The beginning of every year is a time for reflection and forward-thinking. We naturally reflect on the previous year and its achievements while simultaneously looking ahead to the coming months.
The spirits industry is no different in this respect. Successes and failures from last year will often guide a brand’s strategy moving forward. So, what will the trends be for our favourite spirits around the world in 2025? It’s time to gaze into our crystal ball at the key themes to look out for.
Oldies but goodies
For the last decade or so, non-age-stated whiskies have flooded the market as whisky companies expanded their ranges to capitalise on the boom in sales. However, as global Scotch sales have declined over the last couple of years, we are beginning to see a return to age-stated whiskies in both the blended market and single malts.
The drive for authenticity and the quality upon which Scotch built its reputation are key to this decision. Consumers are shown to be buying less but savour what they have more. Quality over quantity, you could say.
“Consumers are increasingly seeking out whiskies that tell a story,” says Chris Dennis of The Glen Grant distillery in Speyside. “And this is exactly what higher-aged single malts consistently deliver.”
Last year saw several ‘oldest ever’ releases, and there will undoubtedly be more of these in 2025. But most will be priced at the lower end of the market, both domestically and in travel retail.
It is going to be fun and delicious, so strap yourself in.
AI Bartenders
As artificial intelligence becomes the norm in everyday life, it was only a matter of time before its influence would be seen in the spirits world. An early example is in use at the Johnnie Walker experience in Princes Street, Edinburgh – this asks each visitor a series of questions, with the answers determining their route around the tour and the style of cocktails they will drink along the way.
But can AI make a cocktail worthy of the name? Axelrad Bar in Houston, Texas, was an early pioneer. They created a ‘Humans Vs. Machines’ menu, where four cocktails designed by ChatGPT compete against four created by their bartending team.
The Diageo Bar Academy feed customer preferences into a similar programme to create ‘the perfect cocktail’ for their taste. At the same time, BarGPT also offers a bespoke experience where you can make a cocktail from your preferred ingredients.
It may not quite be a Terminator-like scenario, but AI is coming to a bar near you very soon – if it’s not there already.
High Proof
This category has been steadily building up steam for the last year or so. Last year, several high-ABV products, known as ‘High Proof’, hit the market and gained plenty of traction. This included bottlings such as Alto Canto tequila (48% ABV), Bartender’s Choice from Chopin vodka (59.8% ABV) and Ragga Overproof white rum (63% ABV).
Mixologists and bartenders are leading the trend, seeking creative ways to enhance the flavour profile of cocktails. Using high-ABV white spirits is one such way, as increased alcohol levels accentuate the depth of flavour, increase the structure of the drink and combat dilution in the shaker or glass.
“We are developing a high-proof vodka on the back of demand,” says Robert Hicks, owner of the Highland Liquor Co. “The increased strength will carry flavour better and create depth in a cocktail.”
Expect to see significant growth in high-strength vodkas and tequilas, plus overproof white rum and navy-strength gin.
Sustainable distilling
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- The Glen Grant Distillery
Many processes used to produce spirits worldwide are traditionally non-eco-friendly—fermentation, distillation, the burning of peat in Scotland and the roasting of agave in Mexico, to name a few. All produce heat, and reducing that output is a key challenge for producers in an ever-warming world. Particularly as many countries now have strict policies as they move towards net zero.
Distillers are tackling the issue head-on by changing working practices, reducing the weight and makeup of packaging, and improving their local environment. For the last decade, new distilleries have been built with these goals in mind, while older distilleries have been converted to be more efficient.
“Our industry-wide sustainability strategy ensures the whole sector is aligned on ambitious targets,” says Ruth Piggin, Director of Industry Sustainability at the Scotch Whisky Association. “This involves reducing carbon emissions, ensuring water is used efficiently, caring for the land and playing our part in moving towards a circular economy. This is challenging, but it is a challenge that must be met.”
Worldwide agave
With tequila and mezcal sales continuing to rise globally, companies are aiming to grab a piece of the pie. The US government’s continuing threat of 25% tariffs on Mexican goods—America is the world’s largest consumer of tequila—has brought this into focus and presents an opportunity for others to capitalise.
Tequila can only be produced in a specific geographical designated area within Mexico, so similar products cannot be named as such. However, similar growing conditions for the agave plants from which the spirit is made exist elsewhere in the world.
New producers are looking to expand the agave spirits category, which has previously been geographically capped. This year, you can expect tequila alternatives from countries such as Australia, India, South Africa and California.
“We have had an overwhelmingly positive reaction to our new product,” says Damola Timeyin, the co-founder of Sango African Agave Spirit. “People are looking for something familiar but new in the current market.”
