Time for insights - January 2026
- Claire Brunaud
- Jan 15
- 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 : Is the mocktail the king of cocktails?
Market Trends & Horeca News
Success Story : When cocktail trends become an activation lever for spirits brands
Will 2026 be without alcohol ? Ebook's time !
What’s new at Fyre?
INSIGHT OF THE MONTH
France, UK & Netherlands Focus
Is the mocktail the king of cocktails?
In November 2025, analysis of Fyre panels in France, the United Kingdom, and the Netherlands reveals contrasting dynamics within the cocktail category!
In the UK and the Netherlands, mocktails lead consumption, confirming the rise of alcohol-free occasions in the on-trade.
In France, Jägermeister-based cocktails dominate, highlighting a stronger preference for alcohol recipes.
A strong signal: while usage is evolving rapidly in Northern Europe, markets still retain local specificities that continue to shape menus and consumption occasions.
Source : MarketPulse from Fyre - November 2025
MARKET TRENDS & HORECA NEWS
Demand for sustainable beverages
is influencing operators’ purchasing decisions
A study shows that over 60% of European restaurant and bar operators now incorporate environmental criteria into their beverage selection (local sourcing, recyclable packaging, sustainability labels).
Source : Eco-Business
Digital is taking a central role in HORECA venue management
According to a recent report, 78% of European HORECA operators plan to increase their tech budgets in 2026, particularly for data insights solutions, operations automation, and order management.
Source : HorecaVisie.eu
European foodservice is betting on customer experience to boost footfall
European venues are stepping up efforts to offer differentiated experiences (immersive concepts, creative food-and-drink pairings, themed events) in order to drive footfall and stand out in an increasingly competitive environment.
“Healthy” food and beverage options continue to gain visibility on menus.
Across several European countries, the rise of menus focused on health and well-being (low-calorie options, functional ingredients, healthy drink pairings) continues, shaping menus and influencing ordering behavior.
Source : Forbes
SUCCESS STORY :
Turning cocktail trends into activation levers for spirits brands
This use case shows how brands can turn cocktail trends into targeted, measurable activations, thanks to real-time analysis of on-trade data.
By identifying which cocktails truly perform, where and when, HorecaPulse by Fyre makes it possible to move from market intuition to activation decisions grounded in real demand.
WHAT'S NEW AT FYRE ?
New dimensions to analyze
your sales more precisely
You can now track your sales in liters, alongside existing indicators, to better analyze volumes and compare performance across categories, brands, and time periods.
On the Product Analytics side, two new dimensions have been introduced: Size and Packaging.
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.
TIME FOR INSIGHTS
That was your monthly shot of on-trade insights!
See you next month for another toast of inspiration.
Time for Insights
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