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Time for insights - March 2026

12 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 : Hard seltzers are accelerating in the horeca channel
Dry January is growing... but not everywhere - The infographic you shouldn't miss!
Market Trends & HORECA News
Success Story : Heineken price strategy optimization
What's new at Fyre ?

INSIGHT OF THE MONTH

Netherlands Focus

Hard seltzers are experiencing strong momentum in the horeca channel.

According to Fyre data, on-trade volumes in 2025 are approximately 4.4 times higher than in 2024.

Despite this rapid growth, the category remains relatively small, representing 1.6% of beer volume in horeca.

Sports venues appear to be a particularly favorable environment, with a higher market share than in the rest of the channel. Growth there remains solid, although it is no longer evolving at the exponential pace observed across horeca.

👉 Key takeaway: hard seltzers remain an emerging category, but their rapid growth confirms their potential in certain specific consumption occasions.

Source : MarketPulse - Fyre Data

MARKET TRENDS & HORECA NEWS

The aesthetics of drinks are becoming a key lever in bars and restaurants

Visually striking drinks — bright colors, contrasting layers, and spectacular cocktails — are becoming a major attraction factor for consumers. According to industry experts, searches related to “aesthetic drinks” have increased by more than 130%, reinforcing the importance of presentation in venues and on social media.

Source : BeverageDaily

Sake is gaining ground in European bars and restaurants

Sake is experiencing strong growth in the United Kingdom, driven by premium and craft trends, as well as the search for lower-alcohol beverages. Distributors are observing increasing adoption in restaurants and bars, supported by consumers’ curiosity for origin-driven drinks and authentic culinary experiences.

Source : BeverageDaily

European restaurants are accelerating their digitalization

Digital transformation continues to accelerate in the horeca sector. More and more establishments are investing in order management solutions, data analytics, and operational automation to improve efficiency and better manage their performance. This evolution reflects operators’ willingness to make more data-driven decisions in a context of margin pressure.

Source : HospitalityNet

The café and coffee shop segment continues its strong growth in the United Kingdom

The UK out-of-home coffee market continues to expand rapidly. According to the latest industry analyses, demand for premium concepts, specialty coffee, and hybrid café-workspace venues is supporting the expansion of new brands and the transformation of existing establishments.

Source : HospitalityNet

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.

Read the use case

WHAT'S NEW AT FYRE ?

Managing clusters of establishments is becoming even more flexible. You can now preview and modify your clusters directly from the locations list, with the ability to update an existing cluster or create a new one when adjusting your filters.

On the navigation side, geographic search within the Location filters has also been improved: only options corresponding to countries actually available in the data are now displayed, enabling faster and more accurate exploration.

See a demo

THE INFOGRAPHIC YOU SHOULDN’T MISS!

Dry January is growing… but not everywhere.

Alcohol-free options continue to gain ground in the horeca channel, but their impact varies across markets.

Thanks to MarketPulse data from Fyre, this infographic analyzes the evolution of the share of alcohol-free beer in January 2026 vs. January 2025 in France, the United Kingdom, and the Netherlands.

Why is the momentum so strong in France?

Why is growth more moderate in the United Kingdom?

And why do the Netherlands seem to be following a different trajectory?

👉 Discover the full analysis and key figures in the infographic.