Draft beer has increased its share of sales in US bars and restaurants over the last year, and could soon overtake packaged products by value, according to exclusive new research from CGA by NIQ and Draftline Technologies.
The On Premise Draft Opportunity report builds a detailed picture of beer in the US On Premise, highlighting dynamic opportunities for venues to grow sales further. It reveals draft beer attracted 52.3% of total beer sales (by volume) in the year to early 2025—0.9 percentage points more than in the previous 12 months. If this rate of growth continues it will also earn more money for the average outlet than bottled and canned alternatives by the end of 2026, even though outlets selling draft beer are still outnumbered by those selling packaged beer—a clear demonstration of the power of draft to attract more sales.
The expert report from CGA by NIQ and Draftline Technologies also shows a 1.9% jump in the number of beverage alcohol outlets stocking beer, with particularly sharp growth in the neighborhood bar, sports bar, casual dining and QSR channels.
Draft’s popularity has been partly powered by interest in imported brands. Sales of these by value soared by 13.7% in the last 12 months, while packaged imports slipped 1.0%. It indicates that although packaged options still have a higher share of imports, consumers are turning at pace to draft as they explore beers from outside the US.
The Draft Beer Report is packed with many more insights into the draft beer category in the US, including:
- The average price of draft beer increased by only 1.8% over the 12-month period, consolidating its position as a high-value option for consumers
- Craft remains the most popular choice of draft beer in the US—but its sales dropped 2.4% year-on-year as some consumers turned to domestic super premium (up 7.1%) brands instead
- A preference for taste and freshness are the two most popular reasons why consumers choose draft over packaged alternatives
- Male draft drinkers outnumber females by two to one. However, the consumer base is diversifying fast, with the number of women and 21 to 34 year-olds choosing a draft serve, both increasing by 6 percentage points year-on-year
The On Premise Draft Opportunity report contains much more analysis of draft beer sales and consumer demographics, plus a case study of performance in California, a hotbed for draft and craft beer, and expert tips for businesses to generate more growth.
Matt Crompton, vice president – North America, CGA by NIQ, said: “Draft beer continues to make major gains in its share of the On Premise BevAl market—not just from packaged alternatives, but from other categories. A rise in distribution and a diversification of the people choosing it are both very positive signs for future growth. Venue operators and suppliers have some great opportunities for more growth in the months ahead, but they will need to stay finely attuned to consumers’ latest preferences and maintain top quality in their draft lines to reap the benefits.”
Jennifer Hauke, founder and CEO, Draftline Technologies, said: “We all realize there is no substitute for quality, and that as an industry we strive to dispense the ‘best of the brewer’s art.’ This is what makes draft beer unique as we know that dispensing quality delivers the ultimate sampling tool and the most satisfying on-tap experience. Draft Beer also contributes greatly to the overall health of the beer category by positively influencing Off Premise sales – remaining as one of the few products where loyalty to a brand still matters.
Draftline data reinforces the significance of draft beer as a strategic product. Draft beer drinkers will go to great lengths to get their favorite beer on tap. For the On Premise operator, the influence of ‘what’s on tap’ speaks to the consumers preference for draft beer. For the draft beer loyalist, where to go for their favorite pint is greatly influenced by the types and styles of draft beer featured on tap. When it comes to the strategic value of draft beer, the keg package is eco-friendly, and draft beer within the On Premise is the clear winner in dollar velocity. These benefits only reinforce the significance of draft beer and its long-term influence on brand sales in the On Premise account.”
This press release includes forward-looking statements that reflect NielsenIQ’s (NIQ) current expectations and projections about future market trends and consumer behavior. These statements are based on available information and reasonable assumptions but are subject to risks and uncertainties that could cause actual results to differ. NIQ does not undertake to update these statements, except as required by law.
About CGA by NIQ
CGA by NIQ provides definitive On Premise consumer intelligence that reveals new pathways to growth for the world’s most successful food and drink brands. With more than 30 years of research, data, and analytics, CGA by NIQ provides the Full View(TM).
CGA by NIQ works with food and beverage suppliers, consumer brand owners, wholesalers, government entities, pubs, bars, and restaurants to protect and shape the future of the On Premise experience. Using the most complete and clear understanding of measurement and insights, CGA by NIQ provides guides strategies for On Premise businesses.
For more information, visit NIQ.com or www.cgastrategy.com or http://www.nielseniq.com
About Draftline Technologies
Draftline Technologies is the parent company of Draftline Technician Services and Draftline Data. Draftline’s platform “makes draft better” for modern beverage distributors and third-party service companies through its suite of data-driven, On Premise compliance, market analytics, and sales tools. Draftline is the On Premise draft leader, tracking over 1,000,000 draft lines in 100,000 accounts across 40 States.
For all press enquiries:
email: PR@cgastrategy.com
About NIQ
NielsenIQ (NIQ) is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ combined with GfK in 2023, bringing together the two industry leaders with unparalleled global reach. Today NIQ has operations in more than 95 countries covering 97% of GDP. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.
For more information, please visit www.niq.com