Bacardi Cocktail Trends Report identifies five key trends shaping spirits industry in 2025; premium experiences, expert-led spaces to drive cocktail culture

November 18, 2024 (press release) –

The annual Bacardi Cocktail Trends Report shares how savory flavors, immersive experiences, and bartender expertise will drive cocktail culture in 2025

HAMILTON, BERMUDA, November 18, 2024 – Bacardi Limited, the largest privately held international spirits company, has published the sixth annual Bacardi Cocktail Trends Report, which identifies the five key trends poised to reimagine cocktail culture and the spirits industry in 2025. The report, created in collaboration with The Future Laboratory (TFL), draws on data from Bacardi-led and external research, consumer surveys, bartender interviews and TFL insights to reveal the movements that are influencing cocktail experiences, flavor profiles, and culture the coming year. The Report also unveils which will be the most popular cocktails in the coming year.

Here are the macro-trends defining the spirits industry in 2025:

1. Premium Fans. Fandoms are redefining premium entertainment experiences by embracing luxury in unexpected ways. Elevated hospitality add-ons and bespoke travel packages centered around concerts and live events are set to become staples. Brands and venues are continuing to cater to this demand with offers that include luxury hotels for “gig-tripping” packages and sports bars curating exclusive cocktail experiences. Whether it’s Formula 1 weekends or star-studded concert tours, fans are increasingly willing to invest in immersive, premium experiences. With sales of the GREY GOOSE® Honey Deuce cocktail at this year’s US Open hitting $12.4 million, the synergy between fandom and premium spirits at live events is helping to shape the future of entertainment.
2. In-The-Know Imbibing. Cocktail culture is evolving from spectacle to substance, as IYKYK – i.e. “If You Know You Know” – experiences take center stage, turning drinks into opportunities for knowledge and discovery. Consumers are increasingly drawn to expert-led spaces, where mixologists use their craft to create more meaningful connections. With bartenders taking an all-new influential role in cocktail moments, transforming into designers, educators and opinion leaders, their influence is undeniable as human connection is a priority for meaningful on-premise experiences. In fact, respondents in the Bacardi Global Consumer Survey are concerned that drinks created by AI might miss the emotional and artistic finesse that human bartenders contribute to their creation, noted by 62% in Italy, 60% in France and 56% of respondents in the United States.
3. New Cocktail Frontiers. With consumers seeking deeper, more immersive experiences, a new frontier of cocktail culture is emerging where flavors, formats, and moments are being elevated to all-new sensory heights. With digital fatigue and a growing desire for cultural exploration, people are craving real, multi-sensory engagement—respondents in Mexico, UK, Italy and India ranked cocktails that provide a multi-sensory experience as a key reason for paying more, according to the Bacardi Global Consumer Survey. This shift is transforming not only how people enjoy drinks, but where they enjoy them too. 2025 will see the rise of immersive venues which cater to early evening, sensory-rich cocktail moments, redefining the end-to-end experience for next-gen drinkers, as about half of respondents in the U.S., UK, Spain and Germany plan to go out less often to nightclubs.
4. Culinary Connoisseurs. With food taking center stage as a status symbol, culinary creativity is reshaping cocktail culture, seeing mixologists experiment with kitchen staples like milk, oil, and brine to craft premium drinks. Nearly three-quarters (71%) of bartenders draw inspiration from culinary arts when creating cocktails, as indicated by the Bacardi Global Brand Ambassador Survey. This trend aligns with consumer interest in savory and herbaceous flavors, which grew by 20% and 15%, respectively, in the past year. The line between food and drink is blurring, offering a new wave of gastro-inspired drinking experiences.
5. The Future Spirit. The spirits industry is poised for a transformative future, driven by a blend of optimism and purpose. As brands evolve to align with the values of next-gen consumers, 2025 will see a push for inclusivity, particularly in distilling.Innovators are leading this charge, focusing on community-building and education, by supporting organizations that improve the hospitality landscape. The Bacardi Global Brand Ambassador Survey underscores the industry’s motivation for deeper connection with almost two-thirds (62%) of respondents globally expressing interest in more professional networking opportunities in 2025. As consumers increasingly seek meaningful connections, the industry will embrace community-driven initiatives, with brands fostering deeper bonds and driving positive change.

 
Globally, the top 10 cocktails in 2025 are:

1. Mojito
2. Margarita
3. Spritz
4. Piña Colada
5. Gin & Tonic
6. Rum & Coke®
7. Whisky & Coke®
8. Dry Martini cocktail
9. Vodka Lemonade
10. Vodka Soda

 
Download the complete 2025 Bacardi Cocktail Trends Report2025 BCoAckCtaAil RTDrenIds R E P O R T P R E S E N T E D B Y B A C A R D I L I M I T E D I N A S S O C I A T I O N W I T H T H E F U T U R E L A B O R A T O R Y CONTENTSPage INTRODUCTION .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0 3 ONE: PREMIUM FANS .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .0 4 TWO: IN-THE-KNOW IMBIBING .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .0 8 THREE: NEW COCKTAIL FRONTIERS .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 3 FOUR: CULINARY CONNOISSEURS .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 7 FIVE: THE FUTURE SPIRIT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 2 CONCLUSION .