Feature

Spirits trends to watch in 2025

03 January 2025 By Georgie Collins

This year promises to be an interesting one for the spirits sector. We look at the trends that are likely to light up the industry in 2025.

trend predictions 2025 — Crystal ball: what does 2025 have in store for the spirits industry?

*This feature was first published in the January 2025 issue of The Spirits Business magazine.

As we look ahead to the next 12 months, the spirits industry is once again poised for big transformations, fuelled by consumer demand for authenticity, innovation and flavours.

From the ever‐evolving low‐and‐no category, which is blurring the line between alcoholic and non‐alcoholic options, to the political and economic influence of world leaders on the global spirits market, major shifts are under way.

New trends in ageing, marketing, and production methods are reshaping both what we drink and how it is made, setting the stage for an exciting year ahead for producers and consumers alike.

Consumers demand authentic storytelling

Once upon a time, producers would create and market a spirit in the hope that consumers would buy it based on look, taste or faith in the brand alone. But now, drinkers want a story to go with it – one that is believable, aspirational and authentic.

Emma Hutchison, co‐founder of marketing agency Sweet&Chilli, explains: “People are wanting authenticity from the brands or the products that they choose to put their well‐ earned money behind, and they’re yearning for experiences, enrichment and storytelling. People are looking for joy.”

In 2025, we expect more producers to turn to storytelling in a bid to generate advocacy. “Storytelling allows brands to create an emotional connection with consumers,” says Fabio Molinaro, creative director of branding firm Robilant. “This is not just about creating a narrative, but about ensuring that the story reflects the authenticity of the product and resonates with the evolving expectations of today’s sophisticated consumers. In this way, storytelling becomes a key differentiator.”

No-alcohol will join alcohol in cocktails

With non‐alcoholic ‘spirits’ now a mainstay of backbars, the on‐trade is starting to experiment with the more versatile products in the category, and producers are beginning to catch on.

Last year, fermented ‘spirit’ The Pathfinder became a cult product in the US, after launching to “truly bridge the gap between alcoholic and non‐alcoholic”, says UK country manager Rish Ravalia. “Consumers want great looking and tasting drinks to enhance their overall hospitality experience. Versatile non‐alcoholic brands are being used as modifiers alongside alcohol to create new serves and styles of drinks.”

Pietro Collina, beverage director at London’s Viajante87, has been doing just that. “There are some non‐alcoholic products that have incredible flavour, so can lend themselves perfectly to being used in alcoholic cocktails. I find non‐ alcoholic ‘spirits’ – particularly the apéritif-style products – are fantastic ingredients to use as modifiers.”

Non-Mexican agave spirits

As president‐elect Donald Trump has threatened 25% tariffs on imports from Mexico, are non‐Mexican agave spirits going to get their time in the sun in 2025?

With consumer interest in Tequila and mezcal rising, producers have begun turning to agave varieties grown outside of Mexico to create spirits that are not encumbered by the same extensive regulation. Spearhead Spirits uses South African agave for its Sango African Agave Spirit. Co‐founder Damola Timeyin says the brand has received an “overwhelmingly positive reaction from Tequila drinkers who are looking for something familiar but new”.

Ventura Spirits’ founder Henry Tarmy says California, where the brand sources Agave Tequilana for its Tecolotito, “is full of agave fanatics, so there has been strong interest in these early releases”.

And in Australia, the launch of agave‐based spirit Act of Treason in January 2024 was a chance to “expand the horizons of a category that has been geographically limited”.

High-proof clear spirits

Last year we saw several releases of high‐ABV white spirits come to market, and as brands start to see the flavour benefits of raising the proof, the trend looks set to continue.

Chopin Vodka, which released its 59.8% ABV Bartender’s Choice expression last year, notes that vodka’s taste, in comparison with other spirits, can often be overpowered by mixers and ice. By making it stronger, “it creates a backbone for vodka‐based cocktails”, says founder Tad Dorda.

“The product was inspired by bartenders and mixologists in search of a way to make spirit‐forward cocktails and hedge against vodka dilution in the glass.”

Robert Hicks says his brand, Highland Liquor Co, is looking to introduce a higher‐ABV vodka this year, as he finds the added strength gives it “more depth of flavour”, while Daday Suarez, founder of Alto Canto Tequila, says crafting its blanco at 48% ABV was deliberate, as it creates “layered flavours that you don’t typically get from a blanco”.

Older age-statement Scotch

Last year saw a multitude of age‐statement whiskies join the portfolios of Scotch brands – and high age‐statements at that.

With The Macallan unveiling the world’s oldest whisky in September (84‐years‐old), William Grant & Sons launching its Wildmoor series with whiskies aged from 21 to 40 years, plus a 50‐year‐old from Benriach, there was clearly something driving the decision to unleash older expressions into the market.

Chris Dennis, brand ambassador for The Glen Grant, says releases like these reflect an ongoing consumer demand for unique, rare and ultra‐premium offerings. “We’ve observed that consumers are increasingly seeking out whiskies that tell a story, which is exactly what higher‐aged releases deliver.”

New spirits brand Living Souls unveiled a 40‐year‐old blend last year. Co‐founder Calum Leslie says a growing consumer appreciation for the “complexity and depth that older expressions bring” is driving the trend, while Bruichladdich head distiller Adam Hannett, has noted the creation of “authentic, credible liquids with a genuine story to tell”.