Top 15 Alcohol and Liquor Trends: Statistics and Trends (2025)

Alcohol and Liquor Trends: What's Changing and Why It Matters

The alcohol landscape in the U.S. restaurant industry is constantly evolving, shaped by changing consumer preferences and regional tastes. According to the Restaurant Trends Report from Toast, which analyzed sales data across 93,000 restaurant locations, several interesting insights have emerged about alcohol consumption patterns in various states.

Key Insights:

1. Beer Dominance: Beer remains the top choice across all states, with Minnesota leading the pack, consuming 53% more beer per restaurant location than the national average.

2. Tequila Surge: In states like Texas, Arizona, and Georgia, tequila has gained significant popularity, particularly in regions closer to the Mexican border. Texas boasts a staggering 119% higher tequila consumption compared to other states.

3. Hard Seltzer in Ohio: Ohio stands out as the hard seltzer capital, with restaurants selling 160% more hard seltzer than those in other states. This trend is reflective of a broader summertime preference, though its popularity shows no signs of waning.

4. Wine by the Coast: Massachusetts leads the nation in wine consumption, with restaurants serving 72% more wine than the average, likely influenced by coastal leisure culture.

5. Other Spirits: While vodka is the most consumed spirit in many states, whiskey finds its strongest foothold in Kansas, West Virginia, and Kentucky. Additionally, gin is favored in New York, while rum is popular in Hawaii and Louisiana.

These trends not only highlight regional preferences but also inform how restaurants might optimize their drink menus to cater to local tastes. As consumer habits continue to shift, understanding these dynamics can provide valuable insights for restaurant owners aiming to enhance their offerings and stay ahead in a competitive market.

As the landscape of the alcohol industry evolves, understanding current trends is crucial for businesses looking to thrive in this competitive market. From the meteoric rise of hard seltzer consumption to regional preferences for spirits like tequila and whiskey, these insights reveal a diverse palette of consumer choices across the United States. Observing the interplay between seasonal influences and geographic preferences offers valuable opportunities for restaurateurs and bar owners to tailor their offerings effectively. In this post, we'll dive deeper into the latest alcohol trends, exploring how they shape the dining experience and drive sales, providing actionable insights for businesses aiming to stay ahead in a dynamic environment.

Top 15 Alcohol and Liquor Trends

1. Non-Alcoholic Beverages

What is the trend: A notable rise in alcohol-free spirits, wines, and cocktails is emerging, catering specifically to the sober-curious consumer. Brands are innovating to create complex, flavorful non-alcoholic beverages that mirror traditional options, from non-alcoholic gin to sophisticated mocktails featuring intriguing flavor profiles.

What is contributing to the trend and who is adopting it: Health-conscious individuals and wellness advocates are driving this trend, often sharing their sober journeys through social media platforms. The demand for inclusivity has prompted many venues to expand their offerings, providing high-quality non-alcoholic options that attract a broader audience.

Signals of staying power or flash in the pan: This trend demonstrates strong staying power, fueled by a cultural shift towards moderation and mindful drinking. As more people embrace the idea of reducing alcohol consumption without sacrificing social experiences, the market for non-alcoholic beverages is set to continue expanding, signaling a fundamental change in drinking culture.

2. Craft Spirits

What is the trend: The craft spirits movement is thriving, characterized by small-batch, artisanal production that emphasizes unique flavor profiles and traditional distillation methods. Consumers are increasingly drawn to spirits that reflect local origins and the craftsmanship involved in their creation.

What is contributing to the trend and who is adopting it: The demand for exclusive, high-quality spirits is driving this trend, appealing to enthusiasts who value authenticity and stories behind their drinks. As consumers seek distinctive drinking experiences, the rise of micro-distilleries showcases regional ingredients and innovations that resonate with a growing demographic.

Signals of staying power or flash in the pan: The craft spirits trend exhibits strong staying power, paralleling the enduring success of the craft beer movement. As consumers continue to seek unique, high-quality products, the craft spirits landscape is likely to thrive and evolve.

3. Ready-to-Drink Cocktails (RTD)

What is the trend: Ready-to-drink cocktails are becoming increasingly popular, offering convenient, pre-mixed options in cans and bottles that don’t compromise on quality. This trend is revolutionizing how consumers enjoy cocktails outside traditional bar settings.

What is contributing to the trend and who is adopting it: Millennials and Gen Z consumers, along with casual drinkers seeking convenience, are driving the RTD movement. Brands are capitalizing on this demand by creating innovative flavors that appeal to various tastes, making high-quality cocktails accessible anytime, anywhere.

