What’s trending right now with on-premise beers? According to Kevin Curley, vice president of culinary at The Greene Turtle, a sports bar and restaurant chain on the east coast, guests are leaning into “approachable variety.”
“Craft is still important, but we’re seeing the focus on drinkable lagers, lighter craft options, and nostalgia-driven domestic brands,” shared Curley. “Seasonal and local rotations continue to drive excitement, but guests also want familiar, sessionable beers they can enjoy in multiples while watching a game. Operators should also keep an eye on the growth of ‘better-for-you’ beers. Low-carb, light, or functional options are steadily carving out a place on menus.”
Nathan Williams, brewmaster and production manager at Carolina Brewery, said lager beers continue to be popular. "Lager beers were very popular over the summer, and I don't see that changing—a crisp lager is always in season,” said Williams. “Lagers are also often an affordable option, relying on traditional malt and hops for their flavors, not expensive purees or adjuncts.”
Williams also sees darker and stronger beers trending in these colder months.
Over at Twin Peaks—a sports bar chain with more than 100 locations in the U.S. and Mexico—they’re seeing a clear shift toward beers that combine bold, craft-forward flavors with approachability.
“IPAs, stouts, and seasonal craft selections continue to capture guest interest at Twin Peaks, but there’s also growing demand for options that are lighter, lower in alcohol, or non-alcoholic—allowing guests to enjoy multiple rounds without feeling weighed down,” said Patrick Roso, vice president of supply chain, food and beverage, at Twin Peaks. “Non-alcoholic beer, in particular, is experiencing a notable surge, especially in packaged formats, as more health-conscious consumers seek flavorful alternatives. For operators, staying on top of these trends means offering a variety that satisfies both traditional beer enthusiasts and guests seeking moderation, without compromising on taste or experience.”
Eric Franco, the most recent chief sales and marketing officer for BrewDog, a multinational brewery, distillery, and pub, pointed out a few trends that owners and operators should pay attention to right now.
“Draught continues to be a challenge for the channel, with packaged products driving growth across COTs [a.k.a commercial off the shelf],” explained Franco. “Lagers and approachable, easy-drinking styles are leading the way, with both premium and value options top of mind for retailers.”
Franco believes IPAs will remain a cornerstone of on-premise assortments, while “beyond beer”—options such as non-alcoholic beers and RTDs (or ready-to-drink)—are gaining traction. “Operators should focus on assortment strategy, serving sizes [like multipacks], and emphasizing how beer is presented and served,” he said. “Upselling packaged formats is also a smart opportunity.
Matthew Poffel, director of beerology at Old Chicago, a national pizza and taproom chain, said that in the last couple of years, the average craft beer consumer has moved toward classic styles, leaning into the “beer-flavored beer” segment of the industry.
“Lagers, especially well-constructed German styles, have seen a resurgence in popularity,” said Poffel. “I believe this is a natural progression of the palate of the Millennial beer consumer, who is searching to learn more about the subtleties of flavors inherent in those styles. It’s also driven in part by the Gen X beer consumer, as they move away from experimentation with different flavors and towards styles that they feel comfortable with from the beginning of their beer journey. We’ve also seen a move away from the middle in terms of ABV [alcohol by volume]. Guests are gravitating towards low/no ABV or high ABV, in search of either sessionability or supreme quality and flavor.”
By far, the popular beer choices are still the staples, such as pilsners, lagers, and IPAs, according to Troy Revell, beverage director for Fearrington House Inn, Restaurant, and Fearrington Village’s Galloway’s Wine & Beer Bar in Pittsboro, N.C. However, “…customers today are much more open to local craft beer vs. the national brands they know,” he said, noting that he believes N/A [non-alcoholic] beer selections are also important now. “…there are a lot of average [N/A] choices in that realm, so you'll need to be selective.”
Beer Philosophies: What’s on the Menu Right Now?
Over at Tujague's—a 170-year-old restaurant in New Orleans—their beer philosophy is to have a variety of beers for all audiences. They carry Michelob Ultra because “people are going to ask for it,” according to Shay Williams, the establishment’s beverage director, but they also carry local beers. “Keep your menu fresh by changing out the selections from time to time,” she advised.
Franco, of BrewDog, said they also curate a wide-ranging portfolio, from non-alcoholic beers to lagers, low-ABV IPAs, and mid-strength IPAs, along with a mix of other styles selected strategically and seasonally.
“The goal is to deliver a diverse but not overwhelming assortment,” said Franco. “In today’s environment, strong rate of sale and commercial viability are essential, and every brand on the menu needs to perform.”
At Fearrington House Inn, Restaurant, and Fearrington Village’s Galloway’s Wine & Beer Bar, they have two self-branded beers that are produced by a local brewery, which takes a solid and long term relationship to support that arrangement, according to Revell. “We sell them both—a lager and a Kölsch—in cans and draft and in our events package, and they have become our most popular selections,” he shared. “From there we offer a selection of all local products, covering a range of classic selections like IPAs, ambers, stout, wheat beers.”
Curley, of The Greene Turtle, said beer is a part of the establishment’s DNA and their philosophy is balance. “We carry the national brands guests expect, but we layer in regional and seasonal partners to keep the menu fresh,” he said. “Beer is meant to be accessible, fun, and tied to the moments our guests come in to celebrate—game day, happy hour, or just catching up with friends.”
Roso shared that Twin Peaks takes beer seriously, both as a beverage and as a key part of the overall dining experience, and their 29-degree draft beer system guarantees that each pour is served at the perfect temperature for maximum flavor, freshness, and enjoyment.
“Our philosophy is to offer a curated selection that complements our craveable menu items, so every pairing enhances the meal,” said Roso. “By combining classic favorites with limited-time and seasonal craft beers, we provide guests with a beer menu that feels both approachable and exciting, reinforcing our brand’s commitment to fun, elevated dining experiences.”
