As the hospitality industry prepares for its most important trading period, experts behind the European Union’s More Than Only Food & Drink campaign have shared their insights into the drinks trends expected to shape Christmas 2025.
Drawing on expertise in beer, wine, spirits and the growing low- and no-alcohol category, their advice is clear: stay ahead of evolving consumer behaviour, but don’t forget the enduring appeal of traditional European craftsmanship.
Low and No: A Season for Balance
Mindful drinking continues to reshape festive celebrations. According to recent research1, 61% of 18–24-year-olds plan to reduce or stop drinking over the next year – a figure that rises to 68% for 25–34-year-olds. More than half (53%) of UK adults have consumed low- or no-alcohol drinks in the past 12 months, and the category is forecast to grow strongly2.
For bars, pubs and restaurants, that represents an unmissable opportunity to broaden their offer and build loyalty among increasingly health-conscious consumers.
Mark Dredge, beer presenter and More Than Only Food & Drink campaign ambassador, explains:
“We’re now at a stage where it’s fully acceptable to choose alcohol-free beer in a restaurant or bar. This is helped by having so many good quality options available. Countries with strong brewing traditions were among the first to embrace no- and low-alcohol options. Germany, for instance, offers excellent alcohol-free lagers and wheat beers, such as Münchener Bier PGI, while Spain produces superb alcohol-free lagers. Denmark’s alcohol-free IPAs also stand out.”
For operators, visibility is vital. “To maximise festive sales, operators need to reduce the barriers to choosing alcohol-free drinks and make the options clear. Hospitality needs to offer alcohol-free beers to suit a range of tastes. By showing that you are taking non-drinkers seriously, operators will increase their appeal to wider groups and encourage non-drinkers to stay for longer. Serving an alcohol-free beer on draught is even better as it gives anonymity to those who don’t want to drink alcohol,” he adds.
Wine has been slower to adapt to the low- and no-alcohol movement, but innovation is now accelerating. Sales of alcohol-free wine rose 8% last year, and new techniques are improving the flavour profile of de-alcoholised options.
Wine consultant Neil McAndrew, advisor to the campaign, explains:
“Wine has been much slower to respond to the alcohol-free movement than beer. This is partly because stripping out the alcohol removes many of the key flavours from wine, whereas de-alcoholised beer still retains its familiar taste derived from hops, malt and yeast. Fortunately, innovation is moving things forward rapidly. Both established producers and those new to the market are leading the charge. Germany, for example, is a market leader – most Mosel PDO wines are already low in alcohol, so there’s less alcohol to remove, resulting in a more traditional wine taste.”
McAndrew believes the opportunity for hospitality is clear: “For operators, the key is to stock a genuinely attractive range for mindful drinkers. There are good examples of still and sparkling alcohol-free wines coming through from classic regions such as Provence and Bordeaux, alongside excellent German wines. Customers expect choice – and those who don’t see it may take their business elsewhere.”
In the spirits category, taste remains king. Kristiane Westray, spirits writer and More Than Only Food & Drink campaign ambassador, comments:
“It’s clear there’s no one-size-fits-all approach to success in this space. The most important consideration for hospitality is that the flavour experience will win out over anything else. It might be easy to sell that first cocktail on a social media trend, but it’s quality that counts for repeat sales. Pay attention to that above anything else.”
She adds: “In terms of low-alcohol serves, savoury flavour profiles are proving particularly popular. This aligns with the motivations behind people’s decisions to cut back – if they’re reducing alcohol, they often want to reduce sugar too. Long drinks made with the likes of Swedish Aquavit PGI, Amaro, and other bitters play into this trend, and aperitivo-style alcohol-free spritzes can really fit the bill.”
Presentation also matters: “People drink with their eyes – and this is especially true at Christmas. Whatever people drink, whether it’s full-strength, low- or zero-alcohol, it needs to look good. For bars, that means considering ice, garnishes and mixers to elevate each serve.”
Beer: Balance is the New Festive Norm
For those who are drinking, balance and tradition remain central to the festive beer experience.
Beer expert Mark Dredge predicts this could be the first Christmas where drinkers consciously alternate between standard and low-ABV beers. “Many choose to abstain or alternate between standard and low-ABV beers,” he explains.