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 6 0 2 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 “TODAY’S CONSUMERS ARE MOVING AWAY FROM BEING ‘CONSUMERS’ OF INTRODUCTION PRODUCTS, TO ‘CURATORS’ AND ‘COLLECTORS’ OF EXPERIENCES.” M A R T I N R AY M O N D T H E F U T U R E L A B O R ATO R Y C O - F O U N D E R In 2024, spirits weathered sector Following declines in 2023 and continued simply “better” – setting headwinds and the sea change of challenges in 2024, IWSR forecasts that the stage for an era that consumer mindsets looking for new global beverage alcohol is expected to begin is more uplifting, exciting and connections with brands. Companies its recovery in 2025, but the landscape valuable, for all. From human-first mindsets turned to creativity (the creation of new – including consumer tastes, values and that prioritize drinks’ craft and creativity, value drivers), adaptation (the ability to expectations – looks markedly different today.1 to next-gen fandoms forging new brand adapt) and fortitude (the resilience to drive touchpoints to future-first mindsets bringing industry-wide improvement) to capture the “Shifting consumer mindsets are set to all-new meaning to community spirit – attention and love of fans. enable longer-term premiumization,” drinks brands of 2025 will adapt to take on a explains The Future Laboratory Co-Founder more meaningful role in consumers’ lives. As consumers increasingly embrace a Martin Raymond. “That’s because today’s culture of mindfulness and discernment, consumers are moving away from being In this report, Bacardi Limited, the world’s (from ABV, to purpose and everything in ‘consumers’ of products, to ‘curators’ largest privately held international spirits between), traditional alcohol consumption and ‘collectors’ of experiences. Future company, explores the key trends set is emerging re-imagined. Here, the focus is brands will welcome – not avoid – this to shape a new era for cocktail culture on evolution, rather than transformation, sea change, taking the necessary steps to and the spirits business in 2025. This with flavor-centric, experience-focused, create individual, community and industry report, created in collaboration with and expert-led developments setting meaning that enhances the value of brand strategic foresight consultancy The the industry’s mood for incremental experiences end-to-end.” Future Laboratory, draws on insights innovation. These shifts are offering spirits from Bacardi-led consumer and brand brands fresh avenues to engage with In 2025, the drinks business will embrace ambassador surveys, interviews with the consumers, integrating into their daily lives, this industry homecoming, replacing the bar and restaurant trade, and The Future entertainment preferences and kitchens in constant drive for “more” and “new,” with Laboratory’s independent research. unexpected ways. 0 3 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 One: Celebratory moments are delving beyond the expected, as luxury cocktail experiences find traction with next-gen PREFMaIU fandoms, in all new locations. Experimentation and elevation are taking a front row seat, with “where” and “what” people are drinking shaking up a new era for premiumization. In 2024, fandoms became famous. Fan experiences off the nMs stage proved as paramount as the performances on them, as consumers engaged in hospitality add-ons, merch collaborations and customized events that enhanced fan passions. Across sports, concerts and live events, vendors touted record figures and economy-boosting global sales this year. Live Nation posted a record quarter of more than $6B in revenue for Q2 2024, with operating income up 21% to $466M, and 39M fans globally at its shows.2 0 4 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 TENNIS OPEN Luxury hotels and hospitality venues are MUTESN I CMUS I CN becoming prime hotspots for concert goers IS L O I P V E looking to enhance their total experiences. “Chasing the Concert” is now a certified travel motivation, as event goers look to TENE N N ICSO OMPENDY NIGH TENNIS OPEN transform live tours into complete vacation T experiences that comprise traveling to a new city or country, visiting exciting hotels and tapping up food and drink hotspots. ExVpeIrPience LIL I V E E V E N T L IVVEE C OEMVEEDNYT xVIn 2024, Embark Beyond identified peIrPE ience NIGHT Taylor Swift as a key driver of demand to Paris for luxury travelers, with the Shangri-La Paris recording a 120% increase in bookings Elevated over the star’s May arena dates.5 The mega star has given the British on-trade an estimated revenue boost of £78.4M ($103.3M) in summer 2024 – with fans of In 2025, we can expect these activations to ENTERTAINMENT legal drinking age (LDA) spending around diversify across demographics. Dua Lipa, £52.7M ($67.8M) on drinks, including 1.15M Coldplay and Billie Eilish are all taking to the glasses of spirits, over the 15 tour dates.6 stage next year, while the highly anticipated Beyond the popularity of crowd entertainment, Oasis reunion tour is sure to spark a wave of complementary experiences are on the uptick, with The Four Seasons Hotel London at Park new fandom activations. a focus on premiumization. Valued at $4.7B in 2020, Lane was quick to recognize this premium the global sports hospitality market is expected fan pull, offering “gig-tripping packages” Technology is taking fan culture to new to grow by 23% CAGR to reach $20.2B in 2027, complete with welcome drinks, portable heights, elevating spectatorship by offering according to Research and Markets.3 Meanwhile, phone chargers and plush hotel suites dynamic new ways to enjoy entertainment, more than 8 in 10 Gen Z’s are willing to spend big equipped with karaoke machines. During sports, art and music. At Cosm, immersion for in-person events, according to 2024 research Taylor’s local tour stop the Loews Miami is the order of the day. The venue’s from Merge, with food, beverage, apparel and Beach Hotel served up The French Blonde 9,600-square-foot, 8K-resolution screens accessories topping the spending categories.4 made using BOMBAY SAPPHIRE®, aperitif, bring viewers closer to the action than ST-GERMAIN®, grapefruit, lemon bitters and ever before – creating an all-encompassing Make the Whole Place Shimmer made with experience that captivates and transports BACARDÍ® Superior, lime, strawberry, and a audiences – introducing the VIP-viewing shimmery pear smoke-filled bubble. experience to a wider audience. 0 5 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 NEW As sports entertainment grows, its crowd cultural moments and cocktail experiences to is also diversifying, leading to a shift in the match. At New York’s Dead Rabbit, Irish sports types of venues consumers seek out, and are the only ones on the menu. the drinks they order, or make at home. Part of its commitment to showcasing Nielsen recorded a 123.7M-strong viewership for the 2024 Superbowl, with almost half of the attendees being women.7 Research from instant commerce platform CCRhOoW modern Irish culture, the venue hosts Hurling, Gaelic Football and Irish rugby team games. Visitors can sip on a host of Irish Coffee cocktails made with TEELING® icDes Gopuff saw an increase of spirit and mixer small batch Irish Whiskey, including a frozen sales up by nearly 90% on the day, just iteration which combines the spirit with 12% behind traditional fan-favorite, beer.8 Mr. Black coffee liqueur, cold brew coffee, Notably, the Bacardi Global Consumer cane sugar and cream. Survey reveals that one third (33%) of respondents in India, and over one quarter Officially dubbed the “biggest cocktail in of respondents in the U.S. (27%) and Mexico sports,” the popularity of the US Open’s (26%) identified watching sports at