Signals of staying power or flash in the pan: The RTD cocktail trend is likely to maintain high staying power, as the demand for convenience and portability continues to rise. With innovative flavors and an emphasis on quality ingredients, these cocktails are becoming a staple in both retail and social settings.

4. Sustainability in Alcohol Production

What is the trend: Sustainability is taking center stage in alcohol production, with a focus on eco-friendly packaging, sustainable farming practices, and zero-waste initiatives. This trend reflects a growing awareness of environmental impact across all industries.

What is contributing to the trend and who is adopting it: The push for sustainability is driven by progressive producers and consumers prioritizing eco-conscious choices. Many brands are implementing practices such as sourcing local ingredients and reducing plastic use, appealing to a market that values environmental stewardship.

Signals of staying power or flash in the pan: This trend has long-term staying power, as environmental concerns continue to permeate consumer consciousness. As sustainability becomes a key factor in purchasing decisions, brands that prioritize eco-friendly practices are likely to resonate with increasingly conscientious consumers.

5. Low-ABV Cocktails

What is the trend: Cocktails with lower alcohol by volume (ABV) are gaining traction, offering a lighter, more sessionable drinking experience that encourages socializing without the effects of higher alcohol content.

What is contributing to the trend and who is adopting it: Urban bars and younger generations interested in moderation are adopting this trend. These cocktails allow consumers to enjoy the social aspects of drinking while focusing on health and well-being. The emphasis on fresh ingredients and unique flavor combinations further enhances their appeal.

Signals of staying power or flash in the pan: This trend exhibits high staying power as consumers increasingly shift toward mindful drinking habits. As more establishments craft appealing low-ABV cocktails, the movement is likely to continue growing, becoming a staple in the cocktail scene.

6. Canned Wines

What is the trend: Canned wines are on the rise, providing a portable and single-serve option that appeals to casual wine drinkers. This trend is making wine more accessible and less formal, encouraging consumers to enjoy it in relaxed settings.

What is contributing to the trend and who is adopting it: Festivals, outdoor events, and casual wine drinkers are embracing this trend, drawn to the convenience and ease of transport that canned wines offer. The growing variety of options available further enhances the appeal, catering to diverse tastes and occasions.

Signals of staying power or flash in the pan: This trend shows steady growth, particularly among younger demographics who appreciate casual and approachable wine options. As social drinking culture continues to evolve, canned wines are likely to maintain their presence in both retail and event settings.

7. Herbal and Botanical Spirits

What is the trend: Herbal and botanical spirits are making waves, featuring infusions of herbs, spices, and other botanicals that create unique and flavorful experiences. These spirits often emphasize natural ingredients, catering to the growing interest in wellness and flavor innovation.

What is contributing to the trend and who is adopting it: The craft cocktail movement has prompted enthusiasts to experiment with herbal infusions, creating drinks that emphasize complex flavors. Consumers seeking natural, flavorful options are drawn to these innovative spirits, which often feature regional ingredients and traditional techniques.

Signals of staying power or flash in the pan: The trend is growing, particularly in cocktail culture where flavor innovation remains popular. As consumers become increasingly adventurous in their drinking choices, herbal and botanical spirits are likely to maintain a prominent place in the cocktail landscape.

8. Agave-Based Spirits

What is the trend: Agave-based spirits, including tequila and mezcal, are receiving renewed attention, particularly those emphasizing artisanal production methods and authentic flavors. This trend reflects a cultural appreciation for these spirits and their traditional production processes.

What is contributing to the trend and who is adopting it: The demand for high-quality, authentic agave spirits is driving this trend, appealing to enthusiasts who value craftsmanship and heritage. As consumers seek distinctive drinking experiences, agave spirits are captivating a market that appreciates the stories behind their production.

Signals of staying power or flash in the pan: Interest in agave-based spirits is strong, with new markets emerging globally. The enduring popularity of these drinks among enthusiasts indicates that this trend will maintain its momentum, continually captivating consumers with new expressions and flavors.

9. Hard Kombucha

What is the trend: Hard kombucha is gaining traction as a gut-friendly, fermented beverage with a light alcohol content. This trend combines the health benefits of kombucha with the refreshing appeal of an alcoholic beverage.

What is contributing to the trend and who is adopting it: Health-focused drinkers and wellness advocates are driving this trend. The appeal lies in the probiotic qualities of kombucha, offering a perceived health advantage over traditional alcoholic beverages. Many brands are emphasizing organic ingredients and sustainable practices, further enhancing their marketability.

Signals of staying power or flash in the pan: While appealing to niche markets, the trend shows moderate growth as wellness trends continue to expand. The unique positioning of hard kombucha could help it carve out a lasting place in the beverage landscape, especially as more consumers seek healthier alternatives.

