NIQ Senior Client Director Drew Hummel shared data-rich insights “On-Premise Spirit Trends, Premiumization & Brand Strategy,”- at Bar Convent Brooklyn (BCB), as part of the show’s “Decoding Drinkers: Leveraging Consumer Insights to Drive Growth” session.
His presentation set out five US consumer behaviors shaping the performance of alcoholic beverages in the US On-Premise, and the insights drinks brands, suppliers and operators need to leverage to stay ahead.
“Bars and restaurants remain the beating heart of American social life, but the rules of engagement are evolving fast,” Drew forewarned. “Our latest data underlines how a brand’s ability to balance experience, inclusivity and premium value will capture the wallets, and the loyalty, of tomorrow’s drinkers.”
1. Spirits remain the engine of out of home drinking
More than half (52%) of US On Premise visitors now choose spirits when they drink out, emphasizing the category’s pivotal role in venue sales.
Cocktails lead the way. One in three consumers orders a mixed serve when out, while core spirit categories vodka (26%), whiskey (24%) and tequila (22%) also continue to grow year-on-year.
2. Diversity and discovery are reshaping the repertoire
Spirits’ expansion is fueled by a broader, more adventurous audience. Gen Z consumers sample an average of eleven brands and five drink categories on out of home occasions, which is more than any other cohort. Furthermore, over a third say they “frequently” trial new cocktail styles when out in bars and other venues.
Tequila in particular is widening the demographic reach of spirits, over-indexing both with Black/African-American and Hispanic drinkers, and with under 35s.
3. Cocktail culture drives volume – and Instagram-ability
The perennial Margarita tops the popularity charts, with more than half (54%) of all cocktail drinkers ordering it, followed by brunch-friendly Mimosas (30%) and tropical Piña Coladas (29%).
Conversely, Gen Z shows a below average affinity for Margaritas. This signals white space for industry stakeholders to market alternative flavour-forward serves to this visually focused demographic.
4. ‘Less but better’ is the new spending mantra
Two thirds (67%) of spirits drinkers say they’re willing to pay more for higher quality drinks compared to half (52%) of average consumers. even against an uncertain economic backdrop.
In fact, most On-Premise consumers would rather buy two premium drinks than four standard ones, reinforcing the premiumization trend that’s helped super-premium and ultra-luxury tiers grow their share of total US spirits value over the last year.
5. High-energy occasions = high expectations
Overall, visitation remains robust, with three quarters (77%) of spirit drinkers eating out at least weekly, while 69% of all consumers have at least one On-Premise drinking occasion each week.
Casual dining restaurants capture the greatest penetration. But loyalty is up for grabs in premium bars and “eatertainment” venues, where frequency is lower, yet spend per guest is higher. In these spaces, bartender advocacy is key, as guests who are inclined to trade up are nearly twice as likely to seek staff recommendations before ordering.
So, what does this all signpost for drinks brands, suppliers and operators?
• Lean into cocktail gateways – Use approachable mixed serves to introduce consumers, especially women and younger adults, to traditionally male-skewed categories like whiskey.
• Merchandise premium credibly – Highlight provenance cues and experiential value to justify higher price points without alienating cost-conscious guests.
• Empower the influencer behind the bar – Invest in bartender education and content-ready serves that give staff a story to share.
• Segment by diversity, not averages – Tailor tequila and flavour-forward portfolios to multicultural and Gen Z audiences whose repertoires are expanding fastest.
NIQ’s Consumer Research and Measurement solutions delivers in-depth intelligence on the spirits and beer categories across the global On-Premise, with expert analysis by channel, sub-category, region, and much more.
Unlock essential On-Premise insights
Contact us to unlock On-Premise beverage insights. Understand the latest trends, views, and opportunities to win across this crucial channel.
