Bacardi's Cocktail Forecast Says You'll Be Trying Out Limited Libations In 2024

When it comes to serving up a few cocktails, holiday season is prime time. Defined by parties, dinners, and other festive gatherings, it's always made better by sharing a beverage with the people you love and work with. But the season’s alcohol-focused buzz doesn’t have to dominate—lighter options are expected to carry us all the way through the new year.

The cocktail trends we saw take over this past year (hello, espresso martini, Hugo Spritz, and tinto de verano) are bound to evolve in 2024. For a sneak peek of the new season’s most popular sips, Bacardi Limited released its fifth annual Bacardi Cocktail Trends Report. Giving us a glimpse into all the cocktails expected to make their way onto our menus in the coming year, the brand says people's approach toward drinking is also changing.

“In this landscape, people are reshaping cocktail culture, infusing it with fresh perspectives and finding memorable experiences back at the bar with friends,” said Brenda Fiala, the global vice president of strategy, insights and analytics at Bacardi, in a press release. “From redefining moderate drinking to a surge in sustainable attitudes, Bacardi is at the forefront, championing a world where people-driven cocktail culture thrives through innovation, experimentation, and overall better moments.”

Bacardi says the newest generation of drinkers is looking for less alcohol in their cocktails, a trend the company is calling “limited libations.”

These younger drinkers are looking for alcoholic drinks that taste like a treat. Along with that, low-proof alcohols have stolen the spotlight this year. To follow the crowd, consider elevating a drink with a small amount of premium alcohol, prioritizing flavor over other elements.

According to the liquor company, this year will also “usher in an era of innovation for dark, aged spirits, with brands embracing unique aging methods and novel flavor combinations.” Rum-based cocktails are growing in popularity, along with those crafted with tequila and mezcal—liquors that lead to spicy, fruity, and zesty flavor profiles.

It also seems that bartenders and liquor companies are looking to create a full experience for their consumers, particularly by recreating “nostalgic, convivial moments year-round”—think a fruity drink served in a dim, moody bar or a negroni on the beach. Non-traditional venues are even on the rise, with a shift away from clubs and toward festivals.

Liquor brands are also looking into ways to reach newer customers by focusing on sustainability, as more and more customers look to buy from eco-friendly brands. This will likely extend to the drinks themselves, with mixers and bartenders focusing on nature’s flavors—botanicals, aromatics, florals, and oils. According to the Bacardi Global Consumer Survey 2023, nearly half of all respondents in Canada (and younger respondents in the U.S.) said they want to drink more cocktails made with natural ingredients in the new year.

Technology will also play a major role in the world of cocktails this year, with digital advancements providing new ways for people to personalize their drinks. According to Bacardi, artificial intelligence has the potential to change the beverage landscape 2024, with 80% of younger consumers interested in exploring AI recommendations.