- Circana
- 11 hours ago
- 5 min read
Sober, sparkling and social: Circana reveals the surprising summer drinks Europe can’t get enough of in 2025
Europeans spent €157 billion on drinks out of home – with 50 billion beverages served in cafés, bars and restaurants in just one year
Convenient cocktails fuel growth in a declining alcohol market
Retail alcohol sales fall as low and no-alcohol lifestyles take hold
More than half of Europeans (55%) now expect bars and restaurants to offer non-alcoholic beer as standard
London, UK – August 27, 2025 – This summer, European beverages are getting a fresh new twist and drinks menus are getting a makeover. While overall beverage consumption remains flat across restaurants and cafés, a quiet revolution is bubbling beneath the surface – and it’s turning tradition on its head.
The European out-of-home (OOH) beverages market is booming, with drink-related visits to cafés, restaurants, pubs and other venues valued at an estimated €157 billion in the year to June 2025. Stripping out food, the number of beverage servings alone remains steady year-on-year at 50 billion, showing just how much European consumers are willing to buy into their favourite drinks on the go.
From ube lattes and matcha iced teas to DIY lemonades and fermented cold brews, this summer’s standout drinks aren’t just refreshing – they’re made to be seen. Across Europe consumers are fuelling a boom in beverages that look good, taste great, and do something for your mind or body. Whether it’s boosting focus, calming the nerves or aiding digestion, functional drinks have become the latest lifestyle accessory.
Inspired by TikTok trends and wellness influencers, 18–34-year-olds are reaching for drinks that combine health benefits with bold colours and creative flair. Functional iced teas, ginger shots and CBD-infused seltzers are rising fast, turning the European café scene into a hub of self-expression, wellness – and serious social media content.
Edurne Uranga, VP of Foodservice Europe at Circana, said: “Drinks today are about so much more than quenching thirst – they’re a form of self-expression, a mood booster, and a way to support lifestyle goals. From bold, functional ingredients to colourful, camera-ready creations, we’re seeing a surge in beverages that are designed to be shared as much as sipped. Especially among younger European consumers, drinks have become a reflection of identity – refreshing, purposeful, and highly Instagrammable.”
Here’s a taste of what Europe is drinking this summer, from supermarket shelves to restaurant tables and café counters, as consumers embrace the season’s biggest beverage trends.
1. The sober summer is here – and it’s booming
The age of rosé all day is being replaced by kombucha nights and alcohol-free elegance. Alcohol consumption is down -6% across European foodservice outlets, and retail sales are also falling across Europe. In the past year, the total volume of alcohol sold in retail has dropped by -1.7%, equivalent to 285 million fewer litres. Retail value sales are also down by -1.5% (-€1 bn) compared to the previous year. (to June 2025).
But the party isn’t over – it’s just evolving. Non-alcoholic beverages are fuelling overall market growth, with retail sales up 5.5% on last year (+€4 bn) and volumes rising +2.3%, equivalent to an additional 1.5 billion litres.
Across Europe, the appetite for moderation is clear: from after-work mocktails to mindful weekend serves, consumers are curating their drinking occasions. No surprise then that 55% of Europeans now expect bars to always serve non-alcoholic beer.
Europeans aren’t just drinking less, they’re drinking smarter. The shift away from alcohol isn’t about missing out, it’s about discovering new and exciting alternatives. Retail sales of ready-to-drink (RTD) cocktails are on the rise, delivering big flavour with less alcohol. RTD spirits grew +6.5% (+€145 million) and is the only alcohol category to see an increase, while all others declined.
2. Sugar is out, smart sodas are in
Europe is embracing a new kind of fizz. Modern sodas – sparkling drinks made with stevia, cane sugar or real fruit juice – are fizzing with purpose. Many now come packed with prebiotics, vitamins, or gut-friendly ingredients, transforming the humble fizzy pop into a wellness companion.
Zero-sugar drinks are leading the charge. With more people watching their sugar intake – including those using GLP-1 medications – low-sugar beverages are now outperforming their full-sugar rivals, a shift supported by the 41% of Europeans who favour sugar taxes to encourage healthier choices.
3. Innovation is the new ingredient
In Europe, 30% of consumers say innovation is the main reason they try a new brand – (43% in the UK). This thirst for novelty is pushing beverage makers to think big: new flavours, new formats, and added benefits are the name of the game.
Across Europe’s six largest markets (EU6), innovation in new food and drink products made up +5.1% of total sales value, with higher shares in the UK (+7.0%), Netherlands (+6.9%) and Germany (+5.5%).
4. Energy drinks are powering up…quietly
While energy drinks still have the lowest overall reach, with only 1 in 3 Europeans drinking them, they’re growing the fastest – up +9% in servings year-on-year in restaurants and bars. That’s more than triple the growth of fizzy drinks and far ahead of juice.
Retail sales of sports and energy drinks are also on the rise across Europe, with shoppers spending +7.7% more in the past year (to June 2025). The number of units has risen +4.3%, and volume is also up +3.2%. And the pace is picking up. In the last three months alone, value sales jumped by +13.3% and volume sales by +7.1% compared to the same period last year.
With natural caffeine, zero sugar and ‘clean energy’ blends, the UK’s energy drink market is evolving fast. No longer just for gamers and gymgoers, these cans are now all about daily focus and functional fuel.
5. At-home experiences and social responsibility elevate beverage brands
The rise of ‘insperiences,’ bringing out-of-home experiences into the home, is reshaping beverage sales for retailers too. At-home wine tastings, cocktail kits, and barista-style drinks are creating new ways for brands to engage European consumers. Collaborations, like protein drinks and alcohol-free cocktails, have sparked increased consumer interest.
Ananda Roy, Senior Vice President of Global Thought Leadership and Strategic Insights at Circana, said: “Blurring category boundaries is becoming essential for growth. Alcohol brands are expanding into low and no-alcohol options to reach health-conscious and younger consumers, while soft drinks are pushing into traditional alcohol spaces. It’s opening up new consumption moments and helping brands stand out in a crowded market.”
Editor’s notes
Circana’s Silent Revolution of Beverages analysis draws on CREST® consumer panel data and Foodservice Consumer Sentiment insights for the first half of the year to June 2025, covering the UK, France, Spain, Italy, and Germany.
A selection of hi-res images of beverages can be downloaded here.
Want to know what Europe is drinking next?
For custom data, interviews, or expert commentary on the latest beverage trends across foodservice and retail, please contact:
Europe:
Marcus Edgar
Eureka Communications
Tel: +44 (0)7810 876 077
About Circana
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behaviour driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. Learn more at circana.com.
