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The on-premise crossroads in Europe in 2026 – Market Intel

Charlie Mitchell
Last updated: 12/10/2026 at 5:30 PM
By Charlie Mitchell
12 October 2026
11 Min Read

Europe’s on-premise has shown signs of an upturn in recent months. But, with costs still rising, consumers tightening their spending and premiumisation under pressure, is the channel really turning a corner?


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Talk to any hospitality operator across Europe about 2025, and you will hear the same story: rising costs, falling footfall and a market that felt increasingly volatile, unstable and, for many, unviable.That is, of course, assuming that they made it through the year. Many didn't. Germany lost 12,300 hospitality venues for good, while Italy recorded 6,500 more bar closures than openings. In Spain, 11,183 hospitality establishments shut their doors - equivalent to 31 closures a day.The same conversation with anyone in finance at a major beverage alcohol brand owner will tell a similar story, alb

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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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