The when of drinking is shifting as fast as the what. CGA data from 2025 shows midday cocktail consumption up 19% while late night drops 10%. For every brand with on-premise distribution, that shift has direct implications for which accounts matter most and how to activate in them.

Bars and restaurants are back and the on-premise channel is open for business again. Here is how emerging Beverage brands should be thinking about the opportunity right now.