Amid so many big social and economic challenges, consumers’ mindsets have become more complex and varied than ever. While some of their inflationary pressures have eased in recent months, costs like food and utilities continue to rise for many, and there are widespread concerns about economic slowdowns, job security, global conflicts and climate issues. But around the world we’re also seeing a mood of resilience and a determination to make pubs, bars and restaurants a core part of life.
It all adds up to a split in spending confidence. Globally, CGA by NIQ’s REACH research reveals that three in ten (30%) consumers feel in a better financial position than they were a year ago, while a similar number (32%) feel worse off. Optimism varies from place to place, and while it lags the average in Europe and North America, it’s higher in major markets including China, India, South Africa and Brazil.[1] Meanwhile, 43% of consumers worldwide are feeling slightly more or much more positive about their disposable income than 12 months ago.
While confidence is polarised, what unites consumers is a shift towards intentional consumption and careful planning of outgoings.
What it means for the On Premise
As well as value, consumers are also prioritising personal welfare and happiness—which means they remain eager to treat themselves by going out to eat and drink. Growth in the On Premise has been only just short of ecommerce at 11.2% [1], and more than four in five (83%) global consumers now typically visit the On Premise at least once a quarter. Encouragingly, 25% expect their visitation to increase, rising to 37% and 30% among the crucial Gen Z and millennial groups.
Consumers spend an average of $127.06 per month in the On Premise, and with 58% of them likely to pay extra for a better quality drink, they are ready to shell out when their financial position allows and they are confident they will receive good value. They are also open to influence, as more than half (52%) agree they are swayed by bartender recommendations when deciding what to drink, while 56% enjoy being educated about the drinks they are served by knowledgeable bartenders. This makes bartender advocacy programmes—through things like training and education about brands’ stories and unique selling points—an integral part of any strategy to create authentic connections and drive growth.
Going local
One of the most significant trends of recent times has been a desire to enjoy local venues. More than two in five (44%) global consumers—and 52% of Gen Zers and millennials—agree they are increasingly visiting local bars and restaurants to support their communities. A quarter (25%) of all consumers, and 59% of Gen Zers and millennials, would like to participate in more community events in bars, restaurants and similar venues.
Localisation also applies to consumers’ travels. Globally, three in five (60%) say it’s important to immerse themselves in local cultures, interactions and traditions when they travel. It can have a direct impact on purchases, as a third (33%) have bought a drink relating to their trip when they arrive back home. This localisation trend is an important consideration for any supplier seeking to build brands in the On Premise. Personal touches and strategic engagements—like buying a round of drinks or sponsoring local events—can improve guests’ impressions of brands.
What local means
A ‘local’ drink is most commonly interpreted as being produced within a specific local area or region, and this factor is most pronounced in Canada (60%), Australia (55%) and Germany (54%)—though in Britain and the US, localism is more closely connected to trust.
Trustworthiness means different things to different people, but it’s most commonly linked to consistency, quality of ingredients and brand reputation—making these essential elements of all On Premise strategies. Quality and trust have both increased in importance by 6 percentage points year-on-year, while health is among other factors that are growing in resonance.
All brands need to identify the right channels for promoting these and other qualities. Social media is usually a priority, especially in places like the US and South Korea, where more than 40% of consumers agree they often try new and exciting drinks after seeing them on social media. Promotions and giveaways are among other influential factors in the US. Here, the ten words most associated with a go-to brand are quality, trusted, premium, value, authentic, feel-good, accessible, cool, iconic and bold. Messages around having fun times, fresh and natural ingredients, craftsmanship and a sense of humour can all help to connect with guests.
Takeaways for beer, wine and spirits
Localism is driving some important changes in BevAl consumption. In Britain, for example, demand for home-grown brands has grown by 4 percentage points year-year. This is powering growth in categories like English-produced sparkling wine, which has become the second most popular sparkling choice after Prosecco—and as well as the ‘buy local’ trend, warmer temperatures are likely to keep this category’s sales growing in the years ahead.[2] In France, rosé is following a similar path thanks to the popularity of provincial producers with distinct local identities.[3]
Localism is also working to the advantage of smaller businesses, as nearly half (48%) of small and independent UK suppliers have reported double-digit growth, and challenger brands grew their volumes and share in spirits at the expense of bigger brands.[4]
In the US, meanwhile, American beer brands make up 73% of all beer volumes.[5] Across the border in Canada, more and more consumers are turning to domestic products—partly because of the ongoing tariff implementations. As a result, Canadian whiskey has grown its volume share by 1.5 percentage points year-on-year, at the direct expense of American whiskey. Domestic beer has also made modest gains while imported brands have lost share.[6]
These trends are echoed in other countries. In South Korea, 68% of consumers choose local or domestic beer every time or most times they go out, and it’s a similar story in Italy (69%).[7] In South Korea, soju remains widely popular, and the category continues to evolve.
These and other trends show how localism is continuing to change the landscape of the global On Premise for suppliers. Now more than ever, it’s vital to track the shifting preferences of consumers, understand nuances from market to market, and build strategies that authentically and effectively engage with local cultures and preferences.
About the author:
Graeme Loudon, Global Customer Success Leader – On Premise
With almost two decades of experience consulting in the On Premise market, Graeme has built his career through creating action-led, data-driven insight from complex data sets for drinks brands & hospitality operators across the globe.
Unless otherwise referenced, figures are taken from CGA by NIQ’s global REACH 2025 research. REACH provides unrivalled insights into consumer behaviour and preferences in key markets around the world. These are complemented by volumetric and other data to provide outstanding intelligence that supports compelling sales stories and growth strategies in the global On Premise. To learn more, contact the CGA by NIQ experts.
[1] NIQ/GFK Mid-Year Consumer Outlook
[2] https://www.matthewclark.co.uk/latest-news-blogs/blog/top-trends-for-2025
[3] https://www.thedrinksbusiness.com/2025/06/is-rose-dead-long-live-rose/
[4] OPMS, quarter to P13, 28/12/2024
[5] OPM US, L52 weeks to w/e 05/17/2025
[6] OPM Canada, L52 weeks to w/e 05/17/2025
[7] REACH 2025, South Korea and Italy
