In recent years, we’ve seen a rise in drinks focused on bio-hacking and indulgence — think wellness shots on one end and decadent dopamine hits on the other. In 2025, this trajectory continues, but like most modern trends, it leans even harder into itself, mirroring the mechanics of social media algorithms. This year’s beverage trends are marked by an even deeper consciousness: about how our drinks impact our health, how they become part of a lifestyle — or a “tribe” we identify with — how they stimulate pleasure, and how they affect the planet. Ready to sip on what’s new? Here’s your guide to the must-try beverages of 2025.
Top Beverage Trends in 2025
The megatrends of 2025 center around healthier and ‘cleaner’, more sustainable, premium, and socially responsible products in line with the mantras – good for me, good for the planet – and 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. The beverage industry has been paying attention to these shifts in concern, consciousness, and habits.
Functional and healthy beverages are on the rise. Zero and low alcohol ready-to-drink offerings (the NOLO movement) from North America to Europe and Asia-Pacific have boomed. But globally, we’re seeing an array of interesting new product developments, packaging innovations, and surprising mergers and acquisitions with the lines between the health movement, the low- and no- alcoholic category and the wider drinks industry becoming increasingly converged as they pivot to growing consumer demand.
Here we take a deeper dive into 10 drink trends we expect to see in 2025.
Nootropics and Functional Health Drinks Continue to Grow
Nootropic and functional health drinks are still gaining momentum as consumers increasingly seek beverages that offer more than just hydration and flavor.
Nootropics—also known as smart drugs—are performance-enhancing supplements aimed at improving memory, focus, and cognitive function.
As stress, tight deadlines, and high-performance demands grow, the beverage industry has responded with brain-boosting drinks made with ingredients like matcha, green coffee bean extract, guarana, and Lion’s mane mushroom.
These trendy drinks are especially popular among people seeking alcohol-free mood boosters as they work well for happy hour, easily resembling mocktails when poured into a fancy glass.
However, it’s important to choose the right formula for the time of day, as some of these drinks have a relaxing effect and others stimulate the nervous system. Here’s an insightful summary of some of the best nootropics on the market written by a health and beauty influencer.
At the same time, functional drinks are trending thanks to rising interest in wellness, with consumers favoring herbal ingredients like ginseng, ginger, and pepper for their perceived health benefits, including immune support, cognitive energy, and pain relief.
There’s also a shift toward plant-based and multi-tasking formulas. According to a Mintel report, more than half of consumers expressed interest in trying plant-based drinks that incorporate multiple plant protein sources. This suggests a growing curiosity and openness to diverse plant-based beverage options.
From collagen-infused drinks to energy beverages made with natural caffeine from yerba mate and green tea, the category continues to expand, reflecting the demand for healthier, more functional options in everyday consumption.
CBD-infused Relaxation Drinks: FAQs
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 2025.
In fact, the global CBD-infused beverages market is projected to grow from $1.45 billion in 2024 to $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:
The Bubble Tea Craze is Staying Alive
Bubble tea has been having its moment for quite some time now; what seemed like a craze looks set to stay a favorite among Gen-Z in 2024. 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 enjoying the healthier variants low in sugar, with organic soya milk, green tea, or fruity mixes, as well as the younger generation seduced by its 200 or so different flavor combinations and even more customizable options making for truly unique, tasty and fun drink.
Coffee Trends: TikTok, Viral Starbucks Orders & Ready-To-Drink (RTD)
Coffee is still in, in a BIG way in 2025. It never really went anywhere but lately, it's hard to ignore the renewed hype around a decent cup of Joe.
RTD Coffee: 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 Coffee Trends: In 2024, we saw the “salty coffee” trend on TikTok and “custom-made” Starbucks orders that were ridiculously long and complicated, and this trend-setting culture is still very much alive in 2025.
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 Starbucks embraces customization as a core part of its customer experience, baristas have expressed frustration over these complex orders, especially when they are based on viral trends that may not be feasible or practical to prepare. The added complexity can slow down service and increase the workload for staff, leading to calls for better compensation and support.
So, while these elaborate orders can be fun and creative, it's important to consider the impact on the baristas and the overall efficiency of the service.
Fermented Drinks as a Health-Booster
Increased awareness of the importance of fueling our body with quality and nutritious food and drink is driving rapid growth in fermented beverages, occupying a significant portion within the functional and healthy drinks category.
The growing body of research backing up the benefits of prioritizing gut health and diversity in the microbiome, (the collective name for the microorganisms that live in the digestive tract), is driving this drink trend.
While kombucha has been topping the leaderboard for some years, it’s now got some serious competition. Water kefir, with its more diverse probiotic strains shown to help boost the immune system and aid digestion, is gaining momentum and creeping into the mainstream.
As is the fermented Mexican soda Tepache – another healthy, flavorsome, sustainable alternative to kombucha. While not new in itself, it has promising prospects in this health-conscious era, but hey, it’s just a gut feeling!
Drinks with Star Power (2025 Edition)
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
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, and 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 2025.
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, low-alcohol, or premium spirits, and convenient recyclable packaging, grab-and-go cocktails are here to stay.
Alcohol-Free and Low-ABV Movement: Bars, Beers and Spirits
With interest in low and no-alcohol-by-volume (ABV) drinks skyrocketing over the last few years, more and more people are looking for a middle ground between being a teetotaler and a drinker.
Consequently, the low and no-alcohol beverage sector is experiencing significant growth in 2025, driven by changing consumer preferences towards health-conscious and inclusive social experiences.
- The global no-alcohol category is projected to achieve a +7% volume CAGR from 2024 to 2028, contributing an additional $4 billion in value.
- In the U.S., the no-alcohol market is forecasted to grow by an 18% volume CAGR between 2024 and 2028, with the total market expected to be worth close to $5 billion by 2028. IWSR
- Gen Z is leading this shift, with 41% planning to visit sober bars in 2025, reflecting a growing interest in alcohol-free social venues. NCSolutions
Additionally, alcohol-free bars are emerging as profitable and culturally significant establishments. They cater to a diverse clientele seeking sophisticated, non-alcoholic options without compromising on the social experience. These venues are attracting business professionals, health-conscious individuals, and those seeking inclusive environments. The profitability of alcohol-free bars is notable, with non-alcoholic drinks often achieving higher profit margins due to lower input costs and the absence of alcohol taxes. For example, a well-crafted $9 mocktail can yield higher profits than a traditional $14 cocktail.
As the demand for premium non-alcoholic experiences grows, these venues are becoming essential social spaces, reflecting a broader shift in the hospitality industry towards health, wellness, and inclusivity.
Overall Drink Trends of 2025: 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 peoples’ thirst for holistic balance.
So in 2025, let’s raise our glasses to being able to choose alcohol-free beverages without having to sacrifice flavors, fizz, or authenticity.
To indulging in a 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!
