2025

BACARDI
Cocktail Trends
REPORT
PRESENTED BY BACARDI LIMITED
I N A S S O C I AT I O N W I T H T H E F U T U R E L A B O R AT O R Y
CONTENTS Page
INTRODUC TION .................................. ...................................................................... 03
ONE: PREMIUM FANS ................. ....................................................................... 04
TWO: IN-THE-KNOW IMBIBING ............................................................ 08
THREE: NEW COCKTAIL FRONTIERS .. ............................................... 13
FOUR: CULINARY CONNOISSEURS ...................................................... 17
FIVE: THE FUTURE SPIRIT ............................................................................ 22
CONCLUSION ............................................................................................................... 26
02
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 “TODAY’S CONSUMERS
ARE MOVING AWAY FROM

INTRODUCTION
BEING ‘CONSUMERS’ OF
PRODUCTS, TO ‘CURATORS’
AND ‘COLLECTORS’ OF
EXPERIENCES.”
M A R T I N R AY M O N D
T H E F U T U R E L A B O R AT O R Y
CO-FOUNDER
In 2024, spirits weathered sector Following declines in 2023 and continued simply “better” – setting
headwinds and the sea change of challenges in 2024, IWSR forecasts that the stage for an era that
consumer mindsets looking for new global beverage alcohol is expected to begin is more uplifting, exciting and
connections with brands. Companies its recovery in 2025, but the landscape valuable, for all. From human-first mindsets
turned to creativity (the creation of new – including consumer tastes, values and that prioritize drinks’ craft and creativity,
value drivers), adaptation (the ability to expectations – looks markedly different today.1 to next-gen fandoms forging new brand
adapt) and fortitude (the resilience to drive touchpoints to future-first mindsets bringing
industry-wide improvement) to capture the “Shifting consumer mindsets are set to all-new meaning to community spirit –
attention and love of fans. enable longer-term premiumization,” drinks brands of 2025 will adapt to take on a
explains The Future Laboratory Co-Founder more meaningful role in consumers’ lives.
As consumers increasingly embrace a Martin Raymond. “That’s because today’s
culture of mindfulness and discernment, consumers are moving away from being In this report, Bacardi Limited, the world’s
(from ABV, to purpose and everything in ‘consumers’ of products, to ‘curators’ largest privately held international spirits
between), traditional alcohol consumption and ‘collectors’ of experiences. Future company, explores the key trends set
is emerging re-imagined. Here, the focus is brands will welcome – not avoid – this to shape a new era for cocktail culture
on evolution, rather than transformation, sea change, taking the necessary steps to and the spirits business in 2025. This
with flavor-centric, experience-focused, create individual, community and industry report, created in collaboration with
and expert-led developments setting meaning that enhances the value of brand strategic foresight consultancy The
the industry’s mood for incremental experiences end-to-end.” Future Laboratory, draws on insights
innovation. These shifts are offering spirits from Bacardi-led consumer and brand
brands fresh avenues to engage with In 2025, the drinks business will embrace ambassador surveys, interviews with the
consumers, integrating into their daily lives, this industry homecoming, replacing the bar and restaurant trade, and The Future
entertainment preferences and kitchens in constant drive for “more” and “new,” with Laboratory’s independent research.
unexpected ways.

03
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
One:
PREMIUM
Celebratory moments are delving beyond the expected,
as luxury cocktail experiences find traction with next-gen
fandoms, in all new locations. Experimentation and elevation

Fans
are taking a front row seat, with “where” and “what” people
are drinking shaking up a new era for premiumization.
In 2024, fandoms became famous. Fan experiences off the
stage proved as paramount as the performances on them, as
consumers engaged in hospitality add-ons, merch collaborations
and customized events that enhanced fan passions.
Across sports, concerts and live events, vendors touted record
figures and economy-boosting global sales this year. Live
Nation posted a record quarter of more than $6B in revenue
for Q2 2024, with operating income up 21% to $466M,
and 39M fans globally at its shows.2

04
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 TENNIS
OPEN C
S I
M TSEINC
U
Luxury hotels and hospitality venues are

M U NIS OPE
becoming prime hotspots for concert goers

N
looking to enhance their total experiences.

LIVE C “Chasing the Concert” is now a certified

TENNIS OPEN
O TENNIS OPEN
travel motivation, as event goers look to
MEDY transform live tours into complete vacation
NIGHT experiences that comprise traveling to a
new city or country, visiting exciting hotels VIrienc
P e
E V E N T Expe
LIVE VENT
and tapping up food and drink hotspots.
V I
xpe
P
r i e n c e
LLIIVVEECOEMEDY NIGHT In 2024, Embark Beyond identified
Taylor Swift as a key driver of demand to
E
Paris for luxury travelers, with the Shangri-La

Elevated
Paris recording a 120% increase in bookings
over the star’s May arena dates.5 The
mega star has given the British on-trade
an estimated revenue boost of £78.4M
($103.3M) in summer 2024 – with fans of In 2025, we can expect these activations to

