Liqueurs: innovation and adaptability spearhead success
The increasingly popular liqueurs category is adapting to consumer preferences for innovation and new tastes.
*This feature was originally published in the November 2025 issue of The Spirits Business magazine.
From bittersweet to cream and fruit, the liqueur category is one of the most diverse, historical, and wildly experimental. It’s also one of the most resilient. At a time when much of the spirits market is slowing or is in decline, liqueurs are bucking the trend.
Global liqueur volumes grew by 6.7% between 2020 and 2024 to reach 1,174.6 million litres (roughly 138m nine-litre cases), according to Euromonitor International, with growth recorded in every market except Asia Pacific (down by 11.9%).
Latin America led at 28.4% growth, followed by the Middle East and Africa at 19.4%. More established markets also performed well, including the US (4.8%) and Western Europe (1.3%).
“In absolute volumes terms, Nigeria, the UK, the US, Argentina, and Brazil have posted the largest growth in the past five years (in no specific order),” says Nik Allen, global insight manager for consumer food service at Euromonitor International. “While those first three drove similar growth in the period [before] that, Argentina and Brazil have shown a dramatic shift to the positive after more pessimistic years.”
High-end premium brands
Liqueurs and cordials are the fifth most-valuable spirits category in the States, says the Distilled Spirits Council of the US, having shifted more than 20m nine-litre cases in 2024, worth US$2.8 billion. Within this, high-end premium brands grew by 36% by volume and 48% in value from 2020 to 2024.
It is reflective of a “remarkable transformation” of the category, says Andrea Neri, managing director of the House of Apéritifs at Campari Group, which owns Aperol. “Once seen as traditional or even niche, liqueurs are now being rediscovered and reinterpreted by a new generation of consumers and bartenders alike,” he says.
Demand for bittersweet apéritif liqueurs is playing a key role in this transformation. Volumes of premium ‘bitters/spirit apéritifs’ have surged in the US, according to IWSR, recording a compound annual growth rate (CAGR) of 18% between 2018 and 2023. A CAGR of 19% is forecast for 2023-28 (according to data published in May 2025), driven by a trend towards moderation and the rise of the “aperitivo moment”, it says, galvanised by the success of the Italian Spritz and Negroni.
Campari’s House of Apéritifs, which now represents nearly half of Campari Group’s total sales, reported a CAGR of 7% in the past 10 years, says Neri. “What’s particularly exciting is how our brands are evolving in relevance, moving beyond traditional consumption moments into new occasions like brunches, barbecues, and low-alcohol social gatherings,” he adds. “In Europe, the Middle East, and Africa, Italy, our largest market, remains stable, and we’re seeing dynamic growth in markets like the UK, Greece, and others where the apéritif culture is being embraced with fresh energy.”
It helps too that the Spritz can be easily adapted, which has opened the door for other brands, says Edgardo Carias, US vice-president of marketing for Disaronno, the 500-year-old almond liqueur owned by Italian drinks company Illva Saronno. “Aperol has done a phenomenal job in championing the Spritz, but you can also see whisky companies adapting a Spritz,” he says. “It’s gone from having a singular meaning to being something like a Cosmopolitan or a Margarita – there’s a lot of variations to play with, and that leaves plenty of room for brands like Disaronno and others to grow and connect with consumers.”
At typically half the ABV of spirits, the trend towards moderation also “plays really well” for liqueurs. “We’ve been talking about health and wellness in spirits for almost a generation, but it was lip service,” adds Carias. “Now, consumers really have taken the power. Low-alcohol spirits, no-alcohol ‘spirits’, and low-alcohol cocktails are genuinely part of the repertoire and drinking patterns. It is something that we’ve always had as a value-added proposition, but we’re beginning to talk about it more, reaching out to consumers, and saying this is a premium spirit with a low ABV, which makes it more sessionable and keeps you in control.”
