Recent data from CGA’s On Premise Measurement (OPM) has shown that American whiskey is gaining significant traction in the US on-trade market, with straight Bourbon leading the charge. The OPM tool, which tracks trends in bars and restaurants across the country, reveals that whiskey is now the largest category by both value and volume share.
American whiskey achieved the highest volume share in the past year, growing by 1.1 percentage points compared to the previous year. Irish whiskey also saw a modest increase of 0.5 percentage points. In contrast, Canadian whisky, which holds a 21.4% market share, experienced a decline of 1.1 percentage points.
Among American whiskeys, straight Bourbon, which must be aged for at least two years, holds the largest market share and grew by 1.2 percentage points. Tennessee whiskey followed, with a growth of 0.2 percentage points. Blended whisky saw a decline of 1 percentage point, while rye whiskey remained stable.
Geographically, straight Bourbon saw gains in nearly all major US states, with Pennsylvania and Louisiana experiencing the most significant increases.
Matthew Crompton, Vice-President for the On-Premise – Americas at CGA by NIQ, commented: “Whiskey’s ascent as the leading spirit category in the US reflects shifting consumer preferences, with American and Irish varieties capturing a larger market share. The rise in straight Bourbon, driven by strategic distribution efforts, highlights its growing appeal across diverse regions. Looking ahead, straight Bourbon is not only maintaining its position but is poised for further growth in the on-premise sector.”
This trend contrasts with predictions from hospitality engagement platform Union, which has highlighted vodka and Tequila as the top sellers in the US on-trade market. IWSR had also previously estimated that Tequila would surpass vodka in 2023 to become the leading category by value, following its overtaking of American whiskey.
