Industry Trends
2025: What’s Next in the Alcohol Market?
As we look ahead to 2025, the global alcohol market is evolving rapidly. Shifts in consumer behaviour, sustainability demands, and innovation in production are reshaping the industry. Whether you’re a bar owner, retailer, or beverage enthusiast, understanding these trends will help you stay ahead of the curve. Here’s what to expect from us in 2025.
The Rise of Premium and Ultra-Premium Spirits
Consumers are increasingly seeking quality over quantity, driving demand for premium products. Craft distilleries, single-origin spirits, and luxury offerings continue to dominate:
Whisky: Rare blends and single malts remain strong, with growing interest in Japanese and Nordic whiskies.
As the global whisky market continues its robust expansion, with projections estimating a growth from £57.9 billion in 2024 to approximately £110 billion by 2034 , the premium and ultra-premium segments are experiencing significant demand. This trend is driven by consumers' increasing preference for high-quality, unique, and craft spirits.
In this dynamic landscape, Bareksten Spirits, a Norwegian distillery renowned for its commitment to quality and innovation, has introduced a noteworthy addition: the Bareksten One Ocean Expedition Whisky. This limited-edition release is a testament to the brand's dedication to excellence and its innovative approach to whisky production.
Tasting notes reveal a complex and well-balanced profile, with aromas of dried fruits, nuts, and spices, complemented by flavours of dark chocolate, sherry sweetness, and a hint of maritime influence, likely a result of its oceanic maturation. The finish is long and warming, with lingering notes of oak and spice.
Bareksten's innovative approach, exemplified by this release, positions it as a brand to watch in the premium whisky segment. Their commitment to quality, combined with unique production methods, aligns with the growing consumer demand for distinctive and high-end spirits. Some of these limited bottles could be landing on the UK shores this year!
Tequila and Mezcal: Premium Mexican spirits, particularly innovative expressions, are thriving.
Rum Revival: High-quality rums, often aged and artisanal, are gaining popularity as consumers look beyond traditional offerings.
The rum category is experiencing a renaissance, driven by a wave of innovation that’s redefining its identity. As consumers move beyond traditional expectations, producers are embracing experimental techniques, creative cask finishes, and premium releases that elevate rum to a sipping spirit and collector’s item.
Key Drivers of Innovation in Rum
Cask Finishing Experiments
Producers are pushing boundaries with secondary aging in barrels that previously held sherry, port, cognac, or even beer. These unique finishes infuse rums with complex layers of flavour, appealing to adventurous drinkers.
Small-Batch and Limited Editions
Exclusive releases, including single-cask and limited-edition bottlings, are becoming the hallmark of premium rum. These offerings attract collectors and highlight the artistry of blending and aging. Blending of smaller and lesser-known rums to create masterful styles will feature from some of the bigger Rum producers but the artistry and understanding of the blend will separate the premium to the mundane.
Flavoured Rums, Redefined
High-quality flavoured rums, crafted with natural ingredients like tropical fruits, spices, and cacao, are emerging as sophisticated alternatives to sugary mainstream options.
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Modern Mixology and Tiki Evolution
Bartenders are elevating rum cocktails with spirit-forward creations and layered blends. The tiki trend, fuelled by premium rums, is evolving into a sophisticated exploration of flavour
Technology and Innovation in Ageing
Accelerated aging techniques and controlled environments allow producers to experiment with aging processes, resulting in rums that mimic decades-old profiles in shorter timeframes. Investing in premium imports can elevate your program/collection as discerning drinkers drive this trend. These are some of the key areas we see growing in the next 12 months based on out years within the industry.
The Growing Popularity of No and Low ABV Beverages
The mindful drinking movement continues to reshape the market, challenging traditional norms and redefining the way consumers engage with beverages. As more individuals embrace healthier lifestyles and prioritize intentional consumption, the demand for low-ABV and non-alcoholic options is surging. This shift is not just about cutting back on alcohol—it reflects a broader cultural transformation towards sustainability, wellness, and premium experiences.
Alcohol-Free Spirits and Liqueurs
Low-ABV Cocktails: Consumers are gravitating toward lighter options, particularly in social settings. We have noticed the demand of these product from our liqueur range, premium liqueurs with bold flavours allow drinks to continue to land on the pallet while also being mindful of the ABV, we would recommend looking in to; https://thebeveragemerchants.co.uk/collections/liqueurs
Functional Beverages: Alcohol alternatives infused with adaptogens, CBD, and botanicals are increasingly in demand. This is an area JBE and our wider teams are watching and looking into as to when and how we would enter such a market but we do see room for growth within this category.