home as Honey Deuce cocktail shows no sign of key occasion for enjoying spirits in 2025. abating.9 Made with GREY GOOSE® vodka, raspberry liqueur, lemonade, and garnished On-premise, bars are also recognizing this with honeydew melon in the shape of preference shift. Luxury London hotel, 11 tennis balls, the drink provides an annual Cadogan Gardens, launched a luxe Sport and viral moment, as attendees flock to share Sip Garden in summer 2024. The boutique the drink on socials and save the cup as a hotel offered a tailored drinks menu – memento. With 2024 sales of the cocktail including summer spritzes – to accompany reaching $12.4M, its resilience and cultural 2024 Wimbledon® and UEFA® European influence showcases the power of more Championship matches. premium serves on site.10 Innovative venues aren’t just catering to fandoms, but creating them too, providing a platform for lesser-known teams and creating 0 6 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 FLAiSbTa tLiAonNsE With its accessibility and cultural cachet It might be an unmissable sporting moment booming in 2024, fans are racing to across the globe, but fans are not just Formula 1® (F1®). The international sport passionate about the big personalities, intense has undergone a celebrity and TV battles, and cutting-edge technology of F1® network-endorsed reimagining of late. but also the moments that come together to ESPN® now airs all races of the competition make race weekends unique and exciting. in the United States, while star-studded PATRÓN® tequila is along for the ride. crowds have featured the biggest names The brand has established a long-standing across sports and entertainment. partnership with Mexican racing icon, The star power of drivers themselves Sergio “Checo” Pérez. Spanning social has also been seismic. Grand Prix Winner content, event appearances and a limited-edition PATRÓN® Mexican Heritage George Russell became the latest Tin released during the first annual Las Vegas Tommy Hilfiger® ambassador in 2024, Grand Prix, the 360-partnership illustrates fronting its motorsport-inspired collection. how brands can align with next-gen sport MVP Index reveals that drivers collectively fandoms, wholly authentically. amassed $15.9M in brand value across “BRANDS THAT GO BEYOND TRANSACTION CAN CULTIVATE three races last year, while grid additions – Furthering its cultural reach, MEANINGFUL INTERACTIONS THAT TRANSFORM CONSUMERS including the Miami and Las Vegas Grand Warner Bros. Pictures® is set to release INTO LOYAL ADVOCATES, FOSTERING A LASTING BOND THAT Prix – became trending Google search topics the film “F1”, starring Brad Pitt in theaters globally in June 2025. TRANSCENDS THE ORDINARY.” with a growth of 5,000%+, according to U.S. Google® search data from 2023. TO N Y L AT H A M R E G I O N A L P R E S I D E N T N O R T H A M E R I C A B A C A R D I 0 7 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 Two: INI-TmHEb-iKbNinOWg Cocktail culture is shifting from “show” to Already, respondents in the Bacardi Global “know,” welcoming an era of If You Know Consumer Survey are concerned that drinks You Know (IYKYK) experiences. Drinks are created by AI might miss the emotional transforming into a conduit for knowledge and artistic finesse that human bartenders and discovery, as consumers hand over contribute to their creation, noted by 62% the reins to experts in alcoholic and non- of respondents in Italy, 60% in France, and alcoholic mixology, and seek spaces that 56% in the U.S. help them connect, learn and discover something new. More intimate brand interactions are playing a key role in driving value. Key to forming “THE DISCOVERY OF NEW COCKTAILS GOES BEYOND FLAVOR In 2024, the onset of new technologies – these connections are the experts; the AND NOW EXPLORES THE INSIDER VIEW OF CRAFT, HISTORY, generative Artificial Intelligence (AI) chief face and voice behind brands is now more among them – placed a spotlight on the important than ever. Dazed Media reports AND COCKTAIL MAKING SO THEY CAN PROUDLY power of human touch. Connection, craft that working with relevant cultural partners SHARE THAT KNOWLEDGE WITH OTHERS.” and creativity are now prized ingredients for has become increasingly key to a brand’s meaningful experiences, with 2025 set to be influence, rising by 217% since 2020.11 I R I N A R O D I N A the year for drinks moments that showcase S V P M A R K E T I N G S T R AT E G Y A N D O P E R AT I O N S knowledge, and illustrate the importance of B A C A R D I true, time-honed expertise. 0 8 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 Expert PRIORITIES Now, bartenders are occupying an Sips aims to make the connection between all-new influential role in cocktail those making the cocktail, and those drinking moments, transforming into the them, more trusting than ever. By eliminating designers, educators and opinion leaders the physical presence of the bar, Sips of meaningful on-premise experiences. expands the possibility of human exchanges, Globally, over one third of consumers allowing creativity to be shared between say their drink choices are influenced by bartenders and customers. bartender recommendations, with almost two thirds (59%) of respondents in the Education is at the heart of nurturing these UK agreeing that they can be swayed by moments and ensuring that bar staff become bartender advice, even after making their the necessary first port of call for consumers. drinks decision, according to CGA.12 The Bacardi Global Brand Ambassador survey reveals that learning new skills is That’s the inspiration behind the fresh, ranked among the top areas of development innovative design at Barcelona’s Sips. Ranked for bartenders, followed by brand (50%), third among the world’s best bars in 2024, category (39%) and drinks education (38%). 0 9 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 NewCULTURALCodes The growing reverence of drinks expertise ILEGAL MEZCAL® is already delving into is proving culturally influential too, as experimentation for the category’s new cocktail-themed coffee table books preserve age, launching a limited-edition Reposado * T E Q U I L A * I N TO P S P I R I T S the mixology styles, secrets and recipes Caribbean Cask Finish in 2024. The new R A N K E D O F I N T E R E S T B Y of famed drinks creators and institutions. expression was finished in Caribbean rum A M B A S S A D O R S Take 2024’s “The Connaught Bar: Recipes barrels to bring a vibrant influence to the and Iconic Creations,” which presents 100 brand’s agave-forward character – taking #1 * M E Z C A L of the historic London hotel’s lux libations. aged mezcal to all new heights. R A N K E D Elsewhere, “The Bartender’s Pantry” brings In 2025, we can expect this popularity together recipes from the world’s most and experimentation to give way to new creative