June is likely to have given Scottish pubs a timely lift, with football fans gathering to watch the men’s national team compete in the United States and orders for beer and cider rising alongside the atmosphere. But outside those bursts of occasion-led trade, industry figures suggest drinkers are becoming more selective, with customers increasingly choosing familiar brands, clearer provenance and products that feel worth the money.

That shift is visible across beer. Mintel’s "The Future of Beer and Cider 2026" report says the category remains highly competitive and that brands now need to do a better job of showing why they stand out, particularly through 0% ABV ranges and clearer value propositions. In Scotland, Belhaven Brewery’s marketing manager Suzie Carlaw said lager remains dominant, but fruit beer is attracting a younger, more female and more engaged audience. Heineken UK’s "No Stout About It" report also points to changing tastes, with stout and fruit beer helping to drive UK pub beer sales to a record £14 billion.

Cider is enjoying a similar lift. DRAM Scotland reported in June that the category continues to build momentum in Scotland, supported by premiumisation, flavour innovation and a preference for brands that feel authentic. Heineken UK’s Cider Report 2026 showed cider sales up 3.5% year on year, making it the second fastest-growing drinks category in the UK on-trade, while The Drinks Business said the category is now worth £2 billion to pubs and bars. Edinburgh Beer Factory said fruitier, sweeter styles are proving strong this year, and that customers are increasingly drinking across categories rather than remaining loyal to a single type of drink.

No and low-alcohol drinks are now firmly part of that picture. According to Belhaven, they are no longer just a January concern, as more consumers moderate throughout the year but still want to feel included in the pub occasion. Heineken UK said the segment is a strategic enabler for operators because it helps keep whole groups in venue, while Kopparberg said licensees should focus on premium no and low options that deliver on taste, quality and brand recognition. Industry voices also stressed that visibility and staff confidence matter if those drinks are to sell properly.

The wider backdrop remains difficult. Signature Group’s drinks development manager David Smillie said consumer spending has come under pressure, with Scottish customers going out less often and looking for better value when they do. That makes beer, lager and cider particularly important, he said, because they are understood, trusted and often seen as safer choices. John Price of Kingfisher Drinks added that provenance is becoming more important too, with drinkers paying closer attention to authenticity when they are asked to pay premium prices. For pub operators, the message is clear: range, quality and credibility now matter as much as price.

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