Consumer demand for premium spirits soars in the US on-premise
Consumers in the United States are opting to spend more on their drinks in bars and restaurants as premiumization drives the recovery of the on-premise channel after COVID-19.
A trend that was paused during the pandemic now is accelerating again, CGA’s exclusive On Premise Measurement (OPM) service shows. The premium price tier of the spirits market took a 40% share of sales by value in February 2022, while super-premium took 18%. The ultra-premium segment had a 4% dollar share, having grown sales by 180% year-on-year. It means that the three premium categories now account for 62 cents in every dollar spent on spirits.