQ for those who want to see the detailed data and apply it to their strategies. Download it right here.
