2024 was an interesting year for the drinks industry. We bore witness to the continued decline of craft brewing and watched as beloved brands like Duckhorn, The Famous Grouse, and Charles Smith Wines changed hands. Despite uncertainty regarding the industry’s future, though, one thing remained clear this year: Producers, bartenders, and brands alike were willing to do whatever it took to get consumers’ attention.
Flashy cocktails designed for social media virality took over; hard seltzer got a high-ABV boost in an attempt to stay relevant; and diet wines grew in popularity. With the new year just around the corner, it’s time to look back on the trends that dominated the drinks space in 2024 and determine which ones should be laid to rest on Dec. 31.
Here are nine drinks trends we hope to never see in 2025.
Clarifying Everything Under the Sun
We’re all for experimentation and technical innovation behind the bar. But when it comes to clarification, enough is enough. The technique is great for adding texture to drinks or ensuring carbonated cocktails don’t lose their fizz, but more often than not, it isn’t used for technical reasons but to attract attention and generate buzz on social media. And it works. Practically every clarified cocktail or Milk Punch riff is sure to be popular, but that doesn’t mean we need to see eight versions on a menu, especially when considering the razor-thin line between gimmicky and actually good. The perceived popularity of the silky drinks also does not
