Top 10 Drinks Trends to watch in 2025

We are always on the look out for new trends, which are driven by consumers in Africa, and visitors to the continent. Here are 10 that we have identified, which may be of interest. For a related podcast about hospitality trends, linked to F+B, see our interview with Rhys Owain, the African and Indian Ocean Director of Food and Beverage here. This article was written by a human!

1. The Acceleration of Low & No-Alcohol Options: Most health and wellness podcasts globally are driving a wellness movement, which is putting mindful drinking into the spotlight. Gen Z is definitely having their say here, and are actively seeking out high quality non-alcoholic wines, beers, spirits and mocktails. Binge drinking is on the down, and quality experiences and are on the up. We see this trend long term as actually benefiting wine as a category, as it is more about food, conversation and experience, than other categories of drinks. We have curated a fantastic low and no Collection for our customers.

2. Sustainability and Ethical Sourcing: This is going beyond a trend, and is becoming deeply imbedded in consumer buying behaviour. We are very focused on two pillars in our brand partners; conservation and community driven brands, which are usually underpinned by terroir driven and family owned wineries. Consumers are increasingly demanding brands across all categories (wine, coffee, spirits) that demonstrate strong commitments to sustainable farming, eco-friendly packaging, transparent supply chains, and fair labour practices. We want these stories from your drinks menus to be shared with your Guests and customers.

3. Premiumization and the "Less But Better" Mentality: Consumers are opting to drink less frequently but are willing to spend more on higher-quality, artisanal, and premium products. This trend applies to fine wines, small-batch craft spirits, and specialty coffees, as people seek elevated experiences and superior craftsmanship. We are encouraging customers to create more of these magical moments with drinks. A glass of perfect Rose at lunch, or a single pairing of dinner with a special wine that has a story to tell. Thought and care in your offering also tells people who you are, without you have to say anything.

4. The Ascendance of Agave Spirits: Tequila and Mezcal are experiencing sustained growth, shedding their party drink image to become sophisticated sipping spirits. For someone of my generation, the thought of sipping on a tequila is almost offensive, but the quality and smoothness of the products on the market now are just incredible. Our new craft spirits Collection on Beverageintelligence, brings these to light.

5. Experiential and Personalized Consumption: Beyond the product itself, consumers crave unique experiences. I can't think of a better place on earth to deliver this, than on the continent of Africa, incorporating the Indian Ocean Islands. A beautifull prepared Old Fashioned Cocktail, with authentic craft spirits, served around the fire on Safari, blows the same experience out of the water in a London Bar. The same goes for a racy glass of Chardonnay, with your feet in the sand, paired with a seafood dish in the Seychelles. As the world goes more virtual, we can go more grounded and experiential.

6. Functional Beverages and Wellness Integration: Beverages are increasingly incorporating health benefits. This trend sees coffee infused with adaptogens or mushrooms, and non-alcoholic drinks featuring probiotics, vitamins, or other functional ingredients, catering to a health-conscious consumer base. We are excited to be taking our first tentative steps in this direction with the team from Numuti, who have created a range of drinks incorporating our African botanicals like sceletium. A wellness tonic, designed with ancient natural remedies.

7. Innovation in Craft Spirits and Flavor Profiles: Craft distilleries continue to push boundaries by experimenting with unique botanicals, indigenous ingredients, and unconventional aging techniques. This leads to diverse and exciting flavor profiles in gins, vodkas, and other spirits, appealing to adventurous drinkers. We are excited to be launching our new Bar course, filmed with the Master Distiller from Triple 3, who are one of our focus craft spirit partners, alongside brands like Okavango Gin, Procera and Pienaar and Sons. These are all passionate, small batch, and authentic producers, who are focused on creating magical moments and experiences, and not producing bulk spirits into the market.

8. The Rise of White Wine and Exploration of Chilled Reds: White wine is gaining ground globally, often favoured for its versatility and food-friendliness. We are also seeing a renewed interest in lighter style reds, which can often be chilled. This would include Pinot Noir, Grenache, Gamay or red wines made in cooler climates. Concurrently, there's a growing interest in native grape varieties and wines from lesser-known regions, as consumers seek authentic and unique taste experiences beyond traditional selections.

9. Coffee as a Culinary and Mixology Staple: Coffee is no longer just a morning brew; it's a versatile ingredient in both culinary and cocktail arts. Beyond the classic espresso martini, expect to see more innovative coffee-based craft cocktails, as well as non-traditional coffee blends exploring global culinary flavours and infusions. We are excited to be working with the teams from Bean There, Truth, Tribe and Origin, to bring you a basket of coffees and coffee training to your door.

10. Education, Education, Education: We are an Education Company, funded by selling wine and other craft drinks, and are really proud to have created over 1600 bursaries this year for Learners across the continent. We believe the answer to most challenges on the continent, can be found in Education. We will keep investing in new courses, and tools, for learners and team leaders, to enable the best guest and customer experiences. Trends and offerings change constantly and we need to use the education tools to keep you and your teams up to date and on point.