Beer growth continues to outpace other drinks

The beer category continues to outpace the wider drinks market, growing faster than cider, wine, spirits and soft drinks in the UK on-trade.

With a year-on-year value growth of 3%, beer is now worth £13.8bn to pubs, bars and restaurants, according to the Heineken Beer Report 2025: Doubling Growth in the Beer Market.

In terms of subcategories from the report, Classic Bitter Ale and Stout has increased its value versus last year by 15%, while No and Low, which continues grow in the on-trade, saw an increase of 46% in value.

World Lager continues to be the UK’s most popular pint, making up over a quarter (29%) of the total market and is still seeing growth year on year.

"Beer is the biggest alcoholic drinks category in the UK on-trade and we are really excited about its future," says Will Rice, on-trade director from Heineken UK. "The Heineken Beer Report 2025 reemphasises the importance of the category to the on-trade with so many consumers viewing beer as critical part of the pub going experience.

"That said, there is clear evolution to consumer behaviour when it comes to beer consumption. Our hope with this report is that it helps operators to understand these changing consumer trends and equips them to capture the growth opportunity these trends represent."

Room for growth 

In addition to the positive performance of beer overall, the report identifies significant head room for growth.

With fewer regular after work sessions or repeat visits, a move to moderation and a continuing shift to premiumisation, the report suggests pubs, bars and restaurants need to adapt.

The Heineken Beer Report 2025 outlines a road map to help operators do that and tap into a potential £1bn growth in the market over the next few years.

The new report gives operators data, advice and expert tips to help make the most of the beer opportunity. It is available free to all operators at beerreport.co.uk. 

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