If you would like to read this article in Spanish, please click here.
Si desea leer este artículo en español, por favor haga clic aquí.
CGA by NIQ’s REACH study, which delivers expert insights into the latest trends across channels, categories, occasions and more, shows Spain outperforms worldwide benchmarks for visits. Nearly four in five (77%) consumers visit the On Premise weekly, compared to 62% globally and 57% across Western Europe—proof of the enduring popularity of Spain’s dynamic hospitality landscape.
However, consumers’ engagement patterns are evolving fast. Here are five of the key developments for On Premise suppliers, manufacturers and operators to watch.
1 The rising appeal of no and low
CGA has tracked a global trend of moderation, and Spain is no exception. Rising health awareness and financial pressures have reduced alcohol consumption, particularly among older generations. In contrast, in some other EU countries, younger generations are the ones moderating their alcohol consumption. A fifth of Spanish consumers say they are practising mindful drinking and increasingly paying attention to alcohol content. This is opening up major potential in no and low beer, wine and spirits alternatives, as well as mocktails. More than half of consumers aged 35 and older have reported drinking no/low alcohol beer while out.
2 Beer leads, spirits drop
Beer remains the most popular category in Spain’s On Premise by some distance. Two thirds (65%) of consumers typically drink it while out. Second and third are soft drinks (48%) and wine (38%). However, spirits have lost share lately, with some consumers moving to categories that are perceived to offer better value for money.
3 Different tastes from city to city
Spanish consumers’ preferences vary by location. For example, 35% of Madrid-based On Premise users choose aperitifs—5 percentage points more than the national average, while cocktail consumption in Barcelona (28%) is nearly double Spain’s average (15%). The two cities heavily over-index for rum and vodka respectively. Understanding these and other variations can help suppliers tailor activities like happy hours, food pairings and bartender advocacy.
4 Digital drives discovery
Social media has become a powerful influence on decision-making in Spain—especially among Gen Z. A third (32%) say that what they see on social media influences their choices, and many people will recommend venues or drinks on platforms like Instagram if they have a positive experience. Digital engagement extends to research, as nearly half (46%) of consumers read online reviews before visiting, and more than a third (35%) browse drinks menus in advance.
5 The importance of experience
The experience-led sector has strong potential in Spain, as many consumers are looking for new and different options. Three quarters (75%) say they like to see unique or innovative offerings when visiting a venue. There is untapped potential here, as 70% have never visited an immersive or educational alcohol-related venue, and 34% are yet to try an experience-led site.
CGA by NIQ’s exclusive On Premise User Survey delivers accurate and actionable insights into these and many more aspects of consumers’ engagement with Spain’s bars, restaurants and other venues, helping suppliers to track preferences and build winning strategies. To learn more about the solution, plus opportunities for bespoke research, contact the CGA by NIQ team.
