Have you ever heard a guest request like “Do you have a kombucha-based cocktail? And please, no alcohol, I’m going zero-proof today?” It might sound unusual at first, but it won’t for long: menus that prioritize health, sustainability, and immersive experiences are the future of beverage trends. If you want to know how hospitality businesses can stay ahead and turn these consumer preferences into real revenue opportunities in 2026, this is for you.
The New Beverage Mindset
2025 beverage trends were about healthier, cleaner, more sustainable, and socially responsible drinking, an evolution that aligns with the mantras of ‘good for me, good for the planet’ and prioritizes quality over quantity.
With movements like mindful drinking and “sober curious” gaining popularity, research indicates that alcohol consumption has declined, with younger generations drinking less as they show greater interest in holistic wellness and health.
For hospitality professionals, this shift is a powerful opportunity. Menus providing sophisticated, health-conscious, and ethically sourced beverages don't just represent modern consumer ideals, they also increase profit margins.
Let's explore what this means for 2026.
Macro Trends Shaping the Beverage Landscape
Alcohol-Free Beverages as a Core Business Strategy
The low- and no-alcohol (NOLA) movement is no longer a trend; it has evolved into a commercial pillar. According to IWSR, global sales in this category are projected to increase by 7% annually until 2028, adding billions of dollars.
Key forces driving the movement:
- Younger generations are drinking less: Gen Z and Millenials are increasingly prefering different ways of socializing and drinking. Surveys show, that there was and still is a clear shift toward moderte drinking.
- Nearly half of Gen Z consumers (49%) believe that limiting alcohol consumption will be vital to their health in 2026, and Gen Z (23%) is statistically more likely than Gen X (9%) and Boomers (9%) to drink tea or tea-based beverages during happy hour.
- Alcohol-free bars and spaces to connect sober are booming worldwide.
- Mocktails, for example, typically have lower ingredient and tax costs, which means larger profit margins.
- Alcohol-free pairings and tasting menus create memorable, inclusive experiences that can differentiate a venue.
- The guests of today want to socialize without the hangover and expect the industry to adapt to that.
Consumers have understood that hydration is more than just a basic need; it’s an important pillar for overall wellness, health, and longevity, which leads us to the next trend.
The Rise of Functional Wellness Drinks
Sonely looking good on the outside isn’t the focus anymore; inner health matters just as much, which is why beverage trends that support mood, cognition, gut-brain axis, and the overall mental and physical well-being are on the rise.
“Mind Balance” is one of the top global trends for 2026. This trend encompasses products that offer benefits such as stress relief, brain health, and mental clarity. But what kind of ingredients are we talking about? Previously seen as niche, adaptogens and nootropics are entering the mainstream beverage industry with increasing frequency.
Key aspects to note:
- Ingredients such as ashwagandha, rhodiola, lion's mane mushroom, L-theanine, and citicoline are gaining popularity in beverage formats that promote mental clarity, mood balance, and cognitive support.
- The gut-health trend is highly tied to cognitive and wellness claims: for example, Innova names the "Gut Health Hub" a top trend for 2026, acknowledging that many consumers perceive digestive wellness and brain/mood wellbeing as inextricably intertwined.
- Clean-label expectations, multi-task formulae (for example, "immune + focus", "calm + clarity"), and plant-based or botanical bases are becoming increasingly common in this area.
- For hospitality settings (bars, lounges, hotel cafés), these drinks are ideally positioned as premium non-alcoholic products or as part of "mindful hour" menus. The reason for that lies in functional promises, and the ability to command higher prices when formulation, presentation, and storytelling are executed effectively.
- An important operational nuance: despite expansion, scientific backing, regulatory claims, and customer trust are all variable. When promoting functional beverages, it's best to focus on enjoyment, flavor, and a premium experience alongside wellness messaging—without overpromising.
Actionable Tips for Hospitality Operators:
- Create a separate functional drink menu (e.g., "Focus & Calm" or "Brain Boosters") from standard soft drinks and mocktails to signify premium positioning.
- Ensure that the appearance fits the promise (e.g., delivered in a cocktail glass, garnished, with unambiguous taglines like "Adaptogen Blend: Ashwagandha & Lion's Mane" rather than ambiguous buzz words).
