The beer market is evolving, but one thing is clear—flavor, fun, and flexibility are driving growth. In 2025, the “Beyond Beer” category—which includes hard seltzers, flavored malt beverages, and ready-to-drink (RTD) cocktails—is thriving on-premises as guests crave variety and lighter, social formats that feel approachable and refreshing.

What the Data Shows

New data from Fintech and the National Beer Wholesalers Association (NBWA) shows that on-premise beer sales are rebounding as consumers seek connection and experience. Within that, Beyond Beer brands such as White Claw and Twisted Tea continue to capture market share in bars and restaurants, thanks to their flavor variety, low ABV, and easy drinkability (Nation’s Restaurant News, Oct. 2025).

Meanwhile, the IWSR’s preliminary 2024 data shows that global total beverage alcohol (TBA) volumes are now 2% lower than in 2019, before the pandemic. Over that same period, only RTDs and spirits have experienced volume growth, while beer volumes declined by 2% and wine volumes fell by 21% (IWSR, June 2024).

In other words, even as people drink less overall, RTDs and flavored beverages remain bright spots, sustaining growth by appealing to consumers who prioritize convenience, flavor, and sociability.

Why It Matters for Restaurants and Bars

For operators, Beyond Beer isn’t just a beverage trend — it’s a profitable and flexible strategy. These products are quick to serve, easy to rotate, and carry strong margins without adding operational strain. More importantly, they bring new energy to the bar, tapping into guests’ curiosity and repeat visits.

Innovative Ways to Activate the Trend

1. Rotate a “Flavored Feature”

Introduce a monthly highlight like a “Sip of the Season” or “Flavored Flight.” Feature one hard seltzer, hard tea, or RTD cocktail each month, such as pineapple spritz in summer or cranberry spice in winter.

• Use tasting flights (three 5-oz pours) to encourage sampling.
• Tease next month’s flavor on menus or digital displays.
• Pair the feature with appetizers to raise check averages.

2. Build a “Game Day Seltzer Flight”

Sports and social viewing are prime Beyond Beer moments. Offer Game Day Flights featuring three flavor profiles—like citrus, berry, and tropical—so guests can taste, post, and share. It’s a natural conversation starter and a perfect upsell.

3. Quick-Build Cocktails Using RTDs

RTDs make great mixers for fast-paced service. Try:

• Citrus Spritz: vodka + lemon seltzer + orange slice
• Hard Tea Highball: bourbon + lemon hard tea over ice

These drinks pour quickly, look craft-quality, and fit the flavor-forward movement.

4. Seasonal and Local Tie-Ins

Align flavor rotations with holidays, local festivals, or sporting events.

• Summer concerts: fruit seltzers
• Fall tailgates: tea or cider-based RTDs
• Winter holidays: cranberry or spiced versions

These timely pairings keep the menu relevant and dynamic.

Key Takeaways

• RTDs and spirits are the only categories to show volume growth since 2019 (IWSR, 2024).
• Beer is down 2%, making diversification into Beyond Beer essential.
• On-premise spending is rising, with guests drawn to lighter, more flavorful, and more social beverage experiences.
• Rotating flavors and occasion-based promos create energy at the bar and encourage return visits.

The Bottom Line

Beyond Beer isn’t about replacing classic brews—it’s about keeping menus fresh, fun, and flexible. As the data shows, growth now lies in flavor and format. Hard teas, seltzers, and RTDs give restaurants and bars an easy way to stay relevant, profitable, and social-first in 2025.

By embracing flavor variety, smart promotions, and quick-build execution, operators can transform this trend into year-round bar buzz—and sustainable revenue.

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