Beer and cider sales data for foodservice and horeca
Beer and cider sales data for the on-trade shows, outlet by outlet, which pubs, bars and restaurants list your brand, a competitor's or neither, and Dashmote tracks 28,000+ UK pubs among 20M+ venues worldwide as of October 2026. It tells a brewer where it can win, and where it is not winning today, before the depletion report does.
The trusted intelligence layer for teams selling to Hospitality & Retail
How does a beer brand grow on-premise distribution?
On-premise distribution grows one door at a time, and the doors are not equal. A beer brand needs three answers per outlet: does it list my beer, does it list a competitor's, and who can say yes to a change.
The first two come from what the venue shows its guests. Menus and drinks lists name the beers and ciders on offer, and public venue photos show tap handles, fonts, glassware and signage. Count the outlets that list you against every pub, bar and restaurant in the territory you define and you have your numeric distribution in the on-trade, measured from the market rather than from your own invoices.
The third answer is the operator. A free house decides at the bar; a managed pub decides at head office; a tied pub buys through its pub company. That split decides whether the outlet belongs on a rep's visit list or on the key account plan.
Draught or packaged: what the menu and the bar show
A tap line is a supply decision; a bottle in the fridge is a listing. For a brewer, the two are different wins and need different visits.
- Draught on the menu. Drinks lists that name a beer "on draught" or "on tap", with a pint or half-pint price, mark the venues where your brand holds a font or could take one.
- Packaged on the menu. Bottles and cans listed by name show where you are in the fridge but not on the bar, the classic next step for a brand that wants a tap.
- Branded bar equipment. Tap handles, fonts, drip mats and branded glassware seen in date-stamped public photos show whose brand already owns the bar. See POS material detection.
- Category, no brand. A list that says "lager" or "house cider" without a name is an open door for a named brand.
Not seen is not the same as not sold: a venue can pour a beer that is on no public menu, so these shares count the venues where the beer is visible.
Free house, tied or managed: who can say yes
In the UK, who runs the pub matters as much as what it pours. A free house chooses its own suppliers, so a good rep and a good serve can win the tap. A managed or tied pub follows the range its group or pub company sets, so the win happens in a head-office meeting, not at the bar.
Dashmote marks pubs run by an identified managed group, so your field team spends its visits where the decision is made on site and your key account team sees the group estates it should negotiate. The UK pub data page shows the split by city.
Alcohol-free beer: a gap you can count
Alcohol-free beer is a listing many outlets still do not have. Because menus name it, the gap is countable: the pubs and restaurants in your territory that list a full-strength beer from you or a rival but no alcohol-free option are the ones to pitch next. For the market context, see our article on the non-alcoholic beer market.
Beer and cider on-trade data: the facts
Beer data in your CRM or field-sales app
Dashmote is the data layer behind the tools your reps already openDashmote works alongside your CRM or field-sales app by file or API; a light mobile workspace for reps (visit lists) is available as an optional add-on. Brewers and cider makers run their field teams in tools such as Salesforce Consumer Goods Cloud, Repsly or Pepperi; the outlet list, the brands seen per outlet and the fit score go into that tool as a file (CSV) or through the API, and CRM matching marks the pubs you already supply. The planner assigns territories and plans the week's visits; the rep walks in knowing what is on the bar.
Frequently asked questions
How do I grow on-premise distribution for a beer brand?
Grow on-premise distribution by finding the outlets that fit your beer and do not list it yet, then visiting the ones where the decision is made on site. Start from what each outlet lists today, mark free houses and managed pubs, and rank the gaps by fit before the week's visits are planned.
How can I see which pubs list a competitor's beer?
You see it from their menus, drinks lists and public photos: Dashmote records which beer and cider brands each outlet names or shows, with the source and date, so you can filter for venues that list a competitor and not you.
How do I measure numeric distribution for beer in the on-trade?
Numeric distribution in the on-trade is the number of outlets that list your beer divided by the total number of outlets in the universe you define, such as every pub in a region, with each outlet counted once. It is built from what venues show publicly.
What is the difference between a free house and a tied pub for a beer rep?
A free house can buy from any supplier, so a rep can win the tap at the bar; a tied pub must buy some or all of its beer through the pub company that owns or leases it, so the listing is won with that company.
Does the data cover cider and alcohol-free beer?
Yes: cider and alcohol-free beer are read from menus and drinks lists the same way as beer, so you can count the outlets that list them and the ones that list a full-strength beer but no alcohol-free option.
Is this sales or depletion data?
No: it is listing and presence data, outlet by outlet, showing what each venue offers its guests. It complements your own sales and wholesaler data by showing the outlets you do not sell to yet.
Can I load the outlet lists into our CRM?
Yes, by file or API: lists export as CSV or through the API into the CRM or field-sales app you use, and CRM matching marks your current accounts.
Related reading
For sales leaders: the business case
A brewer's on-trade budget goes into visits, taps and trade support; the question is where each one lands.
- Distribution measured from the market. Numeric distribution per territory from what outlets list, not only from what your wholesalers report.
- Visits where the decision is made. Free houses to the field team, managed estates to key accounts, so fewer visits go to managers who cannot change the range.
- Start tomorrow. Off the shelf, no implementation project; scope and plans are on pricing.