US on-trade sales tick upwards as consumers return to bars
New data suggests steady gains in the US on-trade sector despite softer spend per visit. Consumer appetite for social occasions remains intact, with sporting events and drinks trends shaping behaviour.
The latest US on-trade figures point to a market that is quietly regaining its footing. According to the CGA by NIQ’s US On-Premise Impact Report, value velocity reached $104,700 in the week ending 18 April 2026, marking a 5% increase on the same period a year earlier.
This modest rise in value sits alongside a 7% increase in ticket count, suggesting more frequent visits to bars and restaurants. However, the average check value slipped by 2% to $56.84, as per the same report. The pattern is a familiar one in straitened times, with consumers continuing to go out but exercising a degree of restraint in their spending.
Key states including California, Florida, New York and Texas remain central to performance.
Consumers return to the on-trade
If there is a reassuring thread in the data, it lies in the resilience of consumer engagement. As per CGA’s consumer research, 75% of respondents reported eating out in the past month, while 47% had visited bars or restaurants for a drink.
These figures suggest that the social pull of the on-trade has not diminished. Drinking occasions continue to trail dining visits, though the gap is not especially wide and may narrow further as confidence improves.
There is also evidence of curiosity in drinking habits. According to the report, 42% of consumers are very likely or likely to try mini cocktails when out, a detail that hints at experimentation within a more measured spend.
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Sporting occasions drive footfall
Major sporting events remain a dependable draw, 26% of consumers have visited venues to watch the March Madness tournament so far, and among these, 88% would continue to watch games in the on-trade even if their team was eliminated.
Looking ahead, 28% of consumers plan to visit bars and restaurants for the NFL Big Game on 8 February, with attendance skewed towards pre-game and in-game occasions at 62% and 58% respectively. A further 26% intend to watch the 2026 World Cup in similar settings.
Such events provide a reliable cadence for operators, offering moments when consumers are willing to prioritise shared experiences over thrift.
Data-led insights remain in demand
The report forms part of CGA by NIQ’s broader Impact Reports series, which delivers four updates each month spanning sales trends, consumer behaviour and market share analysis, as per the company’s own description.
Originally introduced during the Covid-19 period, these reports now serve as a regular barometer for suppliers and manufacturers seeking clarity in a shifting landscape.
A global backdrop of disruption
These measured gains in the US arrive against a far more unsettled global picture. As reported by the drinks business, the ongoing Iran conflict is exerting pressure on the wine trade through rising energy costs, disrupted logistics and constrained agricultural inputs.
The closure of the Strait of Hormuz and the resulting increase in oil prices have lifted production and transport costs, while fertiliser supplies have tightened. Producers and importers are adjusting supply chains and exploring more sustainable practices in response. The full financial impact is expected to reach consumers with the release of the 2026 vintage in 2027.
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