Classic Cocktails, New Celebrations: Bacardi’s 2026 Trends

Evolving Celebrations: From Champagne to Cocktails

Champagne has long symbolized celebration, but shifting consumer habits tell a new story. Today’s drinkers - especially younger adults – increasingly toast big moments with cocktails instead of bubbly. In fact, half of 18–29 year-olds now prefer celebrating with cocktails rather than Champagne. This signals a broader trend: people seek more personalized and memorable celebratory experiences. Cocktails offer variety and customization (from flavor tweaks to signature garnishes) that a one-size-fits-all Champagne toast can’t match. The Bacardi 2026 Cocktail Trends Report confirms that cocktails have overtaken Champagne in key markets for special occasions, reflecting changing expectations around personalization and experience. In Mexico, the U.S., and the U.K., around 30–40% of consumers choose spirits or cocktails for celebratory events over traditional celebratory drinks.

Several forces drive this shift. Personalization is paramount: drinkers can tailor a Margarita’s sweetness or request a favorite whisky in their highball, crafting a drink that feels “just for me.” Ritual also plays a role – the very act of mixing or ordering a cocktail (shaking a Mojito, frosting a glass for a Piña Colada) adds a sense of ceremony to celebrations. And importantly, familiarity and comfort guide choices. In uncertain times, people gravitate to what they know and love. Time-tested cocktails carry nostalgic appeal, evoking fun memories and reliable enjoyment. “Nostalgia will continue to play a role in the drinks world,” notes Bacardi’s trends report. Instead of chasing the newest obscure libation, many consumers find reassurance in clinking glasses filled with a classic – a shared cultural touchstone that instantly says “celebration.”

The Classic Cocktail Comeback

It might seem counterintuitive in an era of craft innovation, but the top five cocktails for 2026 are all familiar classics: the Margarita, Mojito, Piña Colada, Rum & Coke, and Whisky & Coke. These drinks have decades (if not centuries) of history, yet they’re poised to dominate in the coming year’s “it” list. Why are these vintage favorites still shining in a changing landscape? Simply put, they deliver on taste, simplicity, and cultural relevance in ways that align with emerging preferences.