bartenders. Author Jim Meehan has secret edition serves that take the category #2 helped pave the way for this generation’s beyond the expected Margarita and Paloma craft cocktail industry – occupying influential orders. Served at Mexico City’s Licorería positions at New York’s Gramercy Tavern, Limantour, ranked among the world’s best The Pegu Club and PDT. bars, Margarita al Pastor puts a culinary spin With this new era of knowledge ensuring on the cocktail classic with the addition of consumers are more informed than ever, pineapple juice, fresh herbs and serrano chile mixologists are getting creative to keep inspired by the city’s tacos al pastor flavors. Next-gen drinking rituals are also having a customers excited and engaged in cocktail La Batanga, the region’s spin on a Cuba moment – combining high-end spirit serves culture: creating new drinks mashups, Libre, a simple mix of tequila, Coca-Cola®, with in-the-know accompaniments. Take rituals and in-the-know orders. In 2024, lime and a salted rim has received its own the “Goose Bumps” caviar chaser. Cocktail agave-based serves continued to dominate host of “in-the-know” iterations. Next-gen connoisseurs are using the delicacy as a the cocktail conversation. The Bacardi drinkers can order it pintada (“painted,” premium follow-up to GREY GOOSE® Altius Global Brand Ambassador Survey reveals with a splash of soda water), divorciada vodka. At The Surf Lodge in Montauk, that respondents globally ranked tequila (“divorced,” or deconstructed) or quemada guests can enjoy the glacially smooth spirit number one (72%), followed by mezcal (“lightly burned,” with the ice slightly alongside a caviar pairing – elegantly served (66%) among the top spirits of interest. melted before serving).13 from a specially-designed drinks cart. 1 0 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 MAINSTNREoLAMo For Nobu’s® zero proof cocktail menu, more discerning with their spritz queries. the brand teamed up with green tea Hugo Spritz searches surged 172% this year, expert Zach Mangan who understands the while ST-GERMAIN® Spritz rose by 52%, importance of working with terroir, cultivator according to Google data in the UK, U.S. and and flavor. The drinks creations worked as an France. In Europe, the Spritz is dethroning additional revenue stream for the restaurant Champagne as the drink of choice for getting – highlighting the success of integrating NoLo together with friends, chosen by more than into existing offerings, and, treating them three quarters of respondents in Italy (77%), with the same reverence as full ABV serves. almost half in Germany (49%) and more than two fifths in Spain (41%), according to the Consumers continue to focus on mindfulness Bacardi Global Consumer Survey. over moderation. Dry January is falling out of favors as next-gen drinkers flex their freedom The serve remains the drink of choice to choose elevated lower ABV drinks year- when getting together with friends, round. The Bacardi Global Consumer according to the Bacardi Global Survey reveals that around one Consumer Survey, ranked top quarter of the youngest cohort for more than two fifths (LDA) in India (29%), France (41%) of all respondents. (25%), the U.S. (20%) drink more lower alcohol As the category cocktails today, while becomes a 20% of all Japanese phenomenon in its consumers agree. own right – flavor The integration of NoLo into the experimentation mainstream, means that Low ABV serves The thriving appetite and evolution are are also getting the expert treatment, with for the Spritz is case in growing. A favorite at innovators ensuring that consumers – point. 2024’s star, the London’s Soho House, regardless of their choices – are rewarded ST-GERMAIN® Hugo the MARTINI® Vibrante with exciting, elevated serves. Over one Spritz, continues to shine Spritz combines the half (51%) of the respondents to the Bacardi brightly as drinkers look for refreshing flavor of grapefruit Global Brand Ambassador Survey pinpointed something lighter to sip. Search with the classic wines, herbs and Low ABV as the trend they expect to grow volume for the category continues to grow botanicals of the MARTINI® Non-Alcoholic across the next 12 months. year on year, with consumers now becoming Vibrante Aperitivo. 1 1 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 TOP BAR CALLSfor 2025 1 M O J I T O 6 R U M & C O K E ® 11 E S P R E S S O M A R T I N I 16 D A I Q U I R I ( V O D K A O R T E Q U I L A ) 2 M A R G A R I T A 7 W H I S K Y & C O K E ® 12 I R I S H C O F F E E 17 C A I P I R I N H A 3 S P R I T Z 8 D R Y M A R T I N I C O C K T A I L 13 T E Q U I L A S U N R I S E 18 M I M O S A 4 P I Ñ A C O L A D A 9 V O D K A L E M O N A D E 14 G I N L E M O N A D E 19 T E Q U I L A S O D A 5 G I N & T O N I C 10 V O D K A S O D A 15 B L O O D Y M A R Y 20 W H I S K Y H I G H B A L L B A C A R D I G L O B A L C O N S U M E R S U R V E Y 1 2 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 Three: NEWF CrOoCnKtTiAerILs A mood for exploration is taking drink flavors, see brands and bartenders take a multi- formats and moments to all-new immersive sensory approach to flavors and formats heights, as consumers seek 360 experiences – delivering exciting cocktail moments that that enhance their favorite serves. entice consumers. With doomscrolling, digital fatigue and It's an approach set to be welcomed by cultural disillusion on the rise, imagination is next-gen drinkers. According to the Bacardi consumer’s new North Star. VML Intelligence Global Consumer Survey, respondents reports 72% of people wanting as many of in India, Mexico, Italy and the UK ranked their senses as possible to be satisfied when cocktails that provide a multi-sensory experiencing something new.14 experience as a key reason for paying more. This drive is setting the stage for a new This move goes hand-in-hand with the mood breed of engagement, as intense emotions – for premiumization, as consumers seek wonder, awe, joy and excitement – become enhanced cocktail moments end-to-end, a prerequisite of brand expectations and and the chance to experience them fully. experiences. In the drinks world, 2025 will 1 3 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 SOUNDTRACKEDSips Future-facing brands are harnessing the On-premise, mood-conscious venues are power of music and sound to create 360 recognizing the value of pairing serves moments that enhance, and outlast, taste with sounds – even collaborating with alone. Welcome to the era of soundtracked specialty playlist creators to ensure a sips. In 2024, BACARDÍ® rum tapped artist space’s ambiance hits the right note. Gray V, Camila Cabello to create a sugarcane vinyl based in New York, collaborates with music release of song “I LUV IT.” Crafted using professionals to produce bespoke playlists repurposed materials and sugarcane from for restaurants