The Future Laboratory identified the emerging trends and attitudes on track to transform the drinks and alcohol markets – using insights from Bacardi-led surveys with consumers and brand ambassadors, along with interviews with industry experts, bar and restaurant insiders, and our own research. The final report unveils fresh directions and attitudes set to redefine the global drinks arena, spanning everything from digital innovation to shifts in sustainability.
Click below to discover the resulting 2024 Cocktail Trends Report, with key take-outs and statistics for the next year.
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For the fourth 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 2024.
: Limited Libations
Next-gen drinkers are embracing a ‘less but better’ approach, continuing to support the ongoing premiumization era for key spirits, liquors and NoLo categories. With a conscious approach to the economic climate, consumers are seeking small luxuries – looking to elevated lifestyle products as must-have pieces.
: Innovative Aging and Blending
2024 will usher in an era of innovation for dark, aged spirits, with brands embracing unique aging methods and novel flavor combinations. Distillers are venturing into uncharted territory, discovering new sources of innovation in the expanding category. Bold and unexpected pairings continue to lead, whereas regional experimentation yields spicy, fruity and zesty profiles in new formats.
: Escapism Elixirs
Cocktail culture is transporting consumers across destinations, countries and even eras – as classic spritzes and ornate sips help to recreate nostalgic, convivial moments all year round. In 2024, the link between drinks and destinations will deepen, with classic cocktails and European flavors whisking drinkers from the beach to the bar.
: Notes of Nature
In the coming year, consumers will reframe their relationship to the natural world, affecting where they spend their time, the brands they support and what they consume. With a resurgence in next-gen outdoor activities and a growing emphasis on sustainability, drinks brands are redefining their connection to the environment through intentional ingredients and eco-friendly practices.
: Tech-enhanced Tastes
Digital advances are inciting change in what drinks are enjoyed, as well as where and how, providing new routes to personalization, brand experience and community. As consumers seek more individualized brand interactions, AI is introducing exciting opportunities for tailored cocktail experiences, accessible any time and anywhere.
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