The seventh annual Bacardi Cocktail Trends Report reveals five trends that will shape cocktail culture and the hospitality sector in 2026.
Gen Z leads intentional drinking experiences
According to Sean Kerry, VP for global on-trade for Bacardi, “Gen Z is not drinking less; they are drinking earlier, lighter and with more intention.” Thus, hospitality venues can capitalize on this shift by offering flavorful, approachable cocktails that fit daytime and early evening routines. Guests now value experiences that feel personal, culturally connected and creatively engaging.
Value comes from story and substance
Martin Raymond, co-founder of The Future Laboratory, adds: “Value is no longer defined by scarcity or status. Instead, provenance, storytelling and transforming moments into meaning are essential in 2026.” Bars, restaurants and hotels that highlight ingredient origins, signature techniques and meaningful narratives will stand out in a competitive market.
Redefining Happy Hour
Earlier-day indulgence, or ‘daycaps,’ is replacing late-night excess. Younger legal drinking age consumers are leading this trend. In France, 51 percent are reshaping routines toward earlier evenings while in the U.S., 34 percent are adjusting schedules. Thus, hospitality operators can respond with spritz-focused menus, mood-based cocktails and smaller serves. Therefore, these micro-celebrations fit guest energy levels, schedules and lifestyle habits.
Offline and analog experiences
Guests increasingly seek offline, screen-free moments that spark real conversation. Consequently, bars and hotels can offer communal serves, martini flights and intimate gatherings to meet this demand. Eighty-four percent of consumers report that technology has made social interactions less personal.
Elevating local flavors
Sourcing locally and emphasizing terroir is transforming mixology. Thus, hospitality venues can innovate with micro-farms, regional garnishes and seasonal ingredients. Furthermore, 77 percent of consumers check ingredient origins, showing growing interest in transparency. Thus, by showcasing local flavors, operators can connect guests to their destination while enhancing cocktail storytelling.
Immersive and lifestyle-driven experience
Cocktails are now part of lifestyle branding. Music, design, travel and storytelling merge into immersive offerings. Seventy percent of consumers say emotional engagement drives loyalty. Operators can create experiences that are collectible, shareable and Instagram-ready, turning drinks into memorable cultural moments.
Maximalism returns
Theatrical, bold and visually striking cocktails are back. Edible pearls, fire presentations and layered flavors dominate. Over 76 percent of consumers value heightened experiences. Consequently, hospitality operators in destinations from Dubai to Las Vegas are embracing opulent design, turning drinks into show-stopping attractions.
Top cocktails in 2026
Margarita, Mojito, Piña Colada, Rum and Coke®, Whisky and Coke®, Spritz, Vodka Lemonade, Vodka Soda, Gin & Tonic and Dry Martini.
The 2026 Bacardi Cocktail Trends Report offers hospitality operators actionable insights to elevate guest experiences, innovate menus and drive loyalty.
