Global Insights: The On-Premise Trends Shaping the Future of Beverage Alcohol

A comprehensive study of 33,000 consumers across 43 markets delivers deep insights into both global and local on-premise behavior. During CGA by NIQ’s recent webinar, Winning in the On Premise in 2025 and Beyond, Managing Director of International Markets Jonny Jones and Head of Global Insights Charlie Mitchell unpacked the latest data.

Here are the 10 key takeaways that every U.S. supplier, operator, and brand strategist should know.

1. The on-premise is where brands win

CGA by NIQ’s REACH data shows that consumers’ passion for bars, pubs, and restaurants remains strong worldwide. Despite economic pressure, 83% of global consumers visit the on-premise at least once a quarter — and 25% expect to go out more often this year.

That optimism matters. The on-premise is still the most critical channel for beverage alcohol sales and, even more importantly, for brand discovery. Over 22% of consumers tried a new drink brand in the on-premise last month, and 71% said they’d buy that same brand again for home consumption.

2. Quality and value drive choices

Consumers continue to embrace a “less but better” mindset. Two in three say they’d rather drink fewer but higher-quality beverages when going out. At the same time, value perception plays a bigger role than ever.

Long Alcoholic Drinks (LADs) — seen as offering better value than spirits — are benefitting most from this shift. For brands, the takeaway is clear: “value” doesn’t mean “cheap.” It means delivering an experience that feels worth the price.

3. Local relevance wins in a polarized market

REACH confirms that on-premises trends vary widely by region. While visitation has softened in mature markets like the U.S. and the U.K., it’s growing fast in South America, Africa, and Southeast Asia.

For American suppliers, this global polarization underscores the need for market-specific insights. Winning strategies require more than great liquid — they need cultural relevance, local understanding, and smart timing.

4. Spending is condensing into fewer, bigger occasions

Tighter budgets have led to a 3.4% global drop in on-premise visits versus 2024. But when consumers do go out, they’re spending more on key occasions.

CGA by NIQ’s data shows that the ten highest-value trading days of 2024 represented a 5-point larger share of total annual sales than in 2023. Major holidays, big sporting events, and celebratory weekends have become critical revenue moments. Brands should focus on “fewer but bigger” activations around these high-traffic days.

5. Familiarity rules during routine visits

Everyday outings — after-work drinks, date nights, or casual meetups — inspire very different behaviors than big celebrations. On these routine occasions, guests gravitate toward familiar rituals and trusted brands.

They’re also more price-sensitive, preferring longer serves (like spritzes or highballs) over shorter, spirit-forward cocktails. Reliability and consistency are key to keeping them coming back.

6. Earlier dining and drinking patterns are here to stay

One of the biggest on-premise trends worldwide is the shift toward earlier visits. In Africa, 34% of consumers now eat out earlier than they did a year ago; in the U.K., the peak restaurant booking time is 6:12 p.m.

The U.S. follows a similar path. More Americans are heading out for brunch drinks instead of late-night rounds. For bars and restaurants, this means adjusting day-part strategies — think earlier happy hours, brunch pairings, and day-to-night flexibility.

7. The urge to disconnect is real

As mental-wellness awareness grows, many guests see hospitality as a form of escape. Venues like The Palace in New York and Bistecca in Sydney are experimenting with “digital-free” incentives that encourage guests to put their phones away.

Interestingly, 39% of global consumers still find “Instagrammable” bars appealing — but an even larger 48% say they’re drawn to spaces designed for disconnection. The best venues will balance share-worthy design with a sense of calm.

8. Wellness is reshaping drinking habits

Health consciousness continues to rise. Globally, 40% of consumers say living a healthy lifestyle is a top priority, and 63% are moderating their alcohol intake in some way.

For U.S. bars and suppliers, this doesn’t mean fewer visits — it means different choices. Consumers are opting for moderation, not abstinence, creating new demand for no- and low-alcohol options that align with balance and mindful enjoyment.

9. Indulgence is still in — just redefined

Even moderation fits alongside another major on-premise trend: self-rewarding. REACH found that eating and drinking out remain the top two ways global consumers treat themselves, beating vacations, fashion, and day trips.

This desire for “everyday luxury” drives growth in premium venues, hotel bars, and elevated dining. Over 58% of consumers say they’re willing to pay more for a better-quality drink.

10. Bartender advocacy drives brand discovery

Self-treating guests want guidance — and bartenders hold the key. Over half of consumers (56%) enjoy learning about drinks from knowledgeable staff, while 88% of bartenders report making at least one brand recommendation per shift.

That makes bartender training and advocacy programs essential tools for brand growth and consumer education.

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What these on-premise trends mean for U.S. brands

CGA by NIQ’s REACH study paints a clear picture: the on-premise remains the heartbeat of the beverage alcohol industry. To stay ahead, brands should:

• Prioritize value, quality, and experience over volume.
• Target major trading days and “fewer but bigger” occasions.
• Adapt messaging by time of day and local market.
• Support bartender education as a brand-building strategy.
• Offer premium and mindful options to meet shifting preferences.

REACH 2025 surveyed 33,000 consumers across 43 markets, with qualitative insights from 18 key countries. By integrating this research with CGA’s outlet and sales tracking, suppliers gain a true 360-degree view of today’s on-premise landscape.

All data, opinions, and quotes credited to CGA by NIQ’s REACH and the webinar “Winning in the On Premise in 2025 and Beyond.”

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Source of Information

The Spirits Business Article — Global Perspectives: On-Premise Trends Driving the beverage alcohol industry, written by staff

The image of the article is courtesy of ©View Apart via Canva.com