Out-of-Home Consumption Data : The Secret Weapon of High-Performing Beverage Brands

Beverage consumption is shifting, but most brands are still stuck with outdated, incomplete visibility.

If you're not leveraging out-of-home consumption data, you're missing the most decisive piece of the growth puzzle.

---

1. Why Out-of-Home Consumption Data Is a Strategic Game-Changer

In a landscape where on-trade sales (bars, cafés, restaurants, hotels) can represent up to 50% of volume for some beverage categories, relying only on sell-in or retail data means leaving your blind side exposed.

Here's what out-of-home consumption data delivers :

✅ True Demand Signal :

Instead of tracking what was shipped, track what was actually consumed.

✅ Territory Intelligence :

Identify consumption hotspots, from local bars to national chains, in real time.

✅ Activation ROI Tracking :

Know exactly how your promotions, tastings, or challenges impact real orders.

✅ Competitor Benchmarking :

Spot where rival brands are winning share, so you can win it back.

---

2. The Blind Spot : What Most Beverage Brands Still Don’t See

Imagine launching a national activation with premium POS materials, influencer partnerships, and in-bar visibility.

Three months later, you ask :

• Did we increase actual consumption ?

• Which venues drove most of the uplift ?

• Did our brand outperform competitors in key cities ?

If you can't answer with certainty, you're not alone.

Most brands still operate on incomplete, indirect indicators, while real-time out-of-home consumption data can deliver these answers in days, not quarters.

---

3. Breaking the Industry Illusion

❌ “We Have Sales Data Already”

Most teams confuse sell-in data with sell-out insights. But :

• Sell-in = what the distributor delivered

• Sell-out = what the customer actually consumed

Without consumption data, you’re tracking supply, not impact.

And when it comes to growing market share, impact is everything.

---

4. What You Can Do With Fyre’s Out-of-Home Consumption Data

Fyre turns fragmented on-trade intelligence into a unified, action-ready view of your brand's real-world performance.

With integrations across 100,000+ Horeca outlets, you can :

• Track real sell-out trends by SKU, pack, outlet, or region

• Spot venue-level champions driving volume and visibility

• Target weak zones where your brand underperforms competitors

• Measure uplift from activations, sponsorships, or menu placements

• Negotiate smarter with distributors and venue chains, armed with data

And the best part ? These aren’t modelled estimations, they’re real transactions from the field.

---

5. Who’s Already Winning With This ?

Top beverage players across Europe are using Fyre’s out-of-home consumption data to :

• Shift investments to high-performing zones

• Prove ROI on field activations

• Pilot new products in test markets with full visibility

• Respond faster than competitors to changing trends

They don’t wait for data to arrive, they use it to lead.

---

Conclusion : The Future Belongs to Brands Who See More

In the on-trade world, speed and precision win. Without access to real-time out-of-home consumption data, your strategy is reactive at best.

With Fyre you stop guessing.... and start leading.