Countries with strong beer traditions were early to embrace no- and low-alcohol options, but Dredge also champions higher-ABV brews for food pairings. “I personally drink a lot of Belgian beer at Christmas because of the way it stands up to our traditional Christmas food. Belgian Christmas beers especially are strong and rich enough for the big Christmas flavours and are a natural fit for festive dishes.”
He adds: “Whilst some countries add festive flavours during the brewing process, the Belgians bring out the flavours of distinct yeast profiles such as clove – a characteristic that comes naturally from the yeast itself.”
Chocolate pairs particularly well with Belgian sours and fruit beers, while cheese and beer share a natural affinity – both offering upsell opportunities. For larger gatherings, he advises stocking what the majority of drinkers want: high-quality lager. “It makes sense to upsell to Bayerisches Bier PGI from Germany or České Pivo PGI from the Czech Republic, where there is heritage and pride in production. We are also seeing a renewed interest in fruit beers, and again, I’d suggest leaning on the classics from Belgium, such as Kriek or Framboise, which are made with real fruit and are a natural expression of the style.”
Wine: Less but Better
Wine remains a cornerstone of the festive season, but consumer behaviour is shifting towards a “less but better” mindset.
Neil McAndrew notes that while Champagne PDO remains the ultimate celebratory pour, Crémant continues to rise in popularity across hospitality. “Operators should also watch for a renewed interest in Blanquette de Limoux, Winzersekt from Germany, Franciacorta PDO from Italy, and quality Cava PDO from Spain,” he says.
“The classic regions always perform well during the festive period, as customers focus on certainty and consistency over experimentation. From France, Bordeaux (Cabernet Sauvignon, Merlot, Cabernet Franc) and Burgundy (Pinot Noir, Chardonnay) remain firm favourites. Spain’s Rioja (Tempranillo, Garnacha) and Italy’s Chianti (Sangiovese) also continue to be popular choices, ideal for both gifting and celebrations.”
He also notes a renewed appreciation for sweeter styles, particularly Port PDO from Portugal. “Whether Vintage, Late Bottled Vintage or Tawny, Port remains a festive favourite – perfect for cheese pairings or after-dinner service.”
When it comes to capitalising on the Christmas wine opportunity, McAndrew advises:
“The most successful operators see their offer through the eyes of their guests. Structure your list clearly – by country or by style – and make sure staff can talk about the wines with confidence. Host tastings, highlight ‘staff favourites’ or best buys, and use tasting notes to tell the story behind the label.”
Spirits: Heritage, Authenticity and Innovation
Spirits expert Kristiane Westray highlights:
“The European Union is renowned for its rich array of heritage spirits and celebrated distilling traditions. From Swedish Aquavit PGI and Irish Whiskey PGI to Italian vermouths and French Cognac PGI, there’s an extraordinary breadth of flavour on offer across the continent. With so much production expertise comes immense innovation – and a spirit for every palate this Christmas.”
EU exports of spirits and liqueurs totalled €8.9 billion globally last year3, underlining their global popularity. With products protected by Protected Geographical Indication (PGI) and Protected Designation of Origin (PDO) schemes, each bottle offers quality, authenticity, and traceability.
“Take Cognac PGI from France,” says Westray. “The elegant, complex aged brandy is made to meticulous standards – from vineyard location and harvest timing to direct-fired stills and minimum oak ageing. While there are a handful of well-known houses, there are around 300 producers, so there’s always something new to discover. The vibrant fruit, silken caramel, and luxuriously spiced profile are deliciously festive.”
She adds: “Irish Whiskey PGI is another standout. Made across the entire island of Ireland, single malts, single pot still, and blended styles offer stunningly smooth sipping options. And of course, Irish cream liqueurs remain the ultimate December treat.”
Cassis PDO from France brings sweetness to a flute of fizz; Polish Vodka PGI anchors festive cocktails; Italian vermouths are perfect for low-alcohol long drinks; while Genever PGI from Belgium, the Netherlands, France and Germany, alongside gins, taps into the savoury cocktail trend.
“All these EU spirits are made to PGI standards,” Westray concludes, “guaranteeing not just incredible Christmas sipping, but heritage, authenticity and sustainability, too.”
For more information, please visit: https://enjoy-its-from-europe.campaign.europa.eu/united-kingdom/en