From immersive experiences, to culinary connoisseurship and a IYKYK cocktail culture, Bacardi Limited’s Cocktail Trends Report serves up the opportunities that will refresh the spirits industry over the next year.
In 2024, spirits companies got creative and flexible, to capture the love and attention of consumers looking for new connections with brands. And over the next 12 months, we’ll see the industry continue to act as a conduit for connection, bringing people closer to new interests, new knowledge, new experiences – and most importantly, each other. If the last few years have been about ‘more’, 2025 will be about ‘better’, setting the scene for valuable marketing opportunities.
In 2025, cocktail culture will become less about simple consumption and more about curating meaningful, immersive experiences. Consumers are moving away from being passive participants to active curators of their drinking moments. This shift means cocktails will evolve into gateways for deeper connections, …