More than three quarters (78%) of Generation Z think pubs need to make themselves more inviting to customers who don't drink alcohol*, latest research from Nescafé® Azera® has revealed.

In the last decade, the number of UK pubs and bars has fallen from 52,000 in 2001 to 38,815 in 2018**. Furthermore, Generation Z (18-23 year olds) are drinking less alcohol and less often than Generation X (37-53 years), with beer sales falling from 34.5m barrels in 2000 to 26.9m in 2017***.

According to Nescafé® Azera's® research, the next generation are looking for more from a pub's drinks menu with a third saying they want seasonal and interesting non-alcoholic drinks*, and one in five are looking for iced or speciality coffee*.


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It is this changing attitude towards pubs and the 'drinking experience' which has inspired the launch of Nescafé® Azera's® Nitro-Generation report.

Lynn Little, Pubs, Casual Dining and Hotels Channel Lead at Nestlé Professional®, explains more:

"We wanted to provide the on-trade with a deeper understanding of what the next generation of customer wants from its local.


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"The Nitro-Generation report brings together new research from Nescafé® Azera®, industry insight from the British Institute of Innkeeping (BII), expert advice from a best-selling author on hospitality experience, plus consumer viewpoints from YouTube and Instagram personalities at the heart of what matters to Gen Z. It's a great source of inspiration for pubs and bars looking to evolve their offer."


Contact details:

Nescafé Azera

Tel: 0808 163 9069


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Nescafé® Azera® Nitro

43% of Gen Z are more likely to order coffee in a pub if cold coffee options are available.

Nescafé® Azera® premium iced coffee comes in two formats to suit different out of home needs.

The Nescafé® Azera® Nitro cans are infused with nitrogen for a smooth taste and perfect pour. And exclusive to out of home, a cold brew black coffee is ready to serve over ice or nitrogen-infused through an on-tap solution. All options are ideal for quick cocktail creations or straight serves.




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* 3GEM in collaboration with NESCAFÉ® AZERA® (December 2018). 'Nitro-Generation: Inspiring the Next Generation of Pub' survey of 500 Generation Z and 500 Generation X consumers
** Office of National Statistics (2018)
*** BBPA, UK Beer Market (2017)