Speaking at the report launch on Thursday 7 November at The Little Violet Door in Soho, London, Monin UK & Ireland digital marketing manager Libby Wales explained consumers are looking for indulgent, guilt-free, no & low and limited-edition serves at specific dayparts.
She said: “Consumer confidence is the highest it's been for three years. We've had the pandemic, the cost-of-living-crisis and now people have kind of settled into their new ways of spending. Things are looking a little bit better.
“This is then translated into people looking to treat themselves, so it's not just people looking for the cheapest option, it's actually the opposite.
“But consumers are still looking for great value, whether that is through a great cocktail or a great coffee.”
Wales added the success of the coffee market and a decline in sales across the on-trade has driven a crossover in the way venues curate their offering.
“We are seeing crossovers in coffee shops offering cocktails and bars offering coffee, and this is supported by many different things”, she said.
Maximise appeal
The notable trends influencing this movement include indulgence, health and balance, day parts, no & low and limited time offers, the 2025 Drinks Trends Report from Monin showed.
In particular, creamy cocktails have “grown in popularity”, Wales explained.
“This time of year Baileys is huge, but it's not just Baileys. People are really diversifying.
“Dessert cocktails and ice cream cocktails are huge”, the digital marketing director continued.
To maximise appeal across all trends, Wales urged operators to consider offering things like creamy and indulgent cocktails alongside alcohol-free or lower sugar and calories options, using sugar free syrups or cold foams instead of high sugar options or whipped cream.
She added: “Modern cocktails are also growing in popularity. We're seeing less of the Sex and the Beach or Mojitos and more of the spicy Margarita style cocktails [as] consumers are looking to treat themselves.
“As consumers are now more comfortable in their spending, they are willing to try a new drink.”
Moderate occasions
However, visibility and offering the right options at different dayparts are key Wales advised.
For example, clearly advertising limited offerings at the bar as well as coffee in the morning and cocktails in the afternoon and evening.
This was particularly true for the no and low category, Wales added, as more consumers look to moderate their alcohol intake, with almost half of customers switching between an alcoholic and low & no serves on the same occasion.
She continued: “You might have the menu there, but if you don't have it at the bar or a chalk board or front and foremost on your menu, people don't know it's there.
“Having a dedicated no low section, clearly labelling which ones are no and which ones are low, [and ensuring] visibility are some key ways you can help drive the purchase of no and low.
“People don’t just want an alcohol-free Mojito anymore, they want an indulgent option, a low sugar option, something with an added health benefit and something that still looks just as impressive, [especially] as they will be paying just as much for an alcoholic cocktail, you have to make sure that value is there.
“It's no longer about teetotal customers, people realise that it's not all or nothing, you can just have a moderate evening.”
Key trends:
- Guilt-free indulgence
Consumers continue to seek indulgent treats out-of-home, alongside the growing awareness of a healthy diet.
More than 50% of consumers choose an iced beverage because of its indulgence factor.
The study also found sugar content, calories and added health benefits were influential for consumers when choosing a cocktail, demonstrating the benefit of offering healthier yet still indulgent serves by using lower calorie or sugar syrups or cold foams instead of whipped cream.
- Limited time offerings
Alongside the usual occasional-led influences, big pop-culture moments, including music events and Tik Tok influences, also had an impact on menus this summer, with some operators opting to tap into these trends with themed cocktails.
Modern cocktails are also growing in popularity, along with unique serves, with cocktail consumers getting more adventurous in their choices.
- Day parts
Boozy café offerings, spritzes, and brunch deals in pubs are on the rise, demonstrating the importance of offering a variety of drinks and promotions to drive sales throughout the day.
Coffee cocktails have also grown in popularity - outside of the Espresso Martini!
- No & low
It’s no longer about the tee-total consumer, it’s those looking to moderate without compromising on taste or value for money.
Monin’s research found 75% of UK adults were actively trying to reduce their alcohol consumption.
This is further backed up by research from hospitality research agency KAM Insight, which found almost a quarter (23%) of adults partake in ‘zebra-striping’, alternating between alcoholic and no/low drinks on the same drinking occasion to moderate their consumption.
To take part in The MA’s Drinks Masterclass series please email rebecca.weller@wrbm.com. Check out the Drinks Masterclass from Monin featuring a Cinnamon Roll Old Fashioned here.
See the previous Drinks Masterclass on wine cocktails here.