ENTERTAINMENT legal drinking age (LDA) spending around

£52.7M ($67.8M) on drinks, including 1.15M
glasses of spirits, over the 15 tour dates.6
diversify across demographics. Dua Lipa,
Coldplay and Billie Eilish are all taking to the
stage next year, while the highly anticipated
Beyond the popularity of crowd entertainment, Oasis reunion tour is sure to spark a wave of
The Four Seasons Hotel London at Park
complementary experiences are on the uptick, with new fandom activations.
Lane was quick to recognize this premium
a focus on premiumization. Valued at $4.7B in 2020,
fan pull, offering “gig-tripping packages” Technology is taking fan culture to new
the global sports hospitality market is expected
complete with welcome drinks, portable heights, elevating spectatorship by offering
to grow by 23% CAGR to reach $20.2B in 2027,
phone chargers and plush hotel suites dynamic new ways to enjoy entertainment,
according to Research and Markets.3 Meanwhile,
equipped with karaoke machines. During sports, art and music. At Cosm, immersion
more than 8 in 10 Gen Z’s are willing to spend big
Taylor’s local tour stop the Loews Miami is the order of the day. The venue’s
for in-person events, according to 2024 research
Beach Hotel served up The French Blonde 9,600-square-foot, 8K-resolution screens
from Merge, with food, beverage, apparel and
made using BOMBAY SAPPHIRE®, aperitif, bring viewers closer to the action than
accessories topping the spending categories.4
ST-GERMAIN®, grapefruit, lemon bitters and ever before – creating an all-encompassing
Make the Whole Place Shimmer made with experience that captivates and transports
BACARDÍ® Superior, lime, strawberry, and a audiences – introducing the VIP-viewing
shimmery pear smoke-filled bubble. experience to a wider audience.
05
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
NEW As sports entertainment grows, its crowd
is also diversifying, leading to a shift in the
types of venues consumers seek out, and
cultural moments and cocktail experiences to
match. At New York’s Dead Rabbit, Irish sports
are the only ones on the menu.

CROWD
the drinks they order, or make at home.
Part of its commitment to showcasing
Nielsen recorded a 123.7M-strong modern Irish culture, the venue hosts
viewership for the 2024 Superbowl, with Hurling, Gaelic Football and Irish rugby

Choices
almost half of the attendees being women.7 team games. Visitors can sip on a host of
Research from instant commerce platform Irish Coffee cocktails made with TEELING®
Gopuff saw an increase of spirit and mixer small batch Irish Whiskey, including a frozen
sales up by nearly 90% on the day, just iteration which combines the spirit with
12% behind traditional fan-favorite, beer.8 Mr. Black coffee liqueur, cold brew coffee,
Notably, the Bacardi Global Consumer cane sugar and cream.
Survey reveals that one third (33%) of
respondents in India, and over one quarter Officially dubbed the “biggest cocktail in
of respondents in the U.S. (27%) and Mexico sports,” the popularity of the US Open’s
(26%) identified watching sports at home as Honey Deuce cocktail shows no sign of
key occasion for enjoying spirits in 2025. abating.9 Made with GREY GOOSE® vodka,
raspberry liqueur, lemonade, and garnished
On-premise, bars are also recognizing this with honeydew melon in the shape of
preference shift. Luxury London hotel, 11 tennis balls, the drink provides an annual
Cadogan Gardens, launched a luxe Sport and viral moment, as attendees flock to share
Sip Garden in summer 2024. The boutique the drink on socials and save the cup as a
hotel offered a tailored drinks menu – memento. With 2024 sales of the cocktail
including summer spritzes – to accompany reaching $12.4M, its resilience and cultural
2024 Wimbledon® and UEFA® European influence showcases the power of more
Championship matches. premium serves on site.10
Innovative venues aren’t just catering to
fandoms, but creating them too, providing a
platform for lesser-known teams and creating

06
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 FAST LANE
Libations
With its accessibility and cultural cachet It might be an unmissable sporting moment
across the globe, but fans are not just
booming in 2024, fans are racing to
Formula 1® (F1®). The international sport passionate about the big personalities, intense
has undergone a celebrity and TV battles, and cutting-edge technology of F1®
network-endorsed reimagining of late. but also the moments that come together to
ESPN® now airs all races of the competition make race weekends unique and exciting.
in the United States, while star-studded PATRÓN® tequila is along for the ride.
crowds have featured the biggest names The brand has established a long-standing
across sports and entertainment. partnership with Mexican racing icon,
Sergio “Checo” Pérez. Spanning social
The star power of drivers themselves
content, event appearances and a
has also been seismic. Grand Prix Winner
limited-edition PATRÓN® Mexican Heritage
George Russell became the latest
Tin released during the first annual Las Vegas
Tommy Hilfiger® ambassador in 2024, Grand Prix, the 360-partnership illustrates
fronting its motorsport-inspired collection. how brands can align with next-gen sport
MVP Index reveals that drivers collectively
amassed $15.9M in brand value across
fandoms, wholly authentically. “BRANDS THAT GO BEYOND TRANSACTION CAN CULTIVATE
three races last year, while grid additions – Furthering its cultural reach, MEANINGFUL INTERACTIONS THAT TRANSFORM CONSUMERS
including the Miami and Las Vegas Grand Warner Bros. Pictures® is set to release INTO LOYAL ADVOCATES, FOSTERING A LASTING BOND THAT
the film “F1”, starring Brad Pitt in theaters
Prix – became trending Google search topics
globally in June 2025. TRANSCENDS THE ORDINARY.”
with a growth of 5,000%+, according to U.S.
Google® search data from 2023. T O N Y L AT H A M
REGIONAL PRESIDENT NORTH AMERICA
BACARDI

