Following declines in 2023 and challenges in 2024, the global beverage alcohol category is expected to recover in 2025, according to IWSR. The category is expected to add $30 billion in incremental value by 2028, driven largely by consumers in India, China and the US.
As brands look to capitalize on this growth, expect them to embrace new drinking occasions, cultural partnerships and data-driven storytelling.
“Next year, expect more innovation driven by different drinking occasions,” said Sofia Colluci, CMO of Molson Coors. “Consumers are looking for a variety of things in the beverages they buy. So while we see non-alc and low ABV continuing to grow, we also anticipate other options making their way into market, whether that’s new pack formats or higher ABV in channels where consumers are craving more flavor.”
“In the new year, we are expecting continued consumer openness to the implementation of sparkling wines for new, unexpected, celebratory, and most importantly everyday occasions,” says Cécile Artigalas, CMO at LVMH’s CHANDON. “The sparkling wine category has been growing as consumers recognize a wider applicability of sparkling pours, better fitting the richness of their lifestyles, with the use for only special moments becoming out of step with what many consumers want.”
“At CHANDON we expect to see our products becoming more integrated into our consumers’ everyday hosting experiences: flavorful, elegant, well rounded and crafted with care, they strike the right balance to accommodate all palates at home or on the go,” she continues. “Whether a birthday toast, the pairing to a homemade meal, or a casual gathering with friends on a Tuesday, our exceptional and affordable sparkling wines are the perfect pour for any occasion, big and small.”
Jordan Rothschild-Noome, CMO of High Basin Brands, sees 2025 as the year of hyper-local and traceable spirits and mindful consumption. “With consumers eager to know the origin of every ingredient, brands will look to highlight local sourcing and small-batch production to meet demand for transparency,” he says. “This will redefine ‘premium’ as consumers seek authenticity in their glass.”
“The future of spirits marketing will also be rooted in authenticity,” continues Rothschild-Noome. “Storytelling will be at the heart of successful campaigns, with brands highlighting their heritage, craftsmanship, and commitment to quality. Consumers want to connect with brands that share their values and offer more than just a product—they want an experience. VR and augmented reality experiences will likely become more widespread, allowing consumers to experience virtual tastings, immersive distillery tours, or interact with the brand in ways that feel personal. This will be pivotal as e-commerce continues to be a driving force with consumer sales.”
“While luxury consumers continue to value quality and craftsmanship, there is also an evolution to brands that are culturally relevant and more personally connected,” says Greg Levine, vice president of marketing, single malts at William Grant & Sons. “Both Glenfiddich and The Balvenie have each crafted the finest whiskies for over 130 years. Today, we continue to build on each brand’s heritage with partnerships, innovation and campaigns that resonate with the discerning whisky drinker.”
Glenfiddich recently unveiled a multi-year global partnership with Aston Martin Formula 1, which is an example of such a partnership. “Together, they will celebrate their shared commitment for mastery and design through exceptional experiences and touchpoints,” adds Levine. “To commemorate this historic partnership, Glenfiddich has explored its archives to unearth a rare cask from 1959, paying tribute to Aston Martin’s debut in Formula One. This release also embodies the craftsmanship of Glenfiddich Malt Masters across generations and pays homage to a defining decade for the distillery.”
To help tell their stories, expect brands to be strategic with technology and employ AI when needed. “Data-driven insights will continue to play a pivotal role in predicting consumer behavior in real time, allowing us to meet their evolving preferences quickly,” says Jenny Hermanson, senior director of omnimedia strategy at Pernod Ricard USA.
“We’ve found they’re increasingly seeking content and experiences that are relevant to their own needs, so it is critical we design personal experiences that capture attention and resonate with them,” she continues. “Personalization will take center stage, fueled by technologies that enable us to create deeply relevant experiences—from custom cocktail recommendations to immersive storytelling that connects consumers with the rich heritage and craftsmanship of our brands.”
“The growing adoption of AI is expanding consumer choice and transforming how people discover and engage with products,” she adds. “This trend is set to accelerate, making it critical to integrate advanced technologies and consumer insights into our marketing strategies– whether that be through provide contextually relevant content aligned to each consumers unique consumption occasion in media or serving up the next best product recommendation in CRM to drive stronger conversion and cross-sell across our portfolio of brands.”
Andrea Sengara, vice president of marketing at Campari America added that, “the emergence of social and retail search will also be pivotal, and the way consumers discover brands will continue to evolve. While traditional search engines remain important for Boomers and Millennials, [LDA+] Gen Z increasingly relies on platforms like Instagram, and YouTube to discover new products and trends. Spirits brands must ensure a strong presence on both retail and social search platforms to remain discoverable and relevant.”
“Generative AI will also play a pivotal role in automating customer service and improving the e-commerce experience,” she continued. “Spirits brands have an opportunity to use AI to deliver personalized marketing, such as cocktail recommendations and cross-selling opportunities for customers, deploying predictive analytics to boost conversion rates.”
