Trust, Relevance and the Return of the Bar

The Drinks International Brands Report 2026 reinforces a truth the industry sometimes forgets: bartender trust still matters most.

Ford’s Gin debuting at #1 in Bartenders’ Choice and Tanqueray’s continued dominance across bestseller lists show that consistency, usefulness and long-term trade engagement outperform hype. The brands winning behind the bar are the ones investing in education, relationships and clear roles within classic repertoires.

For drinks brands, this highlights a broader shift towards experience-led prestige – where credibility is built through repeated, meaningful touchpoints rather than loud launches.

As a drinks marketing agency, we see this as a call to prioritise brand worlds that work in real-life contexts, not just campaign moments.

Classic Cocktails as Cultural Battlegrounds

Despite waves of innovation, the same serves continue to define volume and visibility: the Dry Martini, Margarita and Espresso Martini.

Rather than signalling stagnation, this points to a convergence of tradition and modernity. Brands that clearly own a serve are outperforming those chasing constant reinvention. Familiar formats provide comfort, while detail, ritual and quality drive distinction.

For a creative drinks agency, this reinforces the importance of designing creative systems around rituals, not trends – elevating the everyday rather than constantly inventing the new.

PREMIUM, RECALIBRATED

One of the most interesting dynamics in functional drinks is the creative split that has emerged.

On one side, brands have adopted a cleaner and more clinical aesthetic. Minimal labels, soft greys, precise typography and science-first messaging have created a sense of credibility and proof. These brands use visual restraint to communicate trust and quality, which resonates with consumers who no longer buy into vague wellness claims.

On the other side, the category has embraced intensity. Neon palettes, bold gradients, oversized fonts and hyperactive layouts are dominating the shelves. These brands lean into energy, speed and performance and use colour as a competitive weapon. The aesthetic is chaotic in the best way, and it reflects the fast, high-impact benefits these products promise.

Both styles are effective, and both are shaping the future of the category. What matters is how brands apply these cues with clarity and confidence.

Drinking Less, But Better

Repertoire drinking is no longer niche. Non-alcoholic spirits, premium mixers and lower-ABV choices are fully embedded in top bars, not sidelined as alternatives.

This reflects a broader cultural shift towards personalisation and moderation without compromise. Consumers aren’t opting out – they’re opting selectively.

For drinks brands, relevance now comes from understanding occasions and intent, not pushing volume. This is where creative strategies must be grounded in behaviour, not assumptions.