Sunny weather, a bank holiday weekend, and big football matches all helped to lift the on-trade to modest growth in drinks sales in the second half of May, according to NIQ’s Daily Drinks Tracker.
The Tracker, powered by CGA intelligence, shows average sales in managed venues in the week to Saturday 23rd May were 1.2% ahead of the same week in 2025. This was followed by an increase of 11.5% over the next seven days.
The second week’s growth marks a very encouraging end to the month for the on-trade after a disappointing first half of May, when grey weather kept sales well behind 2025 levels.
The powerful combination of sunshine, football, and holidays made it an excellent fortnight for long alcoholic drinks categories. Beer sales rose by 2.1% and 14.7% in the two weeks to 23rd and 30th May respectively. Cider performed even better, rocketing by 8.9% and 50.2%.
“A sunny end to May came as a huge relief to pubs, bars, and drinks suppliers,” said Rachel Weller, NIQ’s commercial lead, UK and Ireland. “Millions of consumers have been kept at home for much of the spring by either dismal weather, rising costs, or both, and the bank holiday weekend triggered a welcome release of pent-up demand for drinking-out.
“After a tough start to 2026, it is hopefully a sign of better things to come as we move into the summer months.”
