US on-trade spirits sales grow ahead of festive season
Spirits sales now make up 46.9% of total alcohol spend in US bars and restaurants, CGA by NIQ has revealed.
According to data from CGA by NIQ’s On Premise Measurement (OPM) tool – for the 12 months to 6 September 2025 – spirits sales by value grew by 0.8% in US bars and restaurants. The category also added 0.6% to its share of the US on-trade’s beverage alcohol sales.
Spirits’ performance has come at the expense of rival categories, CGA noted, as wine sales by value dropped by 3.1% year on year and beer by 0.5%.
CGA said the figures reflect higher prices in bars and restaurants rather than volumes.
Tequila’s popularity in casual dining, which made up 13.6% of alcohol sales in the segment, led spirits growth. Behind it was vodka (9.9%), followed by whiskey (9.3%).
Though beer still ‘dominates’ bar sales, spirits gained 0.3% of share in this space.
Matthew Crompton, CGA by NIQ’s vice-president of the Americas for the on-premise, said: “Pressure on spending and moderation have created a challenging environment for spirits in recent times, but these latest figures indicate a positive direction of travel in 2025.
“Tequila’s sustained growth is a standout, but there should be opportunities for more share gains across the bar if suppliers can deliver the right blend of value and quality over the festive season.”
RTDs set for big 2026
CGA also singled out the emergence of ready-to-drink (RTD) products in the US on-trade, as drinkers seek convenience and bartenders speed of delivery.
The category is showing growing popularity in bars and restaurants, soaring in value by 40.3% year on year. However, they remain a small part of trading, representing 1.4% of total share of alcohol sales.
In nightclubs, the category grew its share by 0.7% in 12 months.
Crompton added: “It’s also encouraging to see the upward trajectory of RTDs, to which more and more consumers are turning for convenience and consistency.
“These will be a big focal point for growth in 2026, and adapting to drinkers’ fast-moving preferences will be vital in this dynamic category.”
CGA by NIQ research from earlier in the year showed US on-trade spirits sales are close to their pre-pandemic levels.
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