Why ‘what’s on tap’ is guiding US beer sales
Bars and restaurants in the US have seen a rise in draught beer sales over the last year, “powered by interest in imported brands”, according to new statistics.
The figures, which were gathered by CGA by NIQ and Draftline Technologies, have highlighted how draught beer has increased its share of sales in US bars and restaurants over the last year, and could soon overtake packaged products by value.
‘Dynamic opportunities’
The report, named On Premise Draft Opportunity, has built a detailed picture of beer in the US hospitality sector and, according to CGA analysts, offers insight showing “dynamic opportunities for venues to grow sales further”.
It reveals how draught beer attracted 52.3% of total beer sales by volume in the year to early 2025, a rise of 0.9% compared to the previous 12 months.
The report analysts stated that “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”.
The data also highlights how, even though outlets selling draught beer are still outnumbered by those selling packaged beer, there is “a clear demonstration of the power [of draught beer] to attract more sales”.
The report also revealed 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 (quick service restaurant) channels.
Powered by imports
It noted how draught beer’s popularity has been “partly powered by interest in imported brand” and highlighted how “sales of these by value soared by 13.7% in the last 12 months, while packaged imports slipped 1.0%”. The analysts also stated that the data shows that although packaged options still have a higher share of imports, consumers are turning at pace to draught as they explore beers from outside the US.
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Other figures that the research has revealed shine a light on how the average price of draught beer increased by only 8% over the 12-month period, “consolidating its position as a high-value option for consumers”. It also outlined how “craft remains the most popular choice” of draught beer in the US, but also flagged how craft “sales dropped 4% year-on-year as some consumers turned to domestic super premium (up 7.1%) brands instead”. Despite reports that US craft breweries have suffered closures and declines, nearly half of brewers still insist they’re seeing growth.
Freshness and flavour
The analysts also outlined in the report how “preference for taste and freshness” are the two most popular reasons why consumers choose draught beer over packaged alternatives. This yearning also chimes with trends for consumers seeking flavour and looking for more from what’s in their glasses of late. Plus, even though “male draught drinkers outnumber females by two to one,” the analysts identified how “the consumer base is diversifying fast” since the number of women and 21 to 34 year-olds choosing a draught serve, were both increasing by 6% year-on-year.
Draftline Technologies founder and CEO Jennifer Hauke, founder said: “We all realise 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 draught beer unique as we know that dispensing quality delivers the ultimate sampling tool and the most satisfying on-tap experience. Draught 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.”
Strategic
The analysts pointed out that the Draftline data has also now reinforced the significance of draught beer as a “strategic product” and noted how draught beer drinkers “will go to great lengths to get their favourite beer on tap”.
The report analysts therefore concluded that “for the on premise operator, the influence of ‘what’s on tap’ speaks to the consumers preference for draught beer”.
Additionally, for the draught beer loyalist, where to go for their favourite pint is “greatly influenced by the types and styles of draught beer featured on tap”.
When it comes to the strategic value of draught beer, the research also highlighted how “the keg package is eco-friendly” and so in many ways the draught format within the bar and restaurant sector “is the clear winner in dollar velocity”.
CGA by NIQ vice president – on premise Americas Matt Crompton added: “A rise in distribution and a diversification of the people choosing it [draught beer] are both very positive signs. 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 draught lines to reap the benefits.”
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