Industry Report // 2026
The Visibility
Gap
What On-Trade Dominant Markets Can't See
The Visibility Gap
What if 68% of your market is invisible?
of Portugal's beer consumption happens in the on-trade
Highest in Europe. vs 25% EU average.
The Baseline Gap
How accurate is your market sizing?
Low Estimate
~25,000
Registry Data
74,524
DIG-IN Verified
40%
variance before any analysis begins
Do you know which venues closed this year?
Closures in 2025
New Openings
Official statistics won't register these for 12+ months
The Execution Gap
Distribution is not Visibility
11×
gap between brands with equivalent distribution
66.6%
Coca-Cola
6.0%
Pepsi
Beverage Brand Intensity: 2,569 Lisboa Restaurants
beverage brand observations
5.5
avg brands/venue
42
max in one venue
Every tap handle and menu line is a hard-won placement
The Forecasting Gap
When are your accounts actually open?
27%
Traditional Portuguese & Bakery
early closing
vs
92%
Non-Traditional Formats
late-night
If you aren't active when they're open, you are invisible.
Where does engagement concentrate?
4×
4× engagement in tourist corridors vs regional Portugal
Portimão
480
avg/venue
Lagos
410
avg/venue
Albufeira
346
avg/venue
Regional Portugal average: ~74 avg reviews/venue
The Discovery Gap
How many occasions are you missing?
205M+
Food consideration moments from hotel guests
82.1M Stays×2.5 Meals/day
Hotels set preferences. Restaurants fulfill them.
Hotel F&B
4×
engagement multiplier
764 avg reviews
Casual Dining
1×
baseline
182 avg reviews
Missing hotel F&B costs you the preference-setting for the entire tourist journey.
The Gap at a Glance
Three Dimensions. One Structural Problem.
visibility
Execution Gap
11×
Where brands show up
schedule
Forecasting Gap
4×
When distribution delivers
hotel
Discovery Gap
205M+
The preference channel
Retail shows what people buy. Restaurant intelligence shows what people choose.
The visibility gap is real.
The data to close it exists.
Scan to view report
Horeca Data Insights | dig-in.io
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