Make it easy to say Yes: Why drinks brands win by removing friction
Powered by CGA intelligence
Join NIQ’s On-Premise experts for this webinar revealing how this consumer shift is reorganising around more selective, higher-scrutiny occasions, value perceptions on spending, opportunities beyond traditional venues and the factors influencing their choices.
Register now
Session 1– Time: 10 am Dubai (GST) / 11:30 am New Delhi (IST) / 2 pm Singapore (SST)
Date: 29th September 2026
Session 2- Time: 3 pm London (BST) / 10 am New York (ET) / 11 am São Paulo (BRT)
Date: 29th September 2026
The Problem We’re Solving
Global On-Premise visits are down 5.0% year-on-year. Sales volumes are down 4.8%. The recovery the sector has been waiting for isn’t coming because the old model isn’t what consumers are coming back to. This shift means brands must now build relevance over reach, and win by being the easiest choice at every stage of a more considered decision.
Fewer visits, Higher stakes
The sector is under sustained pressure. And while the On-Premise is still loved, it is no longer an automatic yes; the era of selective engagement has begun.
It remains emotionally important, socially valuable, and commercially powerful. But the role it plays is changing.
Consumers want to participate without compromising tomorrow, and so participation is conditional.
Value perceptions now override brand positioning, meaning both product and in-venue delivery drive the decision, not the label.
Traditional levers of differentiation – premium positioning, novelty, standout branding – are losing their power to win the moment.
Consumers are reducing decision effort, defaulting to familiar, easy, and reliable options over complex, unfamiliar drinks.
This isn’t a demand problem to wait out. It’s a behaviour shift to design for. Consumers haven’t stopped going out; they’ve become more selective about when it’s worth it.
Why REACH 2026
Why this matters
REACH helps uncover what consumers still value, where behaviour is shifting, and how brands can remove the barriers that stop consumers saying yes.
- The definitive global study of consumer behavior in the eating and drinking out sector, trusted by the world’s leading drinks brands and manufacturers.
- Built from over 34,500 consumer survey responses across 46 markets, it’s the biggest and most comprehensive REACH yet.
- Delivered annually with a consistent structure, purpose-built for benchmarking and trending across markets and categories.
- Enhanced for 2026 with a modular delivery format, expanded topic list and new markets, giving brands a sharper, more tailored read on what’s driving choice.
Register now
Session 1– Time: 10 am Dubai (GST) / 11:30 am New Delhi (IST) / 2 pm Singapore (SST)
Date: 29th September 2026
Session 2- Time: 3 pm London (BST) / 10 am New York (ET) / 11 am São Paulo (BRT)
Date: 29th September 2026
Why you should attend
What you’ll walk away with
In this session, you’ll learn how to:
- Read the real shift behind the headline decline numbers – where volume is being protected, where it’s being lost, and why
- Benchmark shifting consumer behaviour year-on-year, using consistent REACH data spanning consumer, operator, sales, and bartender perspectives.
- Apply the “easy to say yes” framework – make it easy to stay out, spend, find, and choose – as a practical lens for brand and activation planning.
- Justify investment with confidence, using data-led evidence of what’s really driving consumer decisions in a more selective market.
- Move beyond premium as the default lever – understanding where premiumization still earns its place, and where simplicity, pacing, or accessibility matter more.
Who should attend
Built for Teams Shaping On-Premise Strategy
This webinar is designed for:
- Marketing and brand leaders in drinks manufacturing setting global and local On-Premise strategy.
- Commercial and category teams building the case for trade investment and activation.
- Insights and strategy professionals benchmarking consumer behaviour across markets.
- Trade marketing and activation leads translating global insight into local execution.
Inside the Session
What We’ll Cover
- Make it easy to stay out. Consumers want to participate without compromising tomorrow – how pacing, moderation, and no/low options can extend the occasion
- Make it easy to spend. Consumers still spend, but only when the experience feels worth it – premium is earned through occasion, service, and theatre, not liquid alone.
- Make it easy to find. Demand is moving beyond traditional venues, with food halls, festivals, and event-led third spaces now prime platforms for engagement
- Make it easy to choose. How to make your brand the easiest, most intuitive choice at the point of decision as consumers are faced with decision fatigue. Simplicity and trusted services are winning over novelty.
Meet the Speakers
Jonny Jones
Jonny is Managing Director – On Premise at NIQ, where he leads the commercial strategy and expansion of the business across global markets. With more than a decade of consulting experience in the On-Premise sector, he works with beverage manufacturers, suppliers, and hospitality partners around the world to identify growth opportunities, unlock commercial value, and drive revenue. Drawing on a career spanning commercialisation, sales, and client leadership roles, Jonny is known for developing innovative, market-focused strategies that help global clients accelerate brand growth and succeed in an increasingly dynamic On-Premise landscape.
Graeme Loudon
Graeme brings nearly 20 years of experience in the global drinks industry, helping beverage businesses turn complex data into actionable strategies that drive commercial growth. As NIQ’s Global On-Premise Insights Leader, he partners with regional and multinational clients to unlock opportunities across the On-Premise channel. A trusted industry speaker and advisor, Graeme is known for translating data into impactful business stories that help global clients make smarter, faster decisions and achieve stronger commercial outcomes.
Join the discussion
Pick a time that suits you best
Register now
Session 1– Time: 10 am Dubai (GST) / 11:30 am New Delhi (IST) / 2 pm Singapore (SST)
Date: 29th September 2026
Session 2- Time: 3 pm London (BST) / 10 am New York (ET) / 11 am São Paulo (BRT)
Date: 29th September 2026
Analysis
REACH 2026: The Global Playbook for Winning in the On-Premise
Analysis
The On-Premise Consumer: Global Perspectives from REACH 2026
Analysis
