‘Shifting consumer mindsets are set to enable longer-term premiumisation,’ explains The Future Laboratory co-founder Martin Raymond. ‘That’s because today’s consumers 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.’
Utilising insights from Bacardi-led surveys with consumers and brand ambassadors, along with interviews with industry experts, bar and restaurant insiders, The Future Laboratory identified the emerging trends set to define the drinks and spirits market across the next year. The final report pinpoints the exciting directions and all-new behaviours driving transformation in the space, charting a course for the future that includes cross-industry collaboration, equal artisanship and fresh fandoms.
Click below to discover the resulting 2025 Cocktail Trends Report.
For the sixth report in our ongoing partnership, Bacardi enlisted The Future Laboratory to produce an exciting forecast of drinks trends, predicting the evolution of cocktail consumption and the spirits sector in 2025.
: Premium Fans
Celebratory moments are delving beyond the expected, as luxury cocktail experiences find traction with next-gen fandoms, in all new locations. Experimentation and elevation are taking a front row seat, with where and what people are drinking shaking up a new era for premiumisation.
: In-the-Know Imbibing
Cocktail culture is shifting from ‘show’ to ‘know’ and is welcoming If You Know You Know experiences. Drinks are transforming into a conduit for knowledge and discovery, as consumers hand over the reins to experts in alcoholic and non-alcoholic mixology, and seek spaces that help them connect, learn and discover something new.
: New Cocktail Frontiers
A mood for exploration is taking drink flavours, formats and moments to all-new immersive heights, as people seek 360-degree experiences that enhance their favourite serves. With doomscrolling, digital fatigue and cultural disillusion on the rise, imagination is an individual’s new North Star.
: Culinary Connoisseurs
As food becomes a recognised status symbol, mixologists will experiment will bring reverence to classic ingredients through culinary alchemy. A fresh approach to pairings will see core kitchen staples – butter, oil, milk – paired with premium spirits to entice a new wave of gastro-discerning drinkers.
: The Future Spirit
Innovators are pouring a fresh dose of optimism into their businesses, harnessing approaches that make accessing and enjoying the industry better for all. The stage is being set for a buoyant future – where progress and purpose go hand in hand across equality, sustainability and community empowerment.
