The beverage industry continues to innovate and respond to changing consumer preferences. A recent webinar held by Datassential explored trends that are defining the future of drinks and what will stand out in 2025. 

Here’s a glimpse of what’s making waves: 

Orange Wine and Non-Alcoholic Options 

Orange wine, made with white grapes with its skins on, and the rising interest in non-alcoholic wines, are shaping this year’s drinking habits. With Gen Z’s focus on unique experiences and wellness, orange wine stands out for its flavor profile, while non-alcoholic wine is expected to see increased adoption as more consumers seek healthier alternatives without compromising on taste. 

Functional Beverages and Nootropics 

Functional beers, which are seeing success in Asia, are expected to grow in popularity worldwide. These beers, enriched with health-boosting ingredients, such as magnesium, vitamins or herbs and amino acids that help improve alertness, memory and mental processing, cater to wellness-minded consumers. Also, nootropics—substances that support cognitive function—are making their way into beverages, offering drinkers not just refreshment, but mental sharpness as well. 

Sober October and Come Over October 

Sober October, a challenge that originated in 2014 as part of a fundraising campaign in the UK, continues to gain international traction with people committing to abstain from alcohol during the month and shows no signs of slowing down in 2025. Additionally, there’s an emerging movement called “Come Over October,” encouraging people to share a glass of wine with friends while putting their phones down. This trend highlights the push for genuine connections, mixing mindful drinking with meaningful experiences. 

Cristalino Tequila on the Rise 

Cristalino Tequila saw a significant jump in adoption, and it’s expected to continue growing in popularity. The smoothness and clarity of this aged, charcoal-filtered tequila have captured the attention of discerning drinkers, bridging the gap between traditional and modern tequila lovers. 

The Wild Side: Candy-Flavored Beers and Fat-Washing 

Candy-flavored beers are making a bold statement, appealing to adventurous drinkers seeking novelty. Fat-washing—a technique that infuses drinks with flavors like bacon or vegan fats—is also gaining ground, offering complex, savory notes that elevate the drinking experience. 

Customization and “Dirty” Drinks 

Customization is key, with “dirty” drink modifications gaining popularity. This trend allows consumers to personalize their drinks, adding layers of flavor and texture to traditional cocktails, wines, or beers. Popular choices include the Dirty Shirley, a grown-up twist on the Shirley Temple made with vodka, grenadine, and soda, and the Dirty Chai Latte, a spiced chai latte with a shot of espresso.  

Millennials vs. Gen Z Preferences 

When it comes to beverages, Millennials and Gen Z share similar tastes in their Top 5, but with slight changes in priorities. Gen Z leans toward orange wines and fruit wines, while Millennials gravitate toward wine cocktails and hard sodas. Both generations are embracing flavored wines, showing a collective shift toward more adventurous and varied flavor profiles. 

What’s Next for Beverage Brands? 

Beverage brands are increasingly catering to consumers seeking both experience and that something extra in their drinks. From the health-conscious to the novelty-seekers, the trends show a dynamic industry eager to innovate and respond to new tastes. Whether it’s through creating unique wine offerings, experimenting with functional beers, or tapping into nootropic drinks, the opportunities for brands to engage their audience are endless. 

Do you have plans to leverage any of these trends in the upcoming year? Developing a product launch plan that considers operations, sales and marketing is key to success. Our fractional CMO services and history of leading brand innovation teams can help ensure you put your best foot forward and win at retail. Want to know more? Book a call with us!