On-premise alcohol trends in 2024 — will they continue in 2025?

As consumer preferences shifted and the economy fluctuated in 2024, the on-premise beverage alcohol sector was resilient and adaptable in 2024, according to the 2024 Year in Review report from BeerBoard, a real-time data and insights company for the sector.

How much that adaptability helps craft breweries though, is questionable …

• BeerBoard’s data shows both draft and packaged down -6% in 2024 versus 2023. But the BeerBoard team points to a few bright spots across key segments like Beyond Beer, which was up +69% led by canned cocktails.
• Meanwhile, beer styles continue to trend back to Lager and Light Lager styles (imported and domestic) across both draft and packaged. But, IPAs on draft are the third most popular style poured.
• While still a small share compared to beer, hard seltzers and RTD cocktails are growing in share of on-premise packaged.
• Lastly, non-alcoholic beer volume share has grown tremendously within packaged in 2024. In fact, Non-alcoholic packaged beer has overtaken RTD cocktails by volume share and is catching up to hard seltzers!

“The 2024 data reveals an industry that continues to innovate and evolve in response to changing consumer behaviors,” said Mark Young, Founder & CEO of BeerBoard. “From the growing popularity of RTDs to the resurgence of premium beers, our insights provide a clear picture of how the on-premise performed in 2024 and where it is headed.”

This BearBoard Year in Review analysis highlights the key trends gleaned at on-premise accounts utilizing BeerBoard’s platform — an analysis of over $1 billion in alcohol sales (2 billion ounces poured). Let’s take a look at the highlights from 2024 and what it might mean in 2025.

BeerBoard On-Premise Report for 2024

Draft & Packaged Beer

• Volumes were down -6% in 2024 vs. 2023, in total ounces poured.
• The biggest gainers in draft volume in 2024 (in order) were Modelo, Michelob Ultra, Busch Light, Coors Light, and Pacifico.
• Packaged products decreased by -6% in total units served, with domestics a 48% share of volume, imports at 35%, craft at 9%, and Beyond Beer at 8%.

Beyond Beer (Canned Cocktails, Hard Seltzers)

• Beyond Beer increased overall volume share of the packaged category by +13.5% led by RTD cocktails, which grew by +121.5% over 2023.
• The rate of sale for the Beyond Beer category increased by +69% in 2024 vs. 2023.
• Top brands contributing to volume gains in 2024 include (in order): Surfside, High Noon, Happy Dad, Nutrl, and White Claw.

Wine & Spirits

• Whiskey was the top spirits category sold in 2024 with 24% volume share followed by tequila at 21.5% and vodka at 20%. However, whiskey declined by -6.7% while tequila was up +6.3%.
• Top performing volume spirits brands of 2024 (in order): Tito’s, Jameson, Jack Daniel’s, Sauza and Bacardi.
• Within wine, white wine held a 50% volume share while red wine was 32% volume share. Top varietals were Chardonnay, Pinot Grigio and Cabernet Sauvignon and top volume brands in 2024 were (in order): Josh Cellars, Ecco Domani, Chateau Ste. Michelle, La Marca and Chloe.

Looking Ahead to 2025

BeerBoard says draft beer is a big priority of both suppliers and on-premise operators in 2025 – fresh beer is a win-win for consumers and the overall industry.

On-premise operators are facing pressure to optimize their tap lineups with high-margin, high-performing brands. They benefit most from a curated, focused assortment that maximizes velocity and revenue, offering a better beer experience for guests.

Here is how BeerBoard suggests turning those consumer trends and supplier priorities into profits in 2025:

Focusing on Top Brands for Better Outcomes: Not all brands contribute equally to volume or revenue: the top four draft brands drive about 2.5 times more sales than the next eleven brands, and 15 times more than the long tail.

Prioritizing High-Performing Brands: Operators benefit from prioritizing these high-performing brands, which deliver both higher dollar revenue and faster turnover. Simplifying assortments around a select group of high-velocity brands means more consistent sales, fresher product, and an optimized guest experience.

Data-Driven Assortment Strategy: Suppliers have an opportunity to better leverage data to understand which brands drive optimal performance at each location. With the right data insights, suppliers can help operators identify the right assortment based on consumer demand and past performance, ensuring each tap works as a high-revenue generator.