Alcohol Brands: Trends That Will Lead the Industry into a New, Exciting Era

While the start of the new year is traditionally celebrated with a toast of champagne, trends in the alcoholic beverage industry indicate that the remaining 364 days will be consumed differently, seeking more innovative options, and consumers will place higher demands on alcohol brand owners. Consumers, it turns out, are embracing or, rather, yearning for the acceptance of a culture of mindfulness and moderation, and since this, believe it or not, also applies to alcohol, 2025 will bring a different breeze in the industry. After a decline in 2023 and a relatively challenging 2024, IWSR predicts that the global alcoholic beverage market will begin to recover this year, but the landscape, including flavors, values, and expectations, will be significantly different. Or, as Martin Raymond, co-founder of The Future Laboratory, stated in a report on trends in the alcohol industry compiled in collaboration with Bacardi, the change in consumer thinking and expectations will enable the industry to achieve long-term exclusivity.

– Today’s consumers are moving away from the role of those who consume alcoholic beverages and approaching the role of curators or collectors of experiences. As smart brands welcome this change, they will take the necessary steps to enhance their overall value – noted consultant Raymond in the traditional industry trend report.

Also, 2025 will be the year when the need for what is ‘more’ and ‘new’ will be replaced by the need for ‘better’, creating the foundation for a new, quite exciting era. Brands that value themselves will thus be more focused on people who prioritize craft approaches and creativity, new generations of influencers who create new touchpoints between customers and brands, but also communities that enjoy alcoholic beverages in different ways. From these new brand directions, new trends in the alcohol industry have been created, which Bacardi, with a little help from The Future Laboratory, consumers, and brand ambassadors covered in the research, listed in a new report.

Exclusive Experiences

The first trend, dubbed ‘exclusive fans‘, relates to cheering and following experiences that stars provide for their fans, whether they are film, music, or sports stars, and enjoying them. According to the report, 2024 was marked by major popular global events (just think of the frenzy surrounding Taylor Swift‘s tour) that not only attracted fans but also boosted the alcohol sector. Consumers thus found exclusive experiences in unexpected places and were, as it turned out, willing to pay a cent more to experience something extra. For example, last year’s travels were motivated by attending concerts, which will become the standard. The aforementioned megastar Taylor Swift brought an estimated £78.4 million in revenue to the UK, and fans spent £52.7 million on – drinks.

For instance, the Loews Miami Beach Hotel introduced a special cocktail, The French Bombay, during her local tour, while The Four Seasons offered packages that included karaoke and phone chargers along with alcoholic beverages. Last year also saw no shortage of sporting events, and alcohol brands adapted their offerings accordingly. That is why special stands with innovative (more expensive) cocktails and drinks were set up at venues hosting events like Wimbledon or the European Football Championship to offer sports fans something other than traditional beer. If the report is to be believed, the Grey Goose Honey Deuce cocktail was introduced at this year’s US Open, achieving sales of as much as $12.4 million during 2024.

They Want to Know More

Some enthusiasts of such drinks would certainly describe themselves as connoisseurs, claiming their taste is refined. This desire to drink quality is behind the second trend, called in-the-know imbibing, which could be simply translated as ‘the trend of drink connoisseurs’. A study conducted by Bacardi showed that the culture of showing off (in the sense of making oneself important) is transforming into a culture of true knowledge about drinks, as representatives of Generation Z and millennials are more willing than any previous generation to invest in quality and creativity.

For this reason, bartenders are becoming drink designers, educators, and opinion makers whose role is essential not only in the consumer world but also for brands that connect with the best among them in a way that transcends mere influencer marketing. It has been shown that one-third of consumers choose drinks recommended by bartenders, and 59% (according to a CGA study from the UK) are thrilled with what they have discovered. Consumers are therefore increasingly attracted to places led by experts, where mixologists use their knowledge and skills to better connect with customers, deepening relationships. By adapting to this trend, brands have the opportunity to stand out in a fairly crowded market. Not only can they turn them into ambassadors, but they can also transform the enjoyment of drinks into a new experience, a platform for storytelling about the brand.

Consumers are thus immersing themselves in this knowledgeable world of alcoholic beverages, and besides wanting to know more, they also want to taste more, to experience something they never have before. This growing hunger for knowledge and experience leads to the third trend – new horizons in cocktails, those enjoyed with all the senses. The report states that the cocktail scene, specifically, will go beyond the glass: cocktails will become cultural touchpoints connecting with the audience, food, music, and culture. For example, Ginger.Lily, a bar at Hilton Singapore Orchard, introduced Synaesthesia, a multisensory cocktail adventure that connects all five senses with nature and technology. Consumers there can taste edible perfume sprays and unusual distillates made from pineapple, beetroot, and rosemary…

Inspiration from Gastronomy

Due to the strong penetration into the world of cocktails, gastronomy, or the combination of culinary arts and the alcoholic industry, has been singled out as a special trend – culinary connoisseurs. According to the report, mixologists will increasingly experiment with basic culinary ingredients such as butter, oil, and milk to create exclusive drinks for new, gastronomically demanding consumers.

As much as 71% of bartenders, the research showed, draw inspiration precisely from gastronomy, and this trend coincides with the growing interest in savory flavors (20% last year). A great example of this trend is Funkytown in Bangkok, which serves cocktails inspired by Thai dishes such as som tum soup. In one of these, Bombay Sapphire Gin is combined with fish sauce caramel, honey wine, and dried shrimp.

The Importance of Community

As the aforementioned trends gather consumers, creating new communities of innovation lovers in the alcoholic beverage industry, the last trend highlighted in the report – the spirit of the future – emphasizes the importance of community, as well as the purpose of alcoholic brands. Given that consumers are drinking less and more mindfully, brands do not serve merely to ‘enhance’ celebrations and special occasions but also positively impact the entire, broader community.

Consumers will demand inclusivity from them, wanting them to give something back to the local market, which is why they will appreciate those who use local ingredients and support the professional community, such as bartenders. Brands that follow these trends and succeed in meeting the needs of the new generation of alcohol lovers can be assured that 2025 will be better than ever.