As the end of the year approaches, predictions for 2025 have started to roll in. Among them are reports about cocktail trends, with top forecasts from Bacardi including elements such as multi-sensory engagement, culinary creativity and elevated experiences. The company’s 2025 Bacardi Cocktail Trends report states: “In 2025, we can expect cocktails to act as a conduit for connection – bringing people closer to new interests, new knowledge, new experiences – and most importantly, each other.”
The Bacardi Global Consumer Survey found that 39% of respondents are looking forward to celebrating moments that matter over cocktails with family and friends, while when it comes to drinking spirits, 47% would do this when relaxing with family and friends, 45% when on vacation, and one third when enjoying a date night with a partner.
The key trends from the report include premium fan experiences, such as concerts or sporting events; turning drinks into opportunities for knowledge and discovery, with bartenders taking an influential role; multi-sensory experiences, with interest in immersive venues being driven by digital fatigue; culinary culture, which is influencing savoury cocktail trends; and seeking out brands that align with next-generation values.
All of these elements also lend themselves to the off-trade. Fan experiences often take place in front of the TV; retailers can take on the role of educator; tastings and local collaborations feed into multi-sensory experiences and culinary culture. Meanwhile brand stories and values can help the off-trade connect with next-generation values around aspects such as sustainability and inclusivity.
Although the report suggests the ways people want to enjoy drinks are becoming more complex, it’s interesting to note that half of Bacardi’s top 10 global cocktails for 2025 are spirit/mixers. The report suggests the top 10 are Mojito, Margarita, Spritz, Piña Colada, Gin & Tonic, Rum & Coke, Whisky & Coke, Dry Martini, Vodka Lemonade and Vodka Soda. All of these are easy to create at home.
HOMEGROWN
Turning to UK-specific research and syrup brand Monin also highlights fandom among its top trends for 2025, with limited-time offerings for drinks such as Taylor Swift-themed cocktails helping to drive growth. Tapping into local concerts or sporting events and coming up with a way to offer a limited or personalised deal could help retailers make the most of this trend.
Occasion-based drinks are still big business and although Monin’s research largely relates to the on-trade, retailers can get behind the trend by marketing cocktail ideas for different day parts and different occasions. And that doesn’t have to mean alcohol, as the no and low trend will continue to evolve in 2025.
While many had hoped Labour’s first Budget would provide stability, it looks likely to lead to continued economic uncertainty for many businesses. When there is uncertainty, consumers usually look for good value or added value. Retailers are well-versed in finding good value for customers, perhaps 2025 will be the year of added value and experiential drinks shopping…
