Lifestyle PR Agency Spotlights Top 2025 Wine And Spirits Trends

The wine and spirits industry embraces innovative flavors to provide saving consumers with premium spirits, functional cocktails and brothtails, and no- and low-alcohol stimulants to cater to the ever-changing customer preferences. This year, the wine and spirits industry is offering more exciting developments and line extensions to provide something for all types of drinkers.

Did you know . . .
 

• “The global market for alcoholic beverages is valued at approximately $1.8 trillion.
   (Source: Spirits of America)
• “The no/low-alcohol category is forecast to grow at a volume CAGR of + six percent between 2024 and 2026, led by no-alcohol at +seven percent, with low-alcohol expanding by +three percent over the same timescale.” (Source: IWSR)
• “The global beverage RTD market is projected to reach $141.85 billion by 2029.” (Source: BevSource)

Allen Marketing Communications, Inc., a boutique wine and spirits PR agency in NYC, has identified five key wine and spirit trends that are shaping the industry this year.

Protein Cocktails And Brothtails: The Functional Frontier

Conscious drinking incorporates a wellness element into wine and spirits. Protein cocktails and brothtails combined with ingredients, such as bone broth or superfood, that are beneficial to the body. “There is a clear increase in the consumption of alcoholic products that are associated with wellness in fitness training and other health-conscious persons.” (Source: Beverage Daily).

Popular establishments are using various proteins, adaptogens, and other superfoods in cocktails alongside the common components. Here are a few innovations tapping into this trend.

Protein Espresso Martini:
The Espresso Martini adds protein whey or plant protein to the martini and consumers drink it after a workout session.

Savory Brothtails:
Savory Brothtails use umami elements such as miso, mushroom extract, and bone broth to create a unique brothtail.

“Functional cocktails are appearing in high-end bars to satisfy the modern consumers who are seeking drinks that bring something beyond getting drunk.” (Source: Bartender Spirits Awards).

Low And No-Alcohol Options: Moderation And Mindful Consumption

The moderation trend remains on the rise, especially with the new generation of users, with many of them deciding to become nondrinkers. Research reveals “four in 10 members of the Gen Z population claimed that they do not drink alcohol at all, and such a trend continues to manifest in 2025.” (Source: IWSR).

Low- and no-alcohol beverages have become popular products to adapt to the ‘sober curious’ movement in recent years. Wine and spirits manufacturers are introducing modern and far more nuanced products that bring the same sense of identity and social savoriness as spirits and cocktails do. The following are some of the new coups that are evident in this political category:

White Spirits:
Several companies are “offering zero-proof gin, whiskey, and rum substitutes with botanical notes.” (Source: SevenFifty Daily).

Low-ABV Cocktails:
There is an increasing trend where bars and restaurants are targeting the market associated with moderate drinkers.

Novelty Products:
“Flavored by adaptogens, cannabis, or cognition boosters, functional non-alcoholic beverages promote relaxation and improved mood, containing no alcohol.” (Source: Beverage Daily).

The low- and no-alcohol beverages cater to consumers who are more concerned with leading a healthier lifestyle.

Ready-To-Drink Cocktails: Convenience Meets Craftsmanship

The ready-to-drink (RTD) cocktail category remains popular because people enjoy ready-to-consume, high-quality products in today’s busy world. Reports have projected that the “RTD sector is set to grow at more than 10 percent for the next few years amidst growing consumer preference for premium and convenient drinking.” (Source: IWSR).

Here are some innovative trends in the 2025 RTD market:

Premium Ingredients:
“More brands are using premium alcohol sous for spirits, genuine fruit juice, and botanical blends for an upgraded RTD cocktail.” (Source: Beverage Daily).

Eco-Friendly Packaging:
“Sustainability remains a priority, with brands opting for recyclable and biodegradable packaging.” (Source: Bartender Spirits Awards).

Low-Sugar And Health-Focused Options:
RTD cocktails with natural sugars, low sugar, and new-age benefits such as natural electrolytes are on the rise.

“There are special occasions, social functions, outdoor occasions, and traveling occasions, which complement today's consumers’ trend of on-the-go, sophisticated, convenient, quality products.” (Source: ABC Store).

Flavored Spirits And Botanicals: Exploring New Sensory Experiences

Bold and exotic flavors remain a key trend in the spirits sector, especially with the botanically flavored drinks. Reports show “that botanical-infused gin, umami whiskey, and chili tequila have emerged as the trendsetters in the alcoholic beverages industry.” (Source: SevenFifty Daily).

Savory And Umami Notes:
“Miso, mushrooms, seaweed, and fish sauce are now being used and experimented with in spirits and cocktails.” (Source: Bartender Spirits Awards).

Floral And Herbal Infusions:
“Little additions such as lavender, hibiscus, rosemary, and sage enhance the flavors of the cocktails.” (Source: The ABC Store).

Spicy Spirits:
Chili-flavored tequila, cinnamon whiskey, and pepper-flavored vodka define the spirit of those willing to experiment.

“Consumers are increasingly interested in the sensation that cocktails provide.” (Source: Bacardi). There is a whole new era of cocktail-inspired mixology—experts are experimenting with different flavors such as sweet, sour, bitter, and umami.

Premium Products: The Concept Of “Less Is More”

Today’s consumers are less concerned with the quantities in their possession but with the quality of the products. This trend can be seen today in spirits: consumers are willing to spend on premium, artisanal, and niche spirits of superior quality.

“Ultra-premium spirits such as tequila and whiskey have been on the rise due to the trend of consumers avoiding cheap, bulk spirits in favor of quality spirits brands.” (Source: The ABC Store). There is an increase in sales of the super-premium and ultra-premium tequila segment due to a shift toward more craft and aged products. Recent reports reveal, “consumers up to the age of forty-four in the US planned to take part in buying premium spirits in 2024, and this also holds for 2025.”

Also, there is an increased market demand for neutrality and clarity regarding the production process. This year, “organic products and eco-friendly distillation techniques will gain much popularity and, hence, become the center of focus.” (Source: IWSR). It also carries over to wine and the increasing popularity of bio and natural wine, which are regarded as healthier and more sustainable.

The Future Of Wine And Spirits In 2025

The wine and spirits industry is constantly evolving to meet the ever-changing needs of the consumers. Our savvy team of public relations professionals and social media strategists can elevate your brand to the next level. Contact us today.

By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.