The Weekly Sip is Food Dive’s column focused on the latest news in the rapidly changing and growing beverage sector. From inaugural product lines to big investments and controversial topics, this column aims to quench the thirst for developments in the category.
Bacardi 2025 finds Gen Z shift toward experiential imbibing
For Gen Z, drinking a cocktail is more about experiencing a special event rather than simply drinking a beverage.
Spirits maker Bacardi found in its annual spirits survey that 8 in 10 Gen Z consumers are willing to pay more for in-person events that include beverage consumption — with 34% interested in trying new cocktails. Additionally, 72% of those surveyed say they prioritize multi-sensory experiences when choosing drinks.
A key factor driving the growth of beverage-related experiences is the rise in ticket sales for exclusive sporting events among Gen Z. The report highlights events, such as Formula 1 races and the U.S. Open, where attendees can purchase specialty cocktails.
At the U.S. Open attendees can order the Honey Deuce, a cocktail made with vodka, liqueur, and melon that resembles tennis balls. These unique offerings often are shared and promoted on social media. This trend also extends to at-home consumption, as 25% of consumers in the survey indicated that sports are their main reason for drinking at home.
“Ultimately the report shows that cocktails are increasingly everywhere – from sports events to stadiums to top restaurants and beyond – because they offer the sort of storytelling and experience that consumers are seeking out, and we expect this trend to accelerate in 2025,” said Jacob Briars, global advocacy director at Bacardi, in an interview with Food Dive.
Taking inspiration from restaurants, culinary flavors, like umami, are also influencing which drinks become trendy, especially as consumers make more cocktails at home, according to the report.
Driven by the growth of the espresso martini, the top flavor picked by bartenders is the coffee bean, followed by seasonal flavors like pumpkin. Tequila and mezcal continue to have a moment as a spirit of interest among 72% and 66% of consumers, respectively, according to the report. Briars attributes the heightened interest in agave-based spirits to young drinkers valuing the craftmanship of cocktail creation.
According to Briars, the increased interest in specialty alcohol accompanies their growing knowledge thanks to the internet.
“Where previous generations might have started their cocktail journey with known names and ‘spirit and mixer,’ Gen Z has leapfrogged this and are putting themselves in the hands of bartenders asking for extremely specific ‘craft cocktails’ and seeking to enjoy the ‘must order’ cocktail at a given venue,” Briars said.
Seth Rogen sips sparkling water — with a hint of THC
The “cannabis lifestyle brand” from comedy actor Seth Rogen is making a foray into the crowded ready-to-drink category with THC-infused drinks.
Houseplant announced its line of sparkling waters, which contain 3 milligrams of hemp-derived THC per can. The drinks contain zero sugar or calories and natural ingredients, the brand said.
The beverages arrive in four flavors: Pineapple, Citrus, Blackberry and Black Cherry. In a statement, the “Superbad” star said the product was designed for consumers who don’t want to smoke cannabis, and for those who do but are seeking different usage occasions.
“Houseplant beverages offer an approachable dose that’s perfect for those trying THC for the first time and for regular consumers like me who will love having a delicious, low-calorie, drinkable option,” Rogen said.
Houseplant’s sparkling waters are available on its website and at Total Wine & More in select states.
The launch marks Houseplant’s latest foray into beverages. Earlier this year, the brand collaborated with frozen coffee company Cometeer on two varieties of coffee pods that were inspired by “contemporary cannabis culture.”
The growth in hemp-derived THC beverages comes as federal legislation prevents the sale of cannabis-infused drinks. 2024 has seen the debut of a variety of new hemp delta 9 RTD products from brands, such as Jones Soda’s Mary Jones to Nowadays.