France Beer Market: What Sales Data Reveals in 2026

Sep 29

4 min read

In bars, restaurants and other out-of-home venues, beer is far from a static category. The balance between sub-categories is shifting, some segments are gaining ground while others are losing share, and average selling prices still vary significantly by beer style.

An analysis of Fyre sell-out data from a comparable panel of 1,207 outlets in France, representing more than 3.2 million transactions, highlights several movements over the latest 26 complete weeks.

Lagers strengthen their position within the category

The first takeaway is clear: Pilsner & Other Lagers continue to gain ground.

Over the analysed period, their share of Beer & Cider revenue increased by 0.7 percentage points, reaching 32% of category revenue.

They are now the largest identified sub-category in the Fyre France panel.

This increase is especially relevant because it is calculated on a comparable outlet panel. In other words, the movement is not simply the result of outlets entering or leaving the sample.

It reflects a genuine shift in the sales structure of the outlets being tracked.

Non-alcoholic beer is also gaining ground

Another signal worth watching is the performance of Non-Alcoholic Beers.

Their share of revenue increased by 0.4 percentage points year on year and now stands at 2.8% of the category.

This is still a relatively modest share of the observed market, but the direction of travel is positive.

For brands, this type of movement is worth monitoring over time: is the growth concentrated in specific outlet types, geographic areas or consumption occasions?

The national-level data provides the first signal. The next step is to understand where and how this growth is being built.

Not every sub-category is growing

As the mix evolves, some segments inevitably lose share.

Ale Beers: -0.7 pts

Belgian-Style Beers: -0.7 pts

Specialty Beers: -0.4 pts

These movements do not necessarily mean that sales in these categories are collapsing in absolute terms. They primarily indicate that these segments account for a smaller share of total Beer & Cider revenue than they did one year earlier.

That distinction matters: sales growth and share movement do not tell exactly the same story.

A still-fragmented market behind lagers

The revenue structure also shows a relatively diversified category.

Pilsner & Other Lagers: 32%

Ale Beers: 15%

Belgian-Style Beers: 10%

Wheat Beers: 5%

Specialty Beers: 4%

Beer Cocktails & Mixed Drinks: 3%

Non-Alcoholic Beers: around 3%

Ciders: 2%

Dark Beers: 1%

A significant share of revenue — around 24% — is not yet assigned to a detailed sub-category in the current classification.

The figures therefore need to be interpreted with care, but they already provide a useful view of the category’s main structural patterns.

From €4.78 to €7.12: very different price positions

The differences are also substantial when looking at average selling price.

Dark Beers: €7.12

Ciders: €6.60

Ale Beers: €6.59

Wheat Beers: €6.53

Belgian-Style Beers: €6.19

Specialty Beers: €5.92

Non-Alcoholic Beers: €5.57

Pilsner & Other Lagers: €5.21

Beer Cocktails & Mixed Drinks: €4.78

These differences should not be interpreted purely as pricing-policy gaps. They may also reflect differences in formats, channels, outlet types or product mix.

However, they do provide an initial indication of the economic positioning of the different sub-categories in the out-of-home market.

Cider: a pricing signal worth watching

Among the movements observed, Cider also shows an interesting pricing signal.

Its average selling price reached €6.60, up 5.1% versus the same period one year earlier.

On its own, this figure does not tell us what is driving the increase.

It may reflect price increases, a change in product mix, different serving formats or a shift in the types of outlets where Cider is consumed.

This is precisely where detailed sell-out analysis becomes valuable: spotting the movement is the first step; understanding what is driving it is the next.

What these data points mean for brands

Each of these figures is interesting on its own. Taken together, they raise a much more useful set of business questions.

Which beer styles are really gaining ground by outlet type? Is the lager increase consistent across regions? Which channels are driving the growth of non-alcoholic beer? Are price changes the result of genuine pricing action or a change in product mix? Which brands are capturing the category shifts observed?

This is where sell-out data provides a different perspective from traditional sell-in data.

It brings the analysis closer to what is actually happening at the bar and on the receipt.

Key takeaways - France Beer Market

Across the 26 weeks analysed by Fyre in France, three signals stand out: Pilsner & Other Lagers are strengthening their position, gaining 0.7 percentage points of revenue share; Non-Alcoholic Beers continue to grow, gaining 0.4 points; and price differences between sub-categories remain significant, with observed average selling prices ranging from below €5 to above €7.

These movements show one thing clearly: even in a mature category like beer, the consumption mix continues to evolve.