Make it easy in the On Premise: Top takeaways from NIQ’s REACH webinar
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How can drinks brands secure spend at a time when consumers are more selective than ever? That was the big question at a recent NIQ webinar hosted by NIQ’s Jonny Jones and Graeme Loudon.
Drawing on exclusive REACH research into consumers’ behaviour around the world and other NIQ sources, the webinar set out the ways to win in a challenging and fast-changing environment. It made it clear that while the market is complex, some of the best ways to succeed are to make life easy for guests.
The new age of selection
REACH reveals the scale of the challenges facing operators and suppliers in 2026. Consumers’ overall visits are down by 5.0% year-on-year, while beer and spirit sales by volume in key markets in the 12 months to April fell by 4.8%, according to NIQ’s On-Premise Measurement solution.
Nevertheless, more than four in five (82%) global consumers still visit the On-Premise, and 59% do so weekly. Spend in value terms is rising, albeit marginally. The global appetite to eat and drink out remains strong, and well over half (57%) say they would feel lost or disappointed if they couldn’t do so. There are encouraging signs that many consumers plan to step up their visits, especially in the short-term.
However, sustaining that engagement in the longer run won’t be easy. Consumers are paying close attention to value and becoming more intentional in their spending as they reassess how pubs, bars and restaurants fit into their lives. Against this backdrop, growth is likely to come not from restoring historic volumes but from staying relevant to selective consumers—especially those in Gen Z, who tend to be the most heavily engaged with the On-Premise, and who are pivotal to its future.
Making life easy for the moderators
To earn consumers’ spending, businesses need to make things easy for them in four key areas. The first is reducing friction in staying out and showing people that they can enjoy their occasions today without affecting their tomorrow. REACH shows that two thirds (66%) of consumers want to be productive the day after a night out, while half (50%) are moderating on routine drinking occasions, while maintaining their habits for bigger occasions.
This is leading more consumers to seek alternatives to their alcoholic drinks at least some of the time. NIQ’s sales measurement tools show the no and low alcohol category is comfortably outpacing other segments of the beer market for growth in major markets, and operators and suppliers to expanding ranges and innovating in response. Venues and suppliers that support moderation mindsets and provide choice on ABV strengths are best placed to prolong guests’ occasions and keep them coming back.
Experience is everything
Second, On-Premise businesses need to make it easy to spend. While value is in sharp focus, there’s still widespread interest in premium products, with three in five (59%) consumers prefering high-quality drinks.
But these guests will only trade up if they are certain they will get high enough quality for their money. This satisfaction is increasingly led by experience rather than the liquid in the glass, so service and consistency of execution are vital. Suntory’s Toki Japanese Highball and Pilsner Urquell’s Tankovna concept are two examples of brands that are turning familiar serves into memorable, premium experience.
Stay in sight
The third focal point for simplification is discovery. In a competitive and price-sensitive environment, suppliers need to look beyond traditional occasions and make brands easy to find in new places. This is especially critical in the late-night daypart, where experiences are fragmenting. High-energy occasions are resilient, but ticketed events and third space venues like food halls and festivals are increasingly popular for these occasions, especially with Gen Z.
These places can be powerful platforms for trial and trade-up, as well over half of visitors to them are likely to experiment with new drinks or pay extra for a better quality one. Functionality is a priority here, with serve size, portability and ease of drinking among the top considerations. This leaves RTD brands in a good position to capitalise if they can secure the right distribution and visibility—not just at the bar but via eye-catching activations.
Become the default choice
The fourth solution for growth is to make it easy for consumers to choose a brand. There’s a growing demand for simplification in the On-Premise, with guests making their decisions intuitively rather than through complex thought—especially in crowded categories. Two thirds (66%) of consumers say they would opt for more simple and accessible drinks.
Operators are responding, and more than half (54%) of bartenders say their guests are looking for more straightforward concepts, according to NIQ’s Global Bartender Report. They know that if they can help guests cut through the noise by nailing the fundamentals of hospitality, they will have a head start in the race for spend. As menus and serves are simplified, the goal is to become the default selection that consumers trust.
Learn more
NIQ’s REACH and other solutions deliver many more insights into consumers’ behaviours and needs. With actionable data from 46 countries, enhanced by operator research in leading markets, it establishes the foundations for winning strategies in the global On-Premise.
If you missed the webinar, watch the full replay. And to learn more, access local-market or regional reports, get in touch.
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