Margarita – The Tequila Titan: The Margarita tops Bacardi’s global cocktail rankings, a testament to the tequila boom sweeping the industry. Bartender surveys rank tequila as the number one growth driver in premium spirits, and the Margarita is its most famous showcase. The drink’s tart, refreshing profile is easily tweaked – from classic lime to mango or spicy variants – satisfying consumers’ craving for both the new and the familiar. Equally at home at a beach bar or a chic restaurant, the Margarita’s versatility and straightforward recipe have cemented its reign. Little wonder Bacardi projects the Margarita will be “the most-ordered serve” of 2026.
Mojito – Refreshing and Relatable: Another perennial favorite, the Mojito, claims a top spot thanks to its light, herbaceous appeal. This rum-based cooler hits a sweet spot for the “earlier, lighter” drinking trend led by Gen Z. As young adults favor afternoon “daycaps” over late-night excess, a low-ABV, minty Mojito fits perfectly into a post-work micro-celebration. It’s also an approachable entry cocktail – easy to enjoy and not too boozy – which keeps it broadly popular among new and seasoned drinkers alike. The Mojito’s ingredients (fresh mint, lime, sparkling water) evoke a handmade, quality feel, aligning with desires for authenticity and craft without being complex to order.
Piña Colada – Tropical Indulgence Returns: In a surprise resurgence, the retro Piña Colada is back in vogue, ranked the number three global bar call for 2026. This creamy blend of rum, coconut, and pineapple is essentially a “dessert cocktail,” capitalizing on the “sweet treat” impulse identified in Bacardi’s report. As daytime and all-day celebrations rise, consumers permit themselves small indulgences like a decadent Piña Colada as an afternoon treat. Its nostalgia (think 1970s beach vibes) is now a novelty for younger drinkers, while older generations smile at its comeback. The Piña Colada’s popularity underscores how “fruity” and flavor-forward profiles are dominating preferences – people are seeking fun, escapist flavors that double as an experience. Served in a festive glass with a pineapple wedge, a Piña Colada turns any occasion into a mini-vacation.
Rum & Coke – The Ubiquitous Crowd-Pleaser: The classic Rum and Coke (or Cuba Libre, with a lime squeeze) proves that simplicity and familiarity win. It’s often one of the first mixed drinks people try, and it remains a global go-to. In 2026 it ranks among the top four cocktails worldwide. Why? It’s unfailingly approachable – the sweetness of cola and the smoothness of a quality rum make for an easy-drinking combo that almost anyone can enjoy. Rum & Coke also benefits from nostalgia and ease: it’s what you order when you don’t want to think too hard. For brands, this cocktail’s enduring popularity is a reminder that even as tastes evolve, there’s enduring demand for the “comfort food” of cocktails. Notably, premiumization is touching even simple serves like this – bars report focusing on higher-quality spirits in classic mixes, meaning brands have an opening to position their rums as the upgrade that makes a better Rum & Coke.
Whisky & Coke – A Classic Keeps Its Cool: Close on the Rum & Coke’s heels is its whisk(e)y-based cousin. The Whisky & Coke (be it a Scotch and cola, bourbon and cola, or the iconic Jack & Coke) remains a bar staple, securing a top-five spot globally. Its appeal mirrors that of Rum & Coke – familiarity and a balancing of spirit with sweet mixer – but it also rides the wave of whiskey’s renaissance among younger consumers. Millennials and Gen Z have taken to bourbon and flavored whiskeys in recent years, often introducing themselves via mix-with-cola recipes. Major brands have noticed: Coca-Cola and Jack Daniel’s even launched a co-branded canned Jack & Coke RTD in 2023, effectively bottling one of the world’s most popular bar calls. The success of Whisky & Coke shows that classic highballs still have cultural cachet, and with premium and craft whiskeys proliferating, this unpretentious drink can be easily elevated or tailored (e.g. a spicy rye and artisanal cola).

Overall, these cocktails dominate because they hit a sweet spot between old and new. They are “equal parts comfort and celebration,” delivering reliably on flavor while lending themselves to creative twists. In a time when Bacardi’s research says consumers prize experiences over status, these drinks offer an experience through their rich histories and universal recognizability. Ordering a Mojito or Margarita connects patrons to a global cocktail culture – it’s a shared language across bars – which is valuable in an increasingly fragmented social landscape. Brands that have classic cocktails in their DNA (like Bacardi with the Mojito or Patrón Tequila with the Margarita) are finding that their heritage assets are actually forward-looking opportunities for 2026.

Consumer Cravings: Personalization, Ritual, and Comfort

Underpinning the renewed love for these classics are deeper consumer desires that Bacardi’s report highlights: the craving for personal connection, ritualistic experiences, and familiar comfort in what we drink. Understanding these motivations can help brands stay people-first in their strategy.

