On-trade intelligence,
published weekly

Long considered a niche alternative, alcohol-free beer is gradually changing status. Across several European markets, it is gaining ground in on-trade venues and becoming part of consumption occasions that go far beyond Dry January alone. Sell-out data from POS systems analysed by Fyre in its Alcohol-Free Beer Report 2026 highlights a category that still varies significantly from one country to another, but whose direction is clear: alcohol-free beer is gradually becoming par

At first glance, the answer seems obvious. Matches watched by millions of people, fans getting together with friends, packed terraces and busy bars… The World Cup looks like the perfect event to drive footfall and sales for restaurants and bars. And indeed, some matches did generate clear peaks in consumption and activity. But when you look more closely at the data, the reality is much more nuanced. Not every match had the same impact. Not every outlet benefited in the same w

Over the last 26 full weeks, cafés, bars and nightclubs in the FYRE France panel generated 41.8% of their revenue in just two days: Friday and Saturday. This concentration highlights the importance of choosing the right timing to manage sales, inventory and commercial activations. In the out-of-home consumption sector, not every day of the week carries the same weight. Footfall, consumption occasions and going-out habits directly influence venue activity. But to what extent?

Do rising temperatures automatically boost beverage sales in cafés, hotels and restaurants? Sell-out data observed during the June 2026 heatwave tells a much more nuanced story. Between 22 and 28 June 2026, France experienced a particularly intense heatwave, with temperatures peaking on 24 and 25 June. To measure its actual impact on out-of-home consumption, Fyre compared sales during this period with those recorded during a reference week in the same month, from 8 to 14 June

When a heatwave hits, it’s easy to assume that beverage consumption in cafés, bars, and restaurants will surge. Yet Fyre’s sell-out data tells a different story: a heatwave doesn’t necessarily increase consumption—it shifts it. Between 22 and 28 June 2026, France experienced an exceptional heatwave. Comparing this period with the reference week of 8–14 June reveals striking changes in purchasing behaviour across the French on-trade. Cold Drinks Rise, Hot Beverages Decline Uns

In the away-from-home market, brands have long sought to better understand consumers. They analyse trends, survey customers, monitor feedback from the field and observe how their categories are evolving to identify shifts in purchasing behaviour. These approaches remain essential, as they help understand expectations, motivations and perceptions. But they do not always capture what happens at the exact moment when the consumption decision is made. In an outlet, the final choi

During a World Cup, out-of-home consumption shifts into a different rhythm. Bars fill up, screens light up, terraces take on a new dimension, groups gather around matches, and certain product categories can see their role evolve in just a few hours. For brands, these major events are strategic moments. They create visibility, focus consumer attention, and generate particularly strong consumption occasions. They also provide an opportunity to roll out activations, strengthen f

Dry January continues to influence the non-alcoholic beer market in Europe. But the dynamics are not uniform. In our new infographic, we analyze the evolution of the share of non-alcoholic beer in January 2026 vs January 2025 in France , the United Kingdom and the Netherlands . 👉 In France, the movement is accelerating significantly. 👉 In the United Kingdom, the trend remains positive but more moderate. 👉 In the Netherlands, the January peak seems to be easing despite a st

Happy hours and promotions are powerful tools to attract crowds, boost sales, and fill your restaurant during slower times. But when used poorly, they can eat away at your margins—or worse, cannibalize your regular sales. The good news? Data can turn your promotions into real profitability boosters. Here's how. Target the right products Instead of discounting blindly, data allows you to identify: Popular items that could perform even better with a little push. High-margin pro