Bacardi recently released its sixth annual Cocktail Trends Report, a comprehensive analysis providing a deep dive into the evolving landscape of cocktail culture, highlighting key trends that are set to redefine consumer experiences and preferences in the coming year.
From premiumization to culinary influences and the future of the spirits industry, the report offers valuable insights into the shifting dynamics of the global cocktail market. The emphasis on premiumisation, immersive experiences, culinary experimentation, and sustainability is set to redefine how consumers interact with spirits.
One of the most prominent trends emerging in 2025 is the premiumisation of entertainment and hospitality experiences. Consumers are increasingly seeking luxury in unexpected places, from exclusive travel packages to high-end hospitality add-ons at live events.
This shift, referred to as “Premium Fans”, underscores a growing willingness among consumers to invest in high-quality, immersive experiences that blend entertainment with premium spirits.
A striking example of this trend is the Grey Goose Honey Deuce cocktail, which achieved US$12.4 million in sales during the 2024 US Open. This success exemplifies how premium cocktails can enhance large-scale entertainment experiences.
As the demand for unique, upscale experiences rises, brands are expected to innovate further by integrating luxury spirits into cultural and entertainment settings.
High-end artistry
Cocktail culture is undergoing a transformation from spectacle to substance, with consumers prioritizing expertise and knowledge over mere aesthetics. Dubbed “In-The-Know Imbibing”, this trend highlights the evolving role of bartenders as not just drink-makers, but as educators, designers and opinion leaders.
Consumers today crave authenticity and storytelling in their drinks. This trend is reinforced by a growing scepticism towards cocktails generated by artificial intelligence (AI), with many fearing that technology lacks the artistic intuition and emotional nuance that human bartenders bring to mixology.
The surveys reveal that 62% of respondents in Italy, 60% in France and 56% in the US prefer cocktails crafted by skilled bartenders rather than those designed by AI.
Bars are increasingly offering master classes, tastings and interactive experiences where guests can learn about ingredients, techniques and the history behind their favourite drinks. This movement also elevates the craft of mixology to a form of high-end artistry.
Sensory engagement
As consumers seek relief from digital fatigue and embrace real-world experiences, cocktail culture is stepping into uncharted territory. The “New Cocktail Frontiers” trend focuses on immersive, multisensory drinking experiences that go beyond traditional bar settings.
From themed pop-up bars to elaborate cocktail presentations, mixology is becoming an art form that engages all the senses.
Research indicates that nearly 50% of respondents in the US, UK, Spain and Germany plan to reduce their visits to traditional nightclubs, instead favouring early evening cocktail experiences rich in sensory engagement.
This shift is leading to the rise of experiential bars where flavours, lighting, music, and even textures come together to create unforgettable drinking moments.
Bars are experimenting with avant-garde concepts, such as cocktails served in edible vessels, smoke-infused drinks, and even interactive elements where guests can customize their own flavour profiles. These innovations redefine cocktail consumption as a holistic, multisensory affair, merging flavours with ambiance in unprecedented ways.
Culinary connoisseurs
The boundaries between the culinary and cocktail worlds are blurring, as mixologists draw inspiration from kitchen staples to craft innovative drinks. The “Culinary Connoisseurs” trend highlights the increasing incorporation of food-based ingredients such as milk, oil, brine, and even umami-rich components like miso and kombu into cocktails.
Data from the Bacardi report reveals that 71% of bartenders are already integrating culinary elements into their creations. This shift is fuelled by consumer demand for complex, layered flavours that challenge traditional notions of cocktail-making.
Additionally, the resurgence of fermentation and foraging in the culinary world is spilling over into mixology. House-made shrubs, pickled garnishes, and fermented ingredients are becoming staples in bars looking to add depth and originality to their cocktail menus.
This trend reflects a broader movement towards sustainability and locally sourced ingredients, further enriching the connection between food and drink.
Future spirit
The spirits industry is undergoing a fundamental transformation as brands align with the values of next-generation consumers. “The Future Spirit” trend highlights a collective push towards sustainability, inclusivity, and community engagement, with an emphasis on ethical sourcing and environmentally conscious production methods.
Industry professionals are actively seeking to foster a sense of community, with 62% expressing interest in more professional networking opportunities in 2025. This shift signifies a move towards collaboration and shared learning, as brands, bartenders, and enthusiasts come together to shape the future of the cocktail industry.
Sustainability remains a top priority, with eco-friendly practices such as zero-waste bartending, upcycled ingredients, and carbon-neutral production gaining traction. As consumers become more conscious of their environmental impact, brands that prioritize sustainability will resonate more strongly with ethically minded drinkers.
As the industry adapts to these trends, brands that embrace authenticity, innovation, and meaningful connections will thrive in this ever-changing landscape. The future of cocktails is not just about what’s in the glass—it’s about the entire experience, from the story behind the ingredients to the environment in which they are enjoyed.
