Whether you’re running a high-energy darts bar, a boutique bowling alley, or another experiential gaming concept, your drinks range needs to work just as hard as your entertainment offering. Guests don’t just want a good game, they want a great drink to go with it. And in 2025, that drink is evolving.
KAM recently hosted a discussion at BrewLDN where we asked Tom Quinn, Category Manager at Stonegate, Paul Bolton, Drinks Category Manager at Greene King, Barry Watts, Head of Public Affairs & Policy at SIBA and Robyn Black, Head of Content at Fleet Street to dig into the latest beer and broader drinks trends. The message is clear: expectations are rising, behaviours are shifting, and there’s real opportunity for operators who can combine quality, experience, and innovation behind the bar.
Premium isn’t optional but it has to be earned
We’re all (hopefully) aware that ‘value for money’ doesn’t mean ‘cheap.’ Customers are happy to pay more, but they need to feel it’s worth it. That means premium beers—whether world lagers, craft IPAs, or a perfect pint of stout, must come with premium taste and of course delivery. Think sparkling glassware, well-trained staff, and a sense that care has gone into every serve.
Premiumisation has got to be earned. In venues where experience is everything, drinks have to live up to the overall atmosphere. It’s no longer just about what’s on tap, it’s how it’s poured, how it’s presented, and how it makes the guest feel.
The stout revival is real and growing
If there’s one standout category to watch this year, it’s stout. Guinness in particular has enjoyed a powerful resurgence, driven by smart marketing, cultural relevance, and above all, quality. It’s consistently served and visually iconic, key traits for venues looking to keep pace with modern drinkers.
But it’s not just Guinness. Craft stouts are growing rapidly, up 120% in value year-on-year, according to CGA. These richer, more adventurous beers are proving popular with younger, more affluent audiences looking for something with depth and distinction.
World lager continues to lead
While stout may be the story of the moment, world lager has been quietly (and consistently) powering growth for several years. This category combines familiarity with a premium edge, and it remains a reliable anchor on any bar.
Its strength lies in its versatility: it appeals to a broad range of guests, works well across all dayparts, and brings strong margin potential. For venues looking to maintain throughput without sacrificing quality, world lager is a safe and smart bet.
Don’t write off cask but handle it with care
Cask ale may not be the headline act for many Competitive Socialising venues, but it’s far from irrelevant. In fact, when done well, it can bring a layer of local authenticity and storytelling that guests increasingly value.
The challenge? It’s a delicate product that needs proper storage, training, and attention to detail. Operators who commit to doing cask right can unlock a loyal following and add meaningful depth to their beer range. But cutting corners simply won’t work here, consistency is everything.
Core lagers and keg ales still have a place
Not every customer is hunting down the latest craft innovation. High-volume beers like John Smith’s, Worthington’s, and standard lagers still play a crucial role, particularly for group occasions and customers seeking something familiar. They may not make the trend lists, but they underpin sales in many venues. The key is balance: maintain a strong core offer that speaks to your broadest audience while also introducing new, premium, or flavour-led options for guests who want to try something different.
Flavour is driving discovery
Across beer and cider, bold, fruit-forward flavours are attracting attention. Guests are increasingly drawn to drinks that surprise and excite—whether it’s a citrusy pale ale, a juicy IPA, or a cherry-infused sour. These products are ideal for a social setting where guests are looking to discover new tastes as part of the overall experience. Offering a few playful, seasonal, or limited-run options not only boosts interest—it encourages repeat visits.
Low and No: No longer a niche
If you’re still thinking of low and no-alcohol drinks as a box-ticking exercise, it’s time to rethink. These options are now essential and in many cases, expected. Today’s guests are more mindful than ever about their consumption, and they don’t want to feel like second-class citizens for opting out of alcohol. That means the low and no section of your menu has to deliver on taste, presentation, and choice.
From 0.0% lagers with serious beer credentials to sophisticated no-ABV craft alternatives and spirit-free cocktails with bite, this space is full of innovation. Many drinkers are mixing and matching throughout the night, starting with a pint, then switching to a no-alcohol option to keep pace without compromise.
The rise of the earlier occasion
With shifts in consumer habits and spending patterns, CGA data shows a clear trend toward earlier social occasions. People are going out sooner, drinking less, but drinking better. This gives rise to more mindful choices and greater demand for sessionable, well-crafted drinks that suit post-work or pre-dinner socialising. For Competitive Socialising venues, this is a clear opportunity: build a drinks range that suits the 5-8pm crowd just as well as the late-night one, and you’ll be future-proofing your sales.
Provenance and storytelling drive value
Increasingly, consumers want to know more about what they’re drinking (and eating, and generally spending their money on.) Who made it? Where does it come from? Is there a story behind it?
That’s especially true for younger adults, who are willing to pay more for drinks that feel authentic, sustainable, and local. This is where smaller brands and regional brewers can shine and where staff knowledge and menu design can make a huge impact. In a Hospitality setting built around experience, that added layer of narrative can turn a drink into a memory.
Developing a drinks range in 2025 isn’t about just following fads, it’s about creating an offer that works hard across all touchpoints. Premium quality, fresh flavours, low and no options, and consistent execution are all vital in venues. Get your range right, and the rewards go beyond sales. Serve it right and you build trust, repeat custom, and a venue that feels in tune with what today’s customers really want.
Interested in understanding your category, consumers, customers or employees a little better? Take a look at other work we’ve done and get in touch to see how we can help you.
