IMBIBING GLOBAL SPIRITS

Consumers are embracing diverse global flavors in their food and beverage choices. Innova Market Insights¹ identified Authentic & Rooted as a global flavor trend for 2025. The data showed that nearly half of consumers say that honoring food traditions with food choices that reflect their heritage is a very to extremely important factor. Furthermore, participants want to see products on supermarket shelves that reflect old and traditional recipes. According to Datassential’s research², 71% of consumers were excited about new food and beverage trends for 2025. 78% of Gen Z consumers exhibited above-average interest compared to 59% of Boomers. Agave spirits from Mexico, such as tequila and mezcal, Korean soju, and Italian bitters like Aperol and Campari, are driving consumers’ interest in diverse alcohol flavor profiles.

MEXICAN AGAVE SPIRITS – TEQUILA AND MEZCAL ARE TRENDING

From Birria tacos to Aguas frescas, Mexican food, beverages, and flavors are trending. The latest focus is tequila and mezcal. Tequila and mezcal are Mexican spirits made from the agave plant. However, tequila is a specific type of mezcal that can only be made from blue Weber agave in five Mexican states³. According to the Distilled Spirits Council of the U.S. (DISCUS)⁴, tequila/mezcal rose 2.9% to reach $6.7 billion in revenue in 2024. Furthermore, the fastest growth of the agave spirits category has been in high-end and super premium brands. High-end brands have grown 1040% in volume since 2003. Virtually unknown in 2003, Super Premium Tequila/Mezcal volumes have skyrocketed 1522%⁵. “Agave spirits like tequila and mezcal are appealing to guests because of their unique craft, wide range of flavor profiles, and Mexican heritage,” state Agave specialists, Liz Furlong and Deano Montcrieffe⁶. Tequila is traditionally produced by steaming agave, while mezcal is made by roasting agave in an open-pit fire⁷. Therefore, mezcal has a smoky flavor profile.

Fashion Nova’s consumer tequila habits and preferences survey⁸ of 3,000 Americans across all 50 states, revealed the following:

Consumers in 38 states prefer to sip tequila in a cocktail
Blanco, or silver tequila, is the most popular type of tequila (41%), while Reposado, or aged tequila, is the second most consumed (20%), followed by gold tequila (14%)
39% of consumers prefer tequila cocktails on the sweeter side
23% of consumers opt for spicy tequila concoctions
44% of consumers prefer tequila shots with lime and salt
26% of Americans spend $100 or more on tequila every month

Union’s data⁹ from 1,000 bars and restaurants across the U.S. found that tequila and mezcal drinkers drank 13% less vodka and 14% less whisky in the 12 months to October 31, 2023. Mezcal rose by 20% during the same period, making it the fastest-growing agave spirits subcategory. Tequila martinis, also known as Mexican martinis are emerging. Kevin Denton, head of mixology for Pernod Ricard, states, “The cocktail marries the popularity of tequila and the allure of the classic martini.”¹⁰ Furthermore, Mintel’s data¹¹ showed that 29% of consumers have purchased flavored tequila in the past six months, reflecting a wide market for interesting fruit flavors that are appealing on their own or in tequila-based drinks. Trendincite LLC states, “Tequila is having a moment with unique flavor profiles, RTD tequila-based launches, artisan bottles, and sustainability initiatives.”¹²According to Bacardi’s Global Brand Ambassador Survey¹³, respondents globally ranked tequila number one (72%), followed by mezcal (66%) among the top spirits of interest. “Tequila’s relentless popularity is creating a halo effect that is seeing drinkers looking to branch out and experiment with more agave-based cocktails. In 2025, we can expect bartenders to lean into this with some creative agave cocktails using mezcal, sotol, or raicilla,” per Diageo Bar Academy’s 6 Bar Industry Trends Tipped For 2025 article¹⁴. Cocktails aren’t just for imbibing. According to the ITS annual Flavour Report¹⁵, cocktail-inspired desserts are making waves. The margarita profile of “sweet, sour, and salty – the ultimate flavour trifecta” has experienced a 17% increase.

Trilogy offers an array of TTB-Approved flavors for Distilled Spirits, including agave spirits as well as Beer. Request your samples here and contact us today.

A TASTE OF KOREA – SOJU EMERGES

Korean culture is steadily growing, including K-Pop, K-Beauty, and Korean cuisine. Drinking, eating, and socializing are ingrained in Korean society. Soju is one example of a Korean beverage on the rise. For example, Blackpink’s Rosé song “APT” featuring Bruno Mars is about a popular Korean drinking game, and Soju is a go-to drink¹⁶. Soju is Korea’s most iconic alcohol and is traditionally a distilled liquor made with rice, water, and nuruk (a Korean fermentation starter). It is said that the average Korean consumes 53 bottles of soju a year¹⁷. According to IWSR¹⁸, soju has a 5% volume share of the global spirits category and is expected to grow over the next five years. Between 2014 and 2019, soju volumes rose at a CAGR of 80% in Indonesia, with Vietnam, the Philippines, Taiwan, and New Zealand witnessing an increase each with volume CAGR growth between 20-30% (2014-2019). Although soju is traditionally a rice-based spirit, brands are experimenting with other grains such as wheat, barley, and corn or starches like sweet potato¹⁹. Over time, soju has changed, and commercial soju tends to be a neutral spirit mixed with sweeteners, between 12 to 20% ABV¹⁷. In the U.S., many states classify soju the same as beer and wine. Therefore, restaurants with a beer and wine license can sell soju and serve low-alcohol cocktails by using soju instead of vodka²⁰. Soju is emerging at the top bars and restaurants around the world. For example, the Reception Bar in New York City offers Korean spirits and botanical ingredients in cocktails and non-alcoholic elixirs. Cat Bite Club in Singapore is a craft cocktail bar specializing in agave and rice spirits. Sojubar in Europe is known for its Korean fried chicken, soju, and beer. The brand has six locations in the Netherlands, another on the way, one in Belgium, and one launching in Germany this month. In the Ready-to-Drink space, brands such as Yoju and Hello Soju offer canned soju cocktails. Yogu features soju, yogurt, and real fruit, while Hello Soju is a soju hard seltzer.