Tip: Bitters, Liqueurs and syrups are a great way to add flavours, aromas and textures to drinks while keeping the ABV low.
Global Flavour Exploration: Spirits from Emerging Regions
Exploring regional spirits and lesser-known alcohol traditions continues to intrigue consumers, offering a window into the unique cultures and craftsmanship of different regions. As curiosity about global flavours grows, adventurous drinkers are seeking out artisanal, heritage-rich spirits that tell a story. From niche regional liqueurs to centuries-old distilling practices, these hidden gems are redefining what it means to savour a drink, offering not just taste but a deeper connection to the traditions and terroirs that shape them:
The Other Spirits of Mexico - Sotol and Bacanora
In 2025, the rise of Mexican spirits beyond tequila and mezcal is shaping a new chapter in the global spirits landscape. Lesser-known treasures like raicilla, sotol, and bacanora are stepping into the spotlight, offering distinctive flavour profiles and rich cultural histories. These spirits, often rooted in artisanal, small-batch production, are capturing the attention of adventurous consumers seeking authenticity and new experiences. With their unique terroir-driven characteristics and connection to Mexico's diverse regions, these emerging spirits are poised to expand palates and redefine the appreciation of Mexican craftsmanship. It’s not the end of Tequila as in 2025 we will see the growth of the premium/ultra expression segment with a focus on Añejo & Extra Añejo with some cask finishes and single barrel offerings.
Nordic Aquavit: Its herbal and versatile nature is finding a global audience.
Norwegian aquavit is gaining global recognition as consumers seek out heritage spirits with a modern twist. Rooted in centuries-old Nordic traditions, aquavit is renowned for its distinctive flavour profile, infused with botanicals like caraway, dill, and fennel. Leading this resurgence is Bareksten Spirits, a brand that artfully blends tradition with innovation.
Bareksten’s approach to aquavit showcases Norway's natural bounty, incorporating handpicked local ingredients to create a spirit that’s both authentic and contemporary. As drinkers worldwide explore the richness of Nordic culture, Bareksten stands out as a beacon of quality and craftsmanship, driving aquavit's rise as a must-try spirit in the premium market.
Asian Spirits & Flavours:
Asian spirits and flavours are set to captivate the global market in 2025, blending tradition and innovation to meet the growing demand for unique and authentic drinking experiences. From shochu and baijiu to soju, a wealth of regional spirits are being rediscovered by curious consumers worldwide. These spirits are celebrated not only for their distinctive taste profiles but also for their deep cultural roots and versatile uses in modern mixology. Infused with regional botanicals, spices, and innovative production methods, Asian flavours are also influencing cocktail menus, bringing vibrant notes of yuzu, Shiso, and Sakura to the forefront. As brands embrace sustainability and heritage-driven storytelling, the rise of Asian spirits/Liqueurs is shaping a new, flavourful chapter in the global beverage landscape. Were very excited about this category and have done a lot of development within this segment.
The alcohol industry’s evolution is full of opportunities for distributors and importers. By focusing on premiumization, Low & No ABV, and global exploration, you can meet consumer demands and elevate your business in the new year. Whether it’s an ultra-premium Tequila, a non-alcoholic spirit, or an artisanal Japanese liqueur, 2025 promises to be an exciting year for the drinks market.
Ready to explore these trends with us? Contact our team to discover the perfect additions for your business.
About Us
At JBE Imports, we are passionate spirits importers dedicated to fostering organic growth and building exceptional brands. With 20 years of experience in the industry, we pride ourselves on providing full support to our partners, forming strong and lasting partnerships.
We go beyond mere importation; we are spirits education advocates, empowering our partners and consumers with knowledge and appreciation for the world of spirits. As activation specialists, we believe in bringing brands to life through innovative and engaging experiences.
At JBE Imports, our mission is to be the leading importer that not only introduces outstanding spirits to the market but also acts as a trusted advisor, guiding our partners towards success. Together, we'll create a vibrant and thriving spirits industry, fueled by passion, expertise, and unwavering commitment to excellence.