$111 Billion

The total $ sales in the latest 52wks of the NIQ Liquor Channel.

Unmatched liquor channel coverage

The US liquor channel is one of the most complex and heavily regulated CPG categories. With liquor laws changing by state, and sometimes county, it is difficult for brands to navigate this channel. In July 2024, NIQ launched it's latest liquor channel solution, Total USLiquor Open State, that increased it's off-premise coverage by $21.5B - resulting in over $111B in off-premise (retail, liquor, convenience, etc.) sales reporting.

The “liquor channel” includes all beverage alcohol products sold in the liquor store environment including Beer, Wine, Spirits and RTD. This also includes adult non-alcohol products that this important channel sells.

What does this data do?
What business decisions and trends can be found in the data?

In this report, we will explore the consumer drivers of change, highlighted trend areas and dive into the trends of the five key states that we deem the “trendsetters”.