Premiumization

5 articles

A sophisticated bar scene where bartenders expertly prepare classic cocktails like Negronis and Old Fashioneds, reflecting a growing consumer preference for heritage drinks.

Classic Cocktails Surge, Signaling Future Beverage Trends

In 2023, sales of Negronis and Old Fashioneds collectively surged by 25% across premium bars in major US cities, outpacing growth for all other cocktail categories combined, according to NielsenIQ .

Daniel Moretti·September 7, 2026

Assortment of premium and novelty canned cocktails displayed on a picnic table, showcasing summer drink trends and innovative flavors.

Drinks

Summer Canned Cocktail Trends Spark Premiumization and Novelty

Searches for 'soft-serve margarita' on Yelp surged by an astonishing 39,667% year-over-year, according to The Food Institute .

Daniel Moretti·July 14, 2026

Mini canned premium vodka cocktails and premium liquor bottles displayed on a modern bar counter, emphasizing convenience and value.

Brands

Alcohol Brands Emphasize Value to Boost Sales Amidst Market Shifts

Diageo's mini canned Ketel One Vodka Espresso Martini cocktails, retailing individually for $4.

Daniel Moretti·June 26, 2026

Young adults in a modern Seoul bar enjoying premium whiskey, reflecting a shift towards discerning and individualistic drinking habits.

Trends

Why Koreans Are Choosing Premium Whiskey Over Heavy Drinking

South Korea's whiskey imports surged by 53% in 2022, hitting a record $260 million, according to the Korea Customs Service .

Daniel Moretti·April 30, 2026

Drinks

RTD cocktail market expands, driven by premiumization trends

Actor Miles Teller recently sold his stake in The Long Drink Company for a reported $325 million ( The Hollywood Reporter ).

Daniel Moretti·April 22, 2026