and bars. The dedicated Bonsucro®-certified suppliers, the sell-out company taps into the notion that music vinyl showcased the intertwining mood for can affect diners’ perceptions of food and serves and sounds. drink – with background noise even shown to alter how people taste. Beyond summer soundtracks, innovators are looking to full sonic immersion to take individuals on a journey of discovery and enjoyment. DEWAR’S® Blended Scotch whisky enlisted the voice of whisky expert Gabe Cardarella to narrate an audio track that transports listeners to the brand’s Scotland home – exploring the origins of the blend’s malts and grains. The track, which celebrates whisky-tasting experiences, was introduced with the launch of the DEWAR’S® GABE CARDARELLA Double Double 38 Year Old expression. WHISKY AMBASSADOR 1 4 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 IMVMenERuSesIVE It’s not just how people are enjoying welcomed by the younger cohort (LDA), drinks that is transforming, but where. where over one third in India (37%) and over The Bacardi Global Consumer Survey notes one quarter in Italy (27%) plan to visit more that across regions, the mood for traditional listening bars next year, according to the nightlife continues to decline. Around half Bacardi Global Consumer Survey. of respondents in Germany (56%), the U.S. (52%), the UK (51%) and Spain (46%) will go Take London-based Equal Parts – a floor-to- to nightclubs less often next year. ceiling listening bar where the mixologists double up as DJs – creating a holistic sonic With cocktail moments now undergoing an experience in tune with the serves. In Japan, early evening makeover, expect 2025 to be pioneers in the on-premise are taking these "HAVING A COCKTAIL GOES BEYOND WHAT’S SERVED IN YOUR the year of exciting new venues that place moments one step further to ensure a visitor’s GLASS. IT’S ABOUT THE COMPLETE EXPERIENCE OF THE experience and immersion at their center. focus is fully on flavors and sounds. Located PERFECTLY CRAFTED DRINK, THE MEMORABLE VENUE, AND THE Catering to these changing nightlife habits, just outside Tokyo’s Shibuya district, Nova is listening bars are emerging as an alternative a scene favorite where curated soundscapes MOMENT YOU SHARE WITH OTHERS." to buzzy clubs – with the focus here on the and sleek design transport guests on a sensory complementary connection between the journey. It’s a haven for music lovers seeking a S E A N K E R R Y music and the menu. It’s a drive set to be unique, atmospheric escape. V P G L O B A L O N - T R A D E B A C A R D I 1 5 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 MULTI-SENSORY Serves Experiences that interplay multiple senses Tapping this drive, Ginger.Lily, the Hilton At the industry’s largest event, are the next frontier – as on-trade innovators Singapore Orchard’s botanical-inspired Tales of the Cocktail (TOTC) in New harness the power of synesthesia to bring bar and lounge, presents “Synaesthesia,” Orleans, BOMBAY SAPPHIRE® captured further engagement and experiential gravitas a multi-sensorial cocktail adventure that guests’ visual palettes and taste palates to cocktail moments. This focus is set to be explores the intersection between nature, by removing (and then replacing) color celebrated by the new wave of experience- technology and the five senses. Creations in an exhibit. Guests ventured into an focused drinkers, who across the UK, the make the most of unconventional elements art exhibit featuring photography from U.S., Italy and Mexico list presentation and such as edible perfume sprays, colored mixologists who also embrace the art preparation among their top reasons for eyeglasses and house-made distillates. The of taking pictures – each with their own photographing their drink, according to the Aroma Alchemy combines beetroot distillate, unique style. The exhibit played visual Bacardi Global Consumer Survey. pineapple, passionfruit, jackfruit, rosemary, tricks by using monochrome lighting vinegar cider, ginger ale and Foamee® and that removed all color from the scene shrub with a choice of edible scents curated creating a colorless ambiance. Patrons by the hotel’s bar mixologist. Meanwhile, then used special flashlights that, when the Cloud cocktail is comprised of notes of directed at an image, transformed the toasted marshmallows, vanilla and caramel photos from sepia tones to full tone while the Nature cocktail merges bergamot, images, bursting through with light and citrus and blooming florals. brightness. The play on color was a nod to how mixologists turn to photography, and other creative mediums, to tell visual stories when designing drinks and creating an ambience at the bar. 1 6 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 Four: CULINARY Connoisseurs As food becomes a certified status symbol, The phrase “you are what you eat” is taking In an era when content is king, culinary arts mixologists will experiment with culinary on new meaning in the face of hype foodies are claiming the crown – carving a top spot alchemy to give classic ingredients all-new and status snacking, with individuals’ grocery on small and big screens alike. Look to the reverence. A fresh approach to pairings will baskets receiving a certified social makeover. recent success of streaming series like see core kitchen staples – butter, oil, milk Already, some 52% of international “The Bear,” or films such as “Boiling – paired with premium spirits to entice a consumers agree that it would be “amazing” Point” and “The Menu,” which testify to new wave of gastro-discerning drinkers. to have an instant buy button for snacks global audiences’ heightened appetite for they discover on social media, according to entertainment rooted in food and fine dining. Mondelēz’s State of Snacking Report.15 1 7 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 INFLFUEooNTdIAiLes Private chefs are taking over as key Prepare for the drinks world to take sources of influence. Rob Li and Meredith note. Already, the Bacardi Global Brand Hayden are among leaders of the pack, Ambassador Survey reveals that culinary sharing their culinary creations for their creativity is now a key source of inspiration celebrity clientele, as followers watch for bartenders creating new cocktails, on eagerly with all the anticipation listed by almost three quarters (71%) of of a “behind-the-scenes” exclusive. respondents – and ranked second only to Meanwhile, 2024’s food influencers – social media. including “Cucumber Guy” Logan Moffitt and Nara Smith – are setting the culinary This creativity is set to match consumer trends for 2025. Smith is known for interest. In the face of ongoing economic familiarizing people with new techniques uncertainty, food looks to remain resilient. and equipment, pioneering the idea that McKinsey reports that two fifths (40%) everything