2025
9
US Foodservice Alcohol Trends Report 2025
2025-12-17T15:31:55+00:00
REP4937C0B6_4F2B_44BF_926A_297A3B8BB166
3695
189699
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Report
en_GB
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."

Sydney Riebe, Analyst - US Food and Drink

Sydney Riebe, Analyst - US Food and Drink

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  1. 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
  2. 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
    • Graph 3: spending habits, past 12 months – alcoholic drinks, 2025
    • Market size and forecast
    • Market size and forecast of foodservice alcohol
    • Graph 4: market value and forecast of foodservice alcohol, 2019-30
    • Retail sales and forecast of foodservice alcohol
  3. THE CONSUMER

    • New alcoholic beverage trial and inspiration
    • Gen Z and Millennials report strong increase in AHF alcohol ordering and new trial
    • Graph 5: change away from home alcohol behaviors, by generation, 2025
    • Social media is a must, but in-person inspiration presents further connection
    • Graph 6: new alcoholic beverage inspiration, by generation, 2025
    • Spirits and wine-based cocktails paint a pretty picture
    • Graph 7: alcoholic beverage consumption – NET – any drink, by generation, 2025
    • Interest in alcoholic beverage features
    • Quality-forward ingredients can help consumers feel their best about alcohol
    • Menu items that highlight fresh and natural ingredients
    • Aesthetics will go far with Gen Z, but Millennials want more
    • Graph 8: interest in alcoholic beverage features, by generation, 2025
    • Alcohol as part of the foodservice experience
    • Consumers feel confident about their alcohol orders
    • Enjoyment can be the primary differentiator for AFH alcohol occasions
    • Flexible cocktail menus can help younger consumers explore
    • Graph 9: change in alcohol ordering behaviors, by generation, 2025
    • Make sure the beverage menu, as a whole, brings value
    • Graph 10: change in alcohol ordering behaviors, by generation, 2025
    • Graph 11: alcohol ordering attitudes, by generation, 2025
    • Creating a premium alcohol experience
    • Food and format upgrades allow consumers to find leisure
    • Connect with Millennials across the drink menu to provide premium experiences
    • Graph 12: creating a premium alcohol experience, by generation, 2025
    • Staff can help consumers across financial situations upgrade their alcohol experiences
    • Graph 13: creating a premium alcohol experience, by HHI, 2025
    • Opportunity to support lower frequency drinkers to curate memorable experiences
    • Graph 14: creating a premium alcohol experience, by alcohol consumption frequency, 2025
    • Attitudes on alcohol and affordability
    • Consumers are actively looking for ways to keep AFH drinking affordable
    • Ease of information, clarity are key to inspiring consumers with tight budgets
    • Graph 15: behaviors if spending less on alcohol, by HHI, 2025
    • Tiered approaches to price can create touchpoints for value across the spectrum of drinking frequency
    • Graph 16: behaviors if spending less on alcohol, by alcohol consumption frequency, 2025
  4. PRODUCT, INNOVATION AND MARKETING

    • The versatility of spritzes allow emerging ingredients to shine
    • Espresso continues to energize cocktail menus
    • Cocktail menus deliver delicate, yet potent nostalgia
    • 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
  5. 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
  • 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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