The way we enjoy cocktails is evolving.

According to the Bacardi Cocktail Trends Report, drinks are not just about taste but about creating moments and connections. From immersive experiences to sustainable practices, the future of cocktails is taking shape.

People are spending more on premium drinking experiences. Fans at Taylor Swift’s 2024 tour boosted UK bar sales by $103.3 million, while the US Open’s Honey Deuce cocktail earned $12.4 million.

Across the globe, 80%+ of Gen Z are willing to splurge on events that combine entertainment and curated drinks.

Sustainability is also a priority. Consumers want environmentally conscious options, such as locally sourced ingredients or recyclable packaging.

Bacardi is creating hydrogen-fueled glass bottles that reduce greenhouse gas emissions, aligning with the 61% of global drinkers who prefer additive-free spirits.

Non-alcoholic and low-alcohol cocktails are becoming mainstream.

Drinks like the Hugo Spritz have seen a 172% surge in popularity, and younger generations in India (29%) and Japan (20%) are leading this trend. These lighter options are no longer simple—they’re crafted with the same creativity as traditional cocktails.

The line between food and cocktails is blurring. Culinary techniques, like oil infusions and fat-washing, inspire bartenders to create savoury and umami-flavoured drinks.

At-home mixologists are embracing these trends, too, thanks to DIY kits that make gourmet cocktails more accessible.

While technology is transforming many industries, consumers still value the human touch in cocktails. Over 60% in France and Italy believe AI-created drinks lack the artistry of a skilled bartender.

Bartenders are now trusted advisors, with 33% of global consumers saying their recommendations influence drink choices.

The industry is also becoming more inclusive. Bacardi’s “Shake Your Future” program trains underrepresented groups in mixology, and women are taking on leadership roles like Stephanie Macleod, a six-time Master Blender of the Year. These initiatives are reshaping the image of the spirits world.

Cocktails are becoming more than beverages—they’re tools for connection. Globally, 39% of drinkers plan to enjoy meaningful moments with cocktails, whether with friends, family, or on a date.