How Will We Drink in 2025? Our Predictions, from Purple Cocktails to Taco Margaritas

By WineBottleMag
November 26, 2024
Cocktails Drink Margaritas Predictions Purple Taco
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It’s that time once again: as the year draws to a close, we’re all wondering what’s in store ahead. We don’t have a crystal ball for the larger world, but, as specialists on the topic, we can at least point to potential trends that pertain to drinks. So, we reached out to forward-thinking experts for their best insight into where spirits, cocktails and the bar industry are headed.

While some predictions build on 2024 trends (spoiler alert: tequila’s not going anywhere, nor are zero-proof cocktails), others are somewhat surprising (are you ready for taco-flavored Margs, and a raft of purple drinks?). And it’s not just about what we’ll be drinking in 2025, but also how and where. We’ve even rounded some wild card predictions, too—the wilder the better.

Here’s what the pros and trend-watchers see on the horizon for 2025. (How did we do last year? Check out our 2024 drink predictions here.)

1. Pricing Will Be in Focus

Like everything else, drink prices have risen precipitously in recent years, and that will continue to be a focus in 2025. Also of note, the incoming Trump presidency means tariffs on imported products are expected to drive many spirits prices higher, a repeat of 2019/2020.

How will this manifest? The experts suggest that consumers—and bars—have hit a breaking point in terms of drink-flation. Some are stockpiling imported spirits like Scotch or Cognac to head off future price hikes. Others predict an increase in happy hours, or even simpler or smaller drinks designed to keep prices lower.

“You’ll be looking for happy hours more,” says V. Sheree Williams, editor of Cuisine Noir. “Before they were fun, now they may become mandatory or necessary.”

A shift has already begun. Check-ins on Untappd, a beer bar and brewery-focused app, have shifted toward earlier timeframes, reports Bryan Roth, director of insights, and lead analyst Kate Bernot of Sightlines: “With financial pressures continuing to squeeze drinkers’ budgets, happy hour looks better and better in 2025.”

2. Agave Will Keep its Crown

And the halo effect will spill over from tequila to other Mexican spirits, including sotol and rum-like charanda.

“I see sotol as ready to be the next big thing,” says Justin Sievers, managing partner at Bar Primi Penn District in New York City. “The sustained and growing popularity of tequila and mezcal are leaving drinkers looking for the next version of agave or agave-adjacent spirits and sotol, along with raicilla, fit that bill perfectly.”

Cocktails will be a big part of those sales. According to a study conducted by Bacardi, on a global basis, “agave-based serves continued to dominate the cocktail conversation,” in 2024. Tequila drinks are the number-one request (72%), followed by mezcal (66%), a trajectory likely to continue.

Further, respondents predicted that the margarita will be the top-selling cocktail in the U.S. in 2025. On a global basis, it was predicted as the #2 best-seller, behind only the mojito. Expect many of those margs to take on additional creativity in the form of riffs; the Bacardi study pointed to the margarita al pastor (with pineapple juice, fresh herbs and serrano chiles, inspired by al pastor tacos) popularized at Mexico City’s Licoria Limantour as a prime example.

3. We’ll Think Tropical

“Fruity flavors are timeless, but tropical fruits will steal the spotlight next year,” according to beverage development company Flavorman’s latest trend report. “Banana, mango, dragon fruit, papaya, coconut—these tropical staples will evoke sunny escapes in every glass.”

Similarly, San Francisco trend expert Kara Nielsen spotlights pineapple as a flavor that will dominate drinks in the year ahead. “It’s a familiar item,” she explains. “It’s turning up in tepache. I still see it as pleasing people.” This includes roasted pineapple, a caramelized flavor that plays well with a wide range of spirits.

4. The Globe in Your Glass

Influences from all over the world (and culinary scene) are coming to a glass near you. Beverage development company Flavorman projects a notable rise in “global-inspired flavors,” particularly tropical fruits and international spices. Predicted popular ingredients include turmeric, star anise and coriander. “Beyond a reasonable doubt, we believe 2025 will be a flavorful journey across continents,” Flavorman says.

This trend also reflects the pride bartenders are taking in their heritage and travels. Will a specific region capture the attention of drink-makers?

Some cited Korea, including its signature soju (“My prediction for the biggest trend in 2025 is soju,” says Momofuku beverage director Haera Shin), others Africa.

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“Interest in West African culture is on the rise,” says Heidi Dillon, CEO at Distill Ventures, pointing to Afrobeats, fashion,and food, such as restaurant darling Tatiana, whose head chef, Kwame Onwuachi, is Nigerian-American.

“The cocktail space has become so globally inspired,” says Nielsen. “Similar to what we saw in the chef space, bars and bartenders are bringing their heritage to the fore, but are blending it in a contemporary way.” This could mean a Mexican-inspired drink menu might also include Japanese whisky, for example. “The ‘globe in your glass’ continues to grow, and that’s not going to stop.”

