The European growth in  beer market comes predominantly from western Europe, wherein, the rise in discretionary spending has enabled the burgeoning growth of restaurants and cafes, that have started offering beer in variety of flavors and types. Owing to the emerging beer movement that is set to compliment the rich culinary tradition of the country, Spain is one of the fastest growing beer market in Europe. Also, the growing awareness and willingness to try different styles of beer have prompted the robust growth of craft breweries in Germany. The cities of Germany are witnessing emerging bars and taprooms for craft beers, such as Brlo, Housbrauerei Hops & arley, and Straßenbräu, etc.

The distribution and sales of products in the on-trade market required the adoption of a completely different approach and practice than the one used in the off-trade market. In response to these concerns, beer associations are stressing on the point that these businesses must be subject to exactly the same conditions that any other on-trade venue will face. The continued shift towards off-trade alcohol sales raises a number of key alcohol policy issues, particularly relating to pricing policy. Although in the developed markets consumers still prefer to drink at home benefiting the off-trade channel, in emerging markets the performance of the channels is more mixed.