UK pub beer sales have climbed to a record £14 billion, according to Heineken UK’s 2026 Beer Report, as changing tastes, a growing appetite for premium products and rising demand for low- and no-alcohol choices continue to reshape the on-trade.

The report says beer value in pubs, bars and restaurants rose 5% year on year and now makes up 45% of all drinks sold in hospitality venues. That growth put beer ahead of spirits, wine and soft drinks, reinforcing its central place in the sector even as drinking habits become more selective.

Stout was one of the clearest winners. Heineken said sales of the style rose 19% to £2 billion, with Murphy’s Irish Stout posting particularly sharp growth. Fruit and flavoured beers also gained ground, up 34%, suggesting consumers are increasingly looking beyond standard lager and ale for new flavour experiences.

Moderation is also proving commercially important. Sales of alcohol-free and low-alcohol beer increased 31% to £271 million, underlining the extent to which more flexible drinking occasions are now part of mainstream pub trade. Heineken also pointed to a broader move towards “premiumisation”, with more than half of beer drinkers saying they are willing to pay more for better quality.

That trend is reflected in serving patterns. The Scottish Licensed Trade News and other trade titles reported that average serves per visit have fallen by nearly 9%, while the average price of a pint has risen 8% to £5.02. In other words, customers may be drinking less, but they are spending more on beers they see as worth the price.

Premium world lagers remain the most valuable beer segment in UK hospitality, worth £4 billion, while Birra Moretti has become the largest lager brand by value in the pub sector at £1 billion. Heineken’s on-trade director, Will Rice, said the opportunity for pubs is not simply to sell more beer, but to offer the right range and create occasions people want to return for.

Entries for the UK Quality Food & Drink Awards 2026 close on Friday 26 June. Submit your entries before Friday 12 June to benefit from the reduced entry fee. For more information on categories, entry criteria, and deadlines, please visit: https://uk.qualityfoodawards.com/qualityfoodawards2026new/en/page/2026-enter-awards