With the summer season incoming, Louise MacLean, business development director at Signature Group, gave SLTN some thoughts on what the company expects to be the big beer trends this year.
What are likely to be the big beer and cider occasions through the rest of 2025?
As we move into summer, beer gardens and festival events will be key drivers for beer and cider sales. However, as always, the unpredictable British weather will have a significant impact on just how much beer is consumed.
A warm, dry summer could see record sales, while a damp season may shift focus to indoor drinking occasions.
In terms of trends, we’re seeing a continued rise in demand for low-ABV and alcohol-free beers, driven by younger generations who are more health-conscious and mindful of moderation.
Quality over quantity remains a strong consumer preference, with drinkers opting to spend more on premium, well-crafted products rather than consuming in volume. We’re also catching on to the alcohol-free trend, ensuring that we have high-quality alternatives available for those seeking a no or low-alcohol option.
“We’re seeing a continued rise in demand for low-ABV and alcohol-free.”
The resurgence of Guinness has also been notable, with events like the Six Nations and viral trends such as ‘splitting the G’ making it popular among younger drinkers.
Beyond the classics, we’re witnessing a movement toward hybrid drink styles, such as radlers and beer coolers, which offer a refreshing alternative during warmer months.
Is there any evidence that the ongoing cost of living situation is having an impact on the beers and ciders customers are ordering?
Absolutely. The cost of living crisis has resulted in customers going out less frequently, but when they do, they want to make it count.
There’s a strong ‘quality over quantity’ mindset — drinkers are opting for premium options they wouldn’t typically buy in the supermarket. This has created an opportunity for bars to showcase unique, high-quality offerings that give customers a reason to visit venues rather than drinking at home.
A bartender panellist at the recent ScotHot show mentioned that customers ‘want weird or they want cheap.’ Do you think that applies to beer/cider, or are those customers looking for familiar and reassuring flavours?
There’s definitely some truth to this statement, but the key word here is quality. Customers will pay a premium for something unusual and exciting — like a marshmallow barrel-aged stout or a raspberry pancake sour — but these niche products still cater to a smaller audience.
For the majority of drinkers, familiarity remains important. They’re willing to spend slightly more on a high-quality session lager or IPA that feels like a safe bet rather than something overly experimental.
A well-balanced approach is key — having a couple of ‘weird and wonderful’ options alongside reliable favourites ensures broad appeal.
Given rising costs and tighter customer spending, what advice can you give operators to help maintain their beer and cider margins?
Maintaining margins in this climate is challenging, but there are a few key strategies operators can employ.
Smart pricing and positioning: Premium beers justify a higher price point, particularly when positioned as unique or exclusive to the venue.
Reducing waste: Ensuring proper storage and serving techniques to minimise waste can have a significant impact on profits.
Curating the right range: Stocking a well-thought-out selection of beers and ciders ensures each product earns its place on the menu, maximising profitability.
Leveraging events and promotions: Hosting tap takeovers or seasonal beer showcases can drive footfall and encourage customers to try higher-margin options.
Do you think operators keep their beer and cider range tight, or stock more products to cater to a wider range of visitors?
This really depends on the venue and its audience. A smaller, well-curated selection can be lower risk, ensuring each product sells through and minimising stock waste. However, for venues that thrive on discovery and engagement, offering a broader range can create a sense of excitement and encourage repeat visits.
The key is striking a balance – having a solid core range of reliable bestsellers while introducing limited-time, seasonal, or exclusive brews to keep things fresh. A ‘surprise and delight’ element can be a great way to build loyalty and attract new customers without overwhelming stock management.
Signature Group owns and operates a portfolio of over 20 venues in Glasgow, Edinburgh, Aberdeen, St Andrews and Bridge of Allan.
