Why inaction isn’t an option
The Dutch alcoholic beverages market is facing mounting pressure. Rising costs, regulatory and geopolitical challenges, declining volumes, range rationalisation and shifting consumer behaviour are reshaping the market.
As growth slows, many beer and spirits brands are rethinking portfolio strategies, performance targets and in-market activations. Yet opportunity remains.
In a market where volumes are shrinking, inaction is no longer an option. How are you capturing demand where it still exists – across the right channels, occasions and moments?
In this webinar, NIQ experts explore how alcohol brands can win in this challenging landscape through a deep dive into the On-Premise, supported by a Full View of On- and Off-Premise trends.
Watch on-demand to uncover:
- How On- and Off‑Premise dynamics are shifting in the Netherlands
- What consumers expect during major sports events
- How to use connected data sources to boost sales and relevance
- What winning brands are doing to stay ahead
Access the on-demand webinar
Here are top takeaways from the webinar:
1 Spending is under pressure…
After a burst of growth in the aftermath of the COVID-19 pandemic, On-Premise sales of beer and spirits have stagnated in the Netherlands. With many living costs still rising, the squeeze is likely to continue, and 30% of consumers told NIQ’s On Premise User Survey (OPUS) that they plan to cut their spending on drinking and eating out in the next 12 months. “The reality is that we’re operating in a challenging environment,” said George Argyropoulos at the webinar. It means brands need to work harder than ever to stay relevant in the On-Premise.
2 … But premium spend has been squeezed
More positively, Dutch consumers are still eager to eat and drink out when they can. Even if they’re short of cash, a quarter (25%) agree they would still visit bars and restaurants. There is more good news in NIQ’s latest survey of operators, which found nearly half (46%) had increased their revenue in the last 12 months. The On-Premise is the place where people go to treat themselves and try new drinks – but they want a good return on their spend. “Customers expect high quality drinks and overall experiences… they’re willing to sacrifice quantity for quality,” commented Marten Suurmeijer.
3 There are pockets of strong growth
To sustain sales, it’s crucial for brand owners to track consumers’ latest drinking preferences. For example, vodka and tequila have both protected sales in the Netherlands’ Off-Premise lately, thanks to strong distribution and premiumisation. “It’s still possible to find pockets of growth… you need to keep digging into the data,” Marten Suurmeijer highlighted.
4 The World Cup is a big opportunity
The upcoming men’s football World Cup brings excellent potential for alcohol beverage brands. NIQ’s data shows how previous big tournaments have created sharp spikes in sales – not just of beer, but cider and spirits too. NIQ’s latest survey of 10,000 Dutch consumers found that 10% – rising to 19% of 18- to 34-year-olds – would watch a match at a pub, bar or café, despite the difficult timing of games. “The World Cup is one of the great opportunities for positivity and growth in the On-Premise this year,” said Marten Suurmeijer.
5 Saturday still dominates, but midweek is gaining ground
To grow, it’s essential to know not just where, why and how Dutch consumers are buying drinks, but when. Fyre sales data shows Saturday remains the biggest day of the week for sales, but the Monday-to-Thursday period generated 37.6% of revenue in the first quarter of 2026 – 0.9 percentage points more than in 2025. For brands, there’s a chance to help venues further grow these midweek sales through things like targeted activations and food pairings. “Understand exactly when your brand is consumed and time your activations around the right locations,” stated Alice Bubbers.
6 Bartenders are critical brand advocates
Consumers’ impressions of a brand start online – especially since COVID, which got more consumers used to researching outlets online before visiting. But perhaps the biggest factor in decision-making is the input of staff. A third (35%) of consumers say they are likely to buy a drink based on a bartender’s recommendations, while NIQ’s Global Bartender Report shows the average bartender in a premium venue will actively influence an average of nearly 11,000 drinks decisions every year. Brands that can educate venues’ teams and find ways to support them can get a head start on the competition. “Make sure that bar staff can effectively communicate your brand story and bring it to life in their venue,” according to George Argyropoulos.
7 Growth will come from the brands in the know
The webinar concluded that times are difficult for alcoholic beverage brands, but they can reach new buyers over the summer and beyond – especially in bars and restaurants. “The On-Premise is the place where people want to be inspired, engaged and entertained,” said George Argyropoulos. However, suppliers will have to work very hard for every sale. “Being available is no longer enough – you need to offer a full experience and not just a drink.” Above all, it’s vital to respond to change and move quickly to seize opportunities. “Growth will come to the brands that are in the know, so analyse the data and keep yourself informed on consumers’ needs.”
NIQ’s webinar was presented by George Argyropoulos, Managing Director, On-Premise – EMEA at NIQ, Marten Suurmeijer, Off Premise Senior Analyst, Netherlands at NIQ, and special guest Alice Bubbers, On-Trade Specialist at Fyre.
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