While overall beer category sales are challenged in both on and off-premise, growth rates are under even more pressure in traditional On Premise (restaurant and bars), Nielsen researchers report.

For instance, Mexican and Belgium imports are growing at double digit growth rates Off Premise, but only up single digits On Premise, while moderate declines of Domestic Premium Beers Off Premise are much further exacerbated On Premise.

Craft growth rates have decelerated sharply in both channels over the past year, Nielsen finds, but Craft is still about 2.5x better developed (dollar share) in On Premise than in the aggregate of the various Nielsen-measured Off Premise channels.

Ciders have reached almost a 2% share of the Beer plus Flavored Malt Beverage plus Cider category On Premise, vs its 1.3% share Off Premise.

I interviewed Scott Elliott, senior vp, Nielsen CGA, to learn what bars and restaurants must do to meet this challenge — and, equally importantly, what manufacturers must do to support them.