Bacardi Limited, the world’s largest privately held spirits company, has unveiled its sixth annual Bacardi Cocktail Trends Report, identifying the key shifts set to reshape cocktail culture and the spirits industry in 2025. The report, created in collaboration with The Future Laboratory (TFL), combines insights from consumer surveys, bartender interviews, and TFL research to highlight the most significant movements influencing cocktails and drinking habits in the coming year.
From Consumption to Curation: A New Era in Cocktail Culture
As 2025 approaches, the way people connect with each other and with cocktails is evolving. According to Mahesh Madhavan, CEO of Bacardi Limited, “Consumers are redefining how they connect – using cocktails as a bridge to new experiences, perspectives, and deeper relationships. Bacardi is proud to be at the forefront of this shift from consumption to curation, where consumers are not just seeking drinks but meaningful experiences.”
Martin Raymond, Co-Founder of TFL, emphasises the importance of this transformation: “Shifting consumer mindsets are enabling long-term premiumization. Today, consumers are not just buyers of products, but curators and collectors of experiences. Future brands will embrace this change, creating meaningful interactions that enhance the value of brand experiences across the board.”
Key Trends Shaping the Spirits Industry in 2025
- Premium Fans: Fandoms Redefine Luxury Experiences The fusion of fandom culture with luxury experiences is set to redefine the premium spirits market. As fans seek exclusive experiences, brands are responding with elevated offers that include luxury hotels for concert weekends and exclusive cocktail experiences at live events. Notably, the success of the GREY GOOSE® Honey Deuce cocktail at the US Open, which earned $12.4 million in sales, shows how the bond between fandom and premium spirits is influencing the future of entertainment.
- In-The-Know Imbibing: Knowledge and Discovery Over Spectacle Cocktail culture is moving away from flashy displays and towards more substance-driven experiences, with a rising appetite for “If You Know You Know” (IYKYK) moments that focus on discovery and expertise. This trend highlights the increasing role of expert-led spaces, where mixologists are not just drink creators but educators, designers, and opinion leaders. Consumers value the artistry of human bartenders, as evidenced by research showing that a significant percentage of respondents prefer drinks crafted by humans over AI-generated cocktails.
- New Cocktail Frontiers: Immersive Experiences and Sensory Engagement As digital fatigue grows, people are turning to real-world, multi-sensory experiences. Respondents from markets like the US, UK, Spain, and Germany are willing to pay more for cocktails that offer an immersive experience, signaling the rise of venues that combine sensory-rich cocktail moments with unique environments. This trend is set to redefine how and where consumers enjoy cocktails, with immersive venues becoming more popular in 2025.
- Culinary Connoisseurs: The Intersection of Food and Cocktails Culinary creativity is playing an increasing role in cocktail culture. Inspired by the kitchen, mixologists are experimenting with ingredients like milk, oil, and brine to craft innovative drinks. This culinary approach aligns with consumer interest in savory and herbaceous flavors, with bartenders increasingly drawing inspiration from the world of food to create complex, premium cocktails.
- The Future Spirit: Inclusivity and Community-Driven Initiatives The future of the spirits industry lies in inclusivity and community-building. Brands are focusing on fostering deeper connections with consumers, particularly through professional networking opportunities and social-driven initiatives. The Bacardi Global Brand Ambassador Survey underscores the industry’s motivation to strengthen bonds with both consumers and the broader hospitality community.
Top 10 Cocktails to Watch in 2025
Based on consumer preferences and trends identified in the Bacardi report, the following cocktails are predicted to dominate the scene in 2025:
- Mojito
- Margarita
- Spritz
- Piña Colada
- Gin & Tonic
- Rum & Coke®
- Whisky & Coke®
- Dry Martini
- Vodka Lemonade
- Vodka Soda
As the cocktail landscape continues to evolve, Bacardi’s 2025 Cocktail Trends Report provides a glimpse into how consumers will redefine their drinking habits in the coming year, blending creativity, knowledge, and a deeper connection to the experiences behind the drinks.