Cheers to the future: Six drinking trends shaping up in 2025

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The landscape of India's beverage culture is undergoing a dynamic transformation, poised for significant shifts in 2025. With evolving consumer preferences, mixologists, distillers, and industry experts are constantly experimenting to cater to the diverse whims of the patrons. From immersive drinking experiences and the resurgence of heritage Indian spirits to the premiumisation of beer and the continued rise of agave, there is always something exciting happening in the world of alco-bev.

Four months into the year, industry experts highlight six drinking trends that are set to dominate in 2025.

Immersive drinking experiences
Classic cocktails are experiencing a resurgence with new avatars. "This return to the classics brings a sense of familiarity while opening the door to creative reinventions. But beyond the cocktails themselves, we are seeing that what makes a great bar is much more than just its drinks - it lies in the immersive experience it offers," poses Vikram Achanta, founder and CEO of Tulleeho, and co-founder of 30BestBarsIndia and India Bartender Week.

If 2024 was to be categorised as education-led consumption, 2025 will see this turn into experience-led consumption. He explains, "Bars are evolving into spaces that provide a holistic sensory experience, resonating with today's consumers who crave a deeper connection to the places they visit and the drinks they choose. Be it with curated pairings, experience-led spaces such as PCO Delhi's Director's Room, or pop-ups; bars are exploring novel formats that are engaging and unique." Hopping on this trend, Tulleeho has come up with a first of its kind travel-led beverage discovery experience, ‘Under the Goan Sun', with a curated tour of Goa, its vibrant cocktail culture and its deep connection as the hub of India's craft spirit production.

Spirit-led bars are on the rise
Spirit-led and spirit-specific bars are emerging as hotspots, where curated menus highlight the unique profiles of individual spirits like gin, whisky, or rum. Observed across major metropolitan areas, these spaces indicate a maturing of the Indian consumer's palate, and the evolution of the Indian bar scene beyond recreation into refined experiential consumption. Achanta shares, "This highly specialised approach enables one to explore spirits on a deeper level, bringing to light each drink's complexity while also offering a range of variants to try. Pune-based Juju's agave-specific menu, New Delhi-based Juniper's focus on gin, Goa-based Bar Outrigger's rum menu, or Bandra Born's Mahua bar are perfect examples of this shift, providing curated experiences for enthusiasts."

Renewed focus on homegrown Indian spirits
Hamavand Chinoy, director of South Seas Distilleries (makers of Six Brothers Mahura), bats for heritage Indian spirits. He explains, "Homegrown spirits are gaining immense recognition, and have proved that Indian spirits can be as sophisticated as the world's best. But while we've embraced and added a distinctive Indian touch to imported spirits like whiskies and gins, how often do we celebrate the spirits that are truly, uniquely ours? What can India authentically call its own? The answer lies in our heritage spirits, and one stands out as both unique and highly versatile: Mahura (Mahua/Mhowra/Mahuva/Mahuda)."

He further explains, "Mahura is an ancient Indian heritage spirit crafted from the flowers of the Madhuca Longifolia tree, also known as the wishing tree - a symbol of abundance and hope. With the introduction of Six Brothers Mahura, we wanted India to have its first and very own luxury heritage spirit, proudly standing as a global representative."

"As consumers double down on the story behind the sip, Indian-made spirits are poised to take centre stage, with an increasing appreciation for expressions that reflect the country's diverse yet niche flavours," adds Achanta. He also asserts that this trend is not only about the liquid in the glass, but the stories and history behind it, creating a deeper connection with the drink and the terroir behind it. This passionate call for the recognition of indigenous spirits reflects a broader movement within India to reclaim and celebrate its cultural heritage.

Chinoy proclaims 2025 to be the year of the revival of heritage Indian spirits, "2025 will be an exciting return to tradition, where ancient flavours meet modern palates, celebrating the rich legacy of India's distilling craftsmanship. The revival of heritage Indian spirits marks a return to the roots of craftsmanship, where time-honoured techniques and bold flavours are reimagined with sophisticated techniques for a new generation of connoisseurs. With Mahura presented in a luxurious avatar for the first time, Six Brothers showcases how authentic Indian spirits can exude elegance." The focus on ‘modern palates' suggests that this revival is not simply a nostalgic return to the past, but a reinterpretation of traditional spirits for contemporary consumers.

Agave's continued growth and diversification
No longer a niche or passing trend, agave spirits are driving a global movement that celebrates authenticity, craftsmanship, and versatility. "Agave's rise in popularity is due to its exceptional versatility: it seamlessly doubles as both a cocktail base and a standalone spirit to be enjoyed neat," explains Kimberly Pereira, chief operating officer at Maya Pistola Agavepura (Pistola).

She adds, "The category has evolved beyond traditional tequila and mezcal, shining a spotlight on pure 100 per cent agave spirits. 2025 will see a rise in more brands emerging from non-Mexican regions. This growth and innovation can be attributed to the rise in consumption of premium craft spirits, evolving bar culture, and expanding new markets beyond India, such as Southeast Asia."

Asia's first premium aged agave spirit, Pistola, leads the premiumisation trend with 100 per cent additive-free offerings, which also reflects a growing consumer awareness of what goes into their drinks. Their agave variants cater to evolving consumer preferences, encouraging neat sipping and flavour exploration.

The Agave swap
With agave-based cocktails becoming menu staples, bartenders across the globe have embraced agave wholeheartedly, and has been able to introduce the spirit to a wider audience -- whether in crafting a classic Margarita or reimagining cocktails with agave bases. The recent Bacardi Global Trends Report ranks the Margarita as the second most popular cocktail globally, showcasing the enduring appeal of agave-based drinks.

"Beyond the classics, the ‘Agave Swap' has become a hallmark of the category, allowing agave to replace traditional bases in iconic cocktails. Mixologists are further pushing boundaries with flavour-forward creations that incorporate global influences like Asian spices and tropical fruits, catering to adventurous palates and redefining premium drinking experiences. It's no surprise that agave's versatility has become a go-to for gastro-inspired pairing experiences, perfectly complementing diverse food palates," concludes Pereira.

Premiumisation of beer and craft beer boom
Traditionally, spirits have held a dominant position, but the changing lifestyle preferences are clearly impacting beverage choices. India's beer landscape is experiencing remarkable growth and a strong tilt towards premiumisation, as consumers are increasingly willing to pay a premium for quality and unique experiences.

Narayan Manepally, co-founder of Geist Brewing Co, shares, "In 2022 alone, beer consumption in the country surged by 21.6 per cent fuelled by urbanisation, increasing disposable incomes, and a cultural shift towards embracing beer as a preferred choice. The craft beer segment, though still in its early stages, is expanding rapidly at over 24 per cent CAGR, driven by consumers seeking unique flavours, artisanal quality, and memorable experiences."

He adds, "Craft breweries are at the forefront of this shift, redefining beer culture in urban areas and even finding an audience in Tier 2 and 3 cities, where the demand for premium craft beers is steadily rising." This growth beyond major metropolitan areas into Tier 2 and 3 cities suggests a wider cultural shift, indicating craft beer is no longer a niche urban phenomenon.