Bacardi report reveals shift towards premium experiences in 2025 cocktail trends
The latest Bacardi Cocktail Trends Report projects significant shifts in consumer drinking habits and industry dynamics for 2025. The report combines Bacardi’s proprietary research with insights from The Future Laboratory (TFL), leveraging consumer surveys, bartender interviews and market data to identify five key trends driving transformation in cocktail culture and the spirits sector.
“Consumers are redefining how they connect – using cocktails as a bridge to new experiences, perspectives, and deeper relationships,” says Mahesh Madhavan, CEO for Bacardi Limited. “At Bacardi, we’re embracing this shift from consumption to curation, where consumers are not just seeking drinks, but meaningful experiences enjoyed over a cocktail. Bacardi is proud to pave the way in fostering a cocktail culture that elevates moments into lasting memories.”
“Shifting consumer mindsets are set to enable longer-term premiumization,” says Martin Raymond, Co-Founder of The Future Laboratory. “Today, they 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.”
The five major trends are:
Premium Fans: Fandoms are reshaping premium entertainment through unexpected luxury experiences. The trend includes elevated hospitality packages for concerts and events with venues offering luxury hotel "gig-tripping" packages and curated cocktail experiences at sports bars. This shift is seen in the success of premium spirits at live events exemplified by the GREY GOOSE® Honey Deuce cocktail generating US$12.4 million in sales at this year’s US Open.
In-The-Know Imbibing: The evolution from spectacle to substance in cocktail culture has led to IYKYK (If You Know You Know) experiences becoming central to drinking culture. Expert-led spaces are gaining popularity as bartenders take on roles as designers educators and opinion leaders. The human element remains crucial with the Bacardi Global Consumer Survey showing significant concerns about AI-created drinks lacking human bartenders’ emotional and artistic touch – particularly in Italy (62%) France (60%) and the United States (56%).
New Cocktail Frontiers: Consumer demand for deeper more immersive experiences is creating new opportunities in cocktail culture. Digital fatigue has increased interest in multi-sensory engagement particularly in Mexico UK Italy and India where consumers prioritize multi-sensory cocktail experiences. The trend is influencing venue choices with about half of respondents in major markets planning to reduce nightclub visits in favor of early evening sensory-rich cocktail experiences.
Culinary Connoisseurs: Food’s elevated status is influencing cocktail creation with mixologists incorporating kitchen ingredients like milk oil and brine. The Bacardi Global Brand Ambassador Survey reveals that 71% of bartenders draw on culinary arts for inspiration. This aligns with growing consumer interest in savory and herbaceous flavors which saw increases of 20% and 15% respectively over the past year.
The Future Spirit: The industry is embracing transformation through inclusivity and purpose particularly in distilling. The focus is on community-building and education with the Bacardi Global Brand Ambassador Survey showing 62% of respondents want more professional networking opportunities in 2025. The trend points toward increased community initiatives and positive industry change.
The top 10 cocktails for 2025 globally are:
1. Mojito
2. Margarita
3. Spritz
4. Piña Colada
5. Gin & Tonic
6. Rum & Coke
7. Whisky & Coke
8. Dry Martini cocktail
9. Vodka Lemonade
10. Vodka Soda
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