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. It’s no surprise that retailers reported a surge in ready-to-drink (RTD) beverages: According to our most recent study, conducted in July 2025, more than 43% said that category’s increase in sales was most impacting their business right now. Over a quarter (27%) said they would expand shelf space for more RTDs if they could.
For bars and restaurants, vodka still pays the bills, as 22% said it was the category with an increase in sales most impacting business right now — twice as many that had reported tequila and whiskey as key growing categories. But nearly 19% of on-premise respondents said that RTDs were the category for which they would expand menu space, just behind tequila with 25%. RTDs also tied with mocktails/alcohol-free spirits as the category generating the most buzz on-premise.
Cabernet sauvignon was the most popular wine varietal for the off-premise, while chardonnay was king on premise. Lager was the most popular beer style, followed by IPAs, for both the retailers and restaurants.
It was a grim quarter for retailers, as more than half (52%) said that beverage sales were below plan, vs. 25% of restaurant respondents. Over 56% of the on-premise survey participants said sales were on plan, and 19% said sales had exceeded plan, vs. 38% of the off-premise saying sales were on plan and just 10% saying they were above plan.
There’s no question that consumer buying behavior has changed this year, as 52% of the off-premise respondents and 42% of the on-premise said that people were buying less overall. While nearly the same percentage of both sectors report increased price sensitivity, it seems to be hitting the off-premise harder. More than half of the retailers (52%) said customers were spending less money or buying less-expensive brands, compared to 25% of restaurant operators.
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.
Melissa Dowling is editor of Cheers magazine, our on-premise sister publication. Contact her at mdowling@epgacceleration.com, and read her recent piece, 8 Beverage Alcohol Trends in 2025.