- Staff should be trained on how to discuss the benefits (e.g., "This drink supports calm focus without caffeine jitters") and when to serve (e.g., evening "wind-down" vs daytime "alertness").
- Keep an eye on customer feedback and uptake, particularly among younger groups (Gen Z/Millennials) who are more likely to buy functional beverages.
- Be honest about what the drink can do—and ensure the taste and experience are exceptional. If flavour or presentation falls short, guests may reject it regardless of the functional claims.
CBD-Infused Drinks
CBD-infused beverages became a mainstream tipple in 2024, for both the alcoholic and non-alcoholic markets. And they're definitely still on the rise in 2026.
In fact, the global CBD-infused beverages market grew to $1.45 billion in 2024 and is projected to reach $7.65 billion by 2033, with a CAGR of 18.5%. With more insights now available on these beverages, let’s look at a few of the most common questions around CDB drinks:
Responsible and Clean Label Expectations
The eco-consciousness of the younger consumers is growing. They expect products that are healthy for them and do not harm the environment.For the hospitality industry, that means offering beverages that are:
- Low in sugar
- Clean-label (e.g., fairtrade)
- Plant-based or botanical
- Ethically sourced
- Sustainably packaged (e.g., biodegradable materials, recycled content)
Since sustainability and health consciousness have become societal norms rather than niche preferences, they have a direct impact on the types of beverages people seek out. Among the various fads influenced by these ideals, one fun favorite has continued to captivate the world: bubble tea.
Micro Trends Influencing the Beverage Industry in 2026
The Bubble Tea Craze is Staying Alive
Bubble tea has long outgrown its initial craze and remains a steady global favorite, particularly among Gen Z and younger millennials. Despite being invented in the 1980s, the demand for bubble tea is going global, with its market expected to grow by almost $2 billion to reach $4.3 billion by 2027.
The refreshing Taiwanese tea-based drink features tapioca or fruit jelly bubbles. It appeals to health-conscious individuals who enjoy healthier variants low in sugar, such as organic soya milk, green tea, or fruity mixes. The younger generation is also drawn to its 200 or so different flavor combinations and even more customizable options, making for a truly unique, tasty, and fun drink.
Coffee Trends: TikTok, Custom Orders & Ready-To-Drink (RTD)
Coffee is still in, in a BIG way, in 2026. It never really went anywhere, but lately, it's hard to ignore the renewed hype around a decent cup of Joe.
RTD Coffee & Tea
One of the key trends driving the growth of the RTD coffee and tea market is the rise in health awareness. Consumers are increasingly looking for beverages that are low in sugar and calories, and many RTD coffee and tea products now offer these options. Additionally, many RTD coffee and tea products are now made with organic and sustainable ingredients, which is appealing to many consumers.
The ready-to-drink (RTD) coffee and tea market is expected to grow significantly in the coming years, reaching $133 billion by 2027. This is due in part to the increasing popularity of coffee and tea among consumers, as well as the growing demand for convenient and healthy beverage options.
Viral Social Media Coffee Trends
In 2024, we saw the “salty coffee” trend on TikTok and “custom-made” orders that were ridiculously long and complicated, and this trend-setting culture is still very much alive in 2026.
Social media platforms like TikTok continue to fuel this phenomenon, with users sharing intricate drink customizations that often involve numerous modifications and unique ingredients. This year, the star of the "secret menu" creations is the Dubai Chocolate-inspired drink, which combines pistachio sauce and chocolate cream cold foam to mimic a popular Middle Eastern treat.
While these elaborate drinks are fun and creative, they also highlight the industry’s challenge: striking a balance between customization and efficiency. Complex orders can slow down service and increase workload for staff, sparking conversations about fair compensation and operational support.
Fermented Drinks as a Health-Booster
Fermented beverages remain popular among health-conscious customers due to their digestive and immunological benefits.
Kombucha is now sharing the spotlight with water kefir, which is recognized for its various probiotic strains, and Tepache, a fermented Mexican pineapple drink that is gaining global popularity.
These drinks meet multiple hospitality criteria: they're handcrafted, sustainable, and functional.
On-premise opportunities include the following:
- House-made kombucha is available on tap.
- Fermented beverage pairings for plant-based cuisine.
