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Why bigger is not necessarily better to win in the on-premise – Comment

Charlie Mitchell
Last updated: 28/08/2025 at 4:35 PM
By Charlie Mitchell
28 August 2025
6 Min Read

All hail the independents and the challengers – the lifeblood of a vibrant channel (even if the big brand owners don’t recognise it) .


Graphic of man moving a needle on a scale of happy to sad faces
Credit: Yutthana Gaetgeaw/iStock
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I have racked up my fair share of years telling the story of the on-premise. Delving into what shapes the channel, how it's performing and who's driving it, I am well into my second decade of professionally analysing this weird and wonderful area of the drinks industry. It’s certainly fair to say that it hasn’t exactly been smooth sailing; there have been cost-of-living crises, global health pandemics, restrictions and mass closures of venues, and seemingly endless policy battles with governments that often result in the hospitality sector being dealt a raw hand at what feels like every o

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Charlie Mitchell
ByCharlie Mitchell
Charlie Mitchell is a renowned industry commentator and research expert within the drinks industry, having worked for well over a decade delving into the data that tells the story of how consumers eat and drink out. After having spent 13 years at NielsenIQ (formerly CGA Strategy), where he led the on-trade consumer & bartender research division, Charlie now heads up data, research & insights at Wilde Toast, the specialist drinks agency that helps drinks get chosen, through intelligent activation. Working with bartenders, consumers and trade professionals, Charlie distils what is happening in the sector to build winning strategies for brands. Email him at [email protected]
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