Importantly, new consumer insights emphasise a single truth across global markets—The On Premise remains central to how consumers socialise, celebrate, and treat themselves.
All the same, drinks manufacturers and venue operators must adapt their offerings to stay relevant, as value for money remains top of mind, and visitation drivers are split between spontaneous and pre-planned visits.
Strong Footfall, Diverse Drinks
Recent consumer insights show visitation frequency remains consistent, with broad beverage category engagement supporting spend, despite economic pressure and changing behaviours.
- In Australia, consumers visited the On Premise an average of 5.7 times in February 2025. Soft/hot drinks (47%), beer (42%) and wine (35%) were the most consumed categories.
- Canada saw almost half (46%) of consumers going out for a drink in March, and almost three quarters (72%) for a meal. Beer leads alcohol choices (47%), with coffee (52%) and soft drinks (46%) dominating non-alcoholic preferences.
- In the US, half (50%) went out for a drink, and over three quarters (77%) to eat in March. Beer (42%) continues to dominate, followed by cocktails (27%) and wine (25%), while soft drinks (55%) and coffee (45%) also perform strongly in the non-alcoholic category.
- Germany reports 87% eating out between February and March, and 45% drinking out, with beer (44%) and cocktails (26%) leading, alongside robust hot and soft drink uptake.
- In France, almost half (48%) of consumers have visited the On Premise for drinks between February and March, with 86% visiting for meals. Beer, wine (+2pp YoY), aperitifs, and hot drinks all remain strong performers.
- Italy shows stability with 55% drinking out (+1pp) and 82% eating out in February/March. Aperitifs (41%) and beer (43%) remain vital, alongside high consumption of bottled water (47%) and wine (32%).
The data tells a global story about the On Premise continuing to play a vital role in how consumers connect, unwind, and mark life’s key moments.
Atmosphere Still Matters – But It’s Not Enough
Most consumers agree the On Premise offers a unique atmosphere that can’t be recreated at home.
- Australia – Three quarters (75%) of consumers feel the On Premise provides an unmatched experience.
- South Korea – More than three quarters (76%) agree it plays a key role in socialising and celebration.
- France and GB – Emotional connection to preferred venues is strong, with 61% of Brits and 63% of French feeing a strong connection to their favourite bars and restaurants.
Yet experience alone doesn’t guarantee repeat visits from consumers prioritising quality of food and drink, great service, and standout value.
In fact, product quality outweighs atmosphere or even social elements for more than two thirds of consumers in Germany (70%) and almost three quarters of consumers in Canada (71%).
Spontaneity vs Planning
Overall, consumers are most likely to visit the On Premise for casual meals and special occasions. But the planning window differs between regions:
- Canada – 7 in 10 consumers have visited for spontaneous occasions in the past month vs. 2 in 5 for pre-planned events. While most planned occasions are organised within the week, 1 in 3 Canadian consumers plan special occasions between two weeks to a month in advance.
- GB – Special occasions are the top priority for the year ahead, with 81% of British consumers going out in the past quarter for planned special occasions like birthdays and anniversaries, over two thirds (70%) for formal meals, and 61% for live sports viewing.
- Italy – The ongoing popularity of aperitivo culture among 43% of Italian consumers drives spur-of-the-moment visits pre-planned no more than a couple of days in advance. In contrast, three quarters (75%) of consumers have carefully arranged special occasions during the past quarter.
- US – A decisive 90% of consumers plan special occasions in advance. Likewise, 7 in 10 consumers have visited the On Premise for a casual meal over the past quarter, making it not only the top occasion for visitation, but also the most spontaneous by nature.
This dual dynamic suggests operators need to cater to planned and impulsive behaviours. For both these purposes, a clear online presence, ease of booking, visible menus, and compelling in-venue offers to tempt walk-ins are all vital.
Know Your Consumer, Know Your Occasion
It’s clear the On Premise isn’t a one-size-fits-all space. What’s consistent is the need for deep consumer understanding, occasion-focused planning, and agile activation across a variety of diverse needs.
Each occasion has its own triggers, from casual after-work drinks to lavish celebrations. Suppliers and operators must tailor their strategy to each one to build relevance and influence spend, whether the visit was planned two months ago or decided two hours ago.
Graeme Loudon, Global Client Success Director, On Premise, said: “Current trends highlight a clear opportunity for suppliers and operators to optimise menu assortment and experiences around the occasions and categories that matter most. The On Premise is where these moments continue to play out and where spending decisions are being made by consumers, whether they’re looking for a spontaneous beer after work or premium cocktails to celebrate. Ultimately, the On Premise will continue offering moments of joy, discovery, and connection in 2025. And those who move with the shifting sentiments and priorities of the beverage consumer are best placed to capture growth.”
CGA by NIQ’s monthly Consumer Pulse Reports gives unique insights into how consumers are interacting with the channel, what drives their decision-making, and where the key growth opportunities lie. To find out more, get in touch here.
