The spirits industry continues to face headwinds due to changing consumer tastes. And the best operators are trying to adapt.
The 2026 Bacardi Cocktail Trends Report found a number of macro trends forming among today’s consumers, including a big change to the drinking habits of Millennials and Gen Z. The report was introduced by Bacardi Limited and The Future Laboratory (TFL) through data from Bacardi-led consumer surveys, interviews with the bar and restaurant trade, and TFL’s research.
As consumer patterns change, the spirits industry is pivoting along with them.
Consumers Want an Experience With Their Drink
The report noted a big shift in routine. The concept of a nightcap is dwindling for the younger generation and making way for the newer “daycap.” People are more often ordering drinks in the daylight or right after work as opposed to later in the evening.
Younger LDA consumers are the largest proponents of the earlier drink, with 51 percent in France and 34 percent in the U.S. guiding the trend. And the drinks are different, too. Day drinking is often rooted in spritzes and “mood-based” cocktails.
“Gen Z isn’t drinking less, they’re simply drinking earlier, lighter, and with more intention,” said Sean Kerry, vice president for Global On-Trade for Bacardi. “Around the world, we’re seeing a move towards more meaningful drinking moments whether that means in-person get-togethers with friends, discovering flavors rooted in local culture, or embracing new forms of creative expression through cocktails.”
The quality of in-person gatherings are key.
The survey found that 84 percent of consumers think technology has stripped the personal feel from social interactions. For that reason, bars and brands are intentional about creating experiences free from devices, like tarot readings and karaoke nights.
Gen Z cares more now about the brands they invest in and the experience they bring. The survey found that 70 percent of emotionally engaged consumers will spend twice as much on brands they resonate with, and 60 percent of respondents take food and drink recommendations from friends’ feeds.
So brands are starting to enter partnerships and formats that turn their products into a lifestyle, like how Bombay Sapphire became the Official Gin Partner of the E1 all-electric boat championship, or how Grey Goose Hotel popups curate a vibe and experience for consumers trying their cocktails.
The Details Matter, Too
The report found that 8 in 10 consumers read the labels before buying a product, and 77 percent of them are looking at whether the product uses local ingredients. So bars are making changes to produce drinks that go beyond taste, using micro-farms and regional ecologies, while brands make an effort to bring transparency to their ingredients.
Patrón’s “Censored Truth” campaign, for example, highlights its tequila production and emphasizes that it’s made from just three ingredients: 100 percent Weber Blue Agave, water, and yeast.
But it’s not just the alcohol that consumers are scrutinizing.
Most of the survey participants—76 percent of them—want maximalist cocktails and moments surrounding them. Bars are sprucing up their interiors. London’s Ambassador’s Clubhouse has a whole menu of “party cocktails,” and the venue has been called “lavishly anti-minimalist.”
Bars’ and restaurants’ ability to cater to this over the top craving could be the difference in exposure and new customers. In Spain, 40 percent of guests will post photos online if they’re impressed with the venue.
According to the report, these are the top 10 cocktails globally for 2026:
- Margarita
- Mojito
- Piña Colada
- Rum and Coke
- Whisky and Coke
- Spritz
- Vodka Lemonade
- Vodka Soda
- Gin & Tonic
- Dry Martini Cocktail
The final deadline for the 2026 Inc. Regionals Awards is Friday, December 12, at 11:59 p.m. PT. Apply now.
Ava Levinson
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