Drinks Industry Insights Report 26/27
Introducing the Drinks Trends Report for 2026/2026
The adm Indicia Insights team are delighted to share their annual Drinks Industry Trends and Insights report for 2026/27; 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 2026, the annual leading industry event in the UK.
Themes Overview
The consumer mindset has shifted from volume to value - quality over quantity is now the defining macro force shaping how people drink.
Tequila's ascent shows no signs of slowing, with the category offering a masterclass in how heritage, cultural relevance and consumer aspiration can combine to build lasting loyalty.
RTD has outgrown its convenience-store origins and is now a legitimate vehicle for premium brand activation, flavour innovation, and new customer attraction.
Bold flavour is the new baseline - from sweet spice to global tropics and bitter complexity, consumers are actively seeking new taste experiences.
The boundary between eating and drinking is dissolving, creating new opportunities for culinary-inspired innovation and food x drink collaboration.
No-and-low is not declining — it is maturing.
The zebra drinker is a growing and significant segment that brands can no longer afford to underestimate.
Key Trends
It's All About the Experience
Drinking is now more about the overall experience than the product itself. As consumers become more intentional about when and why they drink, the expectation placed on brands to be an active partner in that experience has never been higher. From elevated serves and sensory theatre to high-ball culture and curated at-home occasions, brands that invest in designing an experience with the same rigour they apply to the product will reap the biggest rewards.
The Tequila Boom
One spirit category is skyrocketing above the rest: tequila. Don Julio recorded 41% growth in 2025, and the overall market is forecast to grow from $10.59bn in 2025 to $16.38bn by 2033 (Park Street University, 2025; SkyQuest, 2025). Likely driven by the 'margarita effect', the agave boom shows no signs of slowing — and innovation across heritage, diversification and Gen Z relevance is keeping the category fresh, accessible and aspirational.
Diversifying and Premiumising Ready-to-Drink
The RTD category has completely outgrown the convenience store shelf. Once defined by seltzers and syrup-sweet own-brand cocktails, the market has never been more premium — and it is now one of the sector's most dynamic spaces. Globally, RTD alcohol consumption grew in 16 of the top 20 markets in 2024 (IWSR, 2025). Strength, flavour complexity, brand credibility and serve quality are all being elevated simultaneously.
Flavour Spotlight: Sw-icy, Bitter and Global Tropics
The appetite for bold, adventurous flavour in drinks has never been stronger. Sweet spice is now mainstream — US Gen Zers are 66% more likely to purchase a product advertised as spicy (Rubix, 2024). Bitter complexity is gaining ground as spritz culture continues its dominance. And global tropical ingredients — yuzu, lychee, dragon fruit — are crossing from Asian kitchens into cocktail bars and RTD formats at pace, signalling a broader shift away from artificial flavours.
Culinary Influences
One key thread connecting the most talked-about innovation in drinks in 2026 is the blurring of boundaries between the glass and the plate. Savoury flavours — from pizza vodka to anchovy vermouth — are moving into the typically sweet palette of alcoholic drinks. Meanwhile, little treat culture continues to inspire dessert-led flavour crossovers. The most successful brands will capture this fluidity and leverage food x drink convergence to tap into consumers' appetite for meaningful shared experiences.
Death and Resurrection: No-and-Low and the Gin Revival
Not every trend moves in a straight line. The no-and-low alcohol category is not dying — it is misunderstood. Its true definition is now coming into view: moderation. The zebra drinker — alternating between alcoholic and non-alcoholic serves on the same occasion — is a significant and growing segment, and venues are responding. Meanwhile, gin is quietly staging a comeback, leveraging flavour trends, food culture and the martini resurgence to rebuild its relevance with a new generation of drinkers.
