World of spirits 2026

At the beginning of the year, experts at IWSR analysed and defined the key global trends in spirits consumption for 2026.

This article is available for reading in Trade magazin 2026/02-03

Alcohol consumption will continue to shift towards daytime hours. Due to the global cost-of-living crisis, consumers are looking for good value for money. Spectacular presentation alone will no longer be enough: the world’s leading bars are increasingly designing their drink menus as a coherent story. Experimenting with texture and taste gives bars and brands a new tool to take the drinking experience to a higher level, while remaining within the safe confines of familiar, even nostalgic flavours. Many regional spirits are consumed in huge quantities in their home countries, yet are little known internationally – in 2026 this gap will begin to narrow.