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The new global on-premise – Fewer visits of greater value – Market Intel

CGA by NIQ
Last updated: 16/09/2026 at 5:02 PM
By CGA by NIQ
16 September 2026
10 Min Read

Businesses cannot wait for the old on-premise model to return. Instead, they must adapt to a new definition of going out – one in which the quality and relevance of the experience matter more than frequency.


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Credit: Jovanmandic/iStock

Around the world, the on-premise is seeing a major shift in consumer behaviour, with visits and volumes falling. According to new research from NIQ, however, demand for meaningful, higher-value experiences remains alive and well.

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On-premise visits are falling - Total visits are down 5%, with beer and spirits volumes also declining across major marketsConsumers still want to go out, with three in five saying they visit the on-premise weeklyFewer visits, higher spend - On-premise users are prioritising higher-value experiences that feel worth the expenseModeration is reshaping drinking occasions - Consumers want to manage their drinking and enjoy the full social experience of going outPremium is now about the experience - Service, atmosphere and execution all count, not just what’s in the glassAround the world, the on-

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ByCGA by NIQ
CGA by NIQ’s Reach survey provides insights from 34 countries around the world, covering around 27,500 on-premise consumers and 525 operators. It provides accurate and up-to-date analysis of consumer sentiment across Europe and beyond, fusing with other CGA research sources for a 360-degree view of the sector. For more details, contact CGA by NIQ client solutions director George Argyropoulos at [email protected]
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