There are strong levels of activity in early 2026 at UK hospitality venues, according to the latest Oxford Market Watch snapshot for February.
However, data from the insights specialist showed the UK on-trade remained broadly stable, with improvements across several operational indicators even as drinks volumes remain largely flat.
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Oxford’s dataset, which tracks just shy of 100,000 active hospitality venues, showed consumers are spending an average of 145 minutes in venues, reinforcing the continued shift towards longer, more experience-led occasions.
Meanwhile, average spend sits at £26.83 per visit, suggesting that while guests continue to prioritise social occasions, they are managing their budgets carefully.
18.7m pints sold
More recently, last weekend’s Six Nations rugby tournament – when England lost to Italy, Scotland beat leaders France, and Wales went down to Ireland – saw 18.7m pints of draught beer and cider sold across UK pubs, with the average site pouring 571 pints during the match weekend.
Footfall increased by 8.4% compared to the same rugby weekend last year, highlighting the continued importance of major sporting occasions in driving hospitality trade.
The Oxford Market Watch showed occupancy levels are averaging 65.3%, with outlets currently trading 64.4 hours per week on average, which it said are both modest increases in the year to date.
However, drinks volumes remain broadly stable, falling by 0.1% this year, reinforcing a wider trend emerging across the UK on trade where venues remain busy but drinking behaviour is becoming more measured.
Stout stays strong
Stout remains the strongest performing segment, growing by 7.3% this year, and world lager sales rose by 5.2%, reflecting continued consumer demand for more distinctive and premium beer styles.
Yet, core lager sales dropped 3.8%, craft beer lost 3.7% and ale declined by 2.2%.
The Oxford Partnership CEO Alison Jordan said: “Across the UK hospitality sector, we are seeing a market that remains resilient but is clearly evolving. Venues are busy and consumers are spending longer in hospitality environments but spending decisions are becoming more considered.
“For operators and suppliers, this means creating compelling reasons for consumers to visit, whether through food-led occasions, premium drinks choices or experiences that encourage people to stay longer.”
Regionally, drinks volume sales have grown in the east of England, north-west and East Midlands while other regions remain softer.