07
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
Two:
IN-THE-KNOW
Imbibing Cocktail culture is shifting from “show” to
“know,” welcoming an era of If You Know
You Know (IYKYK) experiences. Drinks are
transforming into a conduit for knowledge
and discovery, as consumers hand over
the reins to experts in alcoholic and non-
alcoholic mixology, and seek spaces that
help them connect, learn and discover
something new.
Already, respondents in the Bacardi Global
Consumer Survey are concerned that drinks
created by AI might miss the emotional
and artistic finesse that human bartenders
contribute to their creation, noted by 62%
of respondents in Italy, 60% in France, and
56% in the U.S.
More intimate brand interactions are playing
a key role in driving value. Key to forming
“THE DISCOVERY OF NEW COCKTAILS GOES BEYOND FLAVOR In 2024, the onset of new technologies – these connections are the experts; the
generative Artificial Intelligence (AI) chief face and voice behind brands is now more
AND NOW EXPLORES THE INSIDER VIEW OF CRAFT, HISTORY, among them – placed a spotlight on the important than ever. Dazed Media reports
AND COCKTAIL MAKING SO THEY CAN PROUDLY power of human touch. Connection, craft that working with relevant cultural partners
SHARE THAT KNOWLEDGE WITH OTHERS.” and creativity are now prized ingredients for has become increasingly key to a brand’s
meaningful experiences, with 2025 set to be influence, rising by 217% since 2020.11
IRINA RODINA the year for drinks moments that showcase
S V P M A R K E T I N G S T R AT E G Y A N D O P E R AT I O N S knowledge, and illustrate the importance of
BACARDI true, time-honed expertise.

08
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
Expert
PRIORITIES
Now, bartenders are occupying an Sips aims to make the connection between
all-new influential role in cocktail those making the cocktail, and those drinking
moments, transforming into the them, more trusting than ever. By eliminating
designers, educators and opinion leaders the physical presence of the bar, Sips
of meaningful on-premise experiences. expands the possibility of human exchanges,
Globally, over one third of consumers allowing creativity to be shared between
say their drink choices are influenced by bartenders and customers.
bartender recommendations, with almost
Education is at the heart of nurturing these
two thirds (59%) of respondents in the
moments and ensuring that bar staff become
UK agreeing that they can be swayed by
bartender advice, even after making their the necessary first port of call for consumers.
The Bacardi Global Brand Ambassador
drinks decision, according to CGA.12
survey reveals that learning new skills is
That’s the inspiration behind the fresh, ranked among the top areas of development
innovative design at Barcelona’s Sips. Ranked for bartenders, followed by brand (50%),
third among the world’s best bars in 2024, category (39%) and drinks education (38%).

09
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
New CULTURAL Codes
The growing reverence of drinks expertise
is proving culturally influential too, as
ILEGAL MEZCAL® is already delving into
experimentation for the category’s new
cocktail-themed coffee table books preserve age, launching a limited-edition Reposado *TEQUILA *IN TOP SPIRITS
Caribbean Cask Finish in 2024. The new OF INTEREST BY
the mixology styles, secrets and recipes RANKED AMBASSADORS
expression was finished in Caribbean rum

#1
of famed drinks creators and institutions.
Take 2024’s “The Connaught Bar: Recipes barrels to bring a vibrant influence to the
and Iconic Creations,” which presents 100 brand’s agave-forward character – taking * MEZCAL
of the historic London hotel’s lux libations. aged mezcal to all new heights.
RANKED

#2
Elsewhere, “The Bartender’s Pantry” brings In 2025, we can expect this popularity
together recipes from the world’s most and experimentation to give way to new
creative bartenders. Author Jim Meehan has secret edition serves that take the category
helped pave the way for this generation’s beyond the expected Margarita and Paloma
craft cocktail industry – occupying influential orders. Served at Mexico City’s Licorería
positions at New York’s Gramercy Tavern, Limantour, ranked among the world’s best
The Pegu Club and PDT. bars, Margarita al Pastor puts a culinary spin
With this new era of knowledge ensuring on the cocktail classic with the addition of
consumers are more informed than ever, pineapple juice, fresh herbs and serrano chile
mixologists are getting creative to keep inspired by the city’s tacos al pastor flavors.
Next-gen drinking rituals are also having a
customers excited and engaged in cocktail La Batanga, the region’s spin on a Cuba moment – combining high-end spirit serves
culture: creating new drinks mashups, Libre, a simple mix of tequila, Coca-Cola®, with in-the-know accompaniments. Take
rituals and in-the-know orders. In 2024, lime and a salted rim has received its own the “Goose Bumps” caviar chaser. Cocktail
agave-based serves continued to dominate host of “in-the-know” iterations. Next-gen connoisseurs are using the delicacy as a
the cocktail conversation. The Bacardi drinkers can order it pintada (“painted,” premium follow-up to GREY GOOSE® Altius
Global Brand Ambassador Survey reveals with a splash of soda water), divorciada vodka. At The Surf Lodge in Montauk,
that respondents globally ranked tequila (“divorced,” or deconstructed) or quemada guests can enjoy the glacially smooth spirit
number one (72%), followed by mezcal (“lightly burned,” with the ice slightly alongside a caviar pairing – elegantly served
(66%) among the top spirits of interest. melted before serving).13 from a specially-designed drinks cart.

