Navigating the U.S. on-premise consumer in 2025: Key insights for craft brewers

CGA’s latest On Premise Impact Report highlights the steady and positive consumer trends in early 2025, with key takeaways for craft brewers looking to stay competitive in the dynamic hospitality industry. While the overall market faces some shifts in consumer behavior, the opportunities for growth remain strong. From the news release:

Drew Hummel, CGA by NIQ Director – On Premise said: “As shifting consumer priorities continue to shape the market drink brands, suppliers, and venues that can deliver quality, value, and health-conscious options will have a competitive edge. There will be exciting opportunities to take advantage of throughout 2025, and smart, data-driven promotional strategies will be key to maximizing growth and share.”

Key findings from the report

1. High visitation rates: Over 75% of consumers surveyed dined out in January, with 50% heading to bars for drinks. This pattern is expected to continue in 2025, showing that on-premise venues remain a strong part of consumer life​.
2. Health-conscious choices: A growing number of consumers are prioritizing healthier options. A third of those surveyed are planning to choose healthier food and drinks, and 25% aim to moderate their alcohol consumption. Craft brewers can tap into this trend by offering lower-ABV or non-alcoholic options​.
3. The rise of premiumization: About 20% of consumers surveyed plan to opt for higher-quality food and beverages. This premiumization trend signals a preference for superior experiences, which bodes well for craft breweries that focus on quality and unique offerings​.
4. Value remains crucial: While consumers are willing to pay for premium experiences, value for money remains an important factor. Nearly 50% of on-premise visitors place a premium on good value, and 30% seek out deals and promotions​.
5. Appeal of food pairings: Complementary food and drink pairings represent a strong opportunity for craft brewers to engage consumers. Offering unique pairings could be a significant draw for customers during their regular weekly visits​.

Consumer satisfaction and expectations

Consumer satisfaction with on-premise experiences remains high. Service quality and cleanliness score impressively, with 90% of consumers surveyed satisfied with their overall experience. However, value for money continues to be an area where improvement is necessary​.

Opportunities for craft brewers

As the report suggests, craft brewers have several ways to adapt to these trends:

• Health-conscious innovations: Non-alcoholic and lower-ABV craft beers can cater to the health-conscious consumer. By expanding offerings in this segment, breweries can attract those moderating alcohol intake.
• Focus on premium offerings: With consumers willing to pay more for quality, craft brewers should continue emphasizing premium, unique brews. Special releases or limited-edition beers can help maintain interest in their taprooms.
• Value-based promotions: While premium experiences are in demand, creating promotions and deals can drive traffic during slower days, such as Sundays or Wednesdays. This strategy could increase consumer footfall without sacrificing the quality of the experience.

CGA’s On Premise Measurement (OPM) data: Key takeaways for craft brewers

The latest On Premise Measurement (OPM) data from CGA by NIQ provides additional insights into consumer behavior, which are crucial for craft brewers looking to enhance their on-premise strategy.

1. Beer remains dominant: Beer still holds the largest share of on-premise sales, accounting for 40.5% of all beverage alcohol sales in the U.S. However, there are signs of shifting consumer preferences​.
2. Rise of ready-to-drink beverages: While beer dominates, ready-to-drink (RTD) beverages are gaining ground, particularly in high-energy venues like bars and nightclubs. RTDs grew their market share by 0.4 percentage points year-over-year. This growing segment indicates an opportunity for craft brewers to innovate with canned cocktails or beer-based RTDs​.
3. Explosive growth of non-alcoholic beer: Non-alcoholic beer has seen a remarkable 33.7% growth on-premise year-over-year, outpacing traditional beer sales. As consumers become more health-conscious, this is an important area for craft brewers to explore. The popularity of non-alcoholic IPAs and stouts has surged, with sales up by over 170% for IPAs and 130% for stouts​.
4. Innovation in craft beer: Craft brewers are responding to these shifting trends by focusing not just on new beer styles but also on enhancing the customer experience. Many breweries are diversifying their offerings with family-friendly environments, cocktail menus and unique taproom experiences to attract a broader audience​.

Craft brewers: Embrace the changing market

The On Premise Impact Report and OPM data paint a clear picture: Beer continues to dominate the on-premise market, but the rise of RTDs and non-alcoholic beers signals important shifts in consumer behavior. For craft brewers, this means innovation is key. By diversifying product offerings, focusing on premium experiences and embracing health-conscious trends, breweries can tap into the growth opportunities emerging in the on-premise market.

As consumer preferences evolve, the most successful craft breweries will be those that can adapt to changing expectations while maintaining their commitment to quality and unique experiences. Whether it’s expanding taproom experiences or offering new beer styles, the future of craft beer is about more than just the product — it’s about the complete on-premise experience. By staying in tune with these trends and consumer behaviors, craft brewers can navigate the evolving market in 2025 and beyond, positioning themselves for continued growth in an ever-competitive industry.