Heineken study finds Gen Z visits bars more often than national averages across nine European markets

By Public Technologies
  • Heineken’s nine-country European study, published October 20, 2026, found Gen Z visits bars more frequently than national averages.
  • Millennials aged 30-45 recorded the steepest decline in routine bar visits compared with five years ago.
  • Across markets, 62%-77% expect future bars to offer more than drinks, highlighting demand for broader experiences.
  • Between 60% and 85% expect bars to remain important to social life over the next decade.
  • Some 83%-97% say their community or society would lose something if bars disappeared.


Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Heineken NV published the original content used to generate this news brief on October 20, 2026, and is solely responsible for the information contained therein.

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