As travel continues to trend with Americans, consumers are seeking premium experiences on the road. An interesting result is that hotel bars and drinking spaces are becoming powerful new frontiers for all types of alcohol sales. CGA by NIQ’s 2025 Hotel Beverage Opportunity Study, launching this May, reveals why craft brewers should keep an eye on this fast-rising on-premise channel.
Hotel bars are booming
According to the study, U.S. visitation to hotel bars jumped 3 percentage points over last year and 5 points over two years. More than a quarter of consumers said they visited hotel bars more in 2024 than in 2023. These aren’t low-dollar visits, either. Hotel bar patrons spend about $100 more per month than the average on-premise drinker. Two-thirds are willing to pay more for better drinks — according to the study — a clear opportunity for craft brewers to deliver premium options. From CGA by NIQ’s website:
Andrew Hummel, Client Solutions Director –Americas said: “We’re seeing hotel bars evolve from passive, functional spaces into dynamic drivers of brand engagement and consumer discovery. These venues are impacted by travel, treat behavior, and premiumization — three forces shaping the future of the US On Premise. This makes them a strategic foothold for suppliers and emphasizes the importance of understanding the nuances of the channel.”
Consumers at hotel bars don’t just want “a beer.” They explore. On average, they try three more drink categories and five more brands than typical U.S. drinkers, according to the report. That signals a curious, open-minded audience — ready for discovery, variety, and style. This trend only strengthens with younger drinkers. Hotel bar drinkers want flavor, format, and fun. Brewers who show up in these spaces can build loyalty with adventurous, experience-driven consumers.
Hotel venues are multiplying
It’s not just drinkers driving growth. Hotels are opening fast — up 5.5% year-over-year as of January 2025 — says the report. At the same time, nearly two-thirds of hotel guests say they’re more likely to splurge on luxury or “treat” drinks during a stay. The message is clear: Hotel bars are growing in both size and significance. And for brewers? That means new sales channels, smarter collaborations, and more premium placements.
Brunch is booming too
Beyond hotel lobbies, another daypart is gaining ground: brunch. According to CGA by NIQ, brunch is now the top dining occasion for both Gen Z (39% of 21-24-year-olds) and parents (47%). It’s also the highest-spend period for cocktails — but beer has a solid seat at the table. Consumers consider alcohol content and calories during brunch, which aligns with sessionable, fruit-forward, or non-alcoholic beer styles. For taprooms, brunch offers a chance to diversify and draw new traffic. Think breakfast pairings, family-friendly events, and expanded hours to turn late mornings into steady revenue.
The wider craft beer outlook
Want more context? Start with our recent deep dive: “The year in craft beer: growth slows, strategy shifts but success still brews.”
- Production dropped 4% in 2024 — the sharpest decline since 2020.
- The total number of operating craft breweries fell for the first time in nearly 20 years.
- Yet revenue grew 3% to $28.9 billion, driven by taproom sales and pricing power.
- Jobs in craft beer climbed 3%, thanks to hospitality-focused models like brewpubs and taprooms.
Need more data? Check out the 2024 Top 50 Craft Breweries list, where eight newcomers cracked the rankings. Fat Head’s made the list for the first time. Athletic Brewing hit No. 8 — a new high for non-alcoholic beer.
What’s next for brewers?
CGA by NIQ’s Hotel Beverage Study and brunch data show that opportunities are still out there — especially for brands that stay nimble and focused on experience. Brunch and hotel bars are no longer niche. They’re mainstream, money-making moments. Tap them.
Key takeaways for breweries:
- Hotel bars are high-value touchpoints. Premium products perform well.
- Younger drinkers are eager to explore. Travel inspires trial.
- Brunch is now prime time. Align offerings to sessionable styles and lower ABV.
- Draft remains essential. Keep it clean and creative.
- NA and RTD growth is real. Find ways to participate.
The craft beer market may be evolving, but it’s far from finished. Smart brewers will read the data — and pour accordingly.
Leave a Reply
You must be logged in to post a comment.