Anticipating Off-Premise Trends with On-Premise Data

It's largely accepted wisdom in the beverage alcohol industry that brands and trends begin life on-premise, with the majority of volumes to follow off-premise. But your editors have often wondered how closely correlated drink trends are in the two different channels, and how long it takes for a trend in the on-premise to catch on in the off-premise. This week we got our first taste of data comparing the two channels, thanks to the Nielsen CGA.

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