New pressures and next-gen values are redefining drinks culture
The drinks space is being reshaped by forces far bigger than the bar. The brief for brands now includes new moments, new mediums, new places and new definitions of value.
Premiumisation is accelerating. Technology is unlocking new serve formats, distribution channels and at-home experiences. Sustainability has moved from being nice to have to being non-negotiable, with brands under pressure to prove the ingenuity and impact of their supply chains.
At the same time, younger consumers – especially Gen Z as they step into adulthood – are reframing social rituals around flexibility, wellness and a playful sense of luxury. What was once called the ‘sober generation’ is now better understood as socially selective and sensorially experimental. Cocktails have become a language for experience and taste as much as a medium for mood and self-expression.
Bacardi needed to get ahead of these shifts – firstly, to understand what was coming, and secondly, to own the narrative, influence the market and embed this foresight across its global brand portfolio.
Bacardi
GREY GOOSE Tini Martini
Turning foresight into future-facing marketing IP
Each year, we produce Bacardi’s flagship Cocktail Trends Report, a forecast that distils the early adopter mindsets and cultural shifts set to shape the year ahead.
Built on a foundation of Bacardi’s own ambassador and bartender networks, robust industry data and The Future Laboratory’s proprietary research, the reports are designed for strategic communications. They help Bacardi inspire internal teams, align global marketing and lead industry-wide conversations.
Our process spans key industry drivers – from sustainability and flavour innovation to premiumisation and technology – to identify the most engaging and commercially relevant trends. Over the years, this has uncovered key movements, such as the rise of dark spirits experimentation, the growing sophistication of NoLo (no- and low-alcohol), and the role of cocktails as a form of cultural currency and identity for younger, purpose-driven consumers.
The resulting trends spark year-round activation and serve as ownable IP, creating rich insights and a media-ready platform that reinforces Bacardi’s position at the forefront of drinks innovation.
A long-term partnership driving relevance and category leadership
After five years, the Bacardi Cocktail Trends Report is a tentpole in the brand’s global marketing calendar. Commissioned by the vice-president of global corporate communications and activated across PR, digital and internal channels, it has consistently delivered:
- First-mover advantage in global trend conversations
- Elevated brand perception among trade, media and consumers
- Actionable fuel for innovation and content teams across global markets
- A long-term strategic tool for navigating shifts in consumer behaviour
The media traction speaks for itself: 1,600 media mentions, £516,000 in publicity value and a 433,000+ reach for the campaign to date, with The Future Laboratory featured in direct partnership. The true impact is even greater, factoring in broader global pick-up and indirect influence not captured in tracked data.
Bacardi
