NIQ Global Intelligence plc
05/07/2026 | Press release | Distributed by Public on 05/07/2026 09:39
Draft beer beats packaged in US On-Premise as consumers chase better flavor and value
Chicago, May 7, 2026 - NielsenIQ (NYSE: NIQ), a global leader in consumer intelligence, and Draftline Technologies reveal Draft now generates more than half of beer volumes in the US On-Premise thanks to interest in its taste and value.
NIQ data for Quality on Tap: The Draft Beer Report, which published today, indicates that draft attracts 53.1% of all sales by volume-an increase of 2 percentage points in just two years. Its share of sales by value now stands at 49.9%, meaning it is set to overtake bottles or cans for dollar spend in US bars, restaurants and other venues.
The Draft Beer Report includes expert insights from NIQ and Draftline about key trends in draft beer and reasons for its appeal. Three in five (59%) draft drinkers say they choose it for its superior taste, while two in five (42%) like its greater freshness over packaged alternatives. Nearly a quarter (23%), and 30% of Millennials, choose draft because it delivers better value for money.
Draft's increasing share of beer sales is also the result of an increase in number of certain venue types, with the number of neighborhood bars and sports bars that offer it rising year-on-year. The new research also sets out the full value to venues of draft, which delivers double the average value velocity in outlets where it is stocked alongside packaged beers.
Additionally, draft beers' popularity is being led by consumer demand for imported brands, the report shows. Dollar sales of these jumped by 8.1% in 2025, while packaged imports dropped 6.8%. Other key insights from the 2026 Draft Beer Report include:
- Drinkers of draft beer spend an average of $45 more per month than packaged drinkers in outlets, and have a household income that's $23,000 higher
- Females represent 36% of those who have ordered Draft in the past three months-a year-on-year increase of 3 percentage points. However, women, younger adults and non-white groups still significantly under-index for draft consumption
- Share of no and low alcohol alternatives category nearly doubled in 2025, creating new opportunities for outlets on draft
- Draft provides much more sustainable practices in beer, with one keg replacing around 1,100 bottles or cans and creating much less waste
Matt Crompton, Vice President On-Premise, Americas at NIQ, said:
"This report makes clear that draft carries all the momentum in beer sales at the moment. It's hitting the sweet spot of quality and value that many US On-Premise guests demand, and while the market remains skewed towards white older males, we're beginning to see signs of diversification too. There will be more great opportunities to grow sales on draft lines in 2026, especially in imported and no or low alcohol categories, but outlets and suppliers will need to be responsive to consumers' latest preferences and deliver faultless serves to keep them coming back for more."
Jennifer Hauke, Founder and CEO at Draftline Technologies, said:
"Draft beer continues to be the biggest bright spot in the entire beer category. The On-Premise is gaining share within total beer, and draft beer is emerging as one of the most powerful growth drivers within it. Consumers choose draft first for taste and freshness, making clean, well-maintained systems essential, not just for quality, but for profit. As draft drinker demographics continue to broaden and sustainability becomes more important, the opportunity only grows. When retailers prioritize quality, speed, and execution, draft beer has a long runway to drive performance, build loyalty, and bring new consumers into the category."
About NIQ
NielsenIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action.
With operations in more than 90 countries, NIQ covers approximately 82% of the world's population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™-helping brands and retailers understand what consumers buy, why they buy it, and what to do next.
For more information, please visit https://www.niq.com.
Forward Looking Statement
This press release, regarding Draft Beer sales and consumers trends in the US, may contain forward-looking statements regarding anticipated consumer behaviors, market trends, and industry developments. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as "indicates," "expects," "anticipates," "likely," and similar expressions are intended to identify such forward-looking statements. These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.
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NIQ Global Intelligence plc published this content on May 07, 2026, and is solely responsible for the information contained herein. Distributed via Public Technologies (PUBT), unedited and unaltered, on May 07, 2026 at 15:39 UTC. If you believe the information included in the content is inaccurate or outdated and requires editing or removal, please contact us at [email protected]