Craft beer continues to dominate the draft scene in American bars and restaurants, according to CGA by NIQ’s exclusive Draft Beer Report. This $21.8 billion sector is now outpacing packaged beer in share, sales and distribution. With 1.5 million draft lines in the United States — triple the number since the early 1980s — draft beer is enjoying a renaissance in on-premise venues. Cheers to that. This excellent report, which you can download at that link above in exchange for a little personal info, delivers in-depth insights into consumer preferences and market trends, making it a good read for craft brewers and industry stakeholders.
Draft beer outshines packaged products
Draft beer holds a 52.3 percent share of all out-of-home beer volumes in the United States, edging out packaged beer’s 47.7 percent share. In the last year, draft beer’s distribution points grew by 8.1 precent, far surpassing packaged beer’s 3.5 precent increase. Even as overall draft beer sales dipped slightly by 2 percent, this decline is less steep than the 2.6 percent drop for packaged products. From the press release:
Jennifer Hauke, Founder and Principal, Draftline Technologies, said: “We all realize 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 draft beer unique as we know that dispensing quality delivers the ultimate sampling tool and the most satisfying on-tap experience. Draft 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.
“Draftline data reinforces the significance of draft beer as a strategic product. Draft beer drinkers will go to great lengths to get their favorite beer on tap. For the On Premise operator, the influence of “what’s on tap” speaks to the consumers preference for draft beer. For the draft beer loyalist, where to go for their favorite pint is greatly influenced by the types and styles of draft beer featured on tap. When it comes to the strategic value of draft beer, the keg package is eco-friendly, and draft beer within the On Premise is the clear winner in dollar velocity. These benefits, only reinforces the significance of draft beer and its long-term influence on brand sales in the On Premise account.”
Craft beer: the consumer favorite
Craft beer reigns supreme among draft offerings, capturing 47.2 cents of every dollar spent on draft beer in the last 12 months. The category continues to attract enthusiasts with its variety and local appeal, driving significant revenue in the on-premise segment.
Some key consumer insights: Who’s buying draft beer?
- Demographics: Two-thirds (66 percent) of draft beer consumers identify as male, and 51 percent are aged 55 or older.
- Spending: Draft beer drinkers are valuable customers, spending an average of $160 per quarter on dining and drinking out — $11 more than the average consumer.
- Trends: Low and no-alcohol beer is gaining traction, with sales up 25.9 percent year-on-year as consumers seek healthier options.
Growth areas and regional trends
The Draft Beer Report highlights exciting opportunities for growth in 2025, including:
- Imported beers: Mexico and Ireland lead as top sources for imported draft beer, with the category’s share rising by 0.5 percentage points in the last year.
- California’s Craft Scene: California sets the standard for draft and craft beer sales. Home to over 1,100 craft breweries, the state produces approximately 3.5 million barrels of craft beer annually.
Why this report matters
The Draft Beer Report isn’t just a snapshot of the industry — it’s a tool for understanding evolving consumer behaviors and identifying growth opportunities. With its breakdown of sales, case studies like California’s craft boom, and forward-looking predictions, this report is invaluable for breweries looking to thrive in the on-premise market.
Dive deeper into the Draft Beer Report
To gain more insights and actionable data on the U.S. draft beer landscape, download CGA by NIQ’s Draft Beer Report. Learn how to maximize your craft beer’s impact in the ever-growing draft market.
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