Beer continues to outpace the wider drinks market, growing faster than cider, wine, spirits and soft drinks in the UK on-trade and with a year-on-year value growth of 3%, according to the latest Heineken Beer Report 2025.
The category is now worth £13.8bn to pubs, bars and restaurants, it revealed.
Furthermore, the research outlined the five ways in which operators can capitalise best on the drivers of growth for beer:
1. The perfect serve
With half (50%) of consumers willing to pay more for a high-quality drink when out, this driver is a response to the consumer demand for better experiences.
2. The wonderful every day
The shift to lower tempo and more informal occasions as well as the rise of the virtual world as a space for socialising are shifting the landscape, according to the report.
It encouraged operators to host events that lend themselves to earlier in the day with the rise in bottomless brunches and afternoon teas demonstrating this.
3. Making memories together
With celebration being key to many, the importance of sport is highlighted further as screening these can drive footfall, boost sales and increase dwell time.
The report found 97% of Generation Z want experiences in pubs and bars they can’t get at home.
4. Discover more
On average, people choose between a repertoire of 15 brands and 44% of consumers are undecided on their drink until they reach the venue.
The report advised businesses to tell the interesting stories and provenance behind brands alongside making it easy for guests to spot any new and interesting beers being stocked.
5. Mindful choices
With beer being the most popular no and low-alcohol alternative on the market, this is a huge opportunity for pubs.
The report stated almost one third (31%) of consumers said they had left a venue early and/or disappointed due to a lack of no and low-alcohol drinks with four in 10 (40%) research the alcohol alternatives before visiting a venue.
Heineken UK on-trade director Will Rice said: “Beer is the biggest alcoholic drinks category in the UK on-trade and we are really excited about its future.
“The Heineken Beer Report 2025 re-emphasises the importance of the category to the on-trade with so many consumers viewing beer as a critical part of the pub-going experience.
“That said, there is clear evolution to consumer behaviour when it comes to beer consumption.
“Our hope with this report is that it helps operators to understand these changing consumer trends and equips them to capture the growth opportunity these trends represent.”
Beer facts ‘n’ stats
£13.8bn - the size of the beer category in pubs, bars and restaurants by value
3% - year-on-year value growth
44% - share of wet value sales in the on-trade
£55,000 - annual average value of world lager in sales to a pub
19% - ale’s share of the beer market
12% - stout’s share of the beer market
