DATA DRIVEN

by MELISSA DOWLING

As part of our ongoing tracking of the industry , the Beverage Information Group surveys our readers quarterly , collecting trends / sentiment data from distributors , on-premise and off-premise operators . The fourth quarter survey , conducted in January 2025 , indicates that spiked seltzer is having a moment in bars and restaurants .

The plurality of on-premise respondents ( 19 %) said that hard seltzer was the category whose increase in sales is most impacting business right now . Nearly 24 % said that it ’ s the category currently generating the most consumer excitement / buzz .

For off-premise respondents , whiskey continues to be the hot category , as 28 % said that whiskey ’ s increase in sales is most impacting their business , and 36 % said it ’ s currently generating the most consumer excitement / buzz . But when retailers were asked which category they would expand shelf space for right now if they could , more ( 21 %) said ready-to-drink ( RTD ) cocktails than whiskey ( 18 %).

Among bars and restaurant respondents , RTDs tied with craft beer for the category they would expand menu space for right now if they could . The two categories also tied for second place , after hard seltzer , for currently generating the most consumer excitement / buzz .

When it comes to factors having an impact on traffic during the previous quarter , weather was the biggest issue for bars and restaurants , while the economy most affected the retailers . The plurality of both on-premise ( 57 %) and off-premise respondents ( 55 %) said that their beverage sales were on plan for the previous quarter . The plurality of both channels also thought they would meet their projected outlook for 2024 sales .

For more information about our beverage reader surveys and for pricing information about adding questions to upcoming surveys , contact Debbie Rittenberg at drittenberg @ epgacceleration . com . •

20 % 18 % 16 % 14 % 12 % 10 % 8 % 6 % 4 % 2 % 0 %

30 %

25 %

20 %

15 %

10 %

5 %

0 %

WHAT CATEGORY ’ S INCREASE IN SALES IS MOST IMPACTING YOUR BUSINESS RIGHT NOW ? ( TOP 5 )

19.0 %

Hard seltzers / flavored malt beverages

28.1 %

18.8 %

ON-PREMISE

OFF-PREMISE

AT THIS TIME , HOW WOULD YOU CHARACTERIZE YOUR OUTLOOK FOR SALES FOR THE REMAINDER OF 2024 ?

ON-PREMISE

14.3 % 14.3 %

Domestic Beer

12.5 %

9.5 % 9.5 %

Craft Beer Whiskey Other

9.4 % 9.4 % 9.4 %

Likely be Below Expectations

14.3 %

Likely Meet Expectations 66.7 %

Likely Exceed Expecations 19 %

Likely be Below Expectations 27.6 %

OFF-PREMISE

Likely Exceed Expectations 13.8 %

Likely Meet Expectations 58.6 %

6 Beverage Dynamics • Spring 2025 www . beveragedynamics . com