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Furthermore, the UK beer category in the on-trade has grown to £14bn in value and now accounts for 45% of total wet sales in pubs, bars and restaurants, according to Heineken UK’s 2026 Beer Report: elevating Experiences to Unlock Growth.
The report also stated while fruit beer only accounts for 1% of total beer value, it’s growing at a significant rate.
The segment is now worth £168m and growing at 34% year on year. While the average pint price of the brew is £7.17, consumer data shows 43% of flavoured beer drinkers are Millennials - 12% higher than average.
Similarly, no and low remains a small part of the overall market (2%) however, it is the fastest growing segment of the beer category.
Great constant
Now worth £273m, growing at 31% year on year, a pint of low and no also has an average price of £6.07.
Stout has been a big part of the market in recent years and has grown significantly. In 2022, the segment was worth £622m, according to the report whereas now, it is worth £2bn and accounts for 14% of total beer value, growing at 19% year on year.
Moreover, the overall beer category is growing ahead of the market (up 5% in value, taking share from spirits, wine and soft drinks.
Elsewhere in the report, it highlighted a change in consumer behaviour, moving from traditional higher-volume sessions to a more “intentional” style of drinking.
Heineken UK on-trade director Will Rice said: “Beer remains one of the greatest 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.”
Magnificent category
He added: “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.
“This report brings together the trends, behaviours and commercial levers 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. Managed well, served well and ranged well, it will remain one of the most powerful tools licensees have to grow.”