Trilogy offers an assortment of Asian flavors and a selection of TTB-Approved flavors for Distilled Spirits and Beer. Contact us to find out more and request your samples here.

THE ITALIAN INFLUENCE – APEROL AND CAMPARI BITTERS

In addition to Mexican and Korean spirits, Italian bitters are also influencing our palate. Aperol and Campari are two brands of Italian bitters. They belong to the Amaro family, which is characterized by their bitterness (the word “amaro” translates to bitter) and are apéritifs²¹. Both are brightly colored – Aperol is orange and Campari is dark red. Aperol has an 11% ABV compared to Campari, which ranges between 20.5% and 28.5% ABV²². They share similar flavor profiles with citrus, herbs, and botanicals. However, Campari is more bitter and Aperol is sweeter. Expert bartender Julie Reiner says, “I like to refer to Aperol as Campari with training wheels.”²³ The Aperol Spritz and Negroni cocktails have popularized these bitter flavor profiles. The Aperol Spritz combines Aperol with prosecco and soda water, creating a bittersweet cocktail. Anna-Bet Stemmet describes the Aperol Spritz as “this iconic drink, with its bright orange hue and zesty flavor, is a symbol of the carefree summertime spirit of Venice.”²⁴ The Aperol Spritz was ranked eight out of ten on Drinks International’s 2024 ranking of the world’s best-selling cocktails of 2024²⁵. Negroni blends equal parts gin, sweet vermouth, and Campari. According to the Drinks International Cocktail Report²⁶, Negroni is currently the single most popular drink at leading bars, beating out heavy hitters like the margarita and the old fashioned. According to Union²⁷, a point-of-sale operating system for hospitality businesses across the U.S., in 2023, on-premise sales of the Negroni increased by 44%. The Continued Evolution of the Negroni was one of the seven major spirits cocktail trends for the year, as identified by Matt Chambers²⁸. The viral Negroni Sbagliato, which replaces gin with prosecco, has inspired new interpretations made with cider or perry (fermented pear juice). Chambers expects more expressions of the Negroni to appear on TikTok. The Negroni flavor profile is also gaining momentum. Brands are developing non-alcoholic interpretations such as St. Agrestis Phony Negroni, Free Spirits Non-Alcoholic Negroni Cocktail, and The Pathfinder Negroni. Brands looking to add sophistication to their flavor ranges are leaning into boozy-inspired profiles that deliver indulgence without the alcohol. For example, the negroni is “complex, slightly bitter, and utterly sophisticated,” per ITS¹⁵

FINAL SIP

Consumers’ interest in global flavors is not waning. Mexican agave spirits, Korean soju, and Italian bitters are leading the trend in alcoholic beverages and experts agree. Themixer.com article What’s Hot and What’s Not: 2025’s Top Cocktail Trends Predicted by the Experts showcased hospitality and brand ambassadors’ insights about spirit trends²⁹. Olivia Cerio believes tequila will hold its spot as the fastest-growing spirit in 2025 and “we’ll see new varieties of agave spirits hitting the market as people become more and more familiar with the category and its diversity!” Anne-Louise echoes the sentiment and suggests, “We’ll also see more use of other Mexican spirits outside of tequila and mezcal – think sotol, fruit brandies, and more. With so much attention on agave, we’ll see more people learning about Mexican flavors and products in the coming years.” It’s no surprise that Agave Spirits To Be ‘Next Big Thing’ was one of seven major spirits cocktail trends for the year, per Chambers²⁸. The Globe in Your Glass trend is one of twelve trends identified by Wine Enthusiast³⁰. This trend reflects the pride bartenders take in their heritage and travels. For example, Momofuku beverage director Haera Shin cited Korea and its signature soju as a prediction for the biggest trend in 2025. According to the Annual 2024 Bacardi Cocktail Trends Report³¹, 42% of bartenders are interested in Bitter Liqueurs/Amaro Liqueurs. The Liquid Alchemist suggests that Flavored Bitters is a2025 cocktail trend to watch³². “Bitters are timeless, [they] bring balance and complexity to drinks, and their ability to transform a drink ensures they’ll continue to be a must-have behind the bar.” Brian Masilionis of Southern Glazer identified Botanical/Vegetative Beverages as one of the top 10 cocktail trends shaping the 2025 beverage market³³. The trend is described as follows: “Botanical spirits are making a strong impact, with vegetal ingredients adding bright, herbal accents to cocktails, without overwhelming their overall flavor. These ingredients allow bartenders to introduce complex, slightly bitter flavors, giving guests a refreshing, layered experience.” These global spirits offer creative flavor opportunities to satisfy consumers’ increasing demand for unique beverage experiences.

From mocktails and spirits to hard seltzers and canned cocktails, Trilogy’s flavor chemists create thirst-quenching beverage flavors. Our library of flavors and essential ingredients satisfies the requirements of clean label, organic, non-GMO, and kosher qualifications. Contact us today to be your creative beverage partner.

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