U.S. Spirits Market Climbs to 46.9% Share as Beer Loses Ground

The U.S. spirits market continues to push ahead in bars and restaurants, according to new data reported by Vinetur from CGA by NIQ’s On-Premise Measurement (OPM) service. In the year leading up to early September, spirits sales by value grew 0.8%. That modest lift allowed the category to add 0.6 percentage points to its share of total beverage alcohol spending. Spirits now command 46.9% of all U.S. On-Premise alcohol sales.

This growth comes during a challenging stretch for hospitality operators, who are navigating shifting consumer habits and broader economic pressures. As spirits gain momentum, beer and wine continue to slip. Beer sales by value fell 3.1% year-over-year, while wine dipped 0.5%. According to Vinetur, higher prices in bars and restaurants—not increased volumes—drove most of the spirits category’s rise.

Tequila Strengthens Its Lead in the U.S. Spirits Market

Within the U.S. spirits market, tequila continues to outperform every other spirit in casual dining. The agave category now represents 13.6% of total beverage alcohol sales, comfortably ahead of vodka at 9.9% and whiskey at 9.3%. Bars also saw spirits gain 0.3 percentage points, even though beer still dominates that channel.

In commentary to Vinetur, Matthew Crompton, Vice President for Americas, On Premise at CGA by NIQ, described tequila’s performance as a standout moment for the industry.

RTDs Surge as Consumers Seek Convenience

Ready-to-drink (RTD) products are carving out meaningful space in the U.S. spirits market, even though they still make up only 1.4% of total on-premise sales. RTD sales by value soared 40.3% year-over-year, driven primarily by nightclub growth, where the category gained 0.7 percentage points.

Crompton told Vinetur that RTDs continue to resonate with consumers looking for convenience and consistent quality. Because of that demand, he expects RTDs to emerge as a major growth driver in 2026.

Holiday Season Outlook: Value, Quality, and Rapid Adaptation

As operators prepare for holiday traffic, the U.S. spirits market enters the season with cautious optimism. Crompton acknowledged to Vinetur that ongoing spending pressures and rising moderation trends shape a difficult environment. However, he noted that the latest data offers a “positive direction,” particularly as tequila keeps expanding its lead.

He also emphasized the importance of delivering both value and quality during the festive period—two factors he believes will determine whether suppliers convert consumer interest into sustained gains.

Why the U.S. Spirits Market Continues Evolving

CGA by NIQ’s OPM service provides detailed analysis across beer, wine, spirits, and RTDs, helping the industry anticipate trends as the holiday rush approaches. With consumers shifting preferences quickly and searching for better experiences, operators who adapt fastest stand to win.

The U.S. spirits market clearly reflects that shift: tequila rising, RTDs accelerating, beer slowing and wine sliding. And as Crompton suggested to Vinetur, understanding these rapid changes remains essential for any brand hoping to thrive in 2026.

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Source of Information

Vinetur Article — Spirits Capture 46.9% of U.S. Bar and Restaurant Alcohol Sales as Beer Declines, written by staff

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