10
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 MAINSTREAM
L
No o For Nobu’s® zero proof cocktail menu,
the brand teamed up with green tea
expert Zach Mangan who understands the
importance of working with terroir, cultivator
and flavor. The drinks creations worked as an
additional revenue stream for the restaurant
– highlighting the success of integrating NoLo
into existing offerings, and, treating them
more discerning with their spritz queries.
Hugo Spritz searches surged 172% this year,
while ST-GERMAIN® Spritz rose by 52%,
according to Google data in the UK, U.S. and
France. In Europe, the Spritz is dethroning
Champagne as the drink of choice for getting
together with friends, chosen by more than
three quarters of respondents in Italy (77%),
with the same reverence as full ABV serves. almost half in Germany (49%) and more than
two fifths in Spain (41%), according to the
Consumers continue to focus on mindfulness
Bacardi Global Consumer Survey.
over moderation. Dry January is falling out of
favors as next-gen drinkers flex their freedom The serve remains the drink of choice
to choose elevated lower ABV drinks year- when getting together with friends,
round. The Bacardi Global Consumer according to the Bacardi Global
Survey reveals that around one Consumer Survey, ranked top
quarter of the youngest cohort for more than two fifths
(LDA) in India (29%), France (41%) of all respondents.
(25%), the U.S. (20%)
drink more lower alcohol As the category
cocktails today, while becomes a
20% of all Japanese phenomenon in its
consumers agree. own right – flavor
experimentation
The integration of NoLo into the
The thriving appetite and evolution are
mainstream, means that Low ABV serves
for the Spritz is case in growing. A favorite at
are also getting the expert treatment, with
point. 2024’s star, the London’s Soho House,
innovators ensuring that consumers –
ST-GERMAIN® Hugo the MARTINI® Vibrante
regardless of their choices – are rewarded
Spritz, continues to shine Spritz combines the
with exciting, elevated serves. Over one
brightly as drinkers look for refreshing flavor of grapefruit
half (51%) of the respondents to the Bacardi
something lighter to sip. Search with the classic wines, herbs and
Global Brand Ambassador Survey pinpointed
volume for the category continues to grow botanicals of the MARTINI® Non-Alcoholic
Low ABV as the trend they expect to grow
year on year, with consumers now becoming Vibrante Aperitivo.
across the next 12 months.

11
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
1
TOP BAR CALLS
MOJITO 6 RUM & COKE® 11
for 2025ESPRESSO MARTINI 16 DAIQUIRI
(VODKA OR TEQUILA)

2 M A R G A R I TA 7 WHISKY & COKE® 12 IRISH COFFEE 17 CAIPIRINHA

3 SPRITZ 8 D R Y M A R T I N I C O C K TA I L 13 TEQUILA SUNRISE 18 MIMOSA

4 PIÑA COLADA 9 VODKA LEMONADE 14 GIN LEMONADE 19 TEQUILA SODA

5 GIN & TONIC 10 VODKA SODA 15 BLOODY MARY 20 WHISKY HIGHBALL

BACARDI GLOBAL CONSUMER SURVEY

12
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
Three:
NEW COCKTAIL
Frontiers
A mood for exploration is taking drink flavors,
formats and moments to all-new immersive
heights, as consumers seek 360 experiences
see brands and bartenders take a multi-
sensory approach to flavors and formats
– delivering exciting cocktail moments that
that enhance their favorite serves. entice consumers.
With doomscrolling, digital fatigue and It's an approach set to be welcomed by
cultural disillusion on the rise, imagination is next-gen drinkers. According to the Bacardi
consumer’s new North Star. VML Intelligence Global Consumer Survey, respondents
reports 72% of people wanting as many of in India, Mexico, Italy and the UK ranked
their senses as possible to be satisfied when cocktails that provide a multi-sensory
experiencing something new.14 experience as a key reason for paying more.
This drive is setting the stage for a new This move goes hand-in-hand with the mood
breed of engagement, as intense emotions – for premiumization, as consumers seek
wonder, awe, joy and excitement – become enhanced cocktail moments end-to-end,
a prerequisite of brand expectations and and the chance to experience them fully.
experiences. In the drinks world, 2025 will
13
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
SOUNDTRACKED Sips
Future-facing brands are harnessing the
power of music and sound to create 360
moments that enhance, and outlast, taste
On-premise, mood-conscious venues are
recognizing the value of pairing serves
with sounds – even collaborating with
alone. Welcome to the era of soundtracked specialty playlist creators to ensure a
sips. In 2024, BACARDÍ® rum tapped artist space’s ambiance hits the right note. Gray V,
Camila Cabello to create a sugarcane vinyl based in New York, collaborates with music
release of song “I LUV IT.” Crafted using professionals to produce bespoke playlists
repurposed materials and sugarcane from for restaurants and bars. The dedicated
Bonsucro®-certified suppliers, the sell-out company taps into the notion that music
vinyl showcased the intertwining mood for can affect diners’ perceptions of food and
serves and sounds. drink – with background noise even shown
to alter how people taste.
Beyond summer soundtracks, innovators
are looking to full sonic immersion to take
individuals on a journey of discovery and
enjoyment. DEWAR’S® Blended Scotch
whisky enlisted the voice of whisky expert
Gabe Cardarella to narrate an audio track
that transports listeners to the brand’s
Scotland home – exploring the origins of the
blend’s malts and grains. The track, which
celebrates whisky-tasting experiences, was
GABE CARDARELLA
introduced with the launch of the DEWAR’S®
WHISKY AMBASSADOR
Double Double 38 Year Old expression.

