On-trade intelligence,
published weekly

Restaurants, cities and venue presence: Fyre’s data helps identify areas to explore and distinguish an established category from an offer that is still barely visible in sales.

A long-standing beer that regulars always ask for. A new addition recommended by a supplier. A local brew you enjoy introducing to customers. Over time, a beer menu grows one addition at a time, without always leaving room to step back and look at the whole range. For a bar or restaurant, every beer represents a commitment: stock, fridge space, sometimes a draught line, and a product the team needs to know. How do you decide which beers to keep, which to give more visibility

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

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

In a European beverage market shaped by moderation, health-conscious choices, and new consumption occasions, one question keeps coming up: Will no/low alcohol become the new standard by 2026? From non-alcoholic beers to alcohol-free spirits and functional drinks, the signals are no longer anecdotal, they are measurable, on-trade, and already visible in key European markets. Because bars, restaurants, and hospitality venues reflect real consumption occasions and emerging behav