Younger legal-drinking-age consumers are accelerating the shift towards earlier, lower-intensity drinking occasions, according to the latest annual ‘Cocktail Trends Report’ from Bacardi.
The report for 2026, which outlines the key forces expected to shape cocktail consumption next year, highlights a move away from late-night drinking in favour of what Bacardi describes as “earlier-day indulgence”. The brand owner’s research shows younger adults increasingly socialising in the late afternoon, with a rise in so-called “daycaps” – cocktails consumed at the end of the workday rather than later into the evening.
Bacardi’s global consumer survey indicates that “more than” half of younger drinkers in France and a third in the US now prefer earlier evenings, a pattern the company believes is influencing on-premise footfall, menu curation and drinks formats.
Alongside the shift in timing, the report points to growing demand for lower-intensity serves, analogue social experiences and greater transparency around ingredients. The wider trend is framed as a recalibration of social routines rather than a decline in spirits consumption.
Bacardi also named the margarita, mojito and piña colada as the cocktails most likely to lead global demand next year.
To access Bacardi’s full 2026 Cocktail Trends Report, head here.
