The NFL season is back, and with it comes some of the busiest days of the year for bars and restaurants. BeerBoard just released its 2025 NFL opening weekend trends report, comparing September 4–7, 2025, with the 2024 kickoff weekend when it comes to on-premise beer data. That data shows shifts across draft, packaged beer, ready-to-drink cocktails, hard seltzers, and non-alcoholic options.
Draft beer sees opening night lift, weekend decline
Fans packed bars for the Thursday night clash between the Eagles and Cowboys. Draft sales rose 2% on opening night. But momentum didn’t carry through the weekend, with draft sales falling 7.3% compared to last year. That reversal comes after 2024’s strong 8% growth.
Packaged beer posts bigger losses
Packaged beer dropped 10.7% on opening night and 8.3% for the full weekend. Light lagers and imports still held most share, but declines hit both beer and seltzers. Meanwhile, ready-to-drink cocktails and non-alcoholic options posted major growth. RTDs rose 37.6% and NA products jumped 39.7%.
What people were drinking on draft
Light lagers remain the go-to. The top five national draft sellers:
- Michelob Ultra
- Miller Lite
- Coors Light
- Modelo Especial
- Bud Light
Dallas drinkers favored Michelob Ultra. Philadelphia fans leaned on Miller Lite.
Packaged beer leaders
The packaged rankings looked similar, led by light lagers and imports:
- Michelob Ultra
- Corona Extra
- Miller Lite
- Modelo Especial
- Coors Light
Modelo Especial topped the list in Dallas. In Philadelphia, a local RTD—Surfside Iced Tea and Lemonade + Vodka—stood out.
RTD cocktails keep climbing
Vodka-based RTDs continue their surge. High Noon Sun Sips Pineapple led the category, followed by Surfside Iced Tea and Vodka, Sun Cruiser Iced Tea & Vodka, Nutrl Vodka Seltzer Watermelon, and High Noon Peach.
Seltzers and non-alcoholic options
White Claw’s Black Cherry held the seltzer crown, joined by Twisted Tea and Truly. Non-alcoholic beer made its presence felt. Heineken 0.0 led, followed by Dos Equis Lime & Salt Zero and Athletic Brewing favorites.
What this means for craft breweries
Craft breweries can learn from these shifts:
- Lean into Sunday rituals. Offer game-day specials and highlight your lightest, most sessionable beers.
- Add NA options. Stock non-alcoholic craft beer or partner with NA brands. Fans increasingly expect them.
- Experiment with RTD-style flavors. Consider beer cocktails or fruited lagers that echo iced tea or vodka mixes.
- Promote draft over package. Draft still drives on-premise engagement. Give fans a reason to choose your tap handle.
- Bundle food and beer. Pizza, wings, or nachos paired with pints can keep customers longer.
Sunday football remains a huge on-premise opportunity. The BeerBoard report shows big brands dominate, but independent breweries can stand out by offering variety, flavor, and a local connection.