Personalization & Expression: Today’s consumers see cocktails as extensions of their identity – a chance to express taste and creativity. Unlike a uniform flute of Champagne, a cocktail can be customized endlessly. Whether it’s specifying a favorite spirit brand, adjusting sweetness, or adding a local ingredient, drinkers love having a say in their serve. This desire ties into the trend Bacardi calls “The Liquid Experience IP,” where cocktails become full lifestyle experiences with personal meaning. In practical terms, a customer might choose a Whisky & Coke made with a hometown craft whiskey, or a Margarita spiced up with a chile-salt rim to reflect their personality. Such tweaks turn a standard drink into “my drink.” Brands should note that 70% of emotionally engaged consumers invest twice as much in brands they feel connected to – facilitating personalization is one powerful way to build that connection. By offering customizable options or limited-edition flavors, companies allow patrons to stake a personal claim in a classic cocktail, increasing loyalty.
Ritual & Experience: The report underlines a return to real-world, analog enjoyment – “rituals that spark real conversation” are making a comeback. Cocktails inherently come with rituals. Think of the theatrical shake of a Martini or the precise muddling of a Mojito; these actions engage people in the moment. In an era where 84% say technology has made interaction less personal, the ritual of sharing a cocktail (making a toast, clinking glasses, watching a bartender work) fulfills a human need for tactile, present experiences. Consumers are seeking “micro-celebrations” and meaningful moments – for example, the weekly ritual of mixing a Friday evening Piña Colada with friends as a fun send-off to the week. Brands can tap into this by encouraging cocktail rituals around their products: maybe it’s a signature way to serve a drink (a special garnish or a prescribed stirring method) that becomes “a thing” customers do and share. Such rituals enhance the storytelling around the cocktail, turning a simple drink into a memorable event. As one trend forecaster put it, “In 2026, a cocktail isn’t just ordered; it’s experienced… it’s a creative act” – meaning the process and presentation are as important as the liquid itself.
Familiarity & Comfort: Even as they chase new experiences, consumers don’t want to abandon comfort. Economic and social uncertainties in recent years have made the familiar appeal of classic cocktails even stronger. The Bacardi report calls cocktails an “outlet for creativity and connection, even in a challenging economic climate”– suggesting that people turn to their favorite drinks for a sense of normalcy and joy when other parts of life are stressful. There’s comfort in knowing exactly how a Rum & Coke will taste and that it won’t disappoint. This is not to say drinkers are stagnant – rather, they are reinventing tradition: enjoying that reliable Gin & Tonic, but perhaps with a craft gin or an artisanal tonic for a touch of novelty. Familiar drinks also carry social comfort. When everyone at a gathering has a Champagne flute, there’s conformity; but if everyone has their own preferred cocktail, it sparks conversation (“Oh, you love Margaritas too? Have you tried it with mezcal?”). Familiarity thus breeds connection. Brands with legacy recipes or flagship serves can lean into this by highlighting the enduring popularity and heritage of these cocktails. It reassures consumers that the brand understands what they truly enjoy.

In summary, personalization, ritual, and comfort are three sides of the same coin: they’re all about meaningful engagement. Drinkers want beverages that feel meaningful – tailored to them, shared with others in real life, and reflective of beloved traditions. Classic cocktails happen to satisfy all three desires exceptionally well. The strategic task for marketers is translating these consumer cravings into concrete brand initiatives.

Strategic Opportunities for Alcohol Brands in 2026

For brand owners and C-suite marketing leaders, the resurgence of classic cocktails and the trends behind it open up a wealth of strategic possibilities. It’s not about simply riding a fad – it’s about leveraging insights into why consumers are gravitating this way, and meeting them there with innovation and authentic experiences. Below are key opportunity areas to consider:

