2025 promises to be a year full of surprises and new trends that will redefine the way we enjoy everything from a cocktail to a glass of wine.
Experts predict a revolution that goes beyond the simple act of drinking: we are facing a transformation that spans from innovative preparation methods to multisensory experiences that challenge the conventional. Technology, sustainability, and the pursuit of authenticity are intertwined to create a fascinating landscape where traditional beverages are reinvented and new proposals emerge, captivating both connoisseurs and curious minds.
On this journey toward the near future, we will discover how the industry is responding to changes in consumption patterns, the growing awareness of well-being, and the demand for unique and personalized experiences. From cocktails that defy gravity to non-alcoholic options that rival their traditional counterparts in complexity, 2025 is shaping up to be a year that promises to revolutionize our relationship with what we drink.
The Unstoppable Reign of Agave
Tequila will maintain its undisputed dominance in the market, while Mexican beverages like sotol and charanda are emerging strongly. The margarita will remain the best-selling cocktail in the United States, with creative variations like the al pastor margarita gaining popularity.
One tequila that we love for its aesthetics, quality, and history is “Tequila Azulejos.” Made from ceramic, it has been a brand on the market for many years with great results.
Tropical and Global Explosion
Tropical flavors will dominate the scene: roasted pineapple, mango, dragon fruit, and coconut. International influences will be reflected in spices like turmeric and star anise, while Asian beverages, especially Korean soju, will gain ground.
Another brand that stood out in 2024 and will surely repeat in 2025 was the Honey Deuce cocktail at the US Open, where it achieved remarkable success as the official cocktail, with sales exceeding $12.8 million during the event. This Grey Goose vodka cocktail features melon balls and raspberry liqueur. A huge success that is set to be repeated in 2025!
The New Era of Cocktails
In 2025, there will be a rise in cocktails with salty and umami touches, incorporating ingredients like miso and mushrooms. Garnishes will become key elements of the cocktail, surpassing their traditional decorative role. Additionally, it is very common today to use fruitier wines to make sangria. For example, Hotel Puerto Viejo Llico in Chile uses its official wine, the Hospitality Series Cabernet Sauvignon, to prepare its sangria.
Changes in Consumption
Economic Adaptation
High prices will drive new consumption strategies, with a significant increase in happy hours and more affordable formats. Bars will seek to balance quality and accessibility.
Normally, cocktails or beers are the most consumed products during “happy hour.” In this case, we can highlight Botran rum, which can be prepared in several ways, but above all, we remember its participation as a sponsor of the 2024 Miami Open, where many people had the chance to taste this brand and enjoy events during the tennis tournament.
Non-Alcoholic Revolution
Non-alcoholic options will be fully integrated into menus, offering premium experiences and sophisticated pairings. The “flexible drink” will allow switching between alcoholic and non-alcoholic options during the same evening.
In 2025, Toral Wines will introduce “Rama Caída,” a very successful cider from its country of origin, Argentina, and other Latin American countries. Given the interest in the non-alcoholic category, we will offer it in both alcoholic and non-alcoholic versions.
Innovation in Service
Fast-service formats, such as pre-mixed cocktails and vending machines, will gain ground, prioritizing efficiency without sacrificing quality.
The Multisensory Experience
2025 will bring immersive experiences that combine drinks with visual, auditory, and tactile elements. Listening bars and perfumed cocktails will offer new dimensions in the consumption of beverages.
Recommended Pairing: Hospitality Series Chardonnay
This elegant Chardonnay represents the perfect fusion of tradition and innovation. Its tropical notes complement the trends predicted for 2025, while its versatility makes it ideal for pairing with both elaborate dishes and casual moments. Its balanced profile makes it an excellent choice for those looking to explore the more sophisticated nuances of the wine world.
The future of beverages is exciting and full of possibilities. From the fusion of global flavors to immersive experiences, 2025 will be a year to explore and enjoy. Are you ready to toast to the future?
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