Draught beer has long been a cornerstone to the success of many breweries of all sizes, and recent increases in on-premise sales are creating exciting opportunities for craft.

On-Premise Sales of Draught Beer Are Gaining Momentum 

After holding steady during most of the early 2010s, draught beer on-premise sales began to slip in 2017. This trend was exasperated by onset of the pandemic in 2020, when draught beer sales volume dropped below 50% of on-premise beer sales. But 2023 saw the trend turn around. With significant increases, draught beer’s share of on-premise sales in 2025 was over 53%. Indications are this trend will continue. 

Draught Beer Is a Very Profitable Segment for Retailers 

Draught’s advantages in the on-premise are numerous. For the retailer, draught beer earns substantially higher margins and earnings than packaged beer. According to a 2025 NielsenIQ (NIQ) and Draftline Technologies report, draught beer delivers nearly double the average value velocity (a measure of how quickly revenue is generated) of on-premise packaged product sales. That difference is even more striking in craft draught sales, where the average value velocity for retailers is over four times greater than for packaged products.  

Craft Draught Beer Has Consumer Appeal 

Consumer preferences give an extra boost to on-premise draught beer sales. Beer drinkers choose draught because of the perception of better flavor and greater freshness. Draught service in a glass also drives sales by providing a visual experience both with the pour and in the glass. The NielsenIQ (NIQ) and Draftline Technologies report also cites catching up with friends as the number one occasion for enjoying draught beer. Brewery taprooms and brewpubs are well positioned to take advantage of a growing consumer sentiment to put down their phones, get off social media, and spend real face time with their friends. All of these advantages of draught beer on premise play to the strengths of craft beer. 

Advantages of Draught for Craft Brewers 

On-premise sales of draught beer give craft brewers the opportunity to introduce new and unique products, another attribute that beer drinkers value. What’s more, draught beer also gives craft brewers an edge before the beer ever reaches the tap. Debates over whether bottles or cans are more sustainable become moot when a reusable steel keg and a glass are the delivery method. Kegging saves on packaging material, labor costs, and product waste during packaging — making it the most sustainable option from both an environmental and business standpoint.

Quality Equals Sales and Profits 

Maximizing draught beer sales and profitability — for both brewer and retailer — depends on maintaining draught systems so consumers keep coming back for the flavor, freshness, and value they expect. The Brewers Association Draught Beer Quality Manual and online courses give brewers and retailers the tools to put the right systems and staff in place. As the NielsenIQ (NIQ) and Draftline Technologies 2025 report puts it: cutting draught line cleaning means cutting revenue. Skipping maintenance doesn’t save money — it just shifts the cost to lost sales.

Satisfy Consumers’ Thirst for New Products and Experiences 

In today’s challenging beverage alcohol market, draught beer on premise offers craft brewers a rare growth opportunity. Whether maximizing profitable on-premise beer sales in a brewery taproom or brewpub or using the strong profit potential and consumer preference for draught beer to secure a tap in a neighborhood bar, craft brewers are poised to leverage one of the bright spots in the industry that is gaining market share. 

Go deeper:

• Read the entire NielsenIQ (NIQ) and Draftline Technologies 2025 report: Quality on Tap: How Draft Drives Occasions and Spend.
• Visit the Brewers Association Draught Beer Resource Hub to see the complete list of resources that support the quality and profitability of draught beer.