What 2025 Is Telling Us About the Future of Drinking

The alcohol industry is never static, but 2025 is bringing a different kind of shift. Instead of one trend leading the charge, this year is defined by a complex blend of consumer preferences, category rebounds, and emerging formats. That means brands, distributors, and partners need to keep a closer eye on the full landscape, not just their corner of it. From moderation to market pressures, here is what the smartest players are watching right now and how they are responding.

The rise of mindful drinking is not a phase

Dry January has evolved into something bigger than a single month. With one in four adults taking part in it last year and no signs of slowing down, this movement has shifted from a niche lifestyle into a year-round mindset. But here is what makes it interesting. The vast majority of shoppers who buy alcohol-free beverages are also buying traditional beer, wine, or spirits. This is not about abstaining. It is about flexibility.

The brands showing up in this space are not treating it as a sideline. They are building real portfolios. From Ritual Zero Proof and CleanCo to Mionetto Alcohol Removed, consumers now have options that feel thoughtful and enjoyable. Hilton is serving zero-proof cocktails at its hotel bars. Bartesian has launched low and no-alcohol pods for its home cocktail maker. Consumers are not compromising. They are curating.

For established alcohol brands, the takeaway is not to panic. It is to participate. Whether through innovation, collaboration, or positioning, showing up in this space can reinforce your relevance and help you connect with wellness-minded consumers in meaningful ways.

Cannabis beverages are gaining ground fast

The infused beverage category is growing at a pace few expected. Cannabis drinks are now on shelves in national chains like Total Wine & More and are featured in speakeasy lounges, coffee shops, and even full-service restaurants in legal states. While the market remains complex from a logistics standpoint, the consumer interest is real.

Hemp-derived options are easier to distribute and are being welcomed by traditional alcohol retailers. Some major distributors are already bringing these products into their portfolios. The stigma has been replaced by curiosity and a desire for new types of social experiences.

Brands that want to future-proof their strategy are paying attention to how cannabis and alcohol are starting to coexist. This does not have to be an either-or conversation. It is becoming a story of additional occasions and evolving consumer needs.

Beer is showing signs of life

After years of decline, beer is finally seeing modest growth. Sales climbed by three percent in 2024, a rare bright spot for a category that has struggled to keep up with modern preferences. Interestingly, it is not traditional domestic beer driving this rebound. It is imports, flavored malt beverages, and zero-proof options.

Non-alcoholic beer is particularly hot right now. At retail, it is commanding shelf space and repeat purchases. For breweries, this is a key space to innovate and recapture relevance, especially among health-conscious consumers.

Beer may not be leading the cultural conversation anymore, but it still has strong infrastructure and brand recognition. With thoughtful innovation and better on-premise engagement, there is room to grow.

Wine is being rewritten for a new generation

Gen Z and Millennials are not connecting with wine the way previous generations did. For many of them, the category feels complicated, overly formal, and difficult to explore. That disconnect has shown up in national sales trends, with some wine sections shrinking and brands rethinking their outreach.

But wine is not disappearing. It is just changing shape. Natural wines are resonating with younger drinkers because they feel authentic, creative, and less constrained by rules. Packaging is more playful. Language is more casual. And events are more social than educational.

Retailers and producers leaning into this approach are seeing results. Some stores are growing their natural wine business even as the overall wine category flattens. The message is clear. Wine can stay relevant, but it has to drop the pressure and meet drinkers where they are.

Canned cocktails are leading with convenience and quality

Ready-to-drink beverages are still on a strong upward track. Spirits-based RTDs in particular are growing fast, accounting for nearly three billion dollars in sales last year. These products started as a convenience trend, but consumers now expect high quality and real flavor.

This is not just about vodka soda anymore. Tequila and bourbon are making their way into cans, and the segment is moving toward premium expressions with better ingredients and fuller ABV profiles. What used to be a female-leaning category is now a near even split between men and women, with Millennials and Gen Z leading the charge.

The RTD shelf is evolving fast, and while that can create confusion for consumers, it also opens the door for smart brands to lead with transparency, taste, and trust.

Tariffs could create new headaches for key spirits

Amid all this innovation, there is also growing concern over the return of tariffs. Proposed increases on tequila and Canadian whisky could disrupt access to products that consumers love and that American retailers depend on. These are protected spirits under international trade agreements, meaning they cannot be made in the U.S. and would not be easily replaced by domestic options.

Industry voices are warning that tariffs would lead to higher prices, limited availability, and lost jobs across the hospitality sector. As the political landscape shifts, it will be important for suppliers, distributors, and industry groups to stay vocal and aligned.

Agave is evolving, not fading

Tequila is still a powerhouse, especially in on-premise settings, but consumer preferences within the category are starting to shift. Drinkers are seeking out additive-free options, artisanal producers, and lesser-known agave expressions. Mezcal continues to rise in popularity, and spirits like raicilla are quietly building followings among those seeking something more offbeat.

The tequila boom is not ending. It is refining. Brands that can speak to provenance, transparency, and taste will stay ahead of the pack.

Every trend this year points to a more thoughtful, engaged, and exploratory drinker. Whether they are trying cannabis beverages at a lounge in Vegas, picking up natural wine at a local shop, or reaching for an RTD with real spirits, today’s consumers are making choices that reflect their identity, values, and evolving habits.

For alcohol brands, this is not a time to stay in the comfort zone. It is a time to evolve alongside your drinkers. The ones who adapt will not just survive. They will lead. future of drinking in 2025