As we bid farewell to 2025 and get the New Year underway, we’re looking ahead at what 2026 might hold for the UK on-trade. Drawing 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
Wine
Premium wines by the glassFor guests looking to elevate their experience without splurging on a full bottle, more venues are introducing premium wines by the glass. This trend gives customers the confidence to trade up without worrying about overspending.
Top Tip: Invest in wine preservation systems to keep your premium pours fresh and minimise waste.
Familiar favourites
Consumers continue to gravitate towards familiar styles of wine, with Pinot Grigio, Sauvignon Blanc and Malbec all gaining share as drinkers seek reliability and comfort.
Top Tip: Include these popular varietals as staples on your wine list, helping customers feel at ease while exploring new choices.
Focus on mid-section
Customers are increasingly looking for wines that feel affordable yet meaningful, seeking options that justify their spend without compromising on quality. The mid-tier section of your list is where this balance happens.
Top Tip: Use data and insights to curate your mid-tier selection thoughtfully. Highlight value and uniqueness and avoid duplicating similar styles to keep the list streamlined.
Sparkling choices on the rise
Sparkling wine is a growth hotspot. From English Sparkling to Crémant, Cava, and Cap Classique, there’s a world of options that offer an upgrade from Prosecco – without the Champagne price tag. This diversity creates opportunities for venues to drive premium trade-ups while keeping value in mind.
Top Tip: Expand your sparkling selection to bridge the gap between Prosecco and Champagne, giving customers more reasons to celebrate.
Premium rosé on the rise
Demand for French rosé - especially Provence styles – is growing fast. These wines typically command a higher average selling price, driven by consumers seeking elegance and a sense of occasion.
Top Tip: Introduce clear tiering in your rosé range to capture trade-up opportunities and maximize premium sales.
Cocktails
Low and No
No/low spirits are booming, with on-trade value up +24% vs last year. These alcohol-free alternatives deliver flavour and experience without compromise, perfect for mindful drinking and inclusive social occasions.
Top Tip: Highlight no and low alcohol options on your menu and pair them with signature serves to make them feel just as special as their full-strength counterparts.
Spicy cocktails
Bold flavours are trending, with 17% of cocktails in MODE* venues featuring chilli or warm spices like ginger, cardamom, and nutmeg. These ingredients add complexity and sophistication to both alcoholic and non-alcoholic serves – perfect for consumers looking to move away from overly sweet options. The rise of agave spirits (in 16% of MODE cocktails) pair beautifully with bold spice, making them a natural fit for this growing cocktail trend.
Top Tip: Feature a signature spicy serve to make your menu stand out and spark curiosity.
Sweet cocktails go indulgent
Sweet cocktails are growing too, as customers seek a dessert-like indulgence and comfort. In MODE venues, 12% of cocktails feature sweet profiles, led by chocolate, vanilla and caramel. Chocolate is the most common, typically added via liqueurs and bitters, while vanilla appears through spirit infusions and syrups, adding depth and aroma.
Top Tip: Create signature dessert cocktails with layered flavours and premium ingredients to elevate the experience.
Functional ingredients
60% of global consumers plan to spend more on vitamins and supplements. Cocktails infused with these ingredients blend indulgence and wellness, appealing to health-conscious drinkers seeking functional benefits. 87% of MODE venues have at least one cocktail featuring a functional, wellness, vitamin, or supplement-type ingredient.
Top Tip: Highlight functional cocktails on your menu and use clear descriptors to showcase their added benefits without sounding medicinal.
Berries, apple and pineapple
Berry, apple, and pineapple remain flavour powerhouses, offering familiarity and versatility across cocktails. In MODE venues, 9% of cocktails feature berries - led by strawberry, raspberry, and cranberry for a tangy twist. Apple appears in 8% of serves, from juice and cider to liqueurs, balancing tradition with innovation. Pineapple features in 5%, bringing tropical refreshment and a sense of indulgence.
Top Tip: Use seasonal twists and premium pairings to keep these classic fruit flavours exciting and relevant.
Beer and Cider
Fruit flavoured beer
Fruity beers have gone mainstream, with strong growth in the on- and off-trade. Tesco reports a 250% rise in fruit beer sales over the past year, making it the UK’s fastest-growing beer trend! Fruity beer is key when targeting the younger, experience-driven drinkers with popular flavours including citrus, tropical, and berry.
Top tip: Feature fruity beers prominently on your menus and taps to attract younger drinkers looking for flavour-led alternatives to traditional lager and IPA.
Premium apple cider
Premium apple cider continues to gain momentum, growing its volume share in cider by 4.5% in GB. This category is a natural fit for food-led occasions giving pubs, bars and restaurants a sessionable yet premium alternative to lager -– especially in dry and cChampagne‑method styles that carry strong value‑for‑money.
Top tip: Link your premium ciders to food and moderation-led occasions to strengthen their premium appeal.
Macro Trends
Our 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 2026!
Memorable experiences
Consumers crave playful, sensory-rich, and nostalgic moments that make visits feel special. Delivering standout experiences, through entertainment, special events or simply exceptional service, can boost visit frequency, dwell time, and repeat business.
Value centric mindset
Affordability is top of mind as savvy consumers weigh price, convenience, and added benefits. Value goes beyond cost – think sustainability, quality, and experience. In 2026, delivering all-round value will be key to winning loyalty.
Aided by AI
AI adoption is surging, promising efficiency but raising concerns about creativity and human connection. With more customers using AI for venue recommendations, a strong digital presence – websites, social media, and partnerships – is essential. Venues can leverage AI for personalised drink suggestions while also offering tech-free spaces for those seeking authentic human interaction.
Community Connection
As loneliness rises, people seek meaningful, tech-free interactions and shared experiences. Venues can play a key role by creating spaces for reconnection - —through social events, hobby workshops, or relaxed group dining. Ensure your venue is the go-to for gatherings with easy booking, sharing serves, and a welcoming atmosphere.
People and Planet
Consumers expect brands to take real action for sustainability while supporting individual needs. Offering eco-friendly options, like draught formats, local sourcing, and waste reduction, can make a big impact. Communicate these efforts clearly on menus, through staff, and across social channels.
Holistic Health
Consumers are prioritising physical and mental wellbeing, with mood management at the forefront. When they indulge, they expect an experiential payoff. Better-for-you options, like matcha cocktails, functional ingredients, and clear menu labelling, help meet these evolving expectations.
If you would like more information on these trends, or to discuss plans for your 2026 listings, speak to your Account Manager.