Innovate Within Classics: Use these top cocktails as inspiration for product development. Brands can develop new variations or extensions that play off Margarita, Mojito, and other favorites. For instance, a spirits company might launch a line of flavored rums tailored for Mojitos (think botanical or citrus-infused rums), or ready-made cocktail mixers that help recreate an “authentic Piña Colada” easily at home. Since consumers value familiarity, innovations should be twists on the familiar rather than completely novel cocktails. Consider limited-edition releases tied to classic recipes – like a special cask tequila labeled “Margarita blend” that emphasizes it’s crafted for the ultimate Margarita experience. Such product innovations strike a balance: offering something new that directly plugs into what drinkers already love.
Ready-to-Drink (RTD) Renaissance: The convenience trend remains strong, as ready-to-drink cocktails are “here to stay” and younger consumers in particular are eager for them. In Bacardi’s survey, 40% of Gen Z say they will drink more RTDs next year, aligning with a rise in casual, outdoor socializing. Brands should seize this by translating classic cocktails into high-quality RTD formats. We’re already seeing success stories – the Jack Daniel’s & Coca-Cola RTD collaboration essentially canned a Whiskey & Coke and tapped straight into brand nostalgia and trust. Every alcohol brand should ask: which of our portfolio’s star cocktails can we deliver in a ready-to-pour format? Key success factors will be authenticity (does the RTD taste like the real thing?) and branding that highlights the cocktail serve (for example, packaging that explicitly says “Mojito” or “Rum & Cola” to catch consumers’ eyes). With the top five cocktails being so globally recognized, a ready-to-drink version of any of them has built-in demand. Additionally, smaller single-serve packaging caters to the “daycap” phenomenon – think mini-cans or bottles designed for that 5pm wind-down moment. RTDs offer a low-friction way for consumers to enjoy celebratory drinks in more places, from festivals to house parties, and brands that provide those solutions stand to gain shelf space and market share.
Experiential & Ritual-Based Marketing: The return to in-person socializing and “experience over everything” mindset means brands must go beyond the liquid – they must stage experiences. Experiential marketing tied to these cocktails can be extremely effective. Imagine a rum brand hosting a “Mojito Sunset Hour” pop-up event in major cities, complete with live music and a make-your-own Mojito bar, capitalizing on the 5–7pm crowd that Bacardi dubs the “Afternoon Society” trend. Such events create ritualistic new occasions (e.g. an after-work Mojito ritual) that attach to the brand. Likewise, brands can develop cocktail “ritual kits” for consumers at home – for example, a Margarita kit that includes a branded salt rimmer, recipe card, and perhaps a link to a curated Spotify playlist to play during mixing. This merges product and experience into one. Another idea is aligning with cultural moments: if cocktails are replacing Champagne on holidays like New Year’s Eve or weddings, savvy brands might launch campaigns like “Trade Your Toast – Champagne Out, Cocktails In!” offering signature celebratory cocktail recipes (featuring their spirits) as the new toast option. By championing these new rituals, brands position themselves at the heart of evolving celebration norms. Importantly, all experiential efforts should emphasize storytelling, interactivity, and shareability – encourage guests to post their gorgeous cocktails (the maximalist presentation trend means free social media exposure if your drinks are Instagram-worthy). With 76% of global consumers valuing heightened, memorable nights out, crafting memorable cocktail experiences can directly translate to brand buzz and loyalty.
Packaging & Presentation Innovation: As cocktails themselves become pop culture icons, packaging can play a pivotal role in attracting consumers. Packaging innovation might range from functional to fanciful. On one hand, there’s an opportunity for packaging that facilitates personalization – for example, selling base spirits bundled with small syrup or bitters samples to let buyers experiment with their favorite cocktail recipes. Consider a “Margarita tasting pack” that includes a full-size tequila plus mini bottles of different flavored liqueurs to mix in, encouraging consumers to personalize their Margaritas. On the other hand, the look of packaging can tap into the ritual/nostalgia factor. Retro-inspired bottle designs or limited-edition labels celebrating a classic cocktail’s heritage can catch the eye of enthusiasts who feel a personal connection to that drink. Since bar presentations are trending extravagant (edible glitter, elaborate glassware, etc.), spirits brands might also offer custom glassware or garnish tools as part of gift packs – reinforcing the idea that making a cocktail is an experience. Even small touches, like a bottle cap that doubles as a measured jigger for easy mixing, can link the product to the cocktail ritual. Don’t forget sustainability here: today’s consumer also values environmental responsibility, so innovations like recyclable single-serve cans or locally sourced packaging materials for cocktail kits can bolster a brand’s appeal on multiple fronts (tying into the “New Localogy” ethos of authenticity and ethics).