Alcohol-free liqueurs on the rise
Subsequently, a number of zero-ABV liqueurs are also emerging. Bellaventura-owned amaretto brand Adriatico recently launched its first non-alcoholic expression, Adriatico Zero, which has an ABV of less than 0.5%, and half the sugar of the parent drink. There’s also Lyre’s Amaretti, Wilfred’s Bittersweet Aperitif, and Three Spirit’s Social Elixir, to name a few.
While apéritif liqueurs suit lighter occasions, cream and coffee-based liqueurs offer indulgence, led by the worldwide resurgence of the Espresso Martini and the Baby Guinness. Pernod Ricard’s Kahlúa and Diageo’s Baileys remain brand leaders. In the year ending 30 June 2025, Kahlúa rose by 7%, while Diageo reported a sales drop of 3% for Baileys in the second half of 2024, dragged down by the US, despite positive gains in Europe and Latin America. But Irish food agency Bord Bia reported a 5% rise in exports of Irish cream liqueurs (which includes Baileys) worth €380m (US$426.8m) in 2024. While this was 6% lower than two years before, it “returns the category to the steady growth seen before 2022”, it said.
The US and Canada accounted for more than 60% of total Irish cream liqueur exports, and grew by 13% and 8% respectively. “Despite a good performance in the US and Canada, the market was challenging, with greater competition from non-Irish cream liqueurs and pressure on consumer spending,” it said.
This year, Scotch whisky distillery Nc’nean released its debut cream liqueur – a 20% ABV dairy-free liqueur made with Nc’nean single malt, gluten-free oats and sunflower lecithin, called Quiet Rebels Sarah, after distillery operator Sarah Hewitt.
“The rise of alternatives to dairy has opened a wide door, both in terms of providing for those who enjoy these liqueurs but whose dietary requirements restrict them and, more importantly, in terms of flavour,” says Matt Hastings, brand ambassador and blender at Nc’nean. “Fruity coconut, nutty almond, and, in the case of our liqueur, rich and creamy oats provide exciting new flavour possibilities and a fresh spin on tradition. These new flavours offer options for bartenders to experiment and create exciting new cocktails (like our own Hewitt/Flat White Martini), and potentially develop a lasting modern classic.”
Creamy Creation, a third-party producer of cream liqueurs, cites ‘indulgia’ – the fusion of indulgent and nostalgic experiences — as helping to drive the cream liqueur category. “Consumers are increasingly seeking a balance between indulgence and moderation – a combination that has fuelled renewed interest in cream liqueurs,” believes Jeroen Huiskes, global innovation manager Creamy Creation. “These products deliver a rich, indulgent experience while offering a lower ABV than most traditional spirits, aligning with today’s mindful approach to drinking.”
The evolving spirits landscape, shaped by “rapid shifts in consumer preferences” is also pushing brands to innovate faster than ever, he adds. “Flavour trends are emerging and fading at unprecedented speed as consumers seek novelty and experimentation.”
Natural, fruit-forward, umami, savoury, and citrus notes are now the focus for most liqueur brands, says Giuseppe Gallo, founder of Italian aperitivo brands Italicus (which is backed by Pernod Ricard) and Savoia. “Many bars and mixologists follow a less-is-more approach, and authentic stories with natural ingredients matter more than ever to professionals and consumers.
“Most importantly, brands need to take calculated risks to innovate. Launching another generic red bitter or lemon liqueur is not innovation, it is duplication.”
In 2016 Italicus launched its Rosolio Bergamot liqueur – an Italian liqueur made with Calabrian bergamot peel, Sicilian cedro lemons, and other botanicals. Its launch came at a time when many liqueur brands were “cheap, artificial and in decline”, adds Gallo. “Where the space was once dominated by overly sweet liqueurs with artificial colourants, we are seeing more natural products, innovative flavour profiles, and stronger packaging propositions.”
