Scotland’s lager and beer market is raising the bar. New data from the latest Heineken Beer Report reveals that beer continues to outpace every other drinks category in the UK on-trade, now worth a staggering £13.8 billion, and Scotland is very much part of this upward trend.
As the thirst for quality draught and craft options grows, consumers are making beer a central part of their social experience, even as other categories like wine and spirits see a dip. This feature takes a look at the latest stats, explores what’s driving Scottish drinkers to choose beer, and spotlights the brands and trends set to define the next chapter in Scotland’s beer story.
MARKET MOMENTUM BUILDING STEAM
The beer category continues to outpace the wider drinks market, growing faster than cider, wine, spirits and soft drinks in the UK On-Trade. With year-on-year value growth of 3%, beer is now worth £13.8 billion to pubs, bars and restaurants. While total volume of on-trade beer sales has contracted by 368 KHL year on year, average price per litre has risen by 4.8% over the same period, now sitting at £8.22.
The positive news for beer is that it now commands 44% of total wet sales in the on-trade by value, pointing to the fact that consumers view beer – particularly draught beer – as a critical part of the experience of going to the pub. In fact, 21% of the UK population visit the on-trade weekly and 16% of them drink beer when there.
SCOTLAND’S ON DRAUGHT
Recent CGA data shows there is demand for a wide range of categories on draught, with classic lagers, continental lagers and ciders all named in the ten biggest draught brands in Scotland. Tennent’s takes the number one spot, followed by Guinness and Birra Moretti L’Autentica, whilst Strongbow Original is the number one cider in Scotland.
With space at a premium, it’s important that operators in Scotland are listing brands from each category where they can, to ensure they’re offering a breadth of choice. The stout revolution has been particularly remarkable. Only a few years ago, writing about beer trends and starting with stout would have seemed unthinkable, but things have changed dramatically.
Over the last six months alone, stout has grown from having a 12% share by value of the draught beer and cider market to having a 17% share – almost double its size three years ago.
Guinness Draught dominates with a staggering 98% of the stout market by value, worth £456M in the latest 12 weeks, but the much-publicised Guinness shortages of late 2024/early 2025 created opportunities for rivals like Murphy’s Irish Stout, which saw a sales uplift of 897% in the first quarter of 2025.
WORLD LAGERS LEADING THE CHARGE
“Within the beer category, World Lager has been the standout performer in the last few years, with the segment growing 18% in value over just the last 12 weeks in Scotland,” notes Serena Smith, Head of Category, On-Trade at Heineken UK. “It is in fact now the segment that holds the biggest share of the beer category at 25% in Great Britain. We expect this trend to continue and World Lager to be one of the biggest selling categories this year.”
Spanish lagers are particularly in high demand in Scotland, achieving 26% value growth. Spanish brands now account for around 31% of World Lager sales by value and Italian lagers accounts for 28%. Leading the charge are Madri Excepcional (£852M), Birra Moretti (£1.05BN), and San Miguel (£397M).
While over the last 12 months Favela, the Brazilian offering has made an impact in the independent trade. “Given the significant demand among drinkers, adding a mainstream or premium Spanish lager to the bar could be a great option for Scottish operators to increase sales, if they don’t yet have a Spanish brand in their range,” Smith advises.
THE NO AND LOW REVOLUTION
The No and Low beer category is worth £16.9M in Scotland, gaining £4.5M in the last year. Engagement in the category is growing across all age groups, as consumers look to balance out drinking sessions with moderation. As with many emerging trends, the most engagement is among younger drinkers, with 14% of 18–24-year-olds more likely to choose a No & Low alcohol option when drinking out of home. Heineken® 0.0 is the number one No and Low alcohol lager brand in Scotland.
With excellent brand recognition and trusted by consumers, Heineken® 0.0 is well placed to introduce consumers into the No and Low alcohol category. Containing no additives or artificial preservatives, it’s available in packaged, draught and BLADE formats to meet demand without compromising on experience, quality or flavour.
“Whilst the No and Low alcohol sector has broadened to include spirits, cider and wine, beer continues to dominate the category,” Smith explains. “With its growth year on year, and as a leader in an advancing category within the Scottish market, operators should be stocking Heineken® 0.0 to keep up with increasing consumer demand.”
FIVE DRIVERS OF GROWTH
Heineken has identified five key drivers that will influence consumer behaviour between now and 2026, potentially increasing the value growth of the beer and cider market to £1BN:
My Perfect Serve (£262M potential): A third of consumers aren’t sure if they’ve ever had a perfect pint. Simply delivering the perfect pint every time – expertly poured, at the correct temperature and in the right glass – can help deliver exceptional customer experiences.
The Wonderful Everyday (£160M potential): There’s been a shift to lower tempo and more informal occasions. Events that lend themselves to earlier in the day, inter-pub quizzes or gaming nights can help encourage customers through the door.
Making Memories Together (£257M potential): Big sporting events, national celebrations and venue events are opportunities to tempt in customers. 97% of Gen Z want experiences in pubs and bars that they can’t get at home.
Discover More (£117M potential): 44% of consumers are undecided on their drink until they reach the venue. People enjoy discovering new beers, with younger generations particularly motivated by trying new things.
Mindful Choices (£208M potential): 7 in 10 of us are aiming for a healthier lifestyle. With beer being the most popular No and Low alcohol alternative, there’s huge opportunity for pubs to ‘Hero the Zero’.
While Heineken leads innovation in the No and Low space and drives category growth, Molson Coors maintains a strong presence through its portfolio.
Carling remains the UK’s best-selling beer and central to its UK strategy, while premium brands like Madrí Excepcional have experienced significant growth. It was the fastestgrowing major beer brand in both volume and value sales. Scotland’s beer market is evolving rapidly, driven by consumer demand for quality, variety and experiences that can’t be replicated at home.
From the stout revolution to the Spanish lager boom and the growing No and Low category, operators who adapt their offerings to these trends will be best positioned to capitalise on the £1BN growth opportunity ahead.
“To combat changing consumer habits, operators must adapt to succeed,” Smith concludes. “It is vital to analyse every aspect of your business to attract custom and increase dwell time: from your online presence to making smart choices about what you stock and where you put it.”
Read the Heineken Beer Report here.
