Time for insights - July 2026

Jul 16
4 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 : When temperatures soar, coffee takes a hit
The must-read ebook!
HORECA Market Trends & News
Use case : Identify the moments that drive sales
What’s new at Fyre?

INSIGHT OF THE MONTH

When temperatures soar,

coffee takes a hit

During the recent heatwave in France, coffee sales fell by 26% across cafés, hotels and restaurants.

By contrast, water (+36%), dairy and plant-based drinks (+33%), and soft drinks (+18%) benefited significantly from the rise in temperatures.

Even more surprisingly, beer remained stable (-0.3%), while wine sales declined by 25%.

👉Further evidence that weather doesn't necessarily generate more consumption — it primarily changes what consumers choose to drink.

Source : Fyre sell-out data, France. Comparison between the heatwave week (22–28 June 2026) and a benchmark week (8–14 June 2026).

MARKET TRENDS & HORECA NEWS

Iran-Israel Conflict: What Are the Consequences for the Food Industry?

The conflict between Iran and Israel continues to disrupt several global food and beverage supply chains. The sectors most exposed include coffee, cocoa, vegetable oils, cereals and certain ingredients used in beverages.

Beyond the geopolitical issues, the situation highlights just how vulnerable supply chains remain to international tensions, with potential consequences for costs, lead times and selling prices.

This is an issue that foodservice and beverage businesses should monitor closely, particularly given their strong dependence on global commodity markets.

Source : Beverage Daily - July 2026

Germany Considers a 20% Increase in Spirits Taxes

The German Ministry of Finance is considering a 20% increase in excise duties on spirits from 2027.

The measure would also apply to sparkling wine and alcopops, while beer and still wine would remain unaffected.

The increase could add approximately €1 to the price of a 70cl bottle of vodka and generate nearly €400 million in additional tax revenue each year. However, industry organisations are concerned about the increased pressure it could place on volumes, margins and the sector’s competitiveness.

👉 A development to watch for spirits brands operating in the German market, particularly at a time when consumption is already under pressure.

Source : Just Drinks - July 2026

Innocent and Santa Clara Join Coca-Cola's Billion-Dollar Brand Club

Innocent and Mexican dairy brand Santa Clara now each generate more than $1 billion in annual sales. Coca-Cola therefore has 32 brands exceeding this threshold.

This growth illustrates the group’s diversification beyond soft drinks, with increasing investment in juices, smoothies and dairy beverages. Coca-Cola first acquired a stake in Innocent in 2009 before taking full control in 2013, while Santa Clara was acquired in 2012.

👉 A strong indication of the potential of categories perceived as more natural, functional or nutritious within the growth strategies of major beverage groups.

Source : BeverageDaily - June 2026

AB InBev Bets on Fruit-Flavoured Beers in the UK

AB InBev is launching two new fruit-flavoured products in the UK market: Madrí Excepcional Strawberry & Lime and Michelob Ultra Peach, targeting consumers looking for lighter and more accessible flavours.

The group is responding to growing demand for more refreshing and less bitter drinks, particularly among young adults and occasional consumers. This strategy is part of a broader trend towards greater diversification within the beer category, combining flavoured innovations, premium products and low-alcohol alternatives.

👉 An illustration of how brewers are seeking to attract new consumers by drawing inspiration from the codes of soft drinks, cocktails and flavoured beverages.

Source : Just Drinks - June 2026

USE CASE :

Identify the Moments That Drive Sales

Not all consumption occasions are equal. A football match, Mother’s Day or a long weekend can cause sales to surge, but not necessarily for the same categories or in the same outlets.

Using sell-out data, Fyre helps brands identify the occasions that really matter, understand the associated consumption behaviours and activate the right portfolio at the right time.

🔎 Find this use case and other concrete examples on the Fyre website.

Read the use case

WHAT'S NEW AT FYRE ?

Real-Time Activation Monitoring

Fyre Activation Monitor enables you to track the performance of your sales and marketing operations in the field in real time.

Sales, volumes, outlet participation and progress towards targets: all key data is available through a single dashboard, updated in real time.

👉 Helping you react faster, optimise your campaigns and maximise their return on investment.

Read More

THE MUST-READ EBOOK!

The 10 Horeca KPIs That Really Make a Difference

In a market where the amount of available data continues to grow, tracking the right indicators is essential.

This ebook, created by Fyre, presents the 10 essential KPIs for understanding the true performance of a brand or portfolio in the on-trade: distribution, rate of sale, market share, incidence, pricing, execution speed and more.

👉 A practical guide to identifying the indicators that really matter and turning field data into more effective decisions.

Read the ebook