14
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 IMMERSIVE
Venues
It’s not just how people are enjoying welcomed by the younger cohort (LDA),
drinks that is transforming, but where. where over one third in India (37%) and over
The Bacardi Global Consumer Survey notes one quarter in Italy (27%) plan to visit more
that across regions, the mood for traditional listening bars next year, according to the
nightlife continues to decline. Around half Bacardi Global Consumer Survey.
of respondents in Germany (56%), the U.S.
(52%), the UK (51%) and Spain (46%) will go Take London-based Equal Parts – a floor-to-
to nightclubs less often next year. ceiling listening bar where the mixologists
double up as DJs – creating a holistic sonic
With cocktail moments now undergoing an experience in tune with the serves. In Japan,
early evening makeover, expect 2025 to be pioneers in the on-premise are taking these
"HAVING A COCKTAIL GOES BEYOND WHAT’S SERVED IN YOUR the year of exciting new venues that place moments one step further to ensure a visitor’s
GLASS. IT’S ABOUT THE COMPLETE EXPERIENCE OF THE experience and immersion at their center. focus is fully on flavors and sounds. Located
Catering to these changing nightlife habits, just outside Tokyo’s Shibuya district, Nova is
PERFECTLY CRAFTED DRINK, THE MEMORABLE VENUE, AND THE listening bars are emerging as an alternative a scene favorite where curated soundscapes
MOMENT YOU SHARE WITH OTHERS." to buzzy clubs – with the focus here on the and sleek design transport guests on a sensory
complementary connection between the journey. It’s a haven for music lovers seeking a
SEAN KERRY music and the menu. It’s a drive set to be unique, atmospheric escape.
VP GLOBAL ON-TRADE
BACARDI

15
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
MULTI-SENSORY
Experiences that interplay multiple senses Tapping this drive, Ginger.Lily, the Hilton
Serves
At the industry’s largest event,
are the next frontier – as on-trade innovators Singapore Orchard’s botanical-inspired Tales of the Cocktail (TOTC) in New
harness the power of synesthesia to bring bar and lounge, presents “Synaesthesia,” Orleans, BOMBAY SAPPHIRE® captured
further engagement and experiential gravitas a multi-sensorial cocktail adventure that guests’ visual palettes and taste palates
to cocktail moments. This focus is set to be explores the intersection between nature, by removing (and then replacing) color
celebrated by the new wave of experience- technology and the five senses. Creations in an exhibit. Guests ventured into an
focused drinkers, who across the UK, the make the most of unconventional elements art exhibit featuring photography from
U.S., Italy and Mexico list presentation and such as edible perfume sprays, colored mixologists who also embrace the art
preparation among their top reasons for eyeglasses and house-made distillates. The of taking pictures – each with their own
photographing their drink, according to the Aroma Alchemy combines beetroot distillate, unique style. The exhibit played visual
Bacardi Global Consumer Survey. pineapple, passionfruit, jackfruit, rosemary, tricks by using monochrome lighting
vinegar cider, ginger ale and Foamee® and that removed all color from the scene
shrub with a choice of edible scents curated creating a colorless ambiance. Patrons
by the hotel’s bar mixologist. Meanwhile, then used special flashlights that, when
the Cloud cocktail is comprised of notes of directed at an image, transformed the
toasted marshmallows, vanilla and caramel photos from sepia tones to full tone
while the Nature cocktail merges bergamot, images, bursting through with light and
citrus and blooming florals. brightness. The play on color was a nod
to how mixologists turn to photography,
and other creative mediums, to tell visual
stories when designing drinks and creating
an ambience at the bar.

16
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
Four:
CULINARY Connoisseurs
As food becomes a certified status symbol, The phrase “you are what you eat” is taking In an era when content is king, culinary arts
mixologists will experiment with culinary on new meaning in the face of hype foodies are claiming the crown – carving a top spot
alchemy to give classic ingredients all-new and status snacking, with individuals’ grocery on small and big screens alike. Look to the
reverence. A fresh approach to pairings will baskets receiving a certified social makeover. recent success of streaming series like
see core kitchen staples – butter, oil, milk Already, some 52% of international “The Bear,” or films such as “Boiling
– paired with premium spirits to entice a consumers agree that it would be “amazing” Point” and “The Menu,” which testify to
new wave of gastro-discerning drinkers. to have an instant buy button for snacks global audiences’ heightened appetite for
they discover on social media, according to entertainment rooted in food and fine dining.
Mondelēz’s State of Snacking Report.15

17
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 INFLUENTIAL
Foodies
Private chefs are taking over as key
sources of influence. Rob Li and Meredith
Hayden are among leaders of the pack,
Prepare for the drinks world to take
note. Already, the Bacardi Global Brand
Ambassador Survey reveals that culinary
sharing their culinary creations for their creativity is now a key source of inspiration
celebrity clientele, as followers watch for bartenders creating new cocktails,
on eagerly with all the anticipation listed by almost three quarters (71%) of
of a “behind-the-scenes” exclusive. respondents – and ranked second only to
Meanwhile, 2024’s food influencers – social media.
including “Cucumber Guy” Logan Moffitt
and Nara Smith – are setting the culinary This creativity is set to match consumer
trends for 2025. Smith is known for interest. In the face of ongoing economic
familiarizing people with new techniques uncertainty, food looks to remain resilient.
and equipment, pioneering the idea that McKinsey reports that two fifths (40%)
everything can be made from scratch, of Millennials and over one third (36%)
from sodas and cereals to bubblegum of Gen Z in the U.S. intend to splurge on
and barbecue sauce. food in 2024, illustrating the ever-growing
popularity of premium grocers such as Los
Angeles’ Erewhon, London’s Panzer’s Deli
and Paris’ La Grande Épicerie.16

