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Beer volumes in the 12 months to October 2024 dropped 3.4% year-on-year, CGA’s On Premise Measurement (OPM) reveals.They were held down by a decline in frequencies of visit, as the number of beer drinkers going out weekly fell 2 percentage points to 30%.
Nevertheless, beer remains an integral part of French life. It has a total value of more than€7bn a year and the highest distribution of any alcoholic drinks category. Despite the challenges, CGA’s data flags market hotspots and room for growth in 2025. Here are just five insights into opportunities from the latest data.
1 Food and overnight occasions
Food-led venues are by far the biggest part of France’s On Premise landscape, and they’re growing their share of beer sales. Eating venues added 0.2 percentage points of category share year-on-year, while drink-led sites lost the same amount. Hotels recorded even bigger growth of 0.5 percentage points—but beer consumption tends to be higher in casual dining restaurants and cafes. Food pairing strategies will be more important to sales than ever in 2025.
2 Earlier dayparts…
CGA has highlighted a major trend for going out earlier—not just in France but globally. Around one in six consumers (17%) say they are going out to eat earlier than they were a year ago—more than double the 7% who are going out later. The shift is even bigger among younger adults like millennials (31%) and Gen Z (26%). Suppliers need to understand beer consumers’ preferences at different times of day—especially in hybrid venues like cafes and bar restaurants that cater for a multitude of occasions and need states.
3 … But late-night opportunities too
However, early visits don’talways mean that later dayparts are losing relevance. Nearly two thirds (63%) of those who go out earlier than usual say they would stay out as late as they typically do. The number is even higher among millennials at 71%, and it means nightclubs are still an important part of beer’s channel mix.
4 Higher spend in the north
Consumers tend to be freer with their spending on beer in the north of France than in the south. French citizens have an average household budget for alcohol of €432, but it is much higher in Brittany (€498) and northern France (€559). By contrast, the average is below €400 in Île de France and south easter regions. In all parts of France, suppliers can drive loyalty by building locally resonant beer brand identities that connect with communities.
