There has been a ‘fundamental’ shift in on-trade consumers’ behaviour, with a move away from traditional higher-volume sessions to a more ‘intentional’ style of drinking.
That is according to Heineken, which has just released its comprehensive 2026 Beer Report, subtitled ‘Elevating Experiences to Unlock Growth’.
In it, the brewing giant concludes that consumers are not simply going out to drink any more – instead “they are going out to connect, to be entertained and to enjoy an environment that feels distinct from home”.
So while average serves per visit have declined by nearly 9%, the average price per pint has risen by 8% to £5.02 as consumers trade up for premium quality and unique experiences.
The result is that, despite an overall reduction in volume, UK beer category in the on-trade has grown to a record £14bn in value, now accounting for nearly half (45%) of total wet sales in pubs, bars and restaurants.
Heineken’s on-trade director, Will Rice said: “Beer remains one of the great constants of the British on-trade but the way it creates value is changing.
“For licensees, the opportunity in 2026 is not simply to sell more beer, but to sell beer better. That means understanding what different customers want from different occasions, building a range that earns its place on the bar, and delivering the kind of experience that gives people a reason to come back.”
Rice said that the 2026 Heineken report brings together the trends, behaviours and commercial levers currently shaping beer in the on-trade, and shows how licensees can respond in a way that drives both customer experience and business performance.
“Beer is a magnificent category,” he said. “Managed well, served well and ranged well, it will remain one of the most powerful tools licensees have to grow.”
Among the statistics contained therein is that beer is growing ahead of the market, adding 5% value growth as it has taken taking share from spirits, wine, and soft drinks.
Within that, stout has seen a ‘remarkable’ 19% growth, and is now worth £2bn, while fruit-flavoured beer has surged by 34%.
Importantly, the report found that 55% of beer drinkers are now willing to pay more for better quality, with the ‘world lager’ category commanding the largest share of total beer value at 27% – equivalent to £4bn.
At the same time, the low-and-no category is growing at 31%, reaching a value of £271m as moderation becomes more popular.
