In 2026, growth will transpire across the higher-ABV (alcohol by volume) drinks category – a seemingly counterintuitive uptick in an era when many are cutting back on their alcohol intake. Here, producers are targeting consumers seeking bold, expressive and complex flavour profiles, as well as those choosing to have fewer but higher-quality drinks.

Alcohol producers globally are using smoke in experimental, new ways across multiple alcohol types. This includes creative ageing techniques and innovative extended malting processes. Read Sector Outlook 26/27: Whisky for more inspiration.

Alcohol producers are cross-pollinating across categories, creating experimental hybrid drinks with new flavour and texture characteristics. In addition to introducing original flavours and textures, this approach is also being implemented to devise lighter, lower-ABV styles suitable for moderate drinkers. For more, see Mindful Drinking’s Evolution.

Deep savoury flavour notes are infiltrating the spirits category, echoing the culinary-influenced trends seen in the mixology space. This ranges from more novel options – think mustard-tinged gin and pizza-flavoured vodka – to more sophisticated uses of flavour play. For an in-depth look at this flavour narrative, read Future Flavours Forecast 26/27: The Sharp & Savoury Edge.

Fiery sips are ascendant, with interest in drinks like ‘spicy margs’ and ‘spicy Sauvy Bs’ (white wine with sliced jalapeños) soaring online. Alcohol brands are responding by creating drinks with nuanced, spice-led flavour profiles. Read Future Flavours Forecast 26/27: Global Flavour Escapism for the latest on spice-centred food and beverage development.

Brightly coloured ready-to-drink (RTD) beverages in sweet, fruity flavours are proving popular with Gen Zers. For example, BuzzBallz’s (US) unique spherical packaging, punchy flavour range and affordability are driving huge global commercial success. It recently launched in India with new flavours, including Berry Lemon, Strawberry, and Chilli Guava. See Gen Z Alcohol Trends: 25/26 for more on this generation’s alcohol consumption.

Responsible ingredient sourcing continues to be a priority for alcohol brands looking to futureproof their supply chains. Soil health is a particular focus, with brands investing in regenerative sourcing. Read Food & Beverage: Solutions for the New Climate Era for how this is manifesting more broadly.

Alcohol producers globally are resurrecting historical and, in some cases, previously banned alcohol recipes for new audiences. This is happening at source and in the diaspora as brands and consumers seek to reconnect with heritage flavours and alcohol traditions. For more on the impact of diaspora communities and native ingredients on food and beverage, see The New Language of Food.

As consumers dine, drink and socialise earlier in the evening – 53% of American Gen Zers and 51% of millennials are interested in pre-6pm dinner (OpenTable, 2025) – the appeal of lighter spritz drinks and aperitifs suited to this time slot is rising. Alcohol producers are responding with a broader range of bitter and ready-to-serve drinks beyond classics like Aperol.