18
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 SAVORY
Serves
In 2025, drinks innovators will take
inspiration from this new wave of culinary
connoisseurship, with food becoming
style, serves are split into appetizers, mains
and desserts. The Red Gravy Eye cocktail
features TEELING® Irish Whiskey, coffee
central to premium drinking experiences. butter corn, walnut, wild mushroom and
The Bacardi Global Brand Ambassador coppa ham.
Survey shows the popularity of savory
Innovators aren’t just blurring the boundaries
and herbaceous flavors and ingredients on
between food and drink but pushing them
trade, with interest growing by 20% and
to extremes. This is the order at Funkytown
15% respectively in North America in 2024.
in Bangkok, where cocktails are served a
Interest in umami flavors is also trending,
“funkiness” score for their complexity, and
with miso, mushroom, fish sauce and sea
tangy, umami flavors reign supreme. Som
vegetables on the rise.
Tum – made with BOMBAY SAPPHIRE® gin,
Now, the focus is shifting from food and fish sauce caramel, som tum cordial, honeyed
drink pairings to fully-fledged translations, wine and dried shrimp – comprises all the
where the line between food and drink flavors of the Thai soup classic, while Chicken
becomes increasingly blurred. Take Double Dinner (available hot or cold) features
Chicken Please, ranked among the world’s chicken consommé, BACARDÍ® Carta Blanca
best bars, the New York spot offers imbibing rum, Riesling wine and scallion oil.
takes on eatery classics.17 In classic menu

19
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 As consumers’ interest in

Gastro
culinary arts grows, expect
further crossover with the
world of food, as mixologists take
inspiration and reconvert techniques
from disciplines like gastronomy

TECHNIQUES
and pastry. Chicago bar Daisies has
pioneered a vodka sour utilizing
an olive oil syrup – stabilizing the
ingredient to form a gomme texture
suited to cocktail concoctions.
The Manhattini – made with
ANGEL’S ENVY® – is also
gastro-inspired. The Low
ABV serve combines the brand’s
Beyond flavor, experimental techniques “WE INCREASINGLY SEE A CONVERGENCE signature bourbon with an americano-style
are ensuring cocktail moments are ripe vermouth, verjus, atomized citrus salt and
BETWEEN FOOD AND DRINK, WITH
for reinvention. On-premise, bartenders an olive oil finish.
SHARED TECHNIQUES AND INGREDIENTS
are utilizing fat-washing, butter infusions
INSPIRING SAVORY COCKTAILS. Oil-infused and fat-washed spirits are
and brining to bring extra depth and fatty
BARTENDERS HAVE ALWAYS LEARNED now within reach for aspiring, at-home
complexity into clear spirits. Respondents
mixologists too, meeting the needs of
in the Bacardi Global Brand Ambassador FROM CHEFS; NOW, RESTAURANTS MAKE
around two fifths of respondents in Mexico
Survey noted increased interest in oils COCKTAILS MORE CENTRAL TO DINING. (43%) and India (45%) who claim to be most
(30%), vinegars (26%) and brine (23%) in AFTER ALL, YOUR FIRST ORDER IS FROM looking forward to experimenting with
2024, while chef-made butters and exciting A COCKTAIL MENU – AND THAT DRINK cocktail making in 2025, according to the
blends have given the fat a renaissance on
social media.
CHOICE SETS THE TONE FOR THE MEAL Bacardi Global Consumer Survey. Harnessing
AND THE WHOLE EXPERIENCE.” this spirit for exploration, craft cocktail
company Camp collaborated with California
JACOB BRIARS olive oil company Corto to launch a do-it-
GLOBAL TRADE ADVOCACY DIRECTOR yourself (DIY) kit for creating oil-infused
BACARDI spirits, streamlining the spirit-washing
process and allowing experimental drinkers
to satisfy their culinary and cocktail cravings.

20
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 TOP BARTENDER
Flavor Picks
#1 COFFEE/ESPRESSO #2 SEASONAL #3 SPICY

BACARDI GLOBAL BRAND AMBASSADOR SURVEY

21
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
Five:
THE FUTURE
Innovators are pouring a fresh dose of optimism into their
businesses, harnessing approaches that make accessing and

Spirit
enjoying the industry, better for all. The stage is being set for a
buoyant future – where progress and purpose go hand in hand.
While transformative product innovation may be slowing,
brands are taking steps to future-proof the drinks industry in line
with next-gen consumers’ values. Evolving their approaches to
deliver a higher sense of purpose, in 2025 we can expect the drinks
world to prioritize progress across the spectrum.

