As we bid farewell to 2024, we’re looking ahead at what 2025 might hold for the UK on-trade. Drawing insights from research conducted by our insights team, we’ve compiled our top hospitality and drinks trends to keep an eye on over the coming year.
Drinks Category Trends
We’ve pulled out a few spotlight drink category trends that we think will be present in venues across the country in 2025.
Portuguese wines
Portuguese blends, full-bodied reds, and zesty whites continue to gain prominence on premium wine lists. This year, we’re likely to also see more native grapes appearing on wine lists, such as Baga, Bical, Ramisco, Castelao and Encruzado. The unique flavours that are the hallmark of Portugal’s indigenous grape varieties can be an excellent choice for those customers looking to try something new.
We suggest: Quinta Das Arcas Arca Nova Branco - a fresh and lively blend of white grapes indigenous to Portugal, with fragrances of herbs and apple blossom and notes of white nectarine, lemon and pear on the palate.
South African wines
As South African winemakers have embraced modern techniques and styles, while still crafting wines that pay homage to tradition, South African wines are increasingly appealing to those seeking a fresh and dynamic wine experience.
Considered South Africa’s signature grape, the appeal of Chenin Blanc is growing with year-on-year growth in the GB on-trade.
However, we are also seeing more listings of South African Shiraz/Syrah and Chardonnays in venues this year. Both styles combine the fruit-forward vibrancy of New World wines with the restrained nature of Old World.
We suggest: Bright, zesty and lip-smacking - Amandla's Chenin Blanc delivers intense flavours of pineapple, peach and lemon.
Affordable alternatives to Champagne
Cava, French Cremant and English Sparkling wine, all produced in the Traditional Method, are proving increasingly popular affordable alternatives to Champagne.
In 2024, English Sparkling became the second-most popular Sparkling wine in the GB on-trade after Prosecco, while also appearing on 4 out of 5 premium wine lists.
Climate change and warmer temperatures has seen the quality of English wines improve in recent years. Combined with the ‘buy local’ movement, which sees produce from closer to home as more environmentally and socially responsible, and we are likely to see sales of English wine continue to sparkle in the years ahead.
We suggest: Made in the Traditional Method, Balfour's Leslie's Reserve Brut NV is a bright and fresh sparkling wine that captures the elegance and purity of English winemaking.
Still wine in cocktails
Over half of premium drinks lists feature still wine in cocktails and it is a trend that elevates both classic and modern serves, adding a layer of complexity and texture, along with a range of aromas that enhance the cocktail experience.
Apart from classic wines, orange wine and fruit wine are also used by the best cocktail bars in the world. Most listings don’t specify grape variety, but Muscat and Riesling account for multiple listings, with Sauvignon Blanc, Pinot Grigio, and Merlot also spotted in cocktails.
We suggest: Gérard Bertrand's Orange Gold is perfect for mixing into a range of wine-based cocktails. It’s delicious on its own too!
Stout and World Lager
2024 has seen beer and cider gaining in popularity as they are considered the best-value-for-money options for budget-conscious drinkers.
Stout has done particularly well, accounting for 10% of draught beer sales, while world/speciality lagers increased by 11%(volume). Stout and world/speciality beer often have a higher price point and can be a great suggestion for customers seeking a more premium sip.
We suggest: Bring a taste of the Italian alps to your taps with Menabrea Bionda - well-balanced and full-bodied, with a distinctive refined taste and notable floral and fruity aroma.
Low and No Alcohol
As people seek healthier lifestyle choices, many are moderating their alcohol intake, with some forgoing the booze altogether. Growing demand for mindful drinking and inclusive social experiences has seen the low and no alcohol category grow in popularity in recent years.
Low and no alcohol beers have risen by 41% in the past year to take more share in the beer and cider category. And low and no alcohol spirits have gained +18% volume year-on-year in the on-trade, with 1 in 4 venues featuring at least one non-alcoholic spirit on their menu. Perfect for crafting zero-alcohol versions of classic cocktails, low and no alcohol spirits shine in drinks like non-alcoholic negronis and ’no-jitos’ and venues can also get creative with bespoke alcohol-free cocktails.
We suggest: Everleaf is a range of delicious non-alcoholic aperitifs made from the world's most wonderful plants. Introduce their 'Cos-no-politan', made using Everleaf Mountain, for a twist on this classic cocktail.
Macro Trends
Our insights team’s Macro Trends track slow-moving ‘currents’ that remain broadly stable year-on-year and are applicable across different industries and demographics across the UK. Here’s some of the ones we think we’ll be seeing more of in 2025!
Memorable experiences
A growing number of customers would rather spend money on making memories than material possessions, with the appetite for memorable, sociable experiences higher than ever. Special events, live entertainment and sports are the top areas of spending in the ‘experience economy’ and as a result, we’re seeing on-trade operators doubling down on their customer experience to compete for spend.
