At this year’s Northern Bar and Restaurant Show, CGA by NIQ’s Reuben Pullan delivered a compelling presentation urging venue operators and drinks suppliers to rethink how they connect with the On Premise’s most influential emerging audience- Gen Z.
Market-wide challenges such as falling footfall, rising costs, and shifting drinking habits continue to dominate conversations. Yet the latest insights show pubs remain a bright spot. In fact, pubs continue to hold their position as the largest market share by channel type. This is testament to their resilience and adaptability.
But the secret to future fitness lies in understanding what drives today’s Gen Z consumer.
Pints: moderation with a mission
Gen Z isn’t giving up drinking. But they are drinking differently and over-indexing on moderation. This is due to a more mindful approach to alcohol and a strong interest in health, wellbeing, and social image.
Yet they still value the treat and social aspects of a pub visit. This creates clear opportunities for suppliers and operators to expand alcohol-free and low-alcohol options, without compromising the overall experience.
Pubs: from traditional to transformational
The next generation of pub-goers is redefining what a great night out looks like. Gen Z customers are heading home earlier, favouring clean, comfortable, and inclusive environments offering safety and good value. High street urban pubs are performing well, due to being seen as affordable and accessible hangouts compared to other venues.
But pubs must go beyond pints to win with this cohort. A lively, high-tempo atmosphere can transform the traditional pub experience into something fresh, relevant, and aligning with Gen Z’s appetite for experiential karaoke nights, live music, and themed events.
Social: a new ‘local’ culture
Gen Z are far from abandoning pubs. But they’re definitely reshaping the idea of the ‘local’. This is clearly demonstrated by more than two thirds (69%) of Gen Z having a local venue they visit regularly, +6 percentage points above the consumer average.
But what defines ‘local’ for this group? It isn’t just proximity, which matters to almost half (47%) of all consumers, but not even a third (32%) of Gen Z. It’s the offering and sense of community. Younger audiences value emotional connections and shared experiences, with live sport, games, and social events acting as key visitation drivers.
There’s a notable contrast with older generations, who still view pubs as cosy, quieter spots for winding down. But smart operators are already managing to straddle both needs, ensuring their venues are welcoming to all, without losing the excitement that engages a new, digitally savvy generation.
Reuben Pullan, Senior Insight Consultant at CGA by NIQ, concludes: “Gen Z isn’t the pub-goer of tomorrow. They’re already shaping the British On Premise today. The most successful operators and suppliers are those who understand this group’s values and are adapting fast. Ultimately, there’s a real opportunity to transform pubs into multi-generational hubs of connection and culture, while maintaining the familiar charm valued by loyal customers. And that’s exactly what we help our clients explore.”
Reuben Pullan, Senior Insight Consultant at CGA by NIQ, concludes: “Gen Z isn’t the pub-goer of tomorrow. They’re already shaping the British On Premise today. The most successful operators and suppliers are those who understand this group’s values and are adapting fast. Ultimately, there’s a real opportunity to transform pubs into multi-generational hubs of connection and culture, while maintaining the familiar charm valued by loyal customers. And that’s exactly what we help our clients explore.”
PubTrack is a unique and flexible solution for expert analysis of Britain’s entire pub landscape, powered by CGA by NIQ’s Outlet Index and an online survey of 10,000 active pub consumers. It helps suppliers understand key pub behaviours and sales drivers, and analyse their consumers and competitors. Learn more about CGA by NIQ’s PubTrack solution and its unrivalled insights into Britain’s pub universe, or contact the experts here.
