Bars and restaurants generate roughly half of total bev-alc dollars in the US and are where trial converts into Off-Premise purchase pull. Forward indicators point to resilient visitation in 2026, even as consumers demand value and quality in the same glass.
Looking ahead in 2026, On-Premise visitation intentions remain positive, with around one in five consumers planning to visit more often than last year. This growth is being driven primarily by younger audiences, with Gen Z and millennials significantly more likely than average to increase their visits, highlighting continued demand for social, out-of-home experiences.
Food-led venues continue to outperform drink-led formats, with strong appeal across food-led venues. These venues align well with consumers’ motivations to socialize and treat themselves. However, drink-led venues maintain higher engagement among younger consumers, creating clear opportunities for brands that tailor experiences and propositions to distinct audience needs.
So, what are the big trends expected in the On-Premise in 2026?
“What we’re seeing going into 2026 is clear momentum in the On-Premise—particularly among younger consumers who are driving visitation, trial and premiumization. Venues that align their offer to food-led occasions, quality experiences and flexible moderation will be best placed to win both today’s visits and tomorrow’s loyalty.”
Matthew Crompton
NIQ’s VP Americas – On-Premise
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