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Time for insights - February 2026

4 hours ago
3 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 : Which beverage dominated the out-of-home market in December 2025 ?
Top 10 HORECA KPIs - Ebook's time !
Market Trends & Horeca News
Success Story : Brand performance benchmarking
What's new at Fyre ?

INSIGHT OF THE MONTH

France, UK & Netherlands Focus

MarketPulse data shows distinct consumption patterns across Europe.

In France, red wine leads again, ahead of beer, while cola expands beyond traditional meal occasions.

In the UK, beer remains dominant, driven by strong pub culture.

In the Netherlands, beer stays on top, but non-alcoholic drinks like cola and tea continue to gain ground.

Key takeaway: Beer still drives away-from-home consumption in Europe, but local habits and alcohol-free options are reshaping the landscape.

Source : MarketPulse from Fyre -December 2025

MARKET TRENDS & HORECA NEWS

Mahou San Miguel is accelerating its push into the alcohol-free segment for the hotel and restaurant industry.

Mahou San Miguel is launching a new non-alcoholic malt beverage aimed in particular at the hospitality sector. This initiative confirms the momentum of the no/low alcohol segment, which continues to gain ground in European bars and restaurants.

Source : JustDrinks

Ready-to-drink beverages and booming spirits innovations

The last week of January reflects a dynamic of continuous innovation, with launches centered on flavors, RTD (ready-to-drink) formats, and premium extensions that enable brands to capture attention in an increasingly competitive horeca market.

Source : BeverageDaily

AI and automation are transforming venue management

More and more horeca players are adopting AI-based solutions to optimize inventory, forecast demand, and adjust prices in real time. The year 2026 is shaping up to be a turning point in the integration of these tools within European restaurants and bars.

Source : HospitalityNet

Customer data at the heart of 2026 strategies

European horeca groups are strengthening their use of customer data to personalize the experience and optimize their marketing activations. In-depth analysis of purchasing behavior is becoming a key strategic lever for attracting and retaining customers.

Source : HospitalityNet

SUCCESS STORY :

Brand performance benchmarking

How can you know exactly where your brand is outperforming… and where it is underperforming?

This use case shows how Fyre enables you to benchmark a brand’s performance against its competitors, at the outlet, group, and regional levels.

Thanks to real-time POS data, cluster-based segmentation, and CRM matching, teams can identify gaps in rotation, distribution, and menu presence, and steer their commercial actions toward the areas with the highest potential.

Read the use case

WHAT'S NEW AT FYRE ?

It is now possible to define a minimum, a maximum, or a range of values for each column, allowing you to instantly isolate the brands, products, or establishments that match your criteria.

These filters are also saved within your presets, making it easy to retrieve your customized analyses and work more efficiently in your explorations.

See a demo

EBOOK'S TIME!

In a fragmented, ultra-local, and constantly evolving on-trade market, national averages and consolidated reports are no longer enough.

This new ebook breaks down the 10 essential KPIs needed to truly understand what’s happening at the establishment level: basket structure, product mix, pricing architecture, performance by segment, and the impact of activations.

A guide designed for brands and decision-makers who want to move from a descriptive reading of the market to a strategy genuinely driven by field-level data

Read the ebook