On-Trade Partnerships and Education: Bars and restaurants remain the front lines for cocktail culture, so partnerships with the on-trade are key to riding these trends. Brands should collaborate with bars to feature the top 2026 cocktails prominently – ideally with their spirit as the star ingredient. This could mean sponsoring a “Margarita Month” at a chain of venues, with special menu sections dedicated to creative Margaritas made with the partner brand of tequila. Or providing free bartender training sessions on the perfect Mojito, along with merchandise (e.g. branded muddlers, coasters) – ensuring that when consumers order these classics, they get an exceptional version that leaves an impression. Such partnerships can also extend to signature serves: working with a famed mixologist to create a unique twist on a classic (like a new Piña Colada variant) that the bar will promote exclusively with the brand’s spirit. With 86% of bars worldwide focusing on higher-quality spirits and cocktails, venues are receptive to upgrades and collaborations that differentiate their menu. Brands can supply not just products, but also storytelling – arming bartenders with a cocktail’s backstory or the brand’s heritage to share with patrons, deepening the consumer’s engagement. Additionally, consider partnerships beyond traditional bars: festivals, hotel chains, airlines, and event planners all present on-premise opportunities. For example, if data shows Spritzes rising for aperitivo (happy hour) culture, a vodka or liqueur brand might team up with upscale lounges to host weekly Spritz-themed socials, embedding their product into a growing ritual. These partnerships amplify reach and imprint the brand into the fabric of the cocktail’s identity in consumers’ minds.
Portfolio Alignment and Campaign Focus: At the corporate strategy level, these trends should inform portfolio management decisions. Brand owners must ensure their portfolio “covers the bases” of the cocktails consumers are gravitating toward. If classic rum cocktails are hot, it’s wise to have a strong rum in the lineup (and we see many global players investing in premium rum brands lately). The same goes for tequila – the sustained Margarita craze underscores why so many companies have acquired or developed tequila brands in recent years. If there are gaps (say, no tequila or no ready-to-drink offerings), 2026 might be the year to fill them, either via innovation or partnership. From a marketing budget perspective, allocate resources to the categories and brands most leveraged by these cocktails. That might mean extra support for your rum brand with summer promotions (Piña Coladas on the beach) and a big push for your tequila brand around National Margarita Day and beyond. Campaigns should zero in on these cocktail moments and the values behind them: for example, a campaign for a gin brand could highlight the social ritual of clinking Gin & Tonics at sunset, emphasizing connection and the story behind the gin’s local botanicals (hitting both ritual and local authenticity notes). Another campaign focus area is education and content – savvy brands will produce rich content (videos, blogs, social media how-tos) around these classic cocktails, effectively becoming a go-to resource for consumers who want to perfect their home Margarita or learn the history of the Mojito. This positions the brand as an authority and companion in the consumer’s cocktail journey, not just a supplier of booze. All campaigns, importantly, should maintain a trustworthy, people-first tone: they should celebrate how the brand fits into the consumer’s life and aspirations (be it hosting friends, exploring new flavors, or simply unwinding in style), rather than just pushing product. By aligning brand storytelling with the prevailing cocktail trends (personalization, conviviality, authenticity), marketing leaders can ensure their messaging resonates deeply with what consumers are feeling in 2026.

Conclusion: Cheers to the Next Chapter

Bacardi’s Cocktail Trends Report paints a picture of 2026 that is both forward-looking and reassuringly nostalgic. The cocktail renaissance we’re entering is not about molecular mixology or fleeting crazes - it’s about re-embracing the simple joys of a well-made drink and the human connections that come with it. For alcohol brand owners and CMOs, the dominance of classics like the Margarita and Mojito is a clarion call: lean into what’s timeless, but deliver it in ways that feel timely. Consumers have made it clear they want more than a drink; they want an experience, a story, a ritual. The companies that succeed in this evolving landscape will be those that honor the enduring appeal of the cocktail canon while innovating to make each serve more convenient, immersive, and personal.

As you strategize for 2026, raise a glass to the insight that sometimes the next big thing is already in our hand – it’s just about reimagining how we present it. By leveraging these trends with empathy and creativity, brands can ensure they’re not only part of the cocktail moments consumers cherish, but actually helping to shape what celebration means in the years to come. And that is certainly worth a toast. Cheers to staying classic and staying connected in 2026!