If you read Pints & Profits, our Pub and Bar Report for 2024, you may already feel like you’re clued up on the latest pub consumer behaviour trends in the hospitality industry… but here’s the thing. They change every year.
As the winner of Digital Marketing Agency of the Year at 'We Are Creative Awards’, we’re not here to settle for last year’s information. We’re here to keep you and your business at the forefront of trends and data, so we’ve updated our in-depth report for 2025.
Here’s the latest on digital marketing in the hospitality industry, with actionable recommendations for all pubs and restaurants, whether you’re part of a massive corporate chain or pouring pints on a local, independent level.
Pub and Bar Industry: Rising costs continue
Much like the year before, costs are rising due to:
- Energy prices and wages.
- Reduced customer visits.
- Cost of living stressors.
As a result, we’re at a point where six pubs are closing permanently each week (289 in 2024 alone). Pubs are dealing with reduced business rates relief, packaging taxes, rising energy costs, minimum wage increases and the ongoing cost-of-living crisis.
How will this affect pubs throughout 2025? Well, get ready for some scary stats:
- 70% of hospitality businesses are likely to reduce employment levels.
- 29% are set to reduce trading hours.
- 15% believe that they will close at least one site.
What is the cost of a pint?
Did you know that the average pub only makes an estimated 12p profit per pint on a £4.50 sale. Taxes, including VAT and excise, make up a third of this cost.
So, even when someone stops in for a few pints after work, a pub may only make around 36p profit. The old model of “regulars” who stop in for a few drinks throughout the week just isn’t enough to keep a business afloat anymore.
This is the focus of campaigns like The Daily Mirror’s Your Pub Needs You. It has called for government recognition and a fighting fund for pubs and support for community groups wanting to buy their local.
Pub consumer behaviour trends in 2025
Similar to 2024, the data shows that pubgoers are making fewer trips to their local pub:
- 35.5% of pubgoers visit a pub or restaurant at least once a week
- 27.5% visit a couple of times a month
- 17.0% visit once a month
However, each visit sees increased spending, creating an opportunity for you to maximise returns with more reasons to spend.
Live events are a significant draw for pub customers and provide an additional source of revenue for venues. Not just large-scale events, like The FA Cup Final, British & Irish Lions Tour, or the Women’s Euros, but also pub-hosted events, like live music, quiz nights, themed evenings and more.
A fifth of customers (21.5%) say they attend special events.
What events could you plan to make your pub the place to be for locals?
The rise of non-alcoholic options
A notable innovation is the rise of low and non-alcoholic beers. Nine in ten pubs serve a no and low alcohol option. The category is growing at 15-20% per year. This is an opportunity for pubs to diversify their offering and attract new customers.
Make sure you have options available for the new generation of mindful drinkers!
Reaching the new customer with digital marketing
Based on the findings of our report, we’ve outlined a framework based on the changing digital customer journey, mirroring a sales funnel:
Awareness: The initial stage in the pub-goer journey is where customers first learn about a pub or bar. Remember, over 80% of guests use social platforms to discover pubs and bars to visit.
Consideration: Many pub-goers put considerable effort into planning their visit to the venue. After all, this may be their only pub visit of the week or even month. They want to make sure it’s a good experience.
Decision: Having considered their options, pub-goers are ready to choose whether to visit the venue. If they can’t find you online during this time, you’re not even an option.
Experience: The on-site visit, where the pub delivers on its promise. Digital tools like mobile-friendly booking systems and personalised offers can enhance the experience and increase traffic.
Post-visit engagement: A critical yet often overlooked phase. Encouraging reviews, responding to feedback, and engaging on social platforms help build long-term loyalty and increase trust with new guests.
Key Recommendations for Digital Pub Marketing in 2025
Here’s how people are finding your pub online in 2025:
- 56% of online traffic comes from Google Search
- 21.5% comes from third-party platforms like Booking.com and TripAdvisor
To maximise visibility in search results, pubs need to optimise their website and Google Business Profile for relevant keywords, such as “best pub near me” or “pub food in [location]."
Tools such as Google Ads Keyword Planner and Google Trends can help identify keywords.
When thinking about your pub digital marketing, here’s what you need to have in mind:
Optimise your online presence: From your Google Business profile and website through to your social channels, you need to be easy to find and interesting enough to capture attention. This is the first step in a person’s journey from “searching for a pub” to choosing your pub.
Give people a reason to visit: Create events that make people want to visit more often, or – once they’re through the door – stick around for longer and spend a bit more of their hard-earned cash. Think: live music nights, themed dinners, pub quizzes, local watch parties for sports events or the latest TV trend.
Be part of the change: Become a voice for change alongside campaigns like The Daily Mirror’s ‘Your Pub Needs You’ campaign. This could affect your business – including whether or not you can keep your doors open in a few years’ time.
Of course, we have many more actionable insights for you based on our latest report – so you’ll need the full scoop, right?
Download your Pints & Profits 2025 report
The road ahead for the pub, bar, or any hospitality business is looking rougher than ever. Costs keep rising, customers are reducing their spending, and there’s more noise than ever online. So, how can you cut through it in a cost-effective, attention-grabbing way?
Download the updated Pints and Profits: Pub and Bar Report 2025 and discover pub digital marketing strategies that’ll put your pub on the map.
Download the Report Now
Matt Bowell
Matt has been in marketing for 25 years, clocking up many years for institutions like the NHS, the BBC, Comic Relief, Goodyear Dunlop, and Lonely Planet in the UK and abroad. Matt leads the client service team as one of Brew’s directors.
