#61: Treatonomics
An accessible treat In a tough economy, consumers view premium drinks as "small treats," sustaining the lipstick effect in the liquor aisle. 30% of Gen Z are shelling out more on little treats.
The Future 100: Alcohol Trends & Insights 2026
Explore VML's Future 100 vertical cut on our top 10 trends including Social Health and Treatonomics to guide your strategy in the year ahead
The alcohol industry stands at a pivotal moment, shaped by evolving consumer desires for genuine connection and novel experiences.
Traditional drinking occasions are being reimagined, with a growing demand for nuanced nighttime and daytime options beyond conventional settings. People are increasingly seeking out opportunities for meaningful social interaction and self-expression, pushing brands to facilitate deeper engagement.
VML’s "Future 100: 2026" Alcohol vertical cut provides the essential insights and strategies on 10 key trends to adapt and thrive. We delve into how to foster community, tap into new consumption patterns, and elevate the drinking experience – transforming challenges into breakthrough opportunities for your brand.
Top trends in Alcohol from our Future 100 report include:
#72: Decadent dining
The return of old-world glamour and tableside theatrics offers spirit brands a stage for high-visibility, ritualistic serves and premium positioning. Consumers desire to be transported to bygone eras, offering an outlet of escape and respite during uncertain times.
#82: Social health
With connection now viewed as a health pillar, the industry must position itself as a facilitator of vital human interaction, not just intoxication. 70% of people globally now see loneliness as an epidemic.
Download our 2026 Future 100 Alcohol vertical cut
Brands are adapting by reimagining consumption occasions, fostering social connections, and offering premium yet accessible products that align with new desires for self-expression and meaningful experiences.
Social connection is becoming a fundamental pillar. Brands are facilitating community-focused events and spaces that champion vital human interaction, moving beyond mere intoxication to support overall social well-being.
Yes, despite a tough economy, consumers are increasingly willing to pay a little extra for "micro-upgrades" and "treats" that offer comfort, certainty, and moments of joy, indicating a strong market for premium, small indulgences.
Watch our Future 100 video
Welcome to the 12th edition of “The Future 100” – VML’s unparalleled research report examining key global trends. This report features our latest projections, interviews with top industry experts, exclusive statistics and global consumer insights for 2026 from a proprietary 16-country survey.
About The Future 100 report:
After another year marked by economic upheaval, polarizing political currents and environmental setbacks, 2026 will be a year for building resilience, courageous creativity and redrawing the boundaries of what’s possible. From the personal to the planetary, from human engineering to geoengineering the climate itself, a new class of creators and collaborators is multiplying potential in ways we are just beginning to imagine.
Helping to shape these worlds are AI tools that democratize world building and new economic models for building empires. As both creativity and AI go global, voices from Buenos Aires to Busan are challenging Western dominance and creating tools that reflect their own cultures.
Amidst this “metamorphic” current, the desire for human connection remains unmistakable. In the year ahead, human impulse will shape brand strategies, influencing the top marketing trends in 2026, and draw people back to immersive, high-impact experiences that demonstrate the value of authenticity and unlock infinite possibilities.
Download our 2026 Future 100 report
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