22
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 D E R, D E WA R’
LEN The Modern Face of Whisky is striving for
RB
S®
SC
O better. With a campaign to challenge the
“PERCEPTIONS ARE SHIFTING,
TE
AND NOW WOMEN CAN SEE

TC
AS
stereotypical image of whisky drinkers, the

HW
-M

A
stock image library (created by OurWhisky THE POTENTIAL FOR A BRIGHT,

NN
AC L EO D

HISK

EB
Foundation) promotes the many faces of EXCITING FUTURE CAREER

RO C K - MAS
Y
whisky enthusiasts. Challenging outdated
WORKING WITH SPIRITS. I’M VERY
EM

stereotypes, a wealth of women and people

PROUD TO PLAY MY PART IN THAT
ANI

of all genders, races and ages enjoying the

H

spirit are featured in the collection. BY NURTURING FUTURE FEMALE

TER
EP
ST

DI
TI
LL I N
TALENT IN MY TEAM.”

S
ER ® G Now, the industry is waking up to the
, BO
M BAY S A P P H IRE
talent of skilled artisans – recognizing

Artisans
STEPHANIE MACLEOD, MASTER BLENDER
the influence and continued dominance

EQUAL
DEWAR’S® SCOTCH WHISKY
of female distillers and blenders. Bacardi
is proud to have four female Maestros Beyond championing established artisans,
shaping the future of the industry and Bacardi is also building bridges for access.
its drinks – Stephanie Macleod, Master In 2025, the brand will host two all-female
Blender, DEWAR'S® Scotch whisky; Anne cohorts of its pioneering “Shake Your Future”
Men may have traditionally dominated the spirits industry, but innovators Brock, Master Distiller, BOMBAY SAPPHIRE® program in India. The training is designed
are striving to change the image of distillers. When it comes to dark, aged gin; Nancy Duarte, Master Blender, to help unemployed and underrepresented
spirits, the challenge is two-fold, with women historically excluded as the SANTA TERESA® rum; and Agathe Boinot, young adults build careers in the world of
makers – or even drinkers – of whisky, Scotch and Cognac. Cellar Master, D'USSÉ® Cognac, whose mixology. Classes help master bartending
appointment made her the youngest basics, covering subjects like mixology,
female cellar master of the world’s flairing as well as complementary business
major Cognac houses. areas such as personal branding, social media
and communication.
In 2024, Macleod was named
AG A

NANC

Master Blender of the Year by the The visibility of women at the top of drinks
T H E B O I N OT

International Whisky Competition® world is empowering the cohort industry-

Y D UA R T

for a sensational sixth consecutive time, wide. Today, over three quarters (76%) of
and is celebrated in the DEWAR'S® women working in the beverage alcohol
“Here's to the Story” marketing campaign, industry feel they can be their authentic
E-
-C

MA

appearing in the advert as one of the selves at work and would encourage other
EL

R ER
LA

ST

M
M

AS BL R U inspiring storytellers and creative minds that women to pursue a career in the sector,
TER AC EN A ®
, D'U S S É® C O G N DER
, S A N TA T E R E
S
has shaped the brand over the centuries. according to research from Deloitte.18
23
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
Dis t i lli n g
SUSTAINABILITY
As discerning consumers get wise to while around one quarter of consumers Setting this future in motion, Bacardi has Innovative processing methods are
greenwashing practices, they’re looking in Mexico (29%) and Spain (24%) would completed the world’s first commercial also meeting consumers’ demand for
to the industry to get pragmatic with pay more for a cocktail made with locally production of a glass spirits bottle fueled by high-quality, low intervention serves.
sustainable progress. Beyond large-scale sourced ingredients. hydrogen. The brand worked with premium People continue to care about the
gimmicks and one-time activations, their glassmaker, Hrastnik1860®, to pioneer new ingredients and what goes into their
The topic remains key inside the industry
focus is on incremental changes that they – technology that powered a glass furnace with spirits, with 61% of consumers globally
too, where over three quarters of
and brands – can put into action. hydrogen as its primary energy source and saying they would choose additive-free
respondents (79%) in the Bacardi Global
in doing so cut the greenhouse gas (GHG) spirits over the alternative. The appeal is
The Bacardi Global Consumer Survey Brand Ambassador Survey list sustainability
emissions typically produced as a byproduct even higher in countries like India (77%),
highlights this practically. In France and as a key concern – also listing supporting
of glass bottle production. The bottle, which Italy (75%) and Spain (72%), according to
Germany, respondents ranked buying local businesses (69%) and eliminating
for the purposes of the trial was the iconic the Bacardi Global Consumer Survey.
local and reducing single-use packaging single-use plastic (68%) as their top
ST-GERMAIN® elderflower liqueur bottle,
as the environmental considerations most priorities for 2025.
is identical in appearance to the bottle
important when choosing spirits and liquor,
produced using traditional methods.

24
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 TOP SUSTAINABILITY
Themes
38%
REDUCING
36%
RECYCLABLE
33% BUYING
32%
HELPING PRESERVE
28%
S U S TA I N A B LY
SINGLE-USE PA C K A G I N G LOCAL C L E A N WAT E R SOURCED
PLASTIC INGREDIENTS

