"Boost the importance of drinks as a visit driver in their own right. Capitalise on the link between earlier drinking and moderation through original and occasion-specific low-ABV, sessionable offerings."
Eliana Riera-McInnes, Foodservice Research Analyst
In 2026, 55% of OOH drinkers aged 18-34 are consuming drinks earlier in the day (ie before 7pm) more often, compared to 31% of all, highlighting a notable shift in when drinking occasions take place. This reflects the growing importance of emerging moments such as brunch and aperitivo, particularly among younger consumers, and signals a broadening of traditional OOH drinking occasions.
At the same time, rising price sensitivity and alcohol moderation are reshaping the category, driving more intentional spend. While OOH drinking participation remains high at 77%, drinks are still closely tied to meal-led restaurant occasions. This increases pressure on operators to justify spend through stronger value propositions and more compelling drink experiences. A failure to do so risks reinforcing cautious behaviours, with consumers more likely to trade down, skip drinks or shift venues altogether.
This presents an opportunity for operators to reposition drinks as a primary reason to visit, through experiences like drink-focused events (eg mixologist takeovers, tastings), curated global selections and ‘snacking’ drinks. Moreover, the shift towards mood-led consumption opens new pathways for differentiation (eg by tailoring drinks to mood states) and adding value to non-alcoholic alternatives through functionality.
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