At Carolina Brewery, they lean towards traditional beer styles with accessible alcohol content, according to Williams. “Kolsch, amber and pale ales all pair well with food and people can enjoy more than one while having dinner,” he noted. “We highlight beer pairings with our entrees on our menu. The pairings elevate the dining experience and help direct the guest to try beers.”
Poffel noted that the Old Chicago chain has an average of 36 beer handles at each location. “Twenty of them are national mandates, and of those 20, three are domestic American light lagers,” he shared. “The remaining 17 would be considered craft by the average beer consumer. Another eight are well-known local and regional favorites that need to be included in order to merchandise us as a craft beer restaurant. The final eight are store choices, to allow for rotation of new breweries, styles, and to capture seasonality.”
Poffel said their beer philosophy is tied closely to their loyalty program, which began as a strictly beer-focused program but now includes an overall rewards component, to allow those who aren’t beer drinkers to participate (albeit, to a lesser extent, he noted).
Best Advice for Beer Menus: Offer Variety, Push the Envelope, Consider Pricing
When considering beer and beer menus, on-premise owners and operators should listen to their guests but not be afraid to “push the envelope” with beer selections, according to Poffel of Old Chicago.
“Your guests will tell you what styles and breweries they’re interested in,” explained Poffel. “However, it’s important to lead their journey by introducing them to complementary and contrasting styles and flavors. 'I see you like X style of ale; here’s a similar style that has some of the same flavor profile but also has these notes.'
Curley, of The Greene Turtle, said don’t overcomplicate a beer menu. “Guests want confidence that their favorite is always available, but they also appreciate a surprise or two that feels curated to your location,” he explained. “My advice is to focus on the mechanics behind the menu as much as the beer itself. Right-sizing draft systems, negotiating strong partnerships with distributors, and tracking pour costs down to the ounce. The operators who stay profitable aren’t just picking the right brands; they’re dialing in keg yields, glassware sizes, and speed-of-service so the beer program is efficient, consistent, and margin-friendly.”
Tujague's Williams said her best advice for bar, restaurant, and hospitality operators when it comes to beer, beer menus, and being profitable with beer is to not overcharge.
“Sometimes, adhering to the standard markup can prevent you from obtaining fresher beer and rotating your current inventory,” said Williams of Tujague’s. “Guests aren’t spending money like they used to. Beer has always been the affordable option for those who are cost-conscious. Keep it fresh and keep it affordable! Also, not sticking with the same selections is always a plus, especially if you have or are looking to procure regulars. Think about carrying a rotating seasonal beer from at least one of your local breweries.”
Williams, of Carolina Brewery, suggested that owners and operators price beer as it needs to be priced. “Simple, lighter beers cost less to produce and menus should reflect that,” he said. “On the other hand, a beer with tons of hops or fruit will cost more to produce. Guests who prefer highly hopped New England IPAs or barrel aged stouts are usually aware of the added demands of brewing those styles and will pay a little extra to enjoy those pints.”
Roso, of Twin Peaks, said that beer menus and profitability starts with understanding the data. “Track yields, monitor sales trends, and use operational tools to minimize waste and maximize profit,” he stressed.
Dan DeAngelo, key account manager, on premise, for Athletic Brewing Company, said that bars and restaurants remain vital discovery points for consumers, so non-alcoholic beer should be treated like any other core part of a beverage or beer program.
“N/A beer is a margin driver and a proven ‘chaser, pacer, and replacer,’ that keeps guests in the bar longer and coming back more often,” said DeAngelo. “The most successful operators are attracting customers by proudly communicating that non-alcoholic beer is being served—featuring it on menus, chalkboards, and promotional materials—while working with suppliers that prioritize quality.”
Less About Chasing Beer Trends, More About Creating an Experience
Zander Harris, founder of North Carolina-based ThreeFold C LLC and Cultured Cocktailz—which consults and designs custom drink menus and experiences for hosts, events, and special occasions—said beer is and will continue to be a staple of the bar, restaurant, and hospitality industry. However he pointed out that it’s worth it for owners and operators to ask: Why should customers order a beer from one establishment vs. the place next door?
“In today’s world of endless information, strong branding, and social media buzz, that question matters more than ever, especially as people are tightening their wallets,” said Harris, who believes that making a beer program stand out is key for owners and operators. “Maybe it’s through unique collaborations, limited seasonal releases, or pairing your beers with food in creative ways. It’s not just about having beer on tap; it’s about offering a story, an experience, or a connection that makes customers choose you over the competition.”
Harris said the craft beer market is currently saturated, and the quality standard is already high anywhere you go. “To stand out, it’s less about chasing trends and more about creating an experience, a beer, or a vibe that customers can’t just find anywhere else,” he said. “At the end of the day, people want to feel excited when they walk through the doors. A dash of creativity might just be the ingredient breweries need to bring that magic back.”
Aaron Kiel is an award-winning journalist and public relations professional in Raleigh, N.C. He’s worked in the beverage, tea, and coffee industries for two decades, as well as hospitality and technology. He’s a journalist at heart, but he also wears a PR and communications hat through his consultancy, ak PR Group. Aaron is a contributing writer/reporter for Questex’s Bar & Restaurant News and he’s a past editor of Questex’s World Tea News. In 2023, he was a finalist and honorable mention in the “Folio: Eddie & Ozzie Awards” for “Range of Work by a Single Author – B2B” for World Tea News, and in 2024, he won two awards for his work with Bar & Restaurant News, including a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards under the “Diversity, Equity & Inclusion” category, and a “Folio: Eddie & Ozzie Award” in the B2B article category for “Culture & Community.” He also received a 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram: @adventurer_explorer or visit akprgroup.com.
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