February 26, 2025 – A tasty beverage makes an occasion memorable. Consumers in the US prefer both alcoholic and non-alcoholic drinks depending on the occasion. Innova’s 360 research into occasion-based drinking trends, including consumer insights and product launches, highlights the changing preferences and behavior of consumers, and what is likely to develop in future.
US Drinking and Beverage Trends
Drinking trend research shows that 51% and 46% of consumers prefer beer for unwinding and taste. Other reasons include indulgence/reward, delight, and amiability. Cider, hard alcohol, liquor, spirits, premixed beverages, flavored malt beverages, wine or champagne, and non-alcoholic alternative beverages are other prevalent preferences.
Social Media Drinking Trends
Alcohol beverages have become staples at many holiday events in the US, creating a buzz on social media. Consumer insights reveal that 39% of consumers express positive sentiment, while more than half take a neutral stance. This shows that not everyone prefers alcoholic beverages. Offering non-alcoholic drinks at holiday events becomes more than a thoughtful gesture. Brands, influencers, and consumers post about low/no alcohol drinks for various occasions, gaining positive responses. Additionally, campaigns like Dry January gain momentum. Brands leverage this by launching low and non-alcoholic beverages specifically during this period.
Drinking trends show that Boomers and young Millennials lead conversations on drinking occasions on platform X. Males increasingly show interest in low alcohol and craft beverages. This indicates a broader shift toward health-conscious choices at occasions/events. Party and brunch beverages drive consumers engagement on social media. Conversations about these occasions buzz with mentions of mimosa juice ideas, champagne orange juice, and iced Irish coffee. Easy recipes and perfect/ideal drinks, including vodka cosmopolitans, margarita mocktail, and easy sangria, are notable mentions in party beverages.
Best Occasions for Beverages
Consumer insights research indicates that the best occasion for consuming beverages is with friends and family, parties, and while socializing. Many prefer alcoholic drinks during these occasions, while non-alcoholic alternatives are on the rise. This shows the increase in health awareness in the US. Family-friendly events, brunches, and tailgate parties all see high demand for mocktails and flavored sparkling water.
Drinking trend research shows that nearly 1 in 2 consumers in the US drink beer at least once a week. Similarly, consumption level for hard alcohol liquor, spirits, premixed cocktails, and wine are high. 1 in 2 consumers drink premixed non-alcoholic cocktails and flavored malt beverages at least once a week. 1 in 5 drink non-alcoholic liquor and spirits at least one a day. Evening is the peak time for beverage consumption, especially alcoholic drinks, followed by dinner. Consumers consistently choose non-alcoholic beverages during the daytime, indicating their preference for hydration and refreshment.
Spotlight Drinking Trends
Spotlight drinking trends identify the beverages brands and drinking trends gaining attention. Brands like Bud Light are creating buzz in the beverage industry with strategic launches designed specifically for the NFL and game-day celebrations. They capitalize on the excitement surrounding major sporting events by introducing limited-edition cans or bottles and launching unique or regional flavors suited for various occasions.
The beverage industry is experiencing a resurgence of traditional flavors and recipes, particularly during holidays and family gatherings. Consumer insights show that consumers seek drinks that reflect cultural heritage and provide a sense of belonging. This aligns with Innova’s top food “Food Culture: Tradition Reinvented” trend, highlighting consumers desire to reconnect with culinary heritage and embrace authenticity and tradition.
What’s Next in Occasion-Based Drinking Trends?
Drinking trends show that consumers increasingly seek beverages tailored to specific occasions, such as family gatherings, holiday celebrations, and game day parties. Brands can curate subscription boxes customized to specific drinking occasions. A summer box, for instance, might feature refreshing cocktails, light wines, and sparkling waters for outdoor gatherings, enhancing the overall experience. Introducing portable and occasion-themed packaging, such as party packs or single-serve options, can make beverages more accessible and aligned with drinking moments like dinners, evenings, or outdoor events. This approach can boost convenience and appeal.
Companies can create innovative hybrid beverages that blend alcoholic and non-alcoholic elements, such as botanical-infused mocktails or low-alcohol spritzers. These options cater to consumers who seek moderation during various occasions. They can develop functional non-alcoholic beverages targeting specific times of day. For example, morning focus drinks with adaptogens and nootropics can enhance alertness, while evening relax drinks with chamomile and lavender can promote relaxation and well-being. Innovative opportunities exist in gamifying elements such as AR-enabled apps for cocktail-making or interactive labels that unlock rewards and exclusive content. This can engage consumers during different occasions, making the drinking experience more interactive and enjoyable.
Different occasions influence the type of beverage consumption in the US. Brands are likely to combine alcoholic and non-alcoholic beverages into ones that deliver both indulgence and wellness.
This article is based on Innova’s Trending in Drinking Occasions in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
