On premise is growing. Here’s what craft brewers need to know — and where the biggest opportunities lie.
The latest US On Premise: BevAl State of the Nation report from CGA by NIQ offers a detailed snapshot of America’s bar and restaurant scene in 2025 — and for craft brewers, it’s a must-read. The on premise channel is expanding, evolving, and filled with new signals for brands that know how to listen. According to the report, the U.S. on premise universe grew +1.9% year-on-year. This uptick includes bars, restaurants, and nightclubs, and it opens fresh doors for local and regional craft beer to shine in a competitive market. Let’s break down some of the most important findings for independent breweries. But please, download the report for yourself. From the press release:
Matthew Crompton, CGA by NIQ’s VP On Premise – Americas, said: “The On Premise has a very special place in American life, and it should be at the core of every beverage alcohol strategy. But in a complex, ultra-competitive and fragmented market, where preferences change fast, it’s more important than ever to get a 360-degree view of what consumers want. Our solutions can help piece together that picture and craft the insights that will be needed to craft compelling sales stories, identify opportunities and drive stocking, sales and share in the months ahead.”
Consumers are still going out
According to the report, 77% of Americans ate out in the last month. 50% went out for drinks. Even better? 28% plan to go out more in the month ahead. This means traffic is strong. More consumers are choosing the on premise to spend their time and money—even when economic uncertainty looms. Inflation hit the category, with on premise beverage prices up 2.1% year-over-year. Over half of consumers say they’re worse off financially than four years ago. That said, they’re still willing to pay for quality. 46% say they’ll trade up for a better drink — especially when there’s a strong recommendation or story behind it. For craft breweries, this is a window: Position your beer not just as local, but as an experience worth the splurge.
Promotions, specials and staff influence win the day
According to the report, about 45% of consumers want more deals or specials in bars and restaurants this year. But “value” doesn’t have to mean discounting. Great service, unique offerings, and well-trained staff can boost perceived value. Craft brewers should ensure bartenders and servers understand their products — because 29% of consumers say bartender recommendations sway their choices.
Craft beer dominates chains — especially out West
According to the report, craft beer holds 33% of the beer category share in U.S. chains. That number climbs even higher in Pacific Coast states. Draft beer continues to pull ahead of packaged options, now sitting at a 69% share in chains. For craft brewers with strong draft programs, this is your lane. Lean in. RTDs make up just 1% of total beverage alcohol sales in chains — but with 51% year-over-year growth, they’re gaining traction. Craft breweries already experimenting with canned cocktails or flavored malt beverages should pay attention. States like Ohio, Florida, and California show strong potential for this category.
Download the full report
This article only scratches the surface. The full US On Premise: BevAl State of the Nation report offers detailed breakdowns across beer, spirits, wine, RTDs, and more — with insights on demographics, spending behavior, and evolving motivations. Craft brewers looking to win on premise in 2025 need data-backed strategy. Get the full report here: Download the report from CGA by NIQ
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