10. Nostalgic Cocktails

What is the trend: A revival of classic, retro cocktails with modern twists is creating a wave of nostalgia among drinkers. Bartenders are reimagining beloved drinks from the past, combining traditional recipes with contemporary techniques and unique ingredients.

What is contributing to the trend and who is adopting it: The nostalgia factor appeals to a broad audience, encouraging many venues to revive classic cocktails while incorporating innovative elements. This trend often sees drinks like the Old Fashioned and Martini getting fresh interpretations with artisanal bitters or infused spirits.

Signals of staying power or flash in the pan: While currently popular, this trend may be flash in the pan—likely to shift as tastes evolve. Nostalgia can be fleeting, and as new flavor profiles emerge, the popularity of retro cocktails may wane.

11. Aperitifs and Digestifs

What is the trend: The resurgence of aperitifs and digestifs highlights their role as pre- and post-meal beverages that enhance dining experiences. These drinks are often herbal and bittersweet, celebrated for their ability to stimulate the appetite or aid digestion.

What is contributing to the trend and who is adopting it: Food and beverage enthusiasts are leading this trend, which aligns with the growing culture of food pairing. The appreciation for these beverages as integral to the dining experience suggests they will remain relevant in the evolving landscape of gastronomy.

Signals of staying power or flash in the pan: This trend shows steady potential, particularly as consumers continue to seek enhanced culinary experiences. The enduring appreciation for aperitifs and digestifs indicates that they will maintain a significant role in the alcohol market.

12. Natural and Organic Wines

What is the trend: Natural and organic wines, made without additives and focusing on organic farming practices, are gaining momentum. This trend reflects a broader movement toward clean and transparent food and drink.

What is contributing to the trend and who is adopting it: Growing awareness of environmental and health issues has spurred interest in wines that prioritize organic farming and minimal intervention. Consumers are increasingly seeking authenticity and sustainability in their choices, making natural wines appealing for their purity.

Signals of staying power or flash in the pan: The trend shows strong staying power, reflecting a broader movement toward transparency and health-conscious choices. As education around the benefits of natural wines increases, this segment is likely to thrive.

13. Experimental Flavors in Cocktails

What is the trend: Cocktail culture is increasingly leaning toward bold and experimental flavors, incorporating unexpected ingredients like savory herbs, spicy elements, and exotic fruits to create unique drinking experiences.

What is contributing to the trend and who is adopting it: Adventurous drinkers and innovative mixologists are at the forefront of this movement, driven by a desire for novelty and creativity. The exploration of new flavor combinations keeps the cocktail scene dynamic, encouraging consumers to step outside traditional profiles.

Signals of staying power or flash in the pan: This trend shows moderate staying power, fueled by curiosity and a quest for unique experiences. However, it may fade as consumers seek balance, suggesting a potential shift toward more classic profiles in the future.

14. Frozen Cocktails Revival

What is the trend: Frozen cocktails are making a comeback, especially in warmer regions and beach settings. This trend evokes a sense of fun and relaxation, perfect for summer days and festive occasions.

What is contributing to the trend and who is adopting it: Casual drinkers and outdoor enthusiasts are embracing this revival, drawn to the playful nature of frozen cocktails. From slushy margaritas to frozen piña coladas, these beverages offer refreshing options for social gatherings and celebrations.

Signals of staying power or flash in the pan: This trend may be flash in the pan—seasonal and location-specific with limited staying power. While it thrives in summer and resort contexts, its appeal may wane as seasons change, making frozen cocktails a nostalgic summer treat rather than a year-round staple.

15. Low-Sugar, Health-Conscious Drinks

What is the trend: Low-sugar cocktails and alcoholic beverages designed for health-conscious consumers are gaining traction. These drinks prioritize flavor while minimizing sugar content, catering to those who want to enjoy a drink without the guilt.

What is contributing to the trend and who is adopting it: Health-conscious consumers and brands focused on wellness are driving this trend. Many establishments are reformulating classic cocktails to reduce sugar without sacrificing taste, appealing to a demographic increasingly aware of dietary impacts. Brands are leveraging natural sweeteners and fresh ingredients to create healthier options.

Signals of staying power or flash in the pan: This trend exhibits high staying power as health and wellness remain key focal points for consumers. With an ongoing emphasis on healthier lifestyles, low-sugar options are likely to become a staple in the beverage landscape.

Conclusion

The dynamic alcohol industry reflects evolving consumer preferences that emphasize wellness, sustainability, convenience, and creativity. As these trends shape the future of drinking culture, we can expect innovation to flourish, leading to richer and more diverse drinking experiences. The landscape will continue to evolve, bringing exciting new options to the forefront and redefining how we enjoy beverages in our daily lives.