From sustainability to super-premium wines, we look at the key trends that are likely to shape the global drinks market this year.
The global drinks market is in the middle of a dramatic evolution fuelled by a heady cocktail of disruption and reinvention. As consumer preferences shift, demand for no- and low-alcohol beverages surges, cocktail culture continues to thrive, while spirit categories like tequila and rum are experiencing explosive growth.
On the other hand, the wine industry faces significant challenges, from declining consumer demand to the irreversible effects of climate change. However, the growing popularity of premium and sustainable products presents winemakers with opportunities to align with consumer preferences.
This evolution is also shaped by its environment, one where economic fluctuations, intensified by trade uncertainties and geopolitical tensions, loom large. It adds further complexity to an already fast-evolving landscape, seemingly able to reshape global market dynamics on a whim. Hence, staying ahead of trends has never been more crucial in a rapidly changing landscape.
ProWein 2025 arrives at a pivotal moment, offering industry professionals invaluable insights and connections to navigate these challenges and capitalise on emerging opportunities.
The upcoming trade fair will serve as a global barometer for what’s next in the world of drinks — showcasing cutting-edge innovations while providing platforms to discuss the future of wine and spirits.
Let’s take a closer look.
Mindful Moderation, Careful Consumption
One of the most notable trends in the global drinks market in the last few years has been the rise of no- and low-alcohol (NoLo) beverages. Global drinks data company International Wine and Spirits Record (IWSR) predicted a staggering 31% growth in the volume of no- and low-alcohol beverages globally in 2024, and expects the trend to continue into 2025, as an ever-increasing number of consumers prioritise wellness and mindful consumption.
If trendsetting cities like London and Tokyo are any indication, the NoLo movement is here to stay. NoLo options are offered in 55% of restaurants in London (according to Distill Ventures), while Statista reports that Japan is expected to hit USD$76.47bn in domestic revenue in 2025. Michelin-starred restaurants like Da Terra (London), Atera (New York) and Narisawa (Tokyo) are just some of many that have embraced NoLo for its merits, offering them as pairings to rival ‘traditional’ selections.
Producers are beginning to take notice. Leading global wine and spirits trade fair ProWein is expecting to welcome some 100 suppliers of low- and no-alcohol products targeting these sober curious for its ProWein Zero section in its upcoming 2025 edition this March, a 50% increase from last year.
But what’s truly innovative in this space is not simply the reduction of alcohol in these beverages. With wellness-minded consumers looking for beverages that offer additional health benefits, producers are also starting to introduce healthful ingredients such as vitamins, minerals, probiotics, and yes, even CBD (Cannabidiol), into no- and low-alcoholic products.
While many of these are likely to be subject to stringent health and safety regulations and oversight, such envelope-pushing beverages nonetheless create an entirely new and exciting product segment for a ready consumer base.
The Global Cocktail Boom
Then there’s our newfound love for cocktails. Cocktail culture has seen explosive growth across the world in recent years, transforming what was previously a high-end drinks experience into a mainstream social phenomenon. The numbers look promising: the global cocktail market was valued at USD$1.21 billion in 2024 and is projected to reach USD$3.44 billion by 2033, growing at a CAGR of 12.28% according to Market Data Forecast.
More importantly, this boom has boosted and reshaped the alcohol industry, helping move the needle in terms of straight spirits consumption towards one that drives innovation in the overall drinks market. Market Data Forecast notes that in Europe alone, the market is expected to grow from USD$0.36 billion in 2024 to USD$0.88 billion by 2032, at a CAGR of 11.93%.
From established cocktail capitals such as New York, London, Paris and Singapore to emerging ones like Bangkok, Dubai and Athens, the stunning stratospheric rise of global cocktail culture in the past decade has moulded the spirits segment in profound ways. Spirit producers big and small have gleefully embraced this trend, not only adapting their portfolios to meet evolving preferences for more high-quality, small-batch, and artisanal spirits, but also adopting sustainable, hyperlocal, and provenance-centric practices in doing so.
