Gen Z Trades Coffee Breaks for Cocktail Hour
A new survey from Bacardi Limited, the world’s largest privately held international spirits company, has revealed a striking shift in the way younger consumers think about the end of a meal—and about cocktails more broadly. According to the findings, nearly half of Gen Z adults in the UK are now choosing to conclude their dining experience not with a traditional espresso, but with the trendier and more indulgent Espresso Martini. Specifically, 48 percent of respondents aged 18 to 29 prefer the cocktail version, compared with just 20 percent of consumers aged 45 and older. This generational contrast highlights a major cultural shift in beverage preferences and underscores the evolving role cocktails play in British social life.
The data comes from the seventh annual Bacardi Cocktail Trends Report, a comprehensive study designed to track and forecast the forces shaping global cocktail culture and influencing the spirits industry heading into 2026. This year’s report shows that Gen Z, more than any other age group, is driving a new era of enthusiasm around cocktails—an era defined by experimentation, convenience, and a willingness to mix tradition with modern tastes.
Across a range of lifestyle and consumption habits, young adults appear to be redefining what a celebratory drink looks like. Half of those surveyed between the ages of 18 and 29 say they now prefer to raise a cocktail rather than a glass of Champagne when marking a special occasion. The shift away from traditional celebratory beverages signals a reimagining of drinking rituals, where creativity and flavor exploration matter just as much as symbolism or heritage.
When asked about their broader drinking habits, 32 percent of Gen Z respondents reported consuming more cocktails than wine, and 30 percent said they opt for cocktails over beer. These figures show how deeply cocktails have embedded themselves into the everyday drinking preferences of younger adults. Rather than limiting cocktails to nights out or special events, Gen Z appears to view them as an accessible, versatile choice for a range of casual and celebratory moments.
The survey also paints a picture of how culturally fluent this generation has become when it comes to mixology. Nearly one-third of 18- to 29-year-olds—31 percent—say that when they hear the word “Americano,” they think first of the cocktail, rather than the well-known coffee drink. Among older respondents, only nine percent make the same association. This difference in recognition underscores how younger consumers are growing up in a beverage landscape where cocktail terminology, formats, and flavors are familiar, aspirational, and social-media friendly.
Another major shift highlighted in the report is the rise of the aperitivo occasion in the UK. Long established in Italy as a pre-dinner ritual, the aperitivo moment—typically built around lighter drinks and earlier social gatherings—is gaining momentum among British consumers. According to the survey, 37 percent of Gen Z adults and 42 percent of millennials say they are going out earlier in the evening more frequently than they used to. At the same time, 47 percent of respondents overall are visiting nightclubs less often. This suggests a cultural move toward more relaxed, sociable early-evening experiences rather than late-night partying.
Steve Young, Business Unit Director for Bacardi in the UK, says these changing patterns reflect a broader global shift in how people eat, drink, and socialize. “Gen Zers are not drinking less, they are just drinking differently,” Young explains. “The global trend of drinking, eating and socialising earlier in the evening is true in the UK too and it’s being driven by younger consumers.” Instead of reducing alcohol consumption altogether, Gen Z appears to be reshaping when, where, and how that consumption takes place.
One of the clearest expressions of this new aperitivo culture is the continued rise of the Spritz cocktail. Known for its lighter taste, refreshing profile, and stylish presentation, the Spritz—particularly versions like the ST-GERMAIN Spritz—is becoming a go-to choice for younger consumers seeking a drink that complements early-evening outings. According to the survey results, the Spritz ranks as Gen Z’s number one cocktail for 2026, reflecting its alignment with their preference for approachable, flavorful drinks that feel both celebratory and casual.
Gen Z is also fueling another strong trend in the drinks market: the rapidly expanding popularity of ready-to-drink (RTD) cocktails. These portable, convenient beverages, which include options like BOMBAY SAPPHIRE & tonic in a can or the newly relaunched BREEZER, are resonating with younger adults who value both quality and ease of use. The findings show that 40 percent of Gen Z respondents expect to drink more RTDs in the coming year. These products offer a blend of craftsmanship and practicality, making them ideal for on-the-go occasions—from picnics to rooftop gatherings to casual evenings in the park.
The appeal of RTDs is poised to grow even further in 2026, driven by Gen Z’s increasing interest in informal outdoor social events. The survey shows that 45 percent of 18- to 29-year-olds anticipate attending more relaxed outdoor gatherings next year, and 40 percent expect to go to more festivals. Both types of events naturally support the popularity of portable cocktails, signaling continued momentum for RTDs in the UK market.
When looking ahead to the cocktails likely to define British drinking culture in 2026, industry experts say Gen Z’s preferences stand out from the broader population. Davide Zanardo, Prestige Field Sales Manager for Bacardi, notes that the difference is especially clear in the ranking of top cocktails. “Gen Z is drinking very differently to the rest of the population and that’s reflected in their top 10 cocktails for 2026,” he says. “While the Gin & Tonic is ranked the UK’s number one cocktail overall, it doesn’t even feature in Gen Zers’ top 10.”
Zanardo’s observation highlights a key theme of the report: traditional staples of British drinking culture, such as the classic Gin & Tonic, are giving way to more diverse, experimental, and globally influenced choices among younger drinkers. From Espresso Martinis to Spritzes to canned cocktails, Gen Z is embracing options that blend flavor, convenience, and social appeal in ways that challenge longstanding norms.
Taken together, the findings from the Bacardi Cocktail Trends Report indicate not just a shift in drink preferences, but a broader cultural transformation in how younger adults socialize, celebrate, and build experiences around beverages. As Gen Z shapes a new set of rituals—whether swapping their post-meal espresso for a sophisticated cocktail or opting for portable RTDs at outdoor gatherings—the UK’s drinking culture continues to evolve in dynamic, influential ways.
Source Link:https://www.businesswire.com/
