The US foodservice alcohol market is anticipated to reach $150.2 billion in 2025, marking a 25% increase from pre-pandemic levels. Economic pressures and moderation trends have resulted in less frequent…
US
Foodservice
Alcoholic Drinks
simple
US Foodservice Alcohol Trends Report 2025
"While moderation trends and economic pressure challenge the foodservice alcohol market, consumers continue to seek occasions that allow them to socialize, explore across the menu and prioritize enjoyment."
The US foodservice alcohol market is anticipated to reach $150.2 billion in 2025, marking a 25% increase from pre-pandemic levels. Economic pressures and moderation trends have resulted in less frequent bar and restaurant visits, but occasions are more significant, with consumers willing to spend more on perceived value.
High-frequency drinkers are deepening their engagement, while low-frequency guests seek curated experiences.
Social media plays a crucial role in drink discovery, especially for Gen Z, with 43% seeking out alcoholic beverages seen online more than last year. US consumers prioritize fresh, clean ingredients and seasonal and local claims are especially enticing to Millennials.
Staff recommendations are key for premium upselling, emphasizing the importance of staff training. Operators must focus on delivering quality-driven value and maintaining innovative menus that include no and low alcohol options to stay competitive.
This Report Looks at the Following Areas:
The away-from-home alcohol market and forecast
New alcoholic beverage trial and inspiration
Interest in alcoholic beverage features
Alcohol as part of the foodservice experience
Creating a premium alcohol experience
Attitudes on alcohol and affordability
Innovation and marketing in foodservice alcohol
Report Scope
This report covers consumer attitudes and trends relating to all alcoholic beverages consumed from any foodservice location (eg bars, restaurants, nightclubs, sports arenas). While retail alcohol trends are reviewed in this report, retail alcohol (alcohol purchased from a grocery store, mass merchandiser or liquor store) is not a focus. For more information on alcohol from a retail perspective, please look to Mintel’s Drink Report library. For the purposes of this report, the market size covers alcohol sales from restaurants, bars/pubs, clubs and other entertainment venues and concessions.
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EXECUTIVE SUMMARY
What you need to know
Outlook for foodservice alcohol
Opportunities
Build a cross-ABV ecosystem
Menus help patrons curate their ideal drinking experience
Lean into premium with purpose
Unique flavors draw in practiced palates
THE MARKET
Snapshot – market size and forecast of foodservice alcohol
Consumers and the economic outlook
Market factors
Casual drinkers are waning, more frequent are leaning in
Graph 1: alcohol consumption frequency, 2023-25
Frequency of at-home alcohol consumption continues to outpace AFH
Graph 2: alcohol consumption frequency, by location, 2025
On and off-premise alcohol spending habits are generally balanced
Bite-size garnishes can make memorable drink experiences
Social media can bring people in, but analog connection keeps them there
Chili’s Wicked-inspired margaritas are fun and affordable
Outback’s drink extras add whimsy to the experience
APPENDIX
Market definition
The market
Forecast methodology
Forecast methodology – fan chart
Market size and forecast of foodservice alcohol adjusted for inflation
The consumer
Consumer research questions
Consumer research methodology
US generation groups
Abbreviations and terms
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