by MELISSA DOWLING

" As guests seek deeper connections through what they eat and drink, we ' re seeing a shift toward experiences that engage every sense,” says Katherine Wojcik, director of programs & partnerships at IHG Hotels & Resorts. She notes in Kimpton ' s annual Culinary + Cocktail Trend Forecast that“ Cocktails, beverage programs and food menus have become storytelling platforms— expressions of place, culture and creativity.”

Curated, bespoke culinary experiences for groups are a trend to watch, says Matt Rinehart, vice president of food & beverage for HRI Hospitality.“ Teams and groups want mixology activations, bartender-led tastings, Espresso Martini build bars, zero-proof stations and craft-beer pairings that feel bespoke instead of mass-produced. They want stories, not just buffets.”

Cocktails and drinks brands are transforming into full-spectrum lifestyle experiences— blending fashion, music, design and travel into cohesive cultural identities, says Bacardi’ s Cocktail Trends Report 2026, created in collaboration with strategic foresight consultancy The Future Laboratory.“ This evolution reflects a deeper shift in how consumers— particularly Gen Z and Millennials— choose to align with brands that embody who they are, not just what they drink.”

Here are 10 trends we’ ve rounded up from industry experts that will help drive beverage sales this year.

20 Beverage Dynamics • Spring 2026

Gen Z’ s drinking habits reflect a cultural shift: Earlier evenings, mindful indulgence and casual imbibing, according to Bacardi’ s Cocktail Trends Report. That’ s driving one trend Bacardi calls Snackable Sips.

“ Today’ s drinkers are trading volume for vibe, embracing small-format cocktails that deliver flavor, ritual and reward— in a treat-sized serving,” the report says.“ From mini Martinis and low- ABV sippers to dessert-and-drink pairings, bars are tapping into a culture of measured pleasure.”

Southern Glazer ' s Liquid Insights Tour also found that mini Martinis and curated tasting menus are trending, offering guests variety, less alcohol per drink, value and a playful approach to discovery. Smaller pours and reservation-only tasting experiences encourage moderation while letting guests explore new favorites. Unlike U. S.- style drink flights, these“ Tiny Pours” are designed to be enjoyed individually.

The Liquid Insights Tour reports that London and Paris are breaking U. S. norms of wine pour sizes, with standard pours( 4 oz. to 5 oz.), tasting sizes( 2 oz.) and even luxury sips( under 1 oz.) that make premium wines more accessible. High-volume venues used systems like Le Verre de Vin and Coravin to deliver increased variety while minimizing waste to keep prices approachable.

Retailers can also offer more fun-size wine and spirits, since the Alcohol and Tobacco Tax and Trade Bureau( TTB) in January 2025 expanded the range of authorized container sizes for wine and distilled spirits. Smaller formats of wine in particular, which now include 180−ml., 300−ml., 330−ml. and 360−ml. containers, enable consumers to try new wines without committing to a full bottle, and also address the trend of people drinking less.

What’ s more, the 7−oz. to 8−oz. beer bottle or can has been gaining ground, and it fits right in with modern drinking trends, says Master Cicerone Neil Witte, who serves as a consultant to the Beer Institute.“ High Life, Corona and Modelo are among the larger brands that have offered these small packages for some time,” he says.

This past year has seen some new entries, like New Belgium’ s Mini-Rippers and Sierra Nevada’ s Pils, both available in 7.5−oz. and 8.4−oz. cans, Witte notes.“ Consumers are paying about the same per ounce while buying smaller bottles / cans in larger packs. The benefit is being able to open a smaller beer when maybe you don’ t want a full one. This aligns with consumer drinking trends where moderation is taking a bigger role.”

www. beveragedynamics. com