Social media is reshaping the on-premise outlook in many and varied ways, from picture perfect cocktails to behind-the-bar personalities with growing followings, and with it presents new influences in brand engagement.
There’s no denying platforms like Instagram and TikTok are powerful levers for influence, reach, and ultimately, revenue. But some consumers are quietly opting out, just as some are glued to their phones.
Two very different consumer behaviours are emerging – and both matter. Bars in 2035: Insights from the leaders, a special report from CGA by NIQ and SIP by Pernod Ricard, takes a closer look at the dynamics at play with social media.
The Social Media Superfan
Did it even happen if it didn’t make Instagram? Today’s bar-goer is looking beyond a drink for a moment.
According to the Bars in 2035 report, nearly three quarters of consumers (72%) have visited a venue after seeing it on social media, and 39% base their drink choices on how ‘Insta-worthy’ they’ll look. This demand for shareable aesthetics and curated experiences is giving rise to a new kind of loyalty built on shares rather than sips.
Additionally, the report says it’s not just consumers growing their content creation credentials. Bartenders are increasingly stepping into the influencer spotlight.
What began as peer-to-peer knowledge-sharing has evolved into consumer-facing content, inspiring drink orders and triggering brand affinity. In fact, 42% of bartenders believe a strong social presence is more important than heritage, activations, or even product quality.
This opens up fresh territory for drink brands. After all, the bartender has always been a brand advocate, But now, they’re also a content creator, a culture shaper, and a bridge from brand to bar.
The Social Disconnect
Conversely, not every guest wants to pap their pint! There’s a desire to disconnect. So then, a quiet countertrend is emerging as digital fatigue grows.
For this purpose, the report says some consumers are scaling back their feeds, opting out of always-on culture, and leaning into mindful, IRL moments. Likewise, some operators are creating ‘phone-free’ or ‘no-photo’ zones where privacy, not performance, is the priority.
These venues offer a refuge from the dopamine-fuelled scroll, with spaces for guests to be fully present, rather than digitally distracted. Tapping into this mindset presents its own kind of brand value for suppliers and operators alike, rooted in trust, wellbeing, and experience over exposure.
Two Opposing Forces – One Big Opportunity
CGA by NIQ says these trends might seem at odds, but in reality, they’re two sides of the same cultural coin.
The same consumer may sometimes want the social-media friendly outlet and, at other times, appreciate a no-phones policy. So, these opposing mindsets can’t be grouped into two distinctive cohorts where one faction craves visibility and shareability, while another seeks authenticity, calm, and connection.
“It’s clear how understanding these diverging behaviours is vital for shaping brand strategy, developing new products, and managing expectations and needs at the bar,” says Graeme Loudon, CGA by NIQ’s Global Customer Success Lead-On Premise.
“Largely, this means coming down on one side of the fence as very social media friendly or not. Although arguably, some may be able to deliver at both ends of the scale, with private areas dialling down social media, and public facing areas and feeds that are more open.”
Charlie Mitchell, CGA by NIQ’s Head of Insights & Consumer Research says we’re entering a new age of social engagement in the On Premise.
“It calls for drinks brands and venue operators to balance the performance-driven expectations of digitally savvy guests with the growing desire for more mindful, disconnected experiences. Getting this symmetry right will contribute to competitive edge over the next decade.”
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