Spirits and alcohol companies, faced with a consumer that is increasingly bowing to health concerns over drinking, will be taking a stronger stand to make their products part of social occasions and events in 2026, stressing experiential and cultural connections.
“Alcohol marketing in 2026 will come down to authenticity. People want real connection and they are prioritizing deliberate consumption,“ said Kathleen Braine, CMO of Calabasas Beverage Company, the parent of 818 tequila and Sprinter canned vodka cocktails.
Even when dining out for special occasions, Gen Z is consuming less alcohol than their elders. A Harris Poll found younger restaurantgoers ordered beer (19% vs. 33%%) wine (21% vs. 29%) and spirits (18% vs. 29%) less often than millennials. Harris’s analysis warned “this younger generation may require a greater mix of beverage options to stoke their interest, including non-alcoholic and novelty options.” In fact, IWSR is forecasting non-alcoholic products will become the second largest beer category this year.
Data from IWSR forecasts that total alcohol sales will continue to grow, even if volume stalls, because consumers are seeking value and premium products. But the survey forecasts consumption changes that have implications for marketers. Beer drinkers are increasingly turning to premium brews and canned cocktails continue to catch up with consumers. IWSR found “hard teas” have surged in popularity.
The Harris report noted what Gen Z is looking for in a beverage is “something fun, unexpected, and in many cases, Instagram-worthy.” Spirits brands are tapping into the culture to quench that thirst of these emerging consumers, who require a more personal touch from beverage brands.
“It’s true Gen Z is more mindful about how they consume, but they’re also more intentional about the brands they choose to engage with,” said Allison Varone, head of marketing at Campari America. “Gen Z prioritizes brands that align with their values, creativity, and cultural interests, rather than adhering to tradition for its own sake.”
Doubling down on experiences
Liquor brands will double down on occasions and experiences such as sports and entertainment events to tap that vein of engagement and build on the younger generation’s interest in cocktail culture. “Despite broader market influences like fluctuating trends and shifting drinking habits, this generation consistently desires and seeks meaningful and unconventional experiences,” said Varone.
For example, Varone noted how Campari’s Grand Marnier brand repositioned cognac for younger generations with “DS2 Remixed: The Ballet,” an event that mixed ballet, fashion and hip-hop.
“Younger consumers, particularly Gen Z, value experiences and cultural relevance as much as the product itself,” she said. “Beyond the bottle, we want to elevate the brand and make Grand Marnier part of a lifestyle, an occasion, and life’s memorable moments.”
Alcohol brands will be leveraging upcoming events such as the Coachella Valley Music and Arts Festival, South by Southwest and the big opportunities that will emerge when North America hosts the 2026 FIFA World Cup.
“The World Cup is the equivalent of 14 Super Bowls,” said Roderick Blaylock, vice president marketing of tequila brand Casamigos. Speaking during Advertising Week New York festival, he explained the brand’s parent company, Diageo,is a Tournament Supporter of the World Cup and plans to activate top brands including Casamigos and Don Julio tequilas, Smirnoff vodka and Buchanan’s and Johnnie Walker whiskies across the 16 host cities in North America.
“We will be present in every touchpoint,” including real-world activations and special products tied to FIFA, he said. Tequila has often had a reputation as a binge drink, consumed by the shot, but Blaylock said this is an opportunity to present the drink as a part of social occasions that bring people together, he said. “Those things are what we think our brand is in the center of” and the World Cup is a prime opportunity to present it as such.
Cultural immersion will be key to connecting with liquor consumers in 2026, especially those younger drinkers, said Braine. “They’re paying attention to brands that have a real point of view and show up in ways that matter,” she said. “That means creating moments that mix culture and community, and it is about following our instincts for what is true to our brand.”
