Trade Insights: Whiskey on Top, On- and Off-Premise

Despite a cooling in consumer frenzy, whiskey remains the top-performing category for both on- and off-premise beverage businesses, according to the Beverage Information Group’s latest survey. Conducted in October 2024, the data reveals that while domestic beer continues to decline, whiskey still drives sales and menu interest. This article explores key trends, category shifts, and sales outlooks shaping the beverage alcohol landscape as operators navigate changing consumer preferences.