can be made from scratch, of Millennials and over one third (36%) from sodas and cereals to bubblegum of Gen Z in the U.S. intend to splurge on and barbecue sauce. food in 2024, illustrating the ever-growing popularity of premium grocers such as Los Angeles’ Erewhon, London’s Panzer’s Deli and Paris’ La Grande Épicerie.16 1 8 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 SAVSOReYrves In 2025, drinks innovators will take style, serves are split into appetizers, mains inspiration from this new wave of culinary and desserts. The Red Gravy Eye cocktail connoisseurship, with food becoming features TEELING® Irish Whiskey, coffee central to premium drinking experiences. butter corn, walnut, wild mushroom and The Bacardi Global Brand Ambassador coppa ham. Survey shows the popularity of savory and herbaceous flavors and ingredients on Innovators aren’t just blurring the boundaries trade, with interest growing by 20% and between food and drink but pushing them 15% respectively in North America in 2024. to extremes. This is the order at Funkytown Interest in umami flavors is also trending, in Bangkok, where cocktails are served a with miso, mushroom, fish sauce and sea “funkiness” score for their complexity, and vegetables on the rise. tangy, umami flavors reign supreme. Som Tum – made with BOMBAY SAPPHIRE® gin, Now, the focus is shifting from food and fish sauce caramel, som tum cordial, honeyed drink pairings to fully-fledged translations, wine and dried shrimp – comprises all the where the line between food and drink flavors of the Thai soup classic, while Chicken becomes increasingly blurred. Take Double Dinner (available hot or cold) features Chicken Please, ranked among the world’s chicken consommé, BACARDÍ® Carta Blanca best bars, the New York spot offers imbibing rum, Riesling wine and scallion oil. takes on eatery classics.17 In classic menu 1 9 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 As consumers’ interest in culinary arts grows, expect Gastro further crossover with the world of food, as mixologists take inspiration and reconvert techniques from disciplines like gastronomy and pastry. Chicago bar Daisies has TECHNIQUES pioneered a vodka sour utilizing an olive oil syrup – stabilizing the ingredient to form a gomme texture suited to cocktail concoctions. The Manhattini – made with ANGEL’S ENVY® – is also gastro-inspired. The Low ABV serve combines the brand’s Beyond flavor, experimental techniques “WE INCREASINGLY SEE A CONVERGENCE signature bourbon with an americano-style are ensuring cocktail moments are ripe BETWEEN FOOD AND DRINK, WITH vermouth, verjus, atomized citrus salt and for reinvention. On-premise, bartenders an olive oil finish. are utilizing fat-washing, butter infusions SHARED TECHNIQUES AND INGREDIENTS and brining to bring extra depth and fatty INSPIRING SAVORY COCKTAILS. Oil-infused and fat-washed spirits are now within reach for aspiring, at-home complexity into clear spirits. Respondents BARTENDERS HAVE ALWAYS LEARNED in the Bacardi Global Brand Ambassador FROM CHEFS; NOW, RESTAURANTS MAKE mixologists too, meeting the needs of around two fifths of respondents in Mexico Survey noted increased interest in oils COCKTAILS MORE CENTRAL TO DINING. (43%) and India (45%) who claim to be most (30%), vinegars (26%) and brine (23%) in AFTER ALL, YOUR FIRST ORDER IS FROM looking forward to experimenting with 2024, while chef-made butters and exciting A COCKTAIL MENU – AND THAT DRINK cocktail making in 2025, according to the blends have given the fat a renaissance on social media. CHOICE SETS THE TONE FOR THE MEAL Bacardi Global Consumer Survey. Harnessing AND THE WHOLE EXPERIENCE.” this spirit for exploration, craft cocktail company Camp collaborated with California J A C O B B R I A R S olive oil company Corto to launch a do-it- G L O B A L T R A D E A D V O C A C Y D I R E C TO R yourself (DIY) kit for creating oil-infused B A C A R D I spirits, streamlining the spirit-washing process and allowing experimental drinkers to satisfy their culinary and cocktail cravings. 2 0 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 TOPF BlAaRvToErN DPERicks # 1 C O F F E E / E S P R E S S O # 2 S E A S O N A L # 3 S P I C Y B A C A R D I G L O B A L B R A N D A M B A S S A D O R S U R V E Y 2 1 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 Five: THE FUTURE Innovators are pouring a fresh dose of optimism into their businesses, harnessing approaches that make accessing and enjoying the industry, better for all. The stage is being set for a buoyant future – where progress and purpose go hand in hand. Spirit While transformative product innovation may be slowing, brands are taking steps to future-proof the drinks industry in line with next-gen consumers’ values. Evolving their approaches to deliver a higher sense of purpose, in 2025 we can expect the drinks world to prioritize progress across the spectrum. 2 2 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 NDER, DEWAR’S The Modern Face of Whisky is striving for BLE ® SC better. With a campaign to challenge the RE SHIFTING, TER O “PERCEPTIONS A stereotypical image of whisky drinkers, the AND NOW WOMEN CAN SEE stock image library (created by OurWhisky THE POTENTIAL FOR A BRIGHT, Foundation) promotes the many faces of EXCITING FUTURE CAREER whisky enthusiasts. Challenging outdated stereotypes, a wealth of women and people WORKING WITH SPIRITS. I’M VERY of all genders, races and ages enjoying the PROUD TO PLAY MY PART IN THAT spirit are featured in the collection. BY NURTURING FUTURE FEMALE TILL IN ER Now, the industry is waking up to the , BO E® G TALENT IN MY TEAM.” MBAY SAPPHIR talent of skilled artisans – recognizing the influence and continued dominance STEPHANIE MACLEOD, MASTER BLENDER DEWAR’S® SCOTCH WHISKY EQUALArtisans of female distillers and blenders. Bacardi is proud to have four female Maestros Beyond championing established artisans, shaping the future of the industry and Bacardi is also building bridges for access. its drinks – Stephanie Macleod, Master In 2025, the brand will host two all-female Blender, DEWAR'S® Scotch whisky; Anne cohorts of its pioneering “Shake Your Future” Men may have traditionally dominated the spirits industry, but innovators Brock, Master Distiller, BOMBAY SAPPHIRE® program in India. The training is designed are striving to change the image of distillers. When it comes to dark, aged gin; Nancy Duarte, Master Blender, to help unemployed and underrepresented spirits, the challenge is two-fold, with women historically excluded as the SANTA TERESA® rum; and Agathe Boinot, young adults build careers in the world of makers – or even drinkers – of whisky, Scotch and Cognac. Cellar Master, D'USSÉ® Cognac, whose mixology. Classes help master bartending appointment made her the youngest basics, covering subjects like mixology, female cellar master