Global spirits company Bacardi has released its sixth annual Cocktail Trends Report (click here to download), highlighting five macro trends shaping cocktail culture and the spirits industry in 2025.
Created in collaboration with strategic foresight consultancy The Future Laboratory (TFL), the report draws insights from Bacardi-led and external research.
This includes interviews with bartenders and TFL insights to comprehend themes that are changing flavour preferences, drink formats and cocktail experiences this year.
Bacardi Chief Executive Officer Mahesh Madhavan said: “Consumers are redefining how they connect – using cocktails as a bridge to new experiences, perspectives and deeper relationships.
“At Bacardi, we’re embracing this shift from consumption to curation, where consumers are not just seeking drinks, but meaningful experiences enjoyed over a cocktail.
“Bacardi is proud to pave the way in fostering a cocktail culture that elevates moments into lasting memories.”
TFL Co-Founder Martin Raymond commented: “Shifting consumer mindsets are set to enable longer-term premiumisation.
“Today, they are moving away from being ‘consumers’ of products, to ‘curators’ and ‘collectors’ of experiences.
“Future brands will welcome – not avoid – this sea change, taking the necessary steps to create individual, community and industry meaning that enhances the value of brand experiences end-to-end.”
Premium fans
Fandoms are reshaping premium entertainment experiences, with elevated hospitality and bespoke travel packages becoming common around concerts and live events.
Brands and venues are responding with offerings such as luxury ‘gig-tripping’ packages and exclusive cocktail experiences at sports bars.
Events such as Formula 1 weekends and concert tours highlight a growing trend: fans are willing to spend on immersive, high-end experiences.
For example, sales of the Grey Goose Honey Deuce cocktail at this year’s US Open reached US$12.4 million.
In-the-know imbibing
Cocktail culture is shifting from showmanship to substance, with ‘If You Know You Know’ (IYKYK) experiences drawing consumers toward educational encounters.
Expert-led spaces are gaining popularity, with mixologists playing a larger role as designers, educators and opinion leaders.
These bartenders are central to creating meaningful, human-centred connections in on-premises settings.
According to the Bacardi Global Consumer Survey, several consumers worry that AI-created drinks lack the emotional and artistic touch of human bartenders – an opinion shared by 62% of respondents in Italy, 60% in France and 56% in the USA.
New cocktail frontiers
Consumers are seeking immersive and sensory cocktail experiences, driving a shift in how and where drinks are enjoyed.
With growing digital fatigue and interest in cultural exploration, multi-sensory cocktails are becoming a key reason for consumers to pay a premium, as noted by respondents in Mexico, UK, Italy and India in the Bacardi Global Consumer Survey.
This trend is fuelling the rise of immersive venues that focus on early evening, sensory-driven cocktail experiences, catering to changing preferences.
In 2025, with nearly half of respondents in the USA, UK, Spain and Germany planning to visit nightclubs less often, these venues will redefine social drinking for the next generation.
Culinary connoisseurs
Culinary creativity is increasingly influencing cocktail culture, with mixologists using ingredients such as milk, oil and brine to craft drinks.
According to the Bacardi Global Brand Ambassador Survey, 71% of bartenders draw inspiration from the culinary arts when creating cocktails.
This aligns with a growing consumer interest in savoury and herbaceous flavours, which increased by 20% and 15%, respectively, over the past year.
As the line between food and drink continues to blur, gastro-inspired cocktails are offering a fresh take on the drinking experience.
The future spirit
Inclusivity will take centre stage, particularly in distilling, as brands align with the values of next-gen consumers.
Innovators are focusing on community-building and education, supporting organisations that enhance the hospitality industry.
According to the Bacardi Global Brand Ambassador Survey, nearly two-thirds (62%) of respondents globally are interested in more professional networking opportunities in 2025. ✈
