Drinkers favouring connections, localisation, luxurious experiences

As the world raises a glass to what’s next, the seventh annual Bacardi Cocktail Trends Report delivers a sweeping panorama of spirits, culture and connection set to define spirits and on-trade experiences in 2026. 

Released in partnership with The Future Laboratory and based on Bacardi-led and third-party research, consumer surveys and bartender interviews, the report suggests the coming year will favour earlier and lighter moments, deeper storytelling about ingredients and place, and sumptuous, high-drama serves that turn a drink into a memory.

“We’re seeing a move towards more meaningful drinking moments, whether that means in-person get-togethers with friends, discovering flavours rooted in local culture, or embracing new creative expressions through cocktails,” says Sean Kerry, Vice President for Global On-Trade at Bacardi.

For Gen Z, the watchwords are earlier, lighter, and more intentional drinking, not less.
Co-founder of The Future Laboratory, Martin Raymond, adds, “Consumers are moving from curating experiences to cultivating connections. The pendulum has swung from digital convenience to human creativity, and the drinks industry sits at the centre of that shift. In 2026, value will be defined not by scarcity or status, but by depth: the provenance of ingredients, the stories behind serves, and the ability to transform a moment into meaning.”

Below are the macro-trends defining the spirits industry in 2026.

Afternoon Society

Happy hour is having a cultural renaissance as the long night is giving way to a new rhythm in which micro-celebrations, quietly indulgent and perfectly timed, are replacing late-night excess. Bacardi’s Global Consumer Survey finds younger legal drinking age consumers are leading this change, with 51 percent in France and 34 percent in the US regularly partaking in “daycaps,” a late-afternoon serve to close the workday.
This shift has consequences for how bars programme their days, menus are conceived and hospitality is framed. Spritz culture and mood-based cocktails like mini Martinis and small serves are already becoming the lingua franca of the afternoon set, and in the coming year venues designed for the 5–7 pm window will capture a clientele who want conviviality without the stamina of midnight.

Rewilding Connection

Burnt out on digital overload, consumers are consciously seeking screen-free and analog experiences that feel human again. Bacardi found that 84 percent of surveyed individuals feel technology has made social interaction less personal. Hence, bars and brands are responding with communal rituals like martini flights, micro-format gatherings and analog entertainment that put conversation and togetherness back on the table.

New Localogy

A new age of local flavour is emerging, with bars evolving into laboratories of micro-farming, regional ecology and scientific experimentation. Rather than replacing international spirits, this trend elevates them with locally sourced ingredients and garnishes that express terroir and craftsmanship. Indian bars, too, are applying global spirits to distinctly regional palettes; think locally farmed citrus, native botanicals and spice-forward accents.

Transparency and process are key here. According to the report, 77 percent of global consumers now check ingredient origin labels and seek locally sourced ingredients, validating the appetite for authenticity and environmental stewardship.

The Liquid Experience IP

No longer content with a simple serve, younger drinkers are expecting their cocktails to be full-spectrum lifestyle experiences that blend fashion, music, design, travel and sport into cohesive cultural identities. Gen Z and millennials are choosing brands that reflect their identity, and 70 percent of surveyed consumers say emotional engagement drives brand loyalty.

The cocktail has now become a collectible, with branded playlists, pop-up menus, drink “characters” and engaging sensory rituals transforming a single sip into a journey. Thus, a successful cocktail in 2026 is likely to be both a well-made drink and a piece of storytelling that travels beyond the bar.

More Is More Mixology

After years of “quiet luxury” minimalism, bars are embracing spectacle with showstopping cocktails. According to the survey, 76 percent of participants globally now desire heightened experiences when they go out, as bars are displaying edible pearls, metallic garnishes, layered flavours, fire presentations and extravagant glassware. Loud luxury venues, from Dubai to Las Vegas, signal that boldly excessive design and unapologetic opulence are not just in vogue, but eagerly celebrated. 

Which cocktails will define 2026?

1. Margarita
2. Mojito
3. Piña Colada
4. Rum and Coke
5. Whisky and Coke
6. Spritz
7. Vodka Lemonade
8. Vodka Soda
9. Gin & Tonic
10. Dry Martini Cocktail

India : From Premium Sips to Earlier Social Hours
While the global trends apply everywhere, India presents a particularly dynamic, high-opportunity profile. The report’s India-specific findings are both quantitative and cultural: premiumisation is accelerating, cocktail literacy is rising quickly and social timing is shifting earlier. Taken together, these shifts signal a move from novelty to normality, cocktails are becoming an everyday, elevated choice for many Indian consumers.

Trading Up: India stands out as a region of accelerated premiumisation. A striking 42 percent of Indian consumers report drinking more premium spirits than the previous year, the largest jump across all markets surveyed. This reflects a nation confidently pursuing craftsmanship, quality and elevated drinking moments as a new normal, not a rare treat.

Cocktail Curious: The country’s thirst for cocktail culture is surging. Now, more patrons know their way around a menu and want to be taught rather than talked down to. The report revealed that 26 percent of surveyed Indians have more cocktail knowledge than last year, and 28 percent prefer cocktails over wine for social settings. Mixology is now central to Indian celebrations, with consumers exploring new techniques, flavour pairings and premium ingredients that nod to regional terroir.

5pm Is the New 8pm: As discussed earlier, in India too the evening is arriving earlier. When surveyed, 40 percent of Indians accepted that they now prefer going out earlier, focusing on more intentional, experience-led socialising. Another 26 percent, notably among the under-30s, said they are already reshaping routines around earlier evenings.

Commenting on this shift, Vinay Golikeri, Managing Director, Bacardi India & Neighbouring Countries, said, “India’s drinking culture is transforming in exciting ways. Consumers are reaching for premium spirits, choosing quality and craftsmanship as part of their everyday moments. At Bacardi, we are proud to champion this momentum with a diverse portfolio that meets consumers exactly where they are.”