Raising the Bar - updated survey 2026

How the UK On-Trade is meeting demand for alcohol-free options.

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February 2026 — Alcohol-free choices are now firmly established in the UK hospitality sector, according to new research by KAM and Everleaf. Following their landmark 2024 study, this second edition offers a unique update on how the trade has evolved.

An audit of 100 London venues (representing 4,400 UK sites) shows that ranges have diversified, with alcohol-free spirits available in 70% of venues (up from 47% in 2024) and draught beer rising to 26%. While bar visibility has significantly improved, menu execution remains inconsistent: venues still average three times more alcoholic cocktails than alcohol-free options and staff are sometimes unaware that non-alcoholic options are available.

Paul Mathew, Everleaf Founder: “Drinking habits have changed dramatically in the 7 years since Everleaf launched. It’s not enough just to stock non-alcoholic options, it's important to celebrate them, showcasing with pride to unlock a really valuable, loyal customer base.”

The report notes that basic availability is now just the baseline; execution is the new battleground. Venues must prioritize physical and digital prominence or risk driving mindful groups straight to competitors.

Katy Moses, MD KAM: “With 1-in-3 hospitality visits now not involving alcohol, the next phase of growth is defined by the premium quality of the guest experience, not simple availability.”

The report provides top operator tips from Everleaf Commercial Director Dan I’Anson to raise the bar, focusing on prominent back-bar space, explicit menu placement, staff training, and owning the digital doorstep. You can access the full research here.