Bars and restaurants generate about half of U.S. beverage alcohol dollars. These on-premise venues are facing evolving demands, even as one in five consumers plan more frequent 2026 visits, driven by Gen Z and Millennials, according to NielsenIQ.
Several key trends are set to affect the landscape of the on-premise this year. Mini-cocktails and flights are becoming mainstream, enabling trial and premium ingredients at accessible prices. Classic cocktail riffs like tequila-based Espresso Martinis are expected proliferate, and visual quality continues to be a priority as high-aesthetic serves create social content.
Non-alcoholic and functional beverages are growing, as well, with one in seven consumers trying adaptogens/nootropics on-premise. In addition, private venues, like members' clubs and airport lounges, are becoming high-growth, high-margin settings.
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