CGA by NIQ’s new On Premise Draft Opportunity report tracks how draft is performing in bars and restaurants. I highly suggest you download it and read it. It blends outlet counts, sales velocity, and consumer research to map where draft wins and where it lags. The topline: draft gained share of total on-premise beer over the last year and, on current trends, could overtake packaged by value per outlet in the near term. The report also shows distribution gains. More beverage alcohol venues now carry beer, with growth led by neighborhood bars, sports bars, casual dining, and even QSRs (quick service restaurants). Draft is present in most beer-selling venues, but packaged-only outlets still outnumber draft accounts. That gap is an opportunity. This quote comes for CGA by NIQ’s website post:
Jennifer Hauke, Founder and CEO, Draftline Technologies, said: “We all realize there is no substitute for quality, and that as an industry we strive to dispense the ‘best of the brewer’s art.’ This is what makes draft beer unique as we know that dispensing quality delivers the ultimate sampling tool and the most satisfying on-tap experience. Draft Beer also contributes greatly to the overall health of the beer category by positively influencing Off Premise sales – remaining as one of the few products where loyalty to a brand still matters.
Key trend: draft grows share, even in a tight market
Draft captured a larger slice of on-premise beer by volume year over year. The report reveals draft beer attracted 52.3% of total beer sales (by volume) in the year to early 2025 — 0.9 percentage points more than in the previous 12 months. That gain came while many categories faced softer sales. CGA’s outlet and velocity data suggest that when venues run both formats, draft typically delivers stronger dollar velocity than packaged, especially in higher-priced segments. Price growth stayed contained versus wider inflation, helping draft’s value story. The message for operators: draft can pull more revenue per tap bank when it’s ranged and maintained well.
Imports on tap surge; craft still leads taps
Imports on draft posted strong value growth while packaged imports slipped. Draft sales for imports by value soared by 13.7% in the last 12 months, while packaged imports slipped 1.0%. Consumers exploring imported brands are increasingly choosing them on tap. Craft remains the largest draft segment, though it edged down year over year. Craft sales dropped 4% year-on-year as some consumers turned to domestic super premium (up 7.1%) brands instead. The mix shift isn’t a retreat from draft; it’s a reminder to right-size the tap list by segment and style.
Who’s drinking draft is changing
Draft still skews male and older, but the base is diversifying. Women and 21- to 34-year-olds increased their share among draft drinkers. These shifts align with in-venue triggers that matter to younger guests, like clear tap lists and branded touchpoints. The report ranks the most effective in-bar signposts that move trial and purchase.
California case study points to headroom
CGA’s state deep dive highlights California, where draft’s volume share runs well above the national average. Draft’s velocity outpaces comparable packaged segments when both are stocked. The takeaway scales: markets with deep draft culture show what’s possible when assortment, pricing, and line quality align.
How this squares with Beer Institute and NBWA data
Context matters. The Beer Institute’s taxable removals show U.S. beer shipments down year to date in 2025, with only brief monthly upticks. That’s a macro headwind. NBWA’s Beer Purchasers’ Index remains contractionary, with low readings for craft and softer import momentum this summer. Distributors also report relatively higher inventories heading into fall. CGA’s report doesn’t dispute that softness. It explains where growth still exists inside the on-premise: draft’s share is rising even as total beer remains pressured. That split view matches what many brewers feel — tighter wholesale demand overall, but healthy tap performance when the range and quality are right.
What to do with it
- Add taps strategically. Velocity rises as you diversify the draft set across craft, import, and domestic premium.
- Follow the import signal. Imports on tap are climbing. Test one or two that fit your brand and price ladder.
- Keep lines pristine. Consistent clean schedules protect flavor, foam, and repeat sales. Poor line hygiene kills velocity.
- Price for value. Consumers reward a fair pint price more than an absolute low price. Hold the line on perceived value.
- Win younger guests. Use simple, legible tap lists, clear style cues, and in-venue prompts that actually convert.
- Right-size craft. Craft still leads taps. Trim slow movers, rotate with intention, and feature fresh core plus a reason to return.
What we’re not giving away (go download it)
We’ve only scratched the surface. The report includes:
- Exact year-over-year share changes by format and segment
- Dollar velocity comparisons by segment and format when stocked together
- The most effective in-venue touchpoints ranked by conversion potential
- A deeper demographic breakdown and how it’s shifting
- A state lens with California benchmarks and pricing spreads
If you manage draft or sell into it, the full dataset is worth your time.
Why craft breweries should care
Even with national shipments down, draft remains a profit engine for brands and venues. A strong tap presence can offset slower packaged turns and build off-premise pull-through. The CGA numbers show draft earning its keep when the set is curated and the system is maintained. NBWA’s contractionary readings tell you to expect cautious distributor orders. Use CGA’s on-premise specifics to defend tap placements, rationalize SKUs, and prove velocity. Pair that with Beer Institute trends to set realistic production plans.
Bottom line
Draft is gaining share in the place that shapes beer loyalty: the bar. Imports are hot on tap. Craft still leads but needs tighter curation. Younger and more diverse drinkers are showing up. And the gap between well-run draft programs and everyone else is widening. Want the full charts, state cuts, and tap-bank math? Download CGA by NIQ’s On Premise Draft Opportunity report to see where the growth is — and how to capture it.
