Mexican beer drives sales growth in US on-trade

Mexican beer is the driving force behind imported beer growth in the US on-trade, new research by CGA has revealed. Imported beer is driving the volume growth of the total beer category in the US on-premise. Beer imported from other markets represents over half of the total beer category growth (52%) versus the growth of other beer types. CGA by NIQ’s latest On Premise Measurement (OPM) research has looked at the driving forces behind imported beer’s respectable growth seen across the US on-premise. Consumers value the origin of imported beer, with Mexican beer being the biggest growth driver. The country is responsible for 79% of growth, followed by Irish (10%), Italian (2%), Japanese (2%), Dutch (1%) and all other countries combined (5%). States close to the Canadian border were responsible for the greatest growth for Mexican beer, while its growth lagged in states closer to Mexico. Most notably, volume share and performance peaked in Washington (+22.9%), New York (+22.1%) and ...