BCB BROOKLYN 2025: TRENDS AND TAKEAWAYS
This year's BCB Brooklyn made one thing clear: drinking culture is shifting in time, tone, and taste. Below are some of the major trends we noticed at the event and what they might mean for the drinks industry.
AGAVE IS STILL KING
Tequila and mezcal dominated the floor, reflecting ongoing momentum in the agave category. With over 60 new tequila brands launched in the past five years, the category continues to see big growth. But it's not just about margaritas anymore - versatility and education are key as brands push to connect with more conscious and curious consumers.
SPRITZ SEASON IS HERE TO STAY
Aperitifs and flavour-first liqueurs were everywhere, suggesting that early evening drinking is gaining ground. Driven by changes in socialising habits and the rise of 'fourth spaces' (think healthy hangouts where online and offline meets), brands are leaning into lighter, more sessionable formats. The spritz is evolving with less sugar, more botanicals, and increasingly brunch-friendly.
LOW & NO IS GROWING UP
Sobriety and moderation are no longer niche. A noticeable uptick in the low/no ABV options and wellness-forward drinks showed how brands are responding to a growing Gen Z and Millennial interest in drinking with intention. Functional, slow sipping, and "better for you" mixers are shaping a new kind of bar culture, one that's just as much about restoration as it is about refreshment.
SPOTLIGHT ON INNOVATION
Interestingly, there was a lighter presence from major players like Diageo and Pernod Ricard. Rather than showcasing their flagship labels, they chose to spotlight their innovation brands - the experimental, emerging products they hope will gain traction with the next wave of drinkers. This reflects a broader shift: even giants are betting on niche to stay relevant.
THE TAKEAWAY?
Whether it's agave, aperitifs, or alcohol-free, the future of drinking is purposeful, flavourful, and education is at the forefront.