Key Insights on Navigating the U.S. On-Premise Consumer in 2025

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Key Insights on Navigating the U.S. On-Premise Consumer in 2025

03/27/2025

Key Insights On Navigating The U.s. On Premise Consumer In 2025

CGA by NIQ, a research and data consultancy specializing in on-premise consumer insights, provides essential trends to help food, drink, and hospitality brands stay ahead of shifting market dynamics. Their latest On Premise Impact Report reveals positive trends in early 2025, offering key takeaways for craft brewers looking to thrive in the competitive hospitality landscape.

Key Insights:

High Visitation Rates: More than 75% of consumers dined out in January, with 50% visiting bars for drinks. This strong pattern of on-premise visits is expected to continue through 2025, showcasing that on-premise venues remain a critical part of consumer behavior.
Health-Conscious Consumer Choices: A growing number of consumers are prioritizing healthier food and beverage options. About one-third of respondents are choosing healthier food and drinks, and 25% are moderating their alcohol consumption. Craft brewers can capitalize on this trend by offering lower-ABV and non-alcoholic beers, catering to those seeking more health-conscious options.
Premiumization Trend: Roughly 20% of consumers plan to opt for higher-quality food and beverages in 2025. This preference for premium experiences presents an opportunity for craft breweries that focus on quality and offer unique, high-end brews to attract discerning consumers.
Value for Money Remains Important: While consumers are willing to pay more for premium offerings, value remains a crucial factor in their decision-making. Nearly 50% of on-premise visitors place a premium on getting good value for their money, and 30% actively seek out deals and promotions. Craft brewers should find ways to balance quality with value, ensuring they can cater to consumers looking for both premium experiences and good value.
Appeal of Food and Drink Pairings: Food pairings are becoming increasingly popular, representing a significant opportunity for craft brewers. Offering unique and thoughtful drink and food pairings can help attract customers, especially those visiting on a regular basis.

Consumer Satisfaction and Expectations:

Consumer satisfaction with on-premise experiences remains high, particularly regarding service quality and cleanliness, with 90% of respondents reporting positive experiences. However, value for money is an area that could see further improvement, signaling an opportunity for craft brewers to refine their pricing and promotional strategies.

Opportunities for Craft Brewers:

The On Premise Impact Report offers several actionable opportunities for craft brewers to adapt to emerging trends:

Health-Conscious Innovations: Offering non-alcoholic and lower-ABV craft beers can help meet the demand of health-conscious consumers. Expanding offerings in this segment could attract those moderating alcohol consumption while maintaining engagement with the core craft beer audience.
Focus on Premium Offerings: As consumers become more willing to pay for higher-quality experiences, craft brewers should continue to emphasize unique, high-end brews. Special releases, limited-edition beers, and exclusive taproom experiences can help maintain excitement and loyalty among craft beer enthusiasts.
Value-Based Promotions: While premium offerings are in demand, value remains a key driver of consumer choice. Craft brewers should consider creating targeted promotions or deals to drive traffic during off-peak days, such as Sundays or Wednesdays, to boost foot traffic without compromising the quality of the consumer experience.

CGA’s On Premise Measurement (OPM) Data:

The latest OPM data provides additional insights into consumer preferences, which are crucial for craft brewers to navigate the evolving on-premise market:

Beer Dominance: Beer continues to lead the on-premise beverage alcohol category, accounting for 40.5% of all sales. However, there are emerging signs of shifting consumer preferences, indicating the need for craft brewers to stay agile and responsive to changes in demand.
Rise of Ready-to-Drink Beverages (RTDs): While beer dominates, RTDs are making notable gains, particularly in high-energy venues such as bars and nightclubs. RTDs grew their market share by 0.4 percentage points year-over-year. This growing segment presents an opportunity for craft brewers to innovate with beer-based RTDs or canned cocktails to expand their reach and meet changing consumer preferences.
Explosive Growth of Non-Alcoholic Beer: Non-alcoholic beer has experienced a remarkable 33.7% growth on-premise year-over-year, outpacing traditional beer sales. This growth, especially in non-alcoholic IPAs and stouts (which saw increases of over 170% and 130%, respectively), presents a strong opportunity for craft brewers to expand into this category and cater to health-conscious drinkers.
Innovation in Craft Beer Experiences: Craft brewers are not just focusing on new beer styles, but are also enhancing the overall customer experience. Many are diversifying their taproom offerings, creating family-friendly environments, introducing cocktail menus, and curating unique, interactive experiences to attract a broader and more diverse audience.

Conclusion:

As the U.S. on-premise market evolves in 2025, craft brewers have significant opportunities to grow by staying ahead of key consumer trends. By focusing on health-conscious innovations, premium offerings, value-based promotions, and diversifying their experiences, craft breweries can continue to thrive in a competitive and shifting marketplace.