Between Drinks
Foretelling the future
Although there is no scientific consensus to prove or disprove psychic abilities in predicting what’s in store for the future, market researchers can get a pulse on future trends by utilizing a combination of scientific methods to identify emerging patterns and shifts in consumer behavior.
As such, the beverage experts at Flavorman, Louisville, Ky., have released their 2025 Beverage Trends predictions, continuing the company’s seven-year streak of foreshadowing industry trends for the upcoming year.
After countless hours of combing through flavor formulas, dissecting ingredient lists and studying consumer cravings, Flavorman projects a notable rise in global-inspired flavors, particularly tropical fruits and international spices, it says. Predicted popular ingredients include coconut, papaya, dragon fruit, turmeric, star anise, coriander and others, suggesting a consumer interest in beverages that bring a taste of the world to their cup, it notes.
(Image courtesy of Flavorman)
Flavorman’s 2025 predictions also reveal a shift in consumer interest toward ingredient transparency. Flavorman’s Beverage Architects predict consumers will take a closer look at ingredients and any associated health claims. Rather than relying on bold, catch-all statements, brands should prepare for a shift in consumer behavior, as drinkers scrutinize what’s really in each beverage, the company says.
This trend toward wellness also aligns closely with the sober curious movement now sweeping the spirits industry, the company notes.
“The sober-curious lifestyle encourages consumers to re-evaluate their relationship with alcohol, often leading to reduced consumption,” said Kristen Wemer, chief technical officer at Flavorman, in a statement. “We’re seeing a significant rise in clients looking to develop ready-to-drink mocktails, non-alcoholic spirits, and NA beers and wines to meet this demand.”
These trends can be seen in new releases. For instance, Spiritless, a non-alcohol distilled spirits brand, recently announced the launch of its first pour-and-serve cocktail: Spiritless Espresso Martini.
Joining the brand’s list of non-alcohol spirits, Spiritless Espresso Martini is made with real-brewed coffee, giving it a bold flavor balanced with a touch of sweetness and hint of bitterness, the company says. The beverage contains less than 0.5% ABV and 38 mg of caffeine in each serving, it notes.
Luxury wine brand Oceano Wines also debuted its latest innovative offering with the roll-out of Reduced Alcohol Wine.
Created by gently removing the alcohol, Syrah 2023 is rich in flavor, with just 3.5% alcohol and 38 calories in each glass, the company says.
“As a trailblazer in high-quality nonalcoholic and reduced-alcohol wines, Oceano is defining luxury wines for mindful living,” said Rachel Martin, founder and CEO of Oceano Wines, in a statement. “This Syrah offers vibrant flavors, full body, and the signature depth and spice of Syrah with a lighter touch—perfect for those who want a little nip without being slowed down by alcohol.”
Meanwhile, in response to a growing preference for lower-ABV options, Flavorman forecasts that spirits like aperitifs, liqueurs and bitters will see increased interest in 2025, as drinkers seek flavorful, lighter options, it says.
On the branding front, Flavorman previously anticipated brand collaborations and product line extensions, citing examples like Coca-Cola’s co-branded launch with Oreo and SunnyD’s entry into the beverage alcohol market. For 2025, Flavorman anticipates an overarching trend of consumers wanting complete control and transparency of their drinks, noting that consumers are placing even greater value on variety and customization.
Beverages featuring customizable components, such as flavor cartridges, are expected to perform well, the company says. Moreover, marketing campaigns highlighting new flavors, variety packs, and “mystery flavors” will offer consumers a “pick and choose” experience they crave, creating a dynamic space for brand engagement, it notes.
