The Future 100: 2025
VML reveals our 100 trends set to transform the marketplace in 2025
The Future 100: 2025 - Alcohol Trends
Unlocking the Future: 15 Alcohol Trends to Watch
The alcohol industry is undergoing a dynamic shift, driven by evolving consumer preferences, a growing emphasis on experience, and a desire for both affordability and indulgence.
To thrive in this competitive market, alcohol brands must embrace creativity, innovate with flavor, and offer accessible luxury to cost-conscious consumers. This report highlights key trends that will shape the future of the alcohol industry in 2025 and beyond.
Discover the latest Alcohol trends!
Key trends include:
Brand Showmanship
Brands can’t afford the cost of dull—it’s time to put on a show. In the fight for attention, the competition is not just other advertising, it’s everything else people could be doing instead.
Why it's interesting
In a crowded market, alcohol brands must create engaging and memorable experiences to capture consumer attention. By delivering great storytelling, connecting emotionally with audiences, and challenging assumptions, brands can stand out from the competition and build lasting relationships.
Multiplex Flavors
The consumer demand for bold, complex and unique flavors is inspiring innovation across all areas of the food and beverage industry. At a time when 30% of Gen Z are cutting back spending on themselves, bold flavors and tastes offer a way for brands to make products irresistible.
Why it's interesting
Consumers are increasingly seeking out new and exciting flavor combinations in their alcoholic beverages. By experimenting with unique ingredients, global influences and innovative techniques, alcohol brands can cater to this demand and create products that capture the imagination.
Affordable Affluence
In the face of the save-and-splurge mentality of consumers, brands have an opportunity to provide premium products for those willing to splash out on functional and affordable treats for themselves.
Why it's interesting
Despite economic challenges, consumers are still willing to splurge on small luxuries that enhance their everyday lives. By offering premium alcoholic beverages at accessible price points, brands can tap into this trend and attract a wider audience of discerning consumers.
In 2025, alcohol brands are seeing two disparate realities converging: new technology is fueling imaginative escapism, while economic pressures are driving cost consciousness.
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