Imports accounted for 42.2% of total Beverage Alcohol revenue in the US in the 12 months to mid-April—0.3 percentage points more than in the previous year.
Growth has been powered by the beer, cider and FMB category, where imports have gained 1.0 percentage points of share year-on-year, and now attract 22 cents in every dollar spent on beer in US bars, restaurants and other licensed premises. Mexico is the most popular source of imports by some distance, gaining 0.6 percentage points of beer sales in the 12-month period, while Irish beer added 0.3 percentage points.
CGA by NIQ’s exclusive OPM data shows growth is mirrored in the wine category, where imported products have taken 0.3 percentage points of share from their domestic counterparts in the last 12 months. Gains have been led by Champagne, Prosecco and other sparkling imports, which now account for 16.6% of total wine sales.
Imports’ greatest dominance is in spirits, where overseas products attract nearly two thirds (61.7%) of total category spending—though this share has held steady year-on-year. Tequila is the most popular import, adding 0.9 percentage points of share thanks to a surge in interest in Reposado. Imported cordials and gin have also added share, but whiskey and rum have both dropped slightly year-on-year.
The OPM solution provides suppliers and venue operators with many more insights into the balance of imports and domestic products in the out-of-home drinks market across the US, helping businesses optimize assortment and capitalize on new opportunities.
Matthew Crompton, CGA by NIQ’s Vice President, Americas – On Premise, said: “From beer to wine to spirits, a thirst for new and different flavors and brands is driving a significant movement towards imported options. It shows how fast dynamics can change in the On Premise, and for suppliers and distributors it brings both challenges and opportunities. With more nuances sure to emerge, it’s essential for all suppliers and manufactures to track consumers’ very latest preferences and nimbly adapt brand portfolios to seize emerging opportunities”
CGA by NIQ’s OPM solution delivers in-depth intelligence on Bev Al sales in US On Premise, with expert analysis by category, channel state and much more. To discover more about the service and opportunities for bespoke analysis, contact the experts.
Source: CGA by NIQ On Premise Measurement, Rolling 52 W/E 04/19/2025 vs YA