of the world’s flairing as well as complementary business major Cognac houses. areas such as personal branding, social media In 2024, Macleod was named and communication. Master Blender of the Year by the The visibility of women at the top of drinks International Whisky Competition® world is empowering the cohort industry- for a sensational sixth consecutive time, wide. Today, over three quarters (76%) of and is celebrated in the DEWAR'S® women working in the beverage alcohol “Here's to the Story” marketing campaign, industry feel they can be their authentic R appearing in the advert as one of the selves at work and would encourage other M ER A S B T L inspiring storytellers and creative minds that women to pursue a career in the sector, ER NAC END ® RU , D'USSÉ® COG ER, SANTA TERESA has shaped the brand over the centuries. according to research from Deloitte.18 2 3 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 NIE MACLEOD - M EPH A A ST S M ST IS A N N ER D AN RTE - M A N CY DUA E BROCK - MAS T ISKY H WH TC LA AG CE L ATHE BOINOT - Distilling SUSTAINABILITY As discerning consumers get wise to while around one quarter of consumers Setting this future in motion, Bacardi has Innovative processing methods are greenwashing practices, they’re looking in Mexico (29%) and Spain (24%) would completed the world’s first commercial also meeting consumers’ demand for to the industry to get pragmatic with pay more for a cocktail made with locally production of a glass spirits bottle fueled by high-quality, low intervention serves. sustainable progress. Beyond large-scale sourced ingredients. hydrogen. The brand worked with premium People continue to care about the gimmicks and one-time activations, their glassmaker, Hrastnik1860®, to pioneer new ingredients and what goes into their focus is on incremental changes that they – The topic remains key inside the industry technology that powered a glass furnace with spirits, with 61% of consumers globally and brands – can put into action. too, where over three quarters of hydrogen as its primary energy source and saying they would choose additive-free respondents (79%) in the Bacardi Global in doing so cut the greenhouse gas (GHG) spirits over the alternative. The appeal is The Bacardi Global Consumer Survey Brand Ambassador Survey list sustainability emissions typically produced as a byproduct even higher in countries like India (77%), highlights this practically. In France and as a key concern – also listing supporting of glass bottle production. The bottle, which Italy (75%) and Spain (72%), according to Germany, respondents ranked buying local businesses (69%) and eliminating for the purposes of the trial was the iconic the Bacardi Global Consumer Survey. local and reducing single-use packaging single-use plastic (68%) as their top ST-GERMAIN® elderflower liqueur bottle, as the environmental considerations most priorities for 2025. is identical in appearance to the bottle important when choosing spirits and liquor, produced using traditional methods. 2 4 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 TOP STUhSTeAmINesABILITY 38% 36% 33% 32% 28% R E D U C I N G R E C Y C L A B L E B U Y I N G H E L P I N G P R E S E R V E S U S T A I N A B L Y S I N G L E - U S E P A C K A G I N G L O C A L C L E A N W A T E R S O U R C E D P L A S T I C I N G R E D I E N T S B A C A R D I G L O B A L C O N S U M E R S U R V E Y 2 5 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 COMMUNITYEmpowerment With the size and scale of next-gen actively improving the hospitality landscape fandoms introducing drinks brands to all- from the inside out. In September 2024, the new audiences, the industry has a unique foundation’s Philanthropy and Development opportunity to occupy a more meaningful committee awarded a total of $75,000 and perennial position in consumers’ to various organizations committed to lives. But, if authentic collaborations and supporting bartender welfare and wellbeing. transformed drinking moments convert audiences into 24/7 fans – seeking brands The Bacardi Global Brand Ambassador Survey for culture, not just cocktails – it won’t be reveals the importance of this industry long before individuals themselves seek a motivation. Almost two thirds (62%) of civic stance from the industry. respondents globally said they would like more professional networking in 2025, Put plainly, with cohorts drinking less – and including the opportunity to build community more mindfully – it’s up to brands to represent and connections, while over half (55%) noted more to consumers than an occasion to the importance of professional development celebrate, and instead represent a force for the year ahead. for making the industry better. For younger cohorts particularly, commitment to uplifting TOTC award recipient, Another Round, communities will prove key. Already, Dazed Another Rally, is making strides to set Media reveals that respondents picking this future in motion – providing vital community in how they define themselves has financial and educational resources for risen by 43% since 2020.19 the hospitality industry. The non-profit’s mentorship program, Skylight, offers Innovators are showing this community reimbursement grants and immersive drive in action, occupying a key role in education scholarships to historically network-building and education. Tales of underserved voices and talent, recently the Cocktail Foundation (TOTC) is a prime expanding to include a Spanish-speaking example – supporting organizations that are version for members of the community. 2 6 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 CONCLUSION In 2025, we can expect cocktails to act as a conduit for connection – bringing people closer to new interests, new knowledge, new experiences – and most importantly, each other. The intent is clear: cocktail experiences in 2025 are set to be enjoyed alongside the people, experiences and emotions we value most. The Bacardi Global Consumer Survey reveals that across the world, almost two fifths (39%) of respondents are looking forward to celebrating moments that matter over cocktails with family and friends, while when it comes to drinking spirits, almost half (47%) would do this when relaxing with family and friends, 45% when on vacation, and one third when enjoying a date night with a partner. With uncharted social waters persisting, the mood for making those celebratory and convivial moments matter has never been clearer, with spirits brands seizing the opportunity to take on a more empowering and meaningful role in consumers’ lives. 