Commitment to craft
Peet’s Coffee is keeping the caffeinated momentum going with the launch of an all-new ad campaign: Coffee for Coffee People. The campaign is a playful nod to Peet’s commitment to craft. Today, with overwhelming menu options, style over substance, long waits, high prices and sugary nonsensical drinks, Peet’s is reminding people that it is here for all of the quality and none of the chaos, it says. In the new series of ad spots, launched under its “Coffee for Coffee People” warrior cry, Peet’s design team doesn’t care that its logo is just a “P”-shaped coffee mug, nor does Peet’s Roast Master care that his car predates modern day safety standards — they only care about making the best coffee you’ve ever tasted. “The coffee industry has started to veer more toward style than substance and the result can be overwhelming menus and long waits,” said Jessica Buttimer, senior vice president of brand and direct-to-consumer at Peet's Coffee, in a statement. “Our new ads remind coffee people that at Peet’s, we pour all our attention into the one thing coffee people truly want, really great coffee.”
Magical partnership with Johnnie Walker Blue Label Ice Chalet, Perfect Moment
Johnnie Walker announced the launch of a limited-edition Johnnie Walker Blue Label Ice Chalet in collaboration with luxury ski wear and lifestyle brand Perfect Moment. Unveiled by Johnnie Walker Blue Label ambassador and Perfect Moment shareholder, Priyanka Chopra Jonas, Blue Label Ice Chalet captures the essence of the luxury après-ski experience, featuring a rare new blend crafted by Master Blender Emma Walker, along with a bottle and bag designed by Perfect Moment and inspired by “Blue Hour”— the magical time when skiing is done and turns to socializing, the company says. The new Johnnie Walker expression is a meeting of the whisky brand’s iconic square shape and Perfect Moment’s bold star logo and houndstooth pattern, in a striking deep blue bottle and a bespoke bottle bag that transforms into a reversible crossbody bag, after removing the bottle, it notes. To celebrate the partnership, Perfect Moment launched the capsule ski wear collection for both women and men, featuring coordinating designs, which has been inspired by the Johnnie Walker Blue Label Ice Chalet design. The new limited release will be showcased at a series of global events, with consumer experiences opening this month in key luxury Après Ski locations, it says. Johnnie Walker Blue Label Ice Chalet and crossbody bag is available to buy both online and in select stores globally.
Sparking joy
The Free Spirits Co. announced the launch of its Professional Hugs campaign, a digital and social led initiative in video form. Inspired by persistent comments with a recurring theme posted on the Free Spirits social channels questioning the purpose of non-alcohol spirits and cocktails, Founder Milan Martin created the piece as a response to the sentiment, which was articulated by one Instagram user, who said: “drinking non-alcoholic spirits is like hiring a hooker for a hug. No Point,” the company says. Challenging the outdated take on both sex work and the non-alc beverage category, Free Spirits collaborated with burlesque dancer and self-identified sex worker Steph Sugar and comedian and writer Carla Lee, to create the campaign, which is an empathetic, comedic and tongue-in-cheek “clapback” to the non-alc naysayers, it notes. In the video Dr. Kimberly James (Carla Lee) teams up with Steph Sugar (playing herself) to explore the restorative benefits of the humble “hug,” demonstrating that, contrary to the sentiment of some on social media, both a hug, and a non-alc beverage can, and do, spark joy, the company says. “Naturally, you’re going to get some mean comments online when you’re doing something new — something that challenges cultural norms or values,” Martin said in a statement. “As a brand, this is at the core of what we’re all about. The driving purpose of Free Spirits is to elevate and celebrate those who make our world so colorful by living their own way — which often means making choices that don't align with these norms or expectations.”
A new report on American eating habits found that for 2025, meat and dairy are out and plant-based is in: 47% are planning on eating more plant-based foods in 2025.
The report, from NCSolutions, further notes that Americans view their food choices as part of a broader lifestyle with 1 in 2 no longer using the word “diet.”
Other findings are as follows:
- 1 in 3 are reducing their meat intake in the new year: 45% reducing dairy
- Top eating lifestyles among Americans include sugar-free, anti-inflammation and dairy-free
- The No. 1 reason to choose a specific lifestyle is gut health, with 42% prioritizing it
- 27% prioritize spending on plant-based foods over organic, premium, or “health food” labels.
Another major lifestyle factor is money: 24% of Gen Z pursue alternative food lifestyles to save money, according to NCSolutions.