Premium no/low, RTD, new flavors and shifting behaviors
The beverage market is evolving fast. Very fast.
Consumers, especially young adults, aren’t necessarily “drinking less.” They’re drinking differently. They alternate. They choose specific occasions. They want brands that feel more intentional (story, universe, values) and smarter (practical formats, transparency, coherence).
Here’s a look at the key trends shaping 2026.
No/Low Continues… But in Premium Mode
Non-alcoholic and low-alcohol beverages are no longer substitutes. They are now full-fledged categories. In 2026, the focus is no longer just moderation, it’s the experience:
texture, aromatic complexity, and drinking ritual.
What this means for brands:
Packaging can’t scream “alternative.” It needs to embrace a premium universe, borrowing codes from spirits, perfumery, and cocktail bars.
“Zebra Striping”: Alternating Is Socially Normal
A strong trend seen in bars and events: alternating between an alcoholic drink and a no/low option. The goal? Extend the night, stay sharp, manage energy — and budget.
For brands, this creates opportunities for:
- Mini formats
- Mixed packs
- Mirror ranges (alcoholic / non-alcoholic with shared visual identity)
Consistency becomes strategic.
RTD (Ready-to-Drink) Remains a Strong Driver
Canned cocktails, spritz, highballs, hard tea… RTD continues to gain ground.
From a design perspective, the challenge is clear: perform everywhere.
- As an e-commerce thumbnail
- In the cooler (convenience store, grocery)
- In hand (photos, UGC, social media)
Packaging must be impactful, even in miniature.
Agave & “Solar” Flavor Profiles
Agave-inspired profiles (tequila, mezcal) are influencing launches beyond the category itself: citrus, salt, grapefruit, smoky notes, spices, tropical fruits.
The “sunset,” outdoor, terrace-and-heat aesthetic is resonating strongly. Even without tequila in the recipe, the atmosphere can sell.
Dessert Flavors… The Grown-Up Version
Vanilla, coffee, chocolate, caramel, cream.
Nostalgia is back (soda shops, floats, candy), but the 2026 version must feel mature:
- Less sweet
- More aromatic
- Visually refined and distinctive
Indulgent, but elevated.
What’s Coming Late 2026 → 2027
- Moderation formats: 250 ml, mini-cans, discovery packs
- Seasonal drops and limited editions
- More culinary cocktails: herbs, spices, saline and umami notes
- Greater transparency: ingredient origin, sugar callouts, clear ABV
- Hybrid experiences: alcohol + botanicals, reimagined apéritif rituals
What Brands Should Be Doing Now
- Build a range architecture that integrates no/low and RTD without diluting brand identity.
- Design digital-first packaging that remains legible at thumbnail size.
- Create clear consumption occasions: brunch, terrace apéritif, house party, festival.
- Tell a precise story: origin, craft, aromatic signature, reason for being.
The market isn’t slowing down. It’s fragmenting.
The brands that win in 2026 will be those that understand new rituals — and translate them visually.
Planning a launch (RTD, no/low, new flavor)?
We can help clarify your positioning, structure your portfolio architecture, and create packaging that performs both on shelf and online.
Let’s create your next brand, together.