Drinks Industry Insights 25/26
Introducing the Drinks Trends Report for 2025/2026.
The adm Indicia Insights team are delighted to share their annual Drinks Industry Trends and Insights report for 2025/26; a deep dive into the future direction of the alcohol and beverage industry. This report highlights trends and innovations across the sector, showcasing innovation across global markets from both multi-national companies to start-ups and regional businesses.
This report is created through extensive research in the F&B space, with a focus on the trends at London Bar Convention 2025, the annual leading industry event in the UK.
Themes Overview
Rum is the next spotlight spirit – and Gen Z is key to unlocking its full potential.
Agave’s momentum continues, with success for brands lying in pairing heritage storytelling with accessible entry points.
The wellness opportunity is no longer about restriction, but about balance—what can a drink offer to support mindful lifestyles?
Ready-to-drink (RTD) is evolving beyond convenience into a space for innovation, premium cues, and elevated experiences.
Food influence will shape drink flavours of the future.
The experience is the key factor in consumer’s drinking motivation. Brands must design around extended, social, and memorable drinking moments.
Key Trends
Rum: The Next Spirit Boom
In recent years, we’ve seen individual spirits take their turn in the spotlight - from the rise of gin to the resurgence of vodka. As we look ahead through the lens of the Gen Z consumer, it is rum that is emerging as the next breakout category. This generation is fuelling the growth, with almost 4 in 10 Gen Z drinkers enjoying rum at least once a week (IWSR, 2024).
The Continuing Agave Affinity
The surge in popularity of agave is showing no signs of slowing down.
With its identity once rooted in shots at the bar, tequila is now being appreciated for its complexity and quality, while mezcal is drawing curiosity from adventurous drinkers eager to explore its heritage and profile. Brands in this space are looking to capture the intrigue of both drinkers new to spirit, and those seeking to broaden and premiumise their palette.
New Wellness Pivots
As wellness continues to shape consumer behaviour across industries, the drinks world is no different. ‘Better for you’ beverages are nothing new, yet as we look forward, the direction is taking a more holistic approach. Looking beyond just what can be removed from drinks to improve their health impact, this shift instead asks, ‘What benefits can this drink give, to support consumers’ overall wellbeing?’
The RTD Revolution (Alcohol & Non-Alcohol)
The ready-to-drink (RTD) category is continuing at pace - globally, RTD alcohol consumption grew in 16 of the top 20 markets in 2024 (ISWR, 2025). As consumers prioritise experience-led drinking, they’re demanding more than just convenience - they’re seeking elevated, interesting, and diverse options. As a result, the category is expanding across both alcoholic and non-alcoholic spaces
