Harpers Wine & Spirit Trade News says Liberty Wines’ Premium On-Trade Wine Report 2026 argues the best way to revive premium on-trade sales is to compete on quality, not to cut costs and dilute the experience versus drinking at home. The report says on-trade wine volumes fell 8% over the past year, while premium on-trade value slipped 5%, and it points to long-term pressures including lower per-capita alcohol consumption and a shift towards at-home drinking, with wine’s on-trade share dropping from 20% in 2016 to 13.2%. Liberty also flags growing consumer adventurousness, with gains for countries outside the top 10 and for a broader mix of grape varieties, and it has widened this year’s analysis to the top 28% of outlets by quality.