Correspondingly, CGA by NIQ’s latest On Premise Measurement (OPM) data to April 2025 reveals category specific uplifts, evolving consumer behaviours, and a mixed bag of premium and value-driven trends.
So, what are people drinking, where’s growth coming from, and how can industry stakeholders gear up for maximum impact this summer?
Softs Dominate, Spirits Soar
Soft drinks are leading the charge across the On Premise, showing the highest value and volume rate of sale (RoS) uplift compared to the rest of the year. But this isn’t at the expense of alcohol.
In the spirits category:
- Liqueurs & specialities and gin are big summer winners.
- Tequila continues to gain traction, riding the wave of casual cocktail culture and vibrant serves.
- Mixed demand across price tiers signals a dual focus on value-driven choices for budget-conscious consumers, but also premium options for those treating themselves and trading up.
It’s clear venues need to strike a careful balance between affordable favourites and premium pours. To achieve this goal, sharp products strategies, supplier collaboration, and dynamic seasonally themed menus can all help optimise returns.
The LAD Line-up to Watch
Chilled grab-and-go RTDs, ice-cold premium ciders, and crisp lagers on draught are the ultimate summer trio, as LAD categories perform well across the board.
- Cider comes out on top, with the strongest uplift in volume RoS.
- RTDs are also on the rise, indicating continued consumer demand for both convenience and flavour.
- Lager leads the way in the beer category, with both draught and packaged options generating positive returns.
Notably, packaged and premium cider are outperforming draught and standard formats, reflecting a shift towards portable, polished, and perhaps more brandable experiences.
These combined insights signpost how much it matters to stock the right formats in the right places, from beer gardens to pop-ups.
Plot a Course Through Mixed Spending Habits
The data reveals a striking duality in summer drinking habits.
Premium spirits are seeing increased RoS during summer months, signifying some consumers are willing to trade up. Conversely, value-led options remain resilient, suggesting others are keeping their purse strings tight.
Accordingly, it’s essential for drinks brands and operators to know their audience. In doing so, they’re better placed to confidently host a luxury spirit showcase or double down on volume-driving crowd pleasers.
Maximise the Moment
Summer also brings a shift in when and where people spend. Both brands and operators and need to be ready. Brands can leverage large audiences at high-RoS outlets already driving strong summer sales, by supporting them with focused activations.
Geographically, city centres with terraces and rooftop bars, coastal hotspots, and tourist-heavy regions are all ripe for targeted campaigns.
In addition, summer occasions, from sporting events to bank holidays, are golden windows of opportunity to increase footfall and spend, with outdoor branding, samplings, and collaborative promotions.
Be Bold, Be Ready
The 2025 summer season predicts both competitiveness and promise. Ultimately, responsiveness and readiness are key to success in the sun, and when the sun goes down.
Rachel Weller, CGA by NIQ’s commercial lead, UK & Ireland, said: “Summer 2025 is a litmus test for how well brands and operators understand this summer’s lively, discerning, and engagement-ready On Premise consumer. And real growth potential lies in not just knowing what they’re drinking, but why, and meeting them at that moment.”
Rachel Weller, CGA by NIQ’s commercial lead, UK & Ireland, said:
CGA by NIQ’s suite of research services combine to provide brands and operators with an unrivalled and holistic view of the On Premise sector. CGA by NIQ can also deliver many more exclusive insights into consumer habits and preferences in the On Premise, helping businesses to devise successful strategies and gain market share. To learn more about CGA’s capabilities across the UK On Premise, get in touch here.