BACARDI GLOBAL CONSUMER SURVEY

25
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
COMMUNITY Empowerment With the size and scale of next-gen actively improving the hospitality landscape
fandoms introducing drinks brands to all- from the inside out. In September 2024, the
new audiences, the industry has a unique foundation’s Philanthropy and Development
opportunity to occupy a more meaningful committee awarded a total of $75,000
and perennial position in consumers’ to various organizations committed to
lives. But, if authentic collaborations and supporting bartender welfare and wellbeing.
transformed drinking moments convert
audiences into 24/7 fans – seeking brands The Bacardi Global Brand Ambassador Survey
for culture, not just cocktails – it won’t be reveals the importance of this industry
long before individuals themselves seek a motivation. Almost two thirds (62%) of
civic stance from the industry. respondents globally said they would like
more professional networking in 2025,
Put plainly, with cohorts drinking less – and including the opportunity to build community
more mindfully – it’s up to brands to represent and connections, while over half (55%) noted
more to consumers than an occasion to the importance of professional development
celebrate, and instead represent a force for the year ahead.
for making the industry better. For younger
cohorts particularly, commitment to uplifting TOTC award recipient, Another Round,
communities will prove key. Already, Dazed Another Rally, is making strides to set
Media reveals that respondents picking this future in motion – providing vital
community in how they define themselves has financial and educational resources for
risen by 43% since 2020.19 the hospitality industry. The non-profit’s
mentorship program, Skylight, offers
Innovators are showing this community reimbursement grants and immersive
drive in action, occupying a key role in education scholarships to historically
network-building and education. Tales of underserved voices and talent, recently
the Cocktail Foundation (TOTC) is a prime expanding to include a Spanish-speaking
example – supporting organizations that are version for members of the community.

26
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
CONCLUSION
In 2025, we can expect cocktails to act as
a conduit for connection – bringing people
closer to new interests, new knowledge,
new experiences – and most importantly,
each other.
The intent is clear: cocktail experiences in
2025 are set to be enjoyed alongside the
people, experiences and emotions we value
most. The Bacardi Global Consumer Survey
reveals that across the world, almost two
fifths (39%) of respondents are looking
forward to celebrating moments that matter
over cocktails with family and friends, while
when it comes to drinking spirits, almost
half (47%) would do this when relaxing with
family and friends, 45% when on vacation,
and one third when enjoying a date night
with a partner.
With uncharted social waters persisting,
the mood for making those celebratory
and convivial moments matter has never
been clearer, with spirits brands seizing the
opportunity to take on a more empowering
and meaningful role in consumers’ lives.

27
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 1
“G LO BA L B E V E R AG E A LCO H O L M A R K E T
Citations 6
CLICK ON EACH LINK TO ACCESS THE SOURCE

“ T H E E R A’ S S P E N D I N G T O U R R E P O R T ”,
11
“ C T R L S H I F T: T H E F U T U R E O F Y O U T H
16
“ C O N S U M E R W I S E S U R V E Y ”,
S E T F O R R E C O V E R Y ”, I W S R , 2024 V O U C H E R C O D E S , 2024 C U LT U R E ”, D A Z E D M E D I A , 2023 M C K I N S E Y, 2024

2 7 12 17
“ S E C O N D Q U A R T E R 2024 R E S U LT S ” L I V E “ S U P E R B O W L LV I I I D R AW S L A R G E S T T V “ T H E F O U R - WAY W I N O F B A R T E N D E R “ W O R L D ’ S 50 B E S T B A R S ”,
N AT I O N E N T E R TA I N M E N T, 2024 A U D I E N C E O N R E C O R D ”, N I E L S E N , 2024 I N V E S T M E N T ”, C G A , 2024 W I L L I A M R E E D, 2023

3 8 13 18
“ G L O B A L S P O R T S H O S P I TA L I T Y M A R K E T ”, “ M O N E Y TA L K S : A L L T H E $$$ “ M A S T E R T H E M E X I C A N C L A S S I C S ”, “ W O M E N R A I S I N G T H E B A R ”,
R E S E A R C H A N D M A R K E T S , 2022 G E N E R AT E D B Y S U P E R B O W L 2024”, P U N C H D R I N K , 2024 D E L O I T T E , 2023
B A K E R Y & S N A C K S , 2024

4 14 19
“ T H E E V E N T E F F E C T: G E N Z R E TA I L 9 “ T H E F U T U R E 100: 2024”, “CTRL SHIFT: T H E F U T U R E O F Y O U T H
S U R V E Y ” M E R G E , 2024 “HOW THE GREY GOOSE HONEY DEUCE V M L I N T E L L I G E N C E , 2024 C U LT U R E ”, D A Z E D M E D I A , 2023
B E C A M E T H E B I G G E S T C O C K TA I L I N
S P O R T S ”, C H E D D A R , 2024
5 15
“ TAY L O R S W I F T D R AW S L U X U R Y U S “ S TAT E O F S N A C K I N G ”,
T R AV E L L E R S ”, B L O O M B E R G , 2024 10 M O N D E L Ē Z , 2023
“ H O N E Y D E U C E U S O P E N S A L E S ”,
T H E S P I R I T S B U S I N E S S , 2024

28
B A C A R D I C O C K TA I L T R E N D S R E P O R T 2025
 2025
BACARDI
Cocktail Trends REPORT
PRESENTED BY BACARDI LIMITED
I N A S S O C I AT I O N W I T H T H E F U T U R E L A B O R AT O R Y

W W W. B A C A R D I L I M I T E D . C O M
©2024 BACARDI

B A C A R D I , T H E B AT D E V I C E & O T H E R M A R K S R E L AT E D T O P R O D U C T S I N T H I S D O C U M E N T A R E T R A D E M A R K S O F B A C A R D I &
C O M PA N Y L I M I T E D O R O F OT H E R S U B S I D I A R I E S O F B A C A R D I L I M I T E D