Enjoyment and Function: Growth Opportunities in the Beverage Sector in the UK and Ireland

Beverage markets are currently developing in two directions at the same time: on the one hand, energy drinks, functional beverages and alcohol-free concepts are growing in line with consumers’ desire for self-optimisation. On the other hand, the need for community, atmosphere and shared experiences remains high – particularly in economically and socially challenging times. The “BrauBeviale meets Europe” tour addresses the background to these developments and will stop in London on 19 May 2026.

The markets in the United Kingdom and Ireland are showing similar tendencies to other European regions. The consumption of alcoholic beverages remains stable or is even declining, while alcohol-free concepts, functional beverages as well as RTD and energy products continue to grow.

This is particularly evident in the energy and sports drinks segment: according to Statista Market Insights, per capita consumption in Great Britain increased from 8.15 litres in 2018 to 9.88 litres in 2025. In Ireland, consumption rose from 5.3 to 7.46 litres over the same period. By comparison, the European average stood at 2.95 litres per capita in 2024.

Alcohol-free offerings are also gaining importance – albeit with a slight delay compared to continental Europe. In Great Britain, per capita consumption of alcohol-free beer rose disproportionately by 72 per cent between 2018 and 2025, albeit from a low starting point, reaching 1.07 litres. Across Europe, the figure increased by 42 per cent over the same period to 2.7 litres per capita. At the same time, alcoholic beer remains firmly established in the British and Irish markets. In 2025, per capita beer consumption is expected to stand at around 54 litres in England and nearly 63 litres in Ireland.

Beer as a “social lubricant”

Analyses by the rheingold Institute indicate that these developments go beyond a short-term lifestyle trend. In an increasingly uncertain and difficult-to-control world, many people are focusing more strongly on what they can influence themselves: health, performance, flexibility and personal stability. The institute describes this development as an attempt to remain as stable and capable of acting as possible within a complex reality. An aspiration that is also changing the beverage industry.

At the same time, the need for community and a sense of security is growing. This is precisely why beverage segments such as beer remain relevant. Beer stands for something familiar – craftsmanship, origin and tradition. In an uncertain world shaped by technological, social and economic disruption, this sense of groundedness is becoming increasingly important once again.

“Beer brands are ideally suited to creating places, atmospheres and moods in which a sense of community can be experienced and placed at the centre of the occasion,” explained institute expert Paul Bremer during the first stop of the BrauBeviale meets Europe tour in Copenhagen. “Beer brands and gastronomy should offer places that convey a sense of togetherness.”

Where the beverage industry finds answers

“We are currently witnessing some very exciting developments in the market,” said Markus Kosak, Executive Director at YONTEX GmbH & Co. KG. “Consumers want to remain productive and capable – while at the same time continuing to enjoy shared experiences. This means that our established and traditional beverage segments, such as beer, can continue to strengthen their role in the market. At the same time, the desire for self-optimisation is creating new opportunities for beverage manufacturers. Our exhibitors understand this and are presenting solutions for all the requirements facing the industry in Europe.”

The entire supporting programme of BrauBeviale 2026, taking place in Nuremberg from 10 to 12 November 2026, is geared towards the challenges facing the European beverage industry. Topics covered in the programme include changing consumption habits, alcohol-free concepts, flexible production requirements and the question of how manufacturers can economically serve different consumption occasions. On the Main Stage in Hall 9, beverage expert Charles Nouwen from Peer to Beer will discuss the role of beer between tradition, community and changing consumption habits.

It is already worth regularly visiting the BrauBeviale website: the exhibitor and product database is online, further information about the supporting programme is continuously being added, and the ticket shop for visitors is also open.