Time for insights - May 2026

May 12
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 : Cocktails continue to drive value in the Netherlands
The must-read ebook!
HORECA Market Trends & News
Use case : Optimize your pricing
What’s new at Fyre?

INSIGHT OF THE MONTH

Netherlands Focus

Cocktails continue

to create value

With ongoing pressure on purchasing power, one might have expected a slowdown in cocktails. Yet the data shows the opposite.

In the Netherlands, in Q4 2025 vs. Q4 2024, cocktail revenue increased slightly, while the average value per consumption rose more significantly.

A strong signal: cocktails are no longer perceived as just a drink, but as a true experience.

For venues and brands alike, cocktails therefore confirm their role as a strategic lever in the on-trade.

Source : Fyre MarketPulse – NL Horeca, Q4 2025 vs

Q4 2024

MARKET TRENDS & HORECA NEWS

Vinarchy launches an original wine-and-cola RTD

Vinarchy has unveiled a new RTD format combining wine and cola, tapping into more accessible, convivial consumption cues.

This innovation reflects beverage brands’ ambition to explore new territories between traditional alcohol, convenience, and more spontaneous consumption occasions.

Source : Just Drinks - April 2026

Lidl opens a pub to bypass alcohol legislation in Northern Ireland

In Northern Ireland, Lidl has opened a pub near one of its stores in order to sell alcohol on-site, thereby circumventing particularly restrictive regulations.

This initiative shows just how strategic issues related to licences, sales formats, and consumption occasions are becoming for players in retail and foodservice.

Source : Les Echos - April 2026

The slowdown in spirits is pushing groups to diversify

Faced with slowing growth in spirits, several major industry players are considering expanding their portfolios into new categories: functional beverages, no/low alcohol, or RTDs.

In a more fragmented and cautious market, diversification is becoming a key lever to continue capturing new uses and consumption occasions.

Source : Just Drinks- April 2026

AI and “agentic commerce” are beginning to transform Food & Beverage

Artificial intelligence is no longer limited to data analysis: the Food & Beverage sector is seeing the rise of “agentic commerce”, where AI agents can recommend, automate, and optimize certain commercial decisions in real time.

For brands and foodservice players alike, this evolution paves the way for more responsive, personalized, and data-driven strategies.

Source : BeverageDaily - April 2026

USE CASE :

Optimize your pricing

How can you adjust your prices without losing volume?

Why do some price increases work in certain venues but not in others ?

This use case shows how field sell-out data helps brands better understand price sensitivity across regions, venue types, and consumer behaviors.

Thanks to a real-time view of prices applied and their impact on sales, teams can manage pricing strategies that are more precise, more local, and more effective.

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

Read the use case

WHAT'S NEW AT FYRE ?

Our website has had a makeover!

Our website has been completely redesigned to offer a clearer, smoother, and more immersive experience around HORECA data.

Discover the new experience at:

fyre.one

Visit the website

THE MUST-READ EBOOK!

From Distributor Sell-Out to True Consumer Sell-Out (POS Data)

What if your distributor data only told part of the story?

In this new eBook, Fyre explains why consumer sell-out data from tills (POS data) is radically changing the way field sales are managed in HORECA.

From identifying high-potential areas to AI-powered recommendations for sales reps, discover how brands can finally move from intuition-based decisions to execution driven by real data.

Read the ebook