Spirits widen their lead in bars and restaurants across the United States.

A new NIQ analysis of the on-premise alcohol market shows growth in the United States is becoming more uneven across categories, with spirits extending their lead while beer and wine continue to face pressure in bars and restaurants.

According to the report, spirits are posting value growth and gaining share in on-premise accounts, even as broader volume conditions remain difficult. The findings point to a market where consumers are still spending, but they are doing so more selectively, favoring certain categories, styles and formats over others.

Within spirits, NIQ said premiumization remains an important force, though growth is becoming more concentrated. Tequila, vodka and cordials are outperforming the wider market, suggesting that both familiar staples and flavor-driven products are attracting demand. The report also said newer tequila segments and some whiskey subcategories are holding up well, indicating that drinkers are still open to trying new products while staying close to established preferences.

Ready-to-drink cocktails are another area of fast expansion in the on-premise channel, the analysis found. Their momentum adds to evidence that convenience and flavor innovation are playing a larger role in what consumers order when they go out. That shift has become increasingly important for operators and suppliers as they look for products that can move quickly and fit changing drinking occasions.

Beer and wine, by contrast, remain under strain in the same channel. The report did not frame those categories as collapsing, but it described a market in which they are losing ground relative to spirits. That divergence is becoming one of the clearest features of beverage alcohol sales in on-premise venues.

NIQ said its latest review goes beyond headline category results and looks at pricing, distribution, outlet performance and regional trends to identify where value growth is still being sustained. The analysis also examines tequila, whiskey, vodka, rum and RTDs in greater detail to pinpoint which segments are generating the strongest momentum despite softer volume trends across the market.

The picture that emerges is one of a fragmented recovery path for beverage alcohol sold in bars, restaurants and similar venues. Consumers appear willing to pay for products they see as distinctive or dependable, but that willingness is not lifting every part of the market equally. Instead, gains are clustering around specific spirit categories and convenient cocktail formats.

For beverage companies, distributors and hospitality operators, that shift could shape portfolio decisions in the months ahead. A market where tequila and RTD cocktails show traction while beer and wine remain under pressure may push suppliers to adjust product mix, pricing strategy and distribution priorities. It may also influence how bars and restaurants build menus and allocate shelf and back-bar space as they try to capture spending that is still available in a slower volume environment.

The NIQ findings arrive at a time when producers across alcohol categories are looking for clearer signals about where demand is holding up in on-premise settings. In that context, the report suggests that broad exposure to beverage alcohol is no longer enough on its own. Performance is increasingly tied to whether brands are positioned in the parts of the market where consumers continue to trade up, experiment selectively or choose convenience-led formats.