Bars, restaurants, stadiums and venues are where we gather with old friends and make new friends. They’re where we cheer on our favorite teams, watch our favorite bands and indulge in memorable meals. These spaces are the social heartbeat of our culture, and where we make memories.
In 2025, Molson Coors grew share in these places – collectively known as “the on-premise" – for the third year in a row, including individual boosts for Miller Lite, Coors Light, Coors Banquet, Blue Moon, Miller High Life and Peroni, according to Nielsen CGA.
The news was especially good for Banquet, which continued to ride its hot streak by finishing 2025 up 20% in on-premise dollars. Peroni was up 14.5%. And beyond beer, Topo Chico Strawberry Guava Hard Seltzer saw a 5.8% lift. (All according to Nielsen CGA).
The momentum is continuing in 2026: Molson Coors’ dollar share in the on-premise is growing even more year-to-date than last year (Nielsen CGA through March 21).
Molson Coors’ performance in the on-premise is rooted not only in strong, resonant brands, but company priorities, says Nels Larsen, Molson Coors’ vice president of national accounts.
“We’re champions of beer and beer occasions – and that fits really well with the on-premise, a place where socialization and real life happens,” Larsen says. “We are encouraging people to spend time together over a beer, and that supports the work we’re doing on-premise, to continue building momentum for brands people know and love.”
And the on-premise is as vital as ever – if not more so.
As recently reported by Beer Business Daily, “spending on food and beverage away from home has surged in the post-COVID period, topping $1 trillion in 2025, as consumers continue to prioritize social occasions, travel, and experiences.”
The result? "More spending (is) happening in bars and restaurants and less in traditional at-home occasions,” BBD concluded.
With plenty of big-time moments ahead – from global soccer dominating the summer to America’s 250th – the on-premise will continue to be where fans go to raise a glass, and Molson Coors is ready to meet them there.
Occasions, occasions, occasions
Championing occasions means getting consumers excited to go to the bar -- and being ready for them when they arrive.
Take March Hoops. Molson Coors leaned into bracket challenges, food pairings and more. Plus, Coors Light and Blue Moon were featured at Buffalo Wild Wings throughout the tournament. It’s no coincidence that for the three weekends of the tournament (March 19-April 6), BeerBoard showed Blue Moon with the largest share gain of tap handle volume across the industry, adding 1.57 points to hold 6.31 share of volume (as also first reported by BBD).
“Everyone knows sports and cold beer go together,” Larsen says. “We also know that when we’re front and center in the on-premise, people will reach for our brands.”
That’s true on the random Tuesday night at the corner bar, but also when major cultural moments arise, such as the upcoming summer of soccer. For nearly six weeks in June and July, the world’s soccer fans will have their eyes on North America. Bars will be packed and watch parties will be fevered. Molson Coors will be ready with national campaigns and local activations that push Coors Light, Miller Lite and Topo Chico Hard to the fore.
“We’re obviously very excited about soccer this summer,” Larsen said. “It’s a huge social occasion for the on-premise, and it’s high energy and high socialization. The momentum our brands have in the on-premise gives us a lot of optimism. Bars are going be packed, it’s going be fun and our teams are ready to activate.”
Starting the Year Strong
According to Nielsen CGA, year-to-date (through March 21) Miller Lite and Coors Light are among the top 3 best-selling brands on draft and Blue Moon is the number #1 craft brand on draft. Plus, Blue Moon’s dollar sales have outpaced the segment over the last 12 weeks. Meanwhile, Coors Banquet continues to grow in the on-premise.
When a customer is standing at a bar or looking at a menu deciding what beer to order, trust and recognition can be major factors, Larsen says.
“We believe our portfolio is really well positioned because these are brands that people have known and valued for generations,” he says.
Portfolio expansion is also fueling opportunities. Consider Fever-Tree. After nearly 18 months in the portfolio, the premium mixer brand has helped open plenty of doors, Larsen said. Not only does Fever-Tree have a lot to offer on its own, it also gives Molson Coors an entry point into higher-end venues where beer is less prevalent.
And as Larsen – who has run Molson Coors’ national on-premise accounts for the past three years – transitions into his new role as regional vice president for the Great Lakes, he believes success in this channel can influence opportunities in the off-premise.
“People know our brands, and they trust them to be part of personal moments of celebration and socialization. By remaining laser focused with consumers at the core and the moments that matter to them, there’s a clear path to win – no matter where our consumers are raising a glass.”