5. We’ll Have a Need for Speed

Quick-service formats that prioritize convenience and speed—think single-serve RTD cocktails, alcohol vending machines and cocktails on tap—are showing substantial consumer interest, says Datassential chief customer officer Colleen McClellan.

“This shift is largely driven by the industry’s labor challenges, a need for speed, and consistent quality,” McClellan says. “Cocktails on tap and RTDs, for example, guarantee balance and consistent flavor every time, while vending machines can deliver perfectly chilled beverages at places like stadiums and hotels, eliminating long wait times and creating a more seamless experience.”

6. Savory Sips Will (Still) Fill Glasses

Bartenders seem especially excited about this trend: think briny martinis and nuanced umami in the form of miso, mushroom and fish sauce. The Bacardi Brand Ambassador Survey reports interest in savory flavors growing by 20% and herbaceous flavors rising 15% in North America. Further, nearly three-quarters (71%) of bartenders draw inspiration from the culinary arts when creating drinks.

“The focus is shifting from food and drink pairings to fully-fledged translations, where the line between food and drink becomes increasingly blurred,” Bacardi says.

7. Zero Proof—Not Zero Choices

No- and low-alcohol drinks have gone fully mainstream, and experts across the board expect this segment to grow in 2025. That said, a few shifts have emerged. First, non-alc is no longer relegated to a paltry “mocktails” section of the menu. With an ever-widening range of N/A “spirits” and other ingredients to work with, bar pros are expected to offer more engaging drinks that don’t necessarily mimic spirited standards.

Expect to see them as part premium experiences too: “alcohol-free food pairing experiences are set to become an increasingly prominent trend in the market,” reports Alba Huerta, owner of Houston’s Julep.

And finally, expect growing recognition that not drinking doesn’t mean not going out—even the biohacking “wellness” crowd still wants to socialize after their ice plunge baths. Bar Primi’s Sievers says he has observed a dramatic increase at his venue: “where the post-work crowd is buying a larger percentage of our zero proof options than before but staying at the bar just as long as their hard alcohol drinking colleagues.”

8. On Again/Off Again

Even those who are drinking may look to lower-proof options as part of a movement toward moderation that extends beyond Dry January. Whether described as “tempo drinking,” “flex drinking” or (eye roll) “zebra striping,” an uptick in switching between alcoholic and non-alcoholic drinks is now identified as a specific approach to staying level.

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9. No More Sad Lime Wedges

“In 2025, cocktail garnishes will begin to finally get the respect they deserve,” predicts the Hilton hotel chain. “Mixologists are driving this trend and answering the growing demand by treating garnishes as an essential, artful, ingredient instead of an add-on… Cocktail garnishes will become an important part of the creative development of the craft cocktails, delighting drink enthusiasts around the world.”

We can report seeing more fanciful drink decorations, and especially an uptick in edible accompaniments that complement the flavors in a drink, such as a biscotti tuile atop an espresso martini variation or a tangy apricot gummy perched on the rim of a Hotel Nacional at Dear Irving’s new Broadway outpost.

10. More Than Just a Drink

“Multi-sensory” may be the next buzzword when it comes to drinks: think listening bars, perfumed cocktails, immersive “experiences” that incorporate social media-friendly visual elements and engaging textures.

On a smaller scale, that might also translate to drinks that break the fourth wall, engaging consumers in an extra way, like roaming drink carts, encouraging guests to get more involved with crafting a memorable drink.

“Above all else, people want to have fun with their drinks and have an experience,” says Sievers. “While quality, premium taste and even sustainability are important factors in what they choose to consume, the most important factor is the presentation and excitement that they get from it.”

11. The Minimalist Drink Might Have a Moment

A counterpoint to calls for over-the-top garnishes and immersive elements: some pros suggest it’s time for the pendulum to swing back in a more streamlined direction.

“When it comes to cocktail creativity, I think we’ve reached a peak of elaboration—many drinks have become overly complex or exaggerated by social media trends,” says Nathan Oliver, beverage director at The Benjamin Hollywood. “For 2025, I believe the focus will shift back to simplicity, highlighting quality spirits in a more classic, traditional manner.”

Similarly, Ambrose Chiang, general manager at ACRU in Manhattan, foresees a “minimalist cocktail trend” that “emphasizes simplicity, unique and high-quality ingredients,” possibly featuring just three components and classic techniques.

12. Wild Card: Ube Cream Liqueur

Datassential identifies the product, hailing from the Philippines and flavored with ube (a purple yam), as an “emerging trend.” In other words, almost no one knows about it. Only 19% of adult beverage consumers are currently aware of it, the market researcher estimates. We, too, were among the 81% who hadn’t heard of the liqueur. But ube surely has been a flavor on the rise, and an ingredient that makes eye-catching purple drinks is a possible ringer.

“It’s gaining attention as a unique, visually striking cocktail ingredient,” explains McClellan. “The vibrant purple hue not only stands out in cocktails but aligns with the ongoing trend of using color to elevate the experience of drinking.”

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