- A story-driven presentation that emphasizes origin and craftsmanship.
Drinks with Star Power
Celebrity beverage ventures continue to thrive, blending star appeal with consumer interest in wellness and unique flavors. While traditional endorsements like George Clooney with Nespresso and Jennifer Aniston with Smart Water remain iconic, recent years have seen celebrities launching their own beverage brands, both alcoholic and non-alcoholic.
Here’s a line-up of recent celebrity beverage launches:
- Kylie Jenner introduced Sprinter, a line of vodka sodas, expanding her entrepreneurial portfolio beyond cosmetics.
- Jamie Foxx launched BSB (Brown Sugar Blend), a cinnamon-flavored whiskey, in collaboration with spirits incubator WES Brands.
- Lionel Messi entered the functional beverage market with Más+, a sports drink boasting electrolytes, vitamins, and natural flavors, aiming to offer a healthier alternative to traditional energy drinks.
- Michelle Obama, alongside basketball star Stephen Curry, introduced Plezi Hydration, a health-conscious sports drink containing no caffeine, less sugar, and more potassium, aligning with their advocacy for healthier lifestyles.
- Guy Fieri partnered with Waterloo Sparkling Water to release three limited-edition flavors inspired by his travels, offering calorie-free, sugar-free, and naturally flavored options.
Celebrity-backed beverages continue to influence consumer choices, with Nielsen IQ reporting that such endorsements impact 8% of Australian consumers' purchasing decisions in the beverage sector.
These collaborations not only capitalize on the celebrities' fan bases but also tap into current consumer trends favoring wellness, unique flavor profiles, and brand storytelling.
Source: Rollingstone
Sustainably Packaged Beverages Gain Momentum
Co-packing companies are slowly but steadily switching to environmentally safer packing materials. This is being driven by the growing eco-consciousness of the Gen Z demographic, as well as awareness campaigns about the harmful effects of plastic on the environment.
Another trend is the emergence of alternative forms of co-packing, such as using recycled materials or biodegradable materials. These alternatives are becoming more popular as customers and retailers become more ecologically conscious.
Another sub-trend within the packaging world is boxed wine. It's easier to store, preserves open wine very well, and is proving a more hygienic and sustainable option, in particular for restaurants.
With each three-liter box generating about half the carbon dioxide emissions of a glass bottle, boxed wine is also cheaper to transport, stock, and is more environmentally friendly. It’s something that even the more premium wine houses can’t ignore.
According to Future Market Insights’ latest industry analysis, sales of boxed wine packaging are expected to grow 1.7 times between 2023 and 2033.
While wine connoisseurs may jump to the conclusion that boxed wine equates to poor quality, industry experts are suggesting that that’s changing, and fast, as sales are forecast to continue surging around the world in 2026.
Canned Cocktails with Premium Products
While some consumers may have enjoyed following online mixology tutorials to create their homemade cocktails, many people prefer the no-fuss original creations that are served ready-made for immediate consumption.
Well, spirit brands and hotel chains like the Marriott have wasted no time in offering the perfect solution and creating a variety of delicious, bartender-quality, ready-to-drink cocktails in cans.
Tipped to be the hottest trend in the alcoholic beverage space, the development of prepared cocktails-to-go is, according to Grand View Research, estimated at USD 853.2 million in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 14.0% from 2023 to 2030.
With high-quality ingredients, authentic flavors, options between low-calorie, sugar-free, low-alcohol, or premium spirits, and convenient recyclable packaging, grab-and-go cocktails are here to stay.
Overall Drink Trends of 2026: A Toast to Good Health
As we raise our glasses this year, many bars, pubs, and restaurants are grappling with economic uncertainties, supply-chain bottlenecks, and staffing issues.
In the face of uncertainty, it’s become clear that the increasing consumer interest in health, wellness, and mindfulness is shaping the food and beverage industry as a whole as it seeks to quench people’s thirst for holistic balance.
So in 2026, let’s raise our glasses to being able to choose alcohol-free beverages without having to sacrifice flavors, fizz, or authenticity.
Indulging in tasty libations without having to abstain completely. And to returning to more simplicity with natural and ‘clean’ products. To drinking less in quantity but better in quality.
Cheers to all that!