2 7 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 Citations C L I C K O N E A C H L I N K TO A C C E S S T H E S O U R C E 1 6 11 16 “G L O B A L B E V E R A G E A L C O H O L M A R K E T “ T H E E R A’ S S P E N D I N G TO U R R E P O R T ”, “ C T R L S H I F T: T H E F U T U R E O F YO U T H “ C O N S U M E R W I S E S U R V E Y ”, S E T F O R R E C O V E R Y ”, I W S R , 2024 V O U C H E R C O D E S , 2024 C U LT U R E ”, D A Z E D M E D I A , 2023 M C K I N S E Y, 2024 2 7 12 17 “ S E C O N D Q U A R T E R 2024 R E S U LT S ” L I V E “ S U P E R B O W L LV I I I D R AW S L A R G E S T T V “ T H E F O U R - WAY W I N O F B A R T E N D E R “ W O R L D ’ S 50 B E S T B A R S ”, N AT I O N E N T E R TA I N M E N T, 2024 A U D I E N C E O N R E C O R D ”, N I E L S E N , 2024 I N V E S T M E N T ”, C G A , 2024 W I L L I A M R E E D, 2023 3 8 13 18 “G L O B A L S P O R T S H O S P I TA L I T Y M A R K E T ”, “ M O N E Y TA L K S : A L L T H E $$$ “ M A S T E R T H E M E X I C A N C L A S S I C S ”, “ W O M E N R A I S I N G T H E B A R ”, R E S E A R C H A N D M A R K E T S , 2022 G E N E R AT E D BY S U P E R B O W L 2024”, P U N C H D R I N K , 2024 D E L O I T T E , 2023 B A K E R Y & S N A C K S , 2024 4 14 19 “ T H E E V E N T E F F E C T: G E N Z R E TA I L 9 “ T H E F U T U R E 100: 2024”, “CTRL SHIFT: T H E F U T U R E O F YO U T H S U R V E Y ” M E R G E , 2024 “ H O W T H E G R E Y G O O S E H O N E Y D E U C E V M L I N T E L L I G E N C E , 2024 C U LT U R E ”, D A Z E D M E D I A , 2023 B E C A M E T H E B I G G E S T C O C K TA I L I N S P O R T S ”, C H E D D A R , 2024 5 15 “ TAY L O R S W I F T D R AW S L U X U R Y U S “ S TAT E O F S N A C K I N G ”, T R AV E L L E R S ”, B L O O M B E R G , 2024 10 M O N D E L Ē Z , 2023 “ H O N E Y D E U C E U S O P E N S A L E S ”, T H E S P I R I T S B U S I N E S S , 2024 2 8 B A C A R D I C O C K T A I L T R E N D S R E P O R T 2 0 2 5 2025 CoBckAtaCilA TRrDenIds R E P O R T P R E S E N T E D B Y B A C A R D I L I M I T E D I N A S S O C I A T I O N W I T H T H E F U T U R E L A B O R A T O R Y W W W . 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C O M © 2 0 2 4 B A C A R D I B A C A R D I , T H E B A T D E V I C E & O T H E R M A R K S R E L A T E D T O P R O D U C T S I N T H I S D O C U M E N T A R E T R A D E M A R K S O F B A C A R D I & C O M P A N Y L I M I T E D O R O F O T H E R S U B S I D I A R I E S O F B A C A R D I L I M I T E D and Infographic2025 BCoAckCtaAil RTrDenIds R E P O R T TOPf oBrA R2 0C2A5LLS 1 M O J I T O 1 1 E S P R E S S O M A R T I N I ( V O D K A O R T E Q U I L A ) 2 M A R G A R I T A 1 2 I R I S H C O F F E E 3 S P R I T Z 1 3 T E Q U I L A S U N R I S E 4 P I Ñ A C O L A D A 1 4 G I N L E M O N A D E 5 G I N & T O N I C 1 5 B L O O D Y M A R Y 6 R U M & C O K E ® 1 6 D A I Q U I R I 7 W H I S K Y & C O K E ® 1 7 C A I P I R I N H A 8 D R Y M A R T I N I C O C K T A I L 1 8 M I M O S A 9 V O D K A L E M O N A D E 1 9 T E Q U I L A S O D A 1 0 V O D K A S O D A 2 0 W H I S K Y H I G H B A L L B A C A R D I G L O B A L C O N S U M E R S U R V E Y FTOlaP vBoArR TPENDickERs # 1 C O F F E E / E S P R E S S O # 2 S E A S O N A L # 3 S P I C Y B A C A R D I G L O B A L B R A N D A M B A S S A D O R S U R V E Y PREMIUMFans 8 IN 10 GEN ZERS W I L L I N G T O S P E N D B I G F O R I N - P E R S O N E V E N T S , I N C L U D I N G F O O D & B E V E R A G E M E R G E MCoOckSTt-aAilN TEICxIpPeArTieEnDc es 39% C E L E B R A T I N G M O M E N T S T H A T M A T T E R 34% D I S C O V E R I N G N E W C O C K T A I L S 29% E X P L O R I N G N E W B A R S A N D R E S T A U R A N T S B A C A R D I G L O B A L C O N S U M E R S U R V E Y WISH LIST EDnEjoSyTI NaA TCIOoNckS TtOail W YORK PARIS DON ES ON ANGEL MIAMI 31% 29% 21% 18% 18% B A C A R D I G L O B A L C O N S U M E R S U R V E Y IIN-mTHbE-ibKNinOWg Dri1nk/ C3hoices I N F L U E N C E D B Y B A R T E N D E R R E C O M M E N D A T I O N S B A C A R D I G L O B A L C O N S U M E R S U R V E Y InterTesOPt CAATmEoGnOg RBIEaSr tOeFnders T E Q U I L A M E Z C A L 0 % A B V S P I R I T 72% 66% 53% B A C A R D I G L O B A L B R A N D A M B A S S A D O R S U R V E Y 83% OF BARTENDERS SEE Premiumization ON THE RISE CATEGORIES LEADING IN PREMIUMIZATION # 1 T E Q U I L A # 2 M E Z C A L # 3 V O D K A B A C A R D I G L O B A L B R A N D A M B A S S A D O R S U R V E Y NFEWro CnOtCKieTrAsIL T O P C O C K T A I L S B A R T E N D E R S W A N T T O R E I N V E N T & C R E A T E M O R E LOW ABV PALOMA MARGARITA NEGRONI MARTINI B A C A R D I G L O B A L B R A N D A M B A S S A D O R S U R V E Y TPOhPo tRogErAapShO Na SD TrOin k COLOR, VENUE & GARNISH B A C A R D I G L O B A L C O N S U M E R S U R V E Y Culinary CONNOISSEURS 1/3 O F B A R T E N D E R S I N S P I R E D B Y Culinary Creativity B A C A R D I G L O B A L B R A N D A M B A S S A D O R S U R V E Y TOP INGREDIENTS BARTENDERS Want to Experiment With #4 #1 S P I C Y / S P I C E S #8 Z E R O W A S T E T I N C T U R E S I N G R E D I E N T S #5 T E A S #9 #2 C O C O N U T F E R M E N T S #6 W A T E R S A V O R Y #3 #10 C O F F E E #7 O I L S H E R B S / H E R B A L B A C A R D I G L O B A L B R A N D A M B A S S A D O R S U R V E Y THE FUTURSE pirit Ove1r/3 O F W O M E N I N T H E I N D U S T R Y 61% F E E L T H E Y C A N B E T H E I R A U T H E N T I C S E L V E S A T W O R K A N D W O U L D prefer an E N C O U R A G E O T H E R W O M E N T O P U R S U E A D D I T I V E - F R E E A C A R E E R I N S P I R I T T H E S E C T O R B A C A R D I G L O B A L D E L O I T T E C O N S U M E R S U R V E Y TOP SUSTAINABILITY THEMES 38% 36% 33% R E D U C I N G R E C Y C L A B L E B U Y I N G S I N G L E - U S E P L A S T I C P A C K A G I N G L O C A L 32% 28% H E L P I N G P R E S E R V E S U S T A I N A B L Y S O U R C E D C L E A N W A T E R I N G R E D I E N T S B A C A R D I G L O B A L C O N S U M E R S U R V E Y S P E C I F I C S T A T I S T I C S A N D E X A M P L E S A R E R E F E R E N C E D A N D W E B L I N K E D T H R O U G H O U T T H E C O M P L E T E B A C A R D I C O C K T A I L T R E N D S R E P O R T . 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About Bacardi Limited
Bacardi Limited, the world’s largest privately held international spirits company, produces, markets, and distributes spirits and wines. The Bacardi Limited portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, PATRÓN® tequila, GREY GOOSE® vodka, DEWAR’S® Blended Scotch whisky, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and sparkling wines, CAZADORES® 100% blue agave tequila, and other leading and emerging brands including WILLIAM LAWSON’S® Scotch whisky, D’USSÉ® Cognac, ANGEL’S ENVY® American straight whiskey, and ST-GERMAIN® elderflower liqueur. Founded more than 162 years ago in Santiago de Cuba, family-owned Bacardi Limited currently employs more than 8,000, operates production facilities in 11 countries and territories, and sells its brands in more than 160 markets. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. Visit http://www.bacardilimited.com or follow us on LinkedIn and Instagram.

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