2026 Reports
Two essential reads for every outlet
2026
Category Report
Beer Report 2026
Beer sales in the UK on-trade have reached a record £14bn, but the category is evolving fast. Today's consumers are drinking more intentionally, trading up for quality and looking for experiences that justify the visit.
£14bn
Record UK on-trade beer value
Stout is booming, flavoured beer has surged 34%, and No and Low is growing at 31% as moderation goes mainstream. 55% of beer drinkers will pay more for quality.
Read the Beer Report 2026
2026
Category Report
Cider Report 2026
Cider is a £2bn powerhouse for UK pubs and bars, and the second fastest-growing drinks category in the on-trade. Sales are up 3.5% year-on-year, with consumers demanding more premium options than ever.
£2bn
Worth to UK pubs and bars
+3.5%
Year-on-year sales growth
The average pub sells 96 pints and 25 bottles every week. Loyalty is up with 19% more serves per occasion, and over 40% of cider occasions now happen while guests are eating.
Read the Cider Report 2026
Activation Guide
Beerfest
At HEINEKEN UK, we know that running a successful pub or venue is about more than serving great drinks. It is about giving customers more reasons to visit, stay longer and come back again. That's why we created this Beerfest Activation Guide.
As part of our commitment to helping your business succeed, this guide provides practical category and retail advice to help you drive footfall, boost customer engagement and make the most of your beer range.
Beerfest is a proven way to attract more guests, increase engagement in venue and encourage repeat visits. Whether you are looking to drive trade during quieter periods, showcase your beer range or inspire customers to try something new, this guide will help you make the most of the opportunity.
Find out more
1
More guests
Drive footfall and give customers a compelling reason to visit your venue.
2
More engagement
Encourage discovery, showcase your range and create memorable experiences.
3
More return visits
Build loyalty and long term value by giving customers a reason to come back.
Don't Forget the Fridge
A well-stocked fridge is a profit centre, not just storage.
Packaged delivers 11% of Beer and Cider sales, led by beer (67%) and cider (33%). World lager, premium flavoured and No and Low options (15% share) are all driving the mix.
Preference is highest for cider (47%, mostly with ice) and particularly among 25 to 34 year olds, making packaged a key format for any outlet.
11%
of Sales
Extend your range and satisfy the needs of more guests
6s
Fridge glance time
Vs 22 seconds for taps, so make every shelf count
↔
Breadth
Opportunity to offer a wider choice across all categories
Top shelf for choice
Use the top shelf for brands that extend your range beyond what's on draught. The fridge is your opportunity to add new categories, not duplicate them. For example, if you have Inch's on tap, stock Old Mout in the fridge. It's a different style of cider that gives guests more choice rather than just repeating what's already available.
Bottom for bar calls
Drinks that guests ask for can be ranged further down. Communicate your packaged range with drinks menus and POS to promote.