The explosion of craft gins in the past decade is a good example. We’ve seen how brands like Japan’s Roku, France’s Citadelle, Cygnet from Wales, Four Pillars from Australia, Thailand’s Tarsier and Singapore’s Brass Lion emphasise not just botanical complexity but also typicity and regional identity, creating differentiation to thrive in a new global cocktail order.
Spirits On The Rise
Aside from gin, the cocktail wave sweeping the globe has also spurred unprecedented interest and innovation across a wide swathe of spirit categories old and new.
We’ve seen how agave-based spirits — specifically tequila and mezcal — have surged in popularity over the past decade, growing beyond their traditional markets through elevated Margaritas and fancy Palomas to attract serious tipplers and casual drinkers alike. Super premium tequila, in particular, has been one of the fastest growing spirit categories in recent years, while mezcal, with its handcrafted, small-batch approach, has also gained quite the following among spirits aficionados. Agave spirits may soon witness some upheaval — as we will discuss later — but for now, it continues to trend worldwide.
Then there’s rum. While rum — ron if you’re Spanish, or rhum for the more French inclined — may not be as ebullient in popularity as agave spirits, the category has been quietly experiencing a renaissance of sorts. In fact, the global rum market is set on the path of robust growth, with a predicted growth rate at 7.7% CAGR between 2025 and 2031.
What’s driving the growth in rum may be its sheer diversity. The Caribbean and Latin America may be the spiritual heart of global rum production, but rum is today produced widely in many countries around the world. Out of the 400 spirits exhibitors expected at ProWein 2025 later this year, over 50 of them are set to showcase rums ranging from established rum producing countries like Jamaica, the Dominican Republic, and Martinique, to more unusual regions as far and wide as Canada, Australia, and Fiji, each of which offer their unique approach and style to the wild and wacky world of rum.
The World of Wine
What about wine? The global wine industry is currently going through significant transformation, driven by evolving consumer preferences, climate change, and shifting economic conditions.
The data bears out the industry’s challenges. Many key wine markets have seen a downward trend in consumption; in fact, the United States even saw spirit sales outpacing wine for the second consecutive year in 2024. The European wine industry experienced a turbulent 2024 with production dropping some 10% compared to a five-year average due to climatic conditions, water scarcity, and rising costs. France’s wine production alone suffered a shocking 22% dip last year on the back of poor harvests due to bad weather, while Germany’s declined by 8.7%.
But dig deep enough, one finds silver lining. And beyond that, opportunity.
Consumers may be drinking less, but they are drinking better. Demand for premium high-quality wine, especially for super-premium and luxury wine segments, continues to grow across important global markets such as the United States, China, Japan, and Singapore. Younger, more eco-conscious wine drinkers are increasingly asking for sustainable, organic, and biodynamic wines, helping push those wines from a niche trend into the mainstream.
And while climate change continues to wreak havoc on yields, producers that explore making wines from next-generation fungus-resistant, drought-proof vines may have an edge. Last year ProWein saw PiWi wine varietals — such as Cabernet Blanc, Satin Noir, and Souvignier Gris — take centre stage at the trade fair, paving the way to a new and more resilient winemaking future.
The newly-introduced Business Forum at this year’s ProWein is likely to shed more light on many of these challenges and opportunities, with topics ranging from the wine consumers of tomorrow and modern winemaking, to sustainability and AI in wine.
Trade Wars and Market Disruptions
At the start of the year, the United States announced a 25% tariff on imports from Mexico and Canada, citing concerns over immigration and drug trafficking.
It was a move that had major repercussions for their alcohol trade: Mexico exports approximately two-thirds of its tequila production to the US, while 80% of Canada’s alcohol exports go south of the border. As expected, Mexico and Canada quickly prepared retaliatory tariffs on US goods, raising fears of a looming trade war.
This is a striking example how fickle geopolitics can easily disrupt the global drinks market. It also serves as a reminder why players up and down the value chain — especially producers and distributors — need to explore new markets to allay their risks.
Trade fairs like ProWein play a vital role in uncertain times. Not only do they help to foster key industry connections, but they also provide critical insights into shifting consumer and industry trends, which helps industry stakeholders adapt to a constantly evolving market.
*This was brought to you in collaboration with ProWein.
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