Time for insights - December 2025
- Claire Brunaud
- Dec 23, 2025
- 2 min read
Welcome to your monthly dose of on-trade insights !
At Fyre, we help outlets & brands navigate the HORECA world with more clarity, confidence, and.... data.
Cheers !
ON THE MENU THIS MONTH :
Insight of the Month : Beer is the Queen !
Market Trends & Horeca News
Success Story : Heineken price strategy optimization
What's new : Export chart data in one click
Ebook's time : Will 2026 be without alcohol ?
INSIGHT OF THE MONTH
France, UK & Netherlands Focus
Beer is the Queen across on-trade markets !
In France, the UK and the Netherlands, beer remains the most consumed beverage in out-of-home consumption in October 2025.
While the rest of the podium varies by country, beer consistently leads, confirming its central role in on-trade occasions across Europe.
Source : MarketPulse from Fyre - October 2025
MARKET TRENDS & HORECA NEWS
Sowine Barometer 2025: beverage preferences are evolving in France
In France, preference for wine and beer is slightly declining, while cider, neat spirits and non-alcoholic wine are gaining ground.
The continued growth of no & low-alcohol consumption confirms a long-term change in drinking habits.
Source : Monde-Epicerie-Fine.fr
EU anticipates premiumisation and more conscious choices in 2026
European experts identify strong trends for 2026 around premiumisation, product origin, and more conscious beverage choices.
These shifts are expected to increase demand for quality, product storytelling and transparency, particularly in the on-trade channel.
Source : SoutheastOnline.co.uk
Low & no alcohol set to drive the 2025 Festive Season
According to industry experts, the 2025 festive season is expected to be strongly driven by low-and no-alcohol beverages.
Cafés, bars and restaurants have a clear opportunity to expand their menus to meet the expectations of more consumption-conscious customers.
Source : Hotelier & Hospitality Design
Data and real-time insights become a strategic priority for on-trade brands
Across Europe, beverage brands are increasingly investing in real-time, outlet-level data to better understand consumption patterns and activation performance in the on-trade.
Granularity, speed and actionability are now seen as key differentiators compared to traditional, delayed market reports.
Source : Beveragedaily.com
SUCCESS STORY :
Heineken price strategy optimization
See how Heineken optimized its on-trade pricing strategy with Fyre.
This success story shows how real sell-out data, outlet-level visibility and smart segmentation helped Heineken increase prices while protecting volume, rotation and long-term brand equity.
WHAT'S NEW AT FYRE ?
Export chart data in one click
You can now export data directly from any chart in the Graphics section.
This allows you to download the underlying data behind each visual, making it easier to run further analysis, build reports, or share insights internally.
EBOOK'S TIME!
Will 2026 be without alcohol ?
Across Europe, drinking habits are evolving, not disappearing.
No-and low-alcohol are no longer niche trends but emerging across new occasions, categories and no-trade moments.
In this new ebook, we explore how moderation, premiumisation and value-driven innovation are reshaping growth in the European beverage market, based on real on-trade data from France and the UK.
That was your monthly shot of on-trade insights!
See you next month for another toast of inspiration.
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