Gen Z hasn’t given up on bars – but is raising expectations for the bar of the future, HEINEKEN study finds

Nine-country survey shows shifting visit patterns alongside strong and enduring social value of bars

• 60% to 85% of respondents expect bars to remain important to social life
• Gen Z report visiting bars more frequently than the national average

Europeans are changing how they go to bars, with more selective and intentional social habits shaping when and why people go out. But bars continue to play an important role in social life, according to new research from HEINEKEN across nine markets.

The study, covering Austria, Belgium, Greece, Ireland, Italy, the Netherlands, Poland, Spain and the United Kingdom, found that between 60% and 85% of respondents expect bars to remain important to social life over the next decade. An even larger proportion, 83% to 97%, say their community or society would lose something if bars disappeared.

At the same time, expectations of a good bar experience are broadening. While drinks remain part of the occasion, the research shows that people increasingly value the wider experience around them. Across all nine markets, 62% to 77% of respondents say the best bars of the future will need to offer more than drinks, with food, music, events, atmosphere and opportunities to spend time together all playing a role.

Technology, by contrast, consistently ranks among the lowest priorities. Rather than looking for a more digital bar experience, respondents point towards something distinctly human with good company, a welcoming atmosphere and experiences that are better shared with others. The findings point to a bar culture that is not standing still. As social habits change, people are looking for more reasons to come together, and more from the places they choose to do it.

The research also challenges a common perception around younger consumers and bar culture. While Gen Z (18–29) is often portrayed as less socially active in nightlife settings, the data shows the opposite. In all nine markets, Gen Z report visiting bars more frequently than the national average. They are also more likely to associate bars with meeting new people and building social connections.

However, the steepest decline in routine bar visits is not among Gen Z, but among Millennials (30–45), who show the most significant drop compared to five years ago. The data suggests that the “decline of bar culture” narrative is less about youth disengagement, and more about life-stage pressures reshaping how Millennials socialise.

While what people expect from a night out may be changing, the social role of the bar remains strong. Across markets, respondents continue to associate bars with connection, spontaneity and spending time with others.

For generations, bars have been where friendships start, communities come together and stories are shared. The study shows how much people value bars today, but also how optimistic they are about their future. People still want places where they can connect in real life, and bars continue to play a unique role in making that happen. At HEINEKEN, we believe beer is at its best when it brings people together, which is why we remain committed to supporting the places and experiences that make those connections possible. - Joanna Price, Chief Corporate Affairs Officer at HEINEKEN

While the broader patterns are shared, the study also shows that bar culture continues to be shaped by local habits and traditions. From the enduring role of pubs in the UK and Ireland, to food-led socialising in Spain and café-bar culture in parts of Southern Europe, there is no single blueprint for the bar of the future. What people value differs by market, but the importance of creating welcoming, social and locally relevant experiences runs throughout the research.

The study forms part of HEINEKEN’s broader focus on the role of hospitality venues in social connection and follows the company’s “Praise the Bar ” series highlighting local bars and bartenders.

Download below the Research Paper, The Future Role of Bars in Europe.

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