Sports Bars Lift On-Premise as NFL Season Gets Underway

Across the first weekend of the NFL season, CGA's BeverageTrak data reveals drinking venues in the US On Premise saw an uplift, with growth driven by traffic – up on Sunday by +22%. This uplift was mostly driven by strong performances within Sports bars, with growth of +38% on Sunday versus the average. Growth was largely driven by traffic; however, check value was also slightly positive across both days.

BeverageTrak’s robust sample of chain and independent outlets captures and categorizes all items on a check, representing millions of daily data points, that can be used to better understand Beer and Spirit sales dynamics.

It's no surprise to see Sports bars excel – with almost half of On Premise consumers typically visiting this venue type, and visitation increasing the most of any channel compared to 2021 – up 18 percentage points versus last year. This popularity is consistent across all age groups, but especially for consumer segments aged under 55 – underlining the versatility of this channel. This channel also proves popular for consumers looking to engage in Sports Betting – a topic which CGA will analyse in an upcoming report which explores On Premise engagement.

While consumers typically visit sports bars for food and drink occasions, rather than just drink-led visits, there’s potential for drinks suppliers to consider how they align their brands with suitable food offerings to drive sales.

The start of the NFL season has only compounded the popularity of this channel –- NFL is a clear favorite with the typical sports bar visitor, with 66% of this consumer segment watching it in this type of venue. In general, sports bar visitors opt for beer, making it a key target for beer brands and suppliers. But other categories can also be leveraged – particularly spirits and cocktails- as 53% of Sports bar visitors prefer a range of different brands and drinks giving them an abundance of choices.

Matthew Crompton, regional director – North America, said:  “With three in five consumers enjoying beer in Sports bars, it’s a pivotal channel for beer brands, and while domestic beer should be at the forefront of sales, other categories can be leveraged – such as spirits, cocktails and soft drinks. With this venue type popular with a range of age groups, understanding the customer type where these categories over-index are crucial for maximising engagement.”