Top Tip: Whether it's through entertainment, crafting unique serves or simply exceptional customer service, making visits to your venue a great, memorable experience can help encourage more repeat visits and longer dwell time.
Value centric mindset
Customers are facing increasing financial pressures, driving them to make more strategic and mindful choices with their spending. Affordability remains a key driver, with 1 in 3 consumers saying they would be likely to change or try new brands because of its lower price. However, many are seeking value beyond just price, such as quality, ethics and experience.
Top Tip: When appealing to customers seeking value, consider affordability while finding ways to add value beyond price. This could include drinks that tap into sustainability, training staff on the perfect pour, or highlighting affordable trade up options.
Aided by AI
AI is becoming more common in our everyday lives, with different models evolving at a fast pace to bring greater efficiency to both personal and professional lives. 46% of customers say they feel comfortable with AI to complete specific goals. But while some people are embracing AI tech, others are untrustful of it – 51% are concerned about lack of a human being to connect with as AI evolves.
With more customers relying on AI for site recommendations, venues must optimise their digital presence through websites, social media, and collaborations to stay connected. Building a digital presence ensures venues are front of mind, especially with many customers pre-planning their on-trade occasions.
Venues should be mindful of how their customers are reacting to AI advancements. There could be options to leverage AI to enhance customer experience, such as generating personalised drinks recommendations, while emphasising its personal benefits to overcome consumers’ distrust.
On the flipside, venues can look to provide a space for those consumers who want to escape the algorithm by creating tech-free spaces and enhancing customer service through meaningful human interaction.
Top Tip: Keep your menus updated on your website and advertise any special events or promotions through here and on social media to help reach customers planning their on-trade outings.
Atomised Living
We now live in a hyper-connected world, yet feelings of isolation have become widespread. 1 in 3 Europeans feel loneliness will be a personal risk over the next five years, rising to 46% in Gen Z. As a result, people are actively seeking new ways to build meaningful connections and strengthen bonds.
The on-trade can play a key role in this, as venues can position themselves as a place for customers to regularly reconnect in person.
Top Tip: Consider hosting events such as meet-ups or workshops centred around a hobby, or special dining experiences.
Authentic Sustainability
75% of customers are willing to pay more for brands with a reputation for ethical practices, with 9 out of 10 saying brand authenticity is important to them. In the era of climate uncertainty and social fragmentation, brands that foster trust, lead positive changes, and empower individuals will resonate with consumers.
Make sure you offer sustainable options to your customers through different formats (such as draught vs. packaged), locally sourced drinks, and demonstrating minimal waste in your venue, such as repurposing fruit in different ways than just garnish.
Top Tip: Get your staff talking to customers about your sustainable initiatives and highlight relevant drinks on your menus.
Holistic Health
8 out of 10 customers try to take care of their physical and mental wellbeing, motivated by increased awareness of how lifestyle decisions impact their overall wellbeing. While they seek healthy options, they also crave balance, indulging in moderation to maintain joy and satisfaction.
We’re seeing this come through in the cocktail world, as vitamins and supplements used in cocktails represent a growing trend that combines indulgence with wellness. This early-evolving trend has been spotted in 8% of premium venues, with additions such as b12, magnesium or blue spirulina added to cocktails.
Top Tip: Consider how you can reach these health-conscious customers (who still want to indulge). This could be by introducing ‘better-for-you' food and drink options, such as a matcha cocktail, clearly labelling menu items with attributes such as ‘no-alcohol’ or ‘low calorie’ or introducing drinks with functional benefits.
If you would like more information on these trends, or to discuss plans for your 2025 listings, speak to your Account Manager.
Sources:
- Wine MODE 2025
- Cocktail MODE 2025
- CGA OPM 52 weeks to 05.10.24 vs. the same time period last year/6 years ago
- WSTA Market Report/CGA OPM 52 w/e 15.06.24
- NIQ – Guide to 2025
- Qualtrics 2025 Consumer Trends Report
- Statista Must-Watch Consumer Trends 2025 Report, UK consumers
- Foresight Factory, 27-country Global Average, adults 16+, 2024
- NIQ Guide to 2025 Mid-Year Consumer Outlook, Global
- Barclays/Opinium April 2024, UK adults
- Savanta, “Consumer Compass” (2024)
- YouGov Profiles+ 52 weeks to 17.11.24, On-trade consumers are people who visited ate or drank out more often than never
- Statista, “Must-Watch Consumer Trends 2025” (2024)
About the author
Mary McCarron
Mary looks after the majority of Matthew Clark's digital marketing comms. After a couple of years working in tech, she found her way back to the hospitality industry and can now be found talking all things cocktails, spirits, beer, softs and more across our website, social media, and other digital channels.
