Inside the On-Premise Reset: What’s Driving Beverage Growth in 2025 - CGA by NIQ Q4 2025

The on-premise beverage landscape is quietly being reshaped, and the winners aren’t always where you’d expect. In the December 2025 NIQ x BevNet Quarterly Update, new data reveals how shifting venue dynamics, changing drink preferences, and evolving consumer intent are redefining what success looks like behind the bar. While overall traffic remains uneven, certain categories and occasions are proving far more resilient—and in some cases, accelerating - amid broader volatility.

Digging beneath topline trends, the report uncovers where growth is actually coming from: which spirits segments are capturing incremental value, how RTDs are carving out meaningful on-premise roles, and why non-alcoholic and alternative options are gaining relevance in social settings once dominated by alcohol alone. For brands navigating 2026 planning, the insights point to a clear reality: on-premise growth isn’t about being everywhere - it’s about showing up in the right places, with the right proposition, at exactly the right moment.

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