UK bars lead global market in premium beer sales for 2024

Recent data from IWSR, a leading authority on global beverage alcohol trends, shows that UK bars have become the largest source of on-trade value for premium and above beer in 2024. The findings come from IWSR’s new On-Trade Value data, which tracks price-to-consumer value in the on-trade channel across the top 20 global markets.

The report highlights that while the United States remains the most valuable on-trade market overall for premium and above beer, UK bars stand out when analyzing value by venue type. This means that, within the bar segment specifically, UK establishments generated more revenue from premium and higher-priced beers than any other country last year.

Industry experts point to several factors behind this trend. The UK has a strong pub and bar culture, with consumers showing a growing preference for premium products. Many British drinkers are willing to pay more for quality and unique beer experiences, especially in urban centers like London, Manchester, and Edinburgh. The rise of craft breweries and imported specialty beers has also contributed to higher average prices per pour.

In contrast, the US market’s overall value is driven by its size and diversity of venues, including restaurants, hotels, and entertainment spaces. However, no single venue type in the US matched the value generated by UK bars alone in 2024.

The IWSR data provides transparency into how much consumers are spending on premium beer in different settings. It also reflects broader shifts in drinking habits as people seek out more upscale options when socializing outside the home. Bar owners in the UK have responded by expanding their selections of high-end beers and investing in staff training to enhance customer experience.

This trend is expected to influence both brewers and hospitality operators as they plan for the coming years. Producers may focus more on developing premium offerings tailored to bar environments, while venue owners could look for ways to further elevate their beer menus and service standards.

The report underscores the importance of understanding local market dynamics within the global beverage industry. As consumer preferences continue to evolve, data like this helps businesses adapt their strategies to meet demand where it is strongest.