The exclusive study delivers expert analysis of key trends and developments in 43 countries—including five that are new for 2025. It is based on a survey of around 33,000 nationally representative On Premise consumers, supported by deeper qualitative research in 18 of the world’s most important markets—making it CGA by NIQ’s most far-reaching consumer research to date.
REACH’s insights help suppliers track and uncover important market developments and to influence and craft effective On Premise strategies—not just at a global level but on a market-by-market basis that ensures local brand relevance. It equips businesses with the knowledge needed to stay ahead of the curve on trends, navigate challenges and seize growth opportunities.
REACH dives into consumers’ habits, demographics and sentiment, with breakdowns of engagement by channel, category, occasion and much more. It takes suppliers inside guests’ choices and paths to purchase, and reveals how cost of living challenges are affecting behaviour around the world. New for this year is analysis of the moderation and accessible luxury mega-trends, as well as social media engagement and wellness. It’s all underpinned by CGA by NIQ’s expert On Premise commentary to show what trends really mean for beverage brands.
REACH reveals the enduring popularity of the On Premise worldwide—but also important nuances in engagement levels, like fast growth in emerging markets like Africa and Southern Asia, but falling frequency in heartlands including parts of Europe and North America. Top priorities include China, where 87% of consumers visit the On Premise weekly, and India, where 79% feel positive about their disposable income this year.
REACH reveals many more opportunities to capitalise on big global trends, including:
- Travel… 83% of consumers plan to travel and go on holiday in the next 12 months, opening up potential in seasonal hotspots and hotels
- Key moments… Trading is increasingly condensed into high-volume trading days, with the top 10 most valuable days of 2024 in the US and UK growing their share of total sales by 5 percentage points year-on-year
- Shifting dayparts… Many occasions are being brought forward, reducing late trading but growing bookings in late afternoons and early evenings
- Bartender recommendations… well over half (56%) of global consumers enjoy being educated about drinks by knowledgeable bartenders—a sign of the chance for suppliers to influence recommendations.
Charlie Mitchell, global head of consumer research and insights at CGA by NIQ, said: “Around the world, the On Premise is where consumers meet, celebrate and make memories, and it’s here that drinks brands launch and thrive. But at such a volatile time, it’s vital to track change, pinpoint growth markets, categories and occasions, and fuse global and local insights to create compelling stories for operators and consumers alike. REACH is the ideal springboard for success in this dynamic but demanding sector, and we’re here to help all On Premise businesses meet their goals.”
There’s a chance to learn more about top REACH findings and global trends at an upcoming CGA by NIQ webinar on 25th September 2025. To sign up, register for a session below.
Session 1 – 10 am Dubai (GST) / 11:30 am New Delhi (IST) / 2 pm Singapore (SST): Register HERE
Session 2 – 3 pm London (BST) / 10 am New York (ET) / 11 am São Paulo (BRT): Register HERE
To learn more about how REACH supports winning On Premise strategies, and opportunities for country and regional specific analysis, contact the CGA team.
