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Ordering a cocktail is not as straightforward as deciding between a Margarita, a Martini and a Mojito. Customers are particular about the spirits, the ingredients, the presentation etc. For some the experience of drinking a cocktail is as important as the drink itself.
According to The Bacardi Cocktail Trends Report 2026, there is a shift in consumer preferences, personalization and the overall experience. The report does not talk about the price of the drink or whether or not the price has increased but rather on how and why people are prepared to pay more for certain drinks.
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Published in November 2025, the 7th annual Bacardi Cocktail Trends Report was produced in partnership with The Future Laboratory. Based on consumer surveys, bartender insights & industry research, it identifies five key trends that will define the drinks industry in 2026: Afternoon Society, Rewilding Connection, New Localogy, Liquid Experience IP, and More Is More Mixology.
One of the findings is of course very pertinent to the increasing interest in premium cocktails. 86% of the global bar staff surveyed said they were moving toward more premium spirits and cocktails. The research suggests that the consumer is becoming more discerning in their choice of drink, paying more attention to the ingredients, the skill involved and the presentation. It's no longer simply about getting the cheapest drink.
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The spirit used in a cocktail can have a massive impact on the flavor, the character and the price of the cocktail. A Margarita made with a good tequila will be very different in terms of the drinking experience from one made with a more budget-friendly expression. The same is true with whisky cocktails where the spirit you choose will have a huge effect on the aroma and the overall character of the finished drink.
Bacardi's research identifies tequila as the category of choice for premium growth, underscoring persistent interest in premium products. This is having an impact on the way bars are developing their menus. The consumer who is interested in a premium drink may be quite prepared to pay a bit more if they know what they're getting or if they appreciate the ingredients and the way it's made. The 86% figure in the report is clearly based on the observation of the bar people rather than any actual spend by the consumer.
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A cocktail's appeal is increasingly going well beyond the ingredients. Bars are playing with all sorts of stuff to make the drink more memorable: fancy glasses, odd garnishes, complex layers of flavor, all sorts of serving tricks. Some cocktails are designed to be a bit of a surprise in terms of presentation, others are designed to tell a story or to have a connection with the individual who is ordering it.
Bacardi's research shows that 76% of the people they surveyed said they valued more memorable, more elevated experiences. That's a big part of the appeal of the luxury cocktail these days. A cocktail that's been properly presented may be more expensive simply because of the ingredients, the way it's made and the service that goes with it. It may also be that people are paying for the experience of the occasion. It's increasingly becoming a key differentiator for bars in a very competitive market.
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Not everyone wants the same drink even when you're ordering a classic. Some will want a sweeter Margarita, some will want a spicier one, some will want a different spirit as the base. That's the sort of thing that is encouraging the bartender to pay more attention to the individual rather than just go with a set recipe.
The report has a particularly interesting point for India. Bacardi's research shows that 90% of Gen Z in India are interested in bespoke drinks, compared with 70% in Europe and North America. So, personalization is clearly becoming a key expectation among younger consumers. It can be as simple as tweaking the flavor, as much as choosing the ingredients or the way it's presented. It gives the bar the opportunity to offer something that may not be on a standard cocktail menu.
Another trend highlighted in the report is New Localogy, which focuses on the growing importance of local ingredients and influences in drinks. The bar is looking at the flavors of the place and using ingredients familiar to the local palate in their cocktails, creating menus that are very much in keeping with the local food and drink culture. It's a way to do something different without necessarily having to go the whole hog with importing ingredients.
Bacardi's research found that 55% of the bartenders they spoke to preferred fruity flavors, 46% preferred sweet, 26% preferred savory and 24% preferred spicy. That's a good indication of the breadth of the modern cocktail menu. For Indian bars, there's an opportunity to use ingredients such as kokum, tamarind, curry leaves, and various regional spices to create drinks that are genuinely local. Those examples aren't necessarily in Bacardi's research, but they do show the potential for regional flavors to be part of the cocktail scene.
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This is based on the Bacardi Cocktail Trends Report 2026, and research done with The Future Laboratory. It's all about premium cocktails, personalization, emerging flavor trends, and the importance of the experience in the eyes of both consumers and bar professionals.
The cocktail trends in 2026 mean people are far more conscious of what makes a drink worth ordering. Premium ingredients, creative presentation, different flavors and the overall experience are all factors that are going to be influencing what people expect from a bar.
Bacardi's report isn't suggesting that people in general are spending more on cocktails or that cocktail prices have gone up everywhere. It's really about why some people feel they're getting more value for money in a well-made cocktail. As the cocktail trends of 2026 continue to unfold, the experience of the cocktail is just as important as the cocktail itself.