In September, Chicago liqueur brand Apologue unveiled Apologue Carrot – a 25% ABV liqueur made from carrots, warm baking spices, and citrus peel – which joins the brand’s Aronia Berry, Celery Root, Persimmon, Saffron, and Paw Paw liqueurs. “Renewed interest for liqueurs is coming from several directions, with some people wanting something retro, and others just looking for new flavours,” says Tobias Gorn, drinks expert and chairman of the World Liqueur Awards. “People like sweetness when it is appropriately balanced, and most liqueurs are easy to understand with a good intensity of flavour. Compared with some wines and spirits, there’s no pretence – it tastes of a specific flavour.”
New brands and flavour extensions bring more competition, and novelty, but the category is not saturated, believes Carias, with “tremendous opportunity” for growth. “There’s a lot of experimentation… the playfulness consumers can get from flavours is good for the category. Consumers are seeing the complexity and the opportunity to find a style that really speaks to them.”
Liqueurs are facing the same challenges as the wider spirits industry, but their adaptability is helping them to remain relevant and tap into emerging trends. “Liqueurs are poised for continued growth,” believes Neri. “Their versatility makes them ideal for both at-home experimentation and high-end mixology. As consumers seek more authentic, story-rich products, liqueurs – with their heritage and artistry – are perfectly positioned to meet that demand.”
Industry insights
What flavour trends do you think will drive the liqueur category in 2026, and why?
Blanca de la Infiesta – CMO, Zamora Company
“We believe that comforting and indulgent flavours inspired by familiar, nostalgic treats will continue to shape the liqueurs category in 2026. We are seeing that consumers are increasingly drawn to flavours that evoke warmth and emotional connection, yet still feel premium and versatile and are known in many markets. This trend perfectly aligns with the versatility of Licor 43’s flavour profile.
“Following the success of Licor 43 Chocolate and Crème Brulée, our latest launch, Licor 43 Caramel Cookie, blends the signature notes of vanilla and citrus of Licor 43 Original with the taste of caramelised biscuits, along with subtle hints of caramel and warm cinnamon. It captures the trend for indulgent comfort with a modern, elevated twist. Caramel Cookie is already very popular in other FMCG categories, and now makes its way into the liqueurs world through Licor 43, offering new growth opportunities within the category.”
Godelief van Erve – global marketing director, De Kuyper Royal Distillers
“While there are many flavour trends shaping the category, we at De Kuyper see two main thrusts driving liqueurs in 2026: natural sophistication and global flavour exploration. Botanical and floral notes, such as rosemary, jasmine, and elderflower, reflect consumers’ growing appetite for authenticity, craft, and lighter taste experiences. These are areas where De Kuyper already leads with classics like Elderflower and Triple Sec.
“In parallel, exotic fruit flavours such as lychee, yuzu, mango, and passion fruit are gaining ground as drinkers look for tropical escapism and Asian-inspired twists. With liqueurs like Kwai Feh Lychee, De Kuyper Passionfruit, Mango, and Blue Curaçao, we are ideally positioned to lead this vibrant, flavour-driven movement. Together, these flavour spaces show how liqueurs remain central to cocktail creativity and how De Kuyper continues to set the tone for what comes next.”
Dávid Chovanec – export manager, Tatratea
“For over 20 years we have been producing tea-based herbal liqueurs, so we really do hope that in 2026 tea will finally be a flavour at the forefront. However, we expect that orange and citrus flavours in general will be driving the growth, with botanical and possibly floral flavours to follow.”
Are you seeing demand/strategies change as pressures on premiumisation and value-led offerings also evolve?
Ryan McFarland – chief commercial and strategy officer, Drinksology Kirker Greer
“We’re still seeing consumers trade up, but they’re becoming more selective about which brands they choose and where they enjoy them – at home or out in trade. That mix is constantly evolving. Liqueurs sit in an interesting space, as their lower ABV often means a more accessible price point than full-strength spirits due to reduced duty burden. That creates real opportunity for brands that can define a clear serve strategy and move from being a supporting ingredient to a core part of the drink. It’s about relevance, versatility and value – not just price.”
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