£1 billion opportunity in the on-trade as consumer habits evolve
Beer is currently the fastest-growing drinks category in the UK On-Trade, and a new report from Heineken suggests there is still significant room for further growth.
The Heineken Beer Report 2025: Doubling Growth in the Beer Market reveals that beer has outperformed cider, wine, spirits and soft drinks in year-on-year growth across pubs, bars and restaurants, with the category growing by 3% over the past 12 months and now worth £13.8 billion.
Certain segments have driven much of this uplift. Classic Bitter Ale and Stout have seen a 15% increase in value compared to last year, while the No and Low category continues to gain ground, posting a 46% rise. World Lager remains the UK’s most popular pint, accounting for 29% of all beer sales and still growing.
Looking ahead, Heineken points to a further £1 billion in potential growth across the On-Trade between now and 2030. This sits against a backdrop of shifting consumer habits, including fewer after-work drinking occasions, greater interest in moderation, and a rising demand for premium products – factors that mean pubs, bars and restaurants will need to adapt to where future growth lies.
Will Rice, On-trade Director from HEINEKEN UK 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 reemphasises the importance of the category to the On-Trade with so many consumers viewing beer as 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.”
The report offers a roadmap for operators, highlighting ways to tap in to these changing behaviours to capture a greater share of the market. From laying out five key drivers of beer consumption to support long term growth, to key drinking occasions, to the top performing brands, and the roles different beers play on the bar and in the fridge, the new Heineken Beer Report 2025: Doubling Growth in the Beer Market is available free to all operators at https://www.beerreport.co.uk/