A new era of cocktail drinking is upon us for 2026, reflecting increasingly non-delineated consumer lives, according to the Bacardi trends report. 

Blurred flavours 

In its annual report, Bacardi explained that this shift is defined by flexibility. ‘Daytime’ and ‘nighttime’ flavours are increasingly becoming blurred, as are alcoholic and non-alcoholic serves, thanks in part to trends like hybrid working routines. 

“From kombucha and matcha-infused drinks to apothecary inspired bars focused on intentional rituals, the boundary between daytime refreshments and nighttime indulgence is fading,” the brand explained. 

Lower ABV 

A desire for lower-alcohol serves is also encouraging brands and bars to become more creative with their offer. This is especially true among the younger generation, said Bacardi: “LDA Gen Z is simply drinking differently, paving the way for smaller, sweeter and mood-driven pleasures – from low-abv spritzes to dessert-inspired cocktails.” 

In particular, Bacardi anticipated that 2026 will be a strong year for the spritz, as across Europe, consumers are trading in high-intensity drinking sessions for longer and lighter drinks earlier in the day. 

“This change has driven an 8% CAGR in aperitif sales between 2018 and 2023, with further growth expected through 2028,” the report said. 

Connection 

One of the most defining trends impacting the way consumers are drinking is a desire for connection, as the loneliness crisis continues to grow, according to the report. 

In London, the report observed, this is reflected by the growing number of members’ clubs and supper clubs, which move nighttime drinking away from fleeting encounters and towards relationship-driven events. 

Brands and retailers can capitalise by focusing on messages of community. Specifically, Bacardi said there is an opportunity here for RTD formats, which can be consumed in pop-up social formats. “The portability of RTDs makes them the perfect partner for community first leisure.” 

Fun 

Finally, despite a demand for less alcohol, consumers still want a sense of fun and opulence, said Bacardi. In the on-trade, this is reflected through creating immersive bar experiences. Meanwhile, in the off-trade, it’s present through experimental tastes and engaging visuals. 

“Maximalism is back on the menu as bars and restaurants embrace a bold, high-energy aesthetic that trades minimalism for mischief. In a time of economic pressure, consumers are seeking experiences that feel worth the spend – big on atmosphere, big on flavour and big on fun,” the spirits company said. 

In both bars and retail, the pull towards excitement and excess is also fuelling premiumisation, which continues to be a growing area across spirits and cocktails, especially as drinkers opt for less but better – and more interesting – serves.