Spirits Capture 46.9% of U.S. Bar and Restaurant Alcohol Sales as Beer Declines

Spirits have increased their share of beverage alcohol sales in U.S. bars and restaurants, according to new data from CGA by NIQ’s On Premise Measurement (OPM) service. In the year leading up to early September, spirits sales by value rose 0.8%, helping the category gain 0.6 percentage points in its share of On Premise beverage alcohol spending. Spirits now account for 46.9% of total spending in this sector.

This growth comes after a period of trading challenges for the industry, with many operators facing pressure from changing consumer habits and economic uncertainty. The increase in spirits’ share has come partly at the expense of beer and wine. Beer sales by value dropped 3.1% year-on-year, while wine sales dipped 0.5%. The rise in spirits sales is attributed more to higher prices in bars and restaurants than to increased consumption volumes.

The data shows that tequila remains the most popular spirit in casual dining venues, holding a 13.6% share of total beverage alcohol sales. This puts it ahead of vodka at 9.9% and whiskey at 9.3%. In bars, spirits gained 0.3 percentage points of share, though beer continues to dominate this channel.

Ready-to-drink (RTD) products are also gaining momentum in the U.S. On Premise market, even though they still represent a small portion of overall sales with a 1.4% share. Sales by value for RTDs jumped 40.3% year-on-year, with particularly strong growth seen in nightclubs, where RTDs gained 0.7 percentage points of share over the past year.

Matthew Crompton, Vice President for Americas, On Premise at CGA by NIQ, said that while spending pressures and moderation trends have created a challenging environment for spirits, the latest figures point to a positive direction as the holiday season approaches. He noted tequila’s continued growth as a highlight and suggested that there are opportunities for further gains if suppliers can offer the right mix of value and quality during the festive period.

Crompton also pointed out the growing appeal of RTDs among consumers seeking convenience and consistency, predicting that these products will be an important area for growth in 2026. He emphasized that adapting to rapidly changing consumer preferences will be crucial for success in this dynamic category.

CGA by NIQ’s OPM service provides detailed analysis of beverage alcohol sales across different channels and categories in the U.S., offering insights into trends affecting beer, wine, spirits, and RTDs as operators prepare for the busy holiday trading season.