What’s Gaining Ground in the On-Premise Beverage Market - NIQ September 2026

The U.S. on-premise beverage alcohol market is sending increasingly mixed signals. NIQ’s September 2026 quarterly update shows a market that remains value-led, with higher pricing helping offset continued pressure on volumes across major categories. Spirits still command the largest share of beverage alcohol dollar sales at 47.6%, but recent performance has softened, while wine and beer are also facing pressure. Beneath those topline trends, however, performance varies considerably by category, price tier, region and venue type, revealing pockets of resilience within an otherwise challenging environment.

One area stands apart from the broader slowdown: RTDs continue to post double-digit growth, supported by expanding consumer adoption and changing flavor preferences. At the same time, the report finds notable shifts within traditional spirits, uneven performance across dining and drinking venues, and changing patterns in where consumers are choosing to drink. Together, the data provides a more nuanced picture of the on-premise market, one in which overall softness is occurring alongside meaningful changes in category mix, consumer preferences and occasions. For beverage brands, the latest numbers offer important clues about where demand is holding up, where it is migrating and which emerging opportunities warrant closer attention.

Insiders can view the full version here. Not an Insider yet? Sign up today to read this and many more valuable reports from our expert data partners.