The MA Drinks List 2026: Seeing the Signals Through an Experience-First Lens
Every year when the Morning Advertiser Drinks List lands in my inbox, I don’t open it to clock who’s “won” or “lost”. I open it to understand where the on-trade economy is really leaning and how people are choosing what they drink and what that means for brands trying to build real connection in this sector.
The 2026 list doesn’t flip any tables, but it doesn’t need to. What it does do is reflect a truth Valentine has always leaned into brands that understand how people feel and behave in real drink occasions outperform those that simply exist in them.
So let’s unpack that.
Being Known Isn’t Enough, You Have to Be Wanted
Brand recognition used to be half the battle. Not anymore.
In pubs and bars today consumers are selective. They want something, not just anything. That’s not snobbery or pretension. It’s economy meeting expectation, people are out less often, they’re choosier about spend, and they’re driven by enjoyment.
So the brands that consistently appear in the Drinks List aren’t only familiar names. They’re the ones that fit a moment, the ones operators are confident talking about, and the ones people order with intention because they feel right in the context of that moment.
From an on-trade partnership perspective, that’s massive. It means nothing less than shifting from “brand presence” to brand relevance and that’s exactly the kind of thinking that converts presence into preference.
Why Experience Still Wins in the On-Trade
At Valentine, we don’t sell brands. We build emotional connection that shift behaviour. That principle plays out clearly when you read the Drinks List through a proper lens.
People don’t order drinks randomly. They order them for the occasion, for the vibe, the catch-up, the end-of-week ritual, the first date, the social moment they want to remember. That’s why brands that perform well don’t just appear in the list, they belong in conversation, they’re part of habit, they add to experience.
This is where on-trade activations matter. A sampling moment that feels like an interruption doesn’t shift behaviour. A moment that feels like part of someone’s night, that celebrates the crowd, the venue, or the reason they are there does.
Low & No Is Just Part of the Mix
Low & no alcohol is now simply part of how people drink in the on-trade, especially as 0.0 derivatives of mainstream lagers are increasingly available on draught. Low & no sits alongside everything else, not outside it. Consumers move between options depending on mood, moment and company, often within the same visit.
The brands performing well in this space understand that it’s not about replacement or restriction. It’s about relevance, offering something that fits the occasion, feels considered, and stands up confidently alongside the rest of the bar.
When it’s done properly, low & no feels like a normalised choice and that’s where it starts to earn its place, with both consumers and operators.
Volume Is a Tactic, Value Is the Strategy
The Drinks List reminds you that selling litres is not the same as creating value.
In today’s climate, where publicans face pressure on margin, space, staff and supply, a brand’s worth isn’t just how much of it moves. It’s how much meaning it carries: how it trades up, how it fits into menus, how it influences dwell time, how it fuels social share, how it becomes an argument for choice, not default.
That’s the type of behavioural shift Valentine works to create; emotional resonance that shows up in purchase decisions (not just line listings).
What the Drinks List Really Signals
Here’s the thing, the MA Drinks List isn’t a menu prescription. It’s a reflection of behaviour, and behaviour, when you look at it properly is where strategy starts.
Read that way, the list tells a slightly more nuanced story:
People choose drinks that fit the moment, but they also choose brands they trust and feel comfortable spending their money on.
Operators stock what their customers recognise, ask for, and are happy to pay for.
Brands that don’t earn trust, justify their price point, or show up clearly in the occasion struggle to stay front of mind.
That mix matters. In a climate where people are more considered with their spend, confidence and value perception are just as important as experience. A brand can be beautifully activated, but if it doesn’t feel worth it or familiar enough, it won’t convert.
At Valentine we talk a lot about creating chemistry between people and brands. What this list shows is that chemistry isn’t just about making people feel something, it’s about making them feel comfortable choosing you. Confident in the order, confident in the spend, confident in the moment.
That’s how brands last in the on-trade, where on-trade partnerships cut through, and where commercial value is actually created.
Read the full MA Drinks List 2026 here 👇