Read the 2026 Beer Report
Beer sales in the UK on-trade have reached a record £14bn, but the category is evolving. Today’s consumers are drinking more intentionally, trading up for quality and looking for experiences that justify spending time and money in venue.
The HEINEKEN UK 2026 Beer Report explores the trends reshaping the category and the opportunities helping operators unlock growth, a must read for anyone keen to grow their beer sales.
What’s inside the report?
- Stout is booming, with value growth up 19%
- Flavoured beer has surged by 34%
- World lager now represents 27% of total beer value
- 55% of beer drinkers are willing to pay more for quality
- No & Low beer is growing at 31% as moderation becomes mainstream
Beer remains one of the strongest drivers of value in the on-trade, accounting for 45% of total wet sales across pubs, bars and restaurants. But growth is increasingly being driven by premiumisation, experience and occasion-led drinking.
This report explores how operators can respond through smarter ranging, premium serves and experiences that encourage customers to return. Whether you’re reviewing your drinks offer, planning future investment or identifying new growth opportunities, the 2026 Beer Report provides practical insight to support decision making.
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