In 2026, consumers are demanding transparency and education in their spirits and cocktails — according to Jaime Salas, Head of Legacy & Advocacy at Cuervo. But what does this really mean for the consumer? Spirits trends from last year have continued into this year, highlighting a fundamental change in how people engage with what they’re drinking. Instead of just drinking a drink and leaving it at that, consumers want to know more about depth and craftsmanship — seeking an understanding of how history informs our decisions today. Looking ahead as we dive into the better part of 2026, we chatted with Salas to get more insight on what trends to expect in the world of spirits this year.
Changing attitudes towards drinking
This year, Salas expects to see changing attitudes around moderation, low ABV drinks, and “better for you” cocktails. “The “drinking less” narrative is a bit misleading,” he says. “What’s happening is that younger consumers are becoming more selective with what they consume. Gen Z is trading up to premium bottles, Millennials want organic certification while others might reach for lower ABV options. Cuervo is well positioned to meet consumers where they are by offering a portfolio that caters to consumers’ different needs and occasions.”
“For example, when the occasion calls for moderation, we have a few options. We recently reformulated Jose Cuervo Sparkling Cocktails at 5.9% ABV (from 8% ABV). This is a direct response to consumers seeking more mindful drinking occasions. The lower ABV makes them ideal for those seeking low ABV options without compromising on the great taste. We also have Devil’s Reserve Infused Tequila, which offers moderation at 30% ABV and delivers a delicious sweet, tropical and spicy taste.”
Functional ingredients
Not only are attitudes shifting about less drinking, but attitudes are functional ingredients in cocktails are also on the rise. “The rise of functional ingredients means bartenders are becoming flavor engineers and we are seeing a ton of creativity arise from this,” says Salas. “Tequila, particularly a quality blanco, gives bartenders a great foundation to work with. A blanco like Cuervo Tradicional Blanco offers a refined, clean canvas with natural agave character that complements functional ingredients without overpowering them. This allows the complexity of botanicals and adaptogens to fully express themselves in the glass,” he shares.
Additionally, craft and small-batch spirits continue to grow in popularity. This momentum has been accelerating for years, accordin to Salas. “Proximo’s premium-plus tequila business grew by a CAGR of 16% over the past four years. We can credit this growth to consumers who want authenticity and transparency, where premium means something beyond price. The definition of “craft” is evolving. Ten years ago, it meant small and new. Now, consumers understand that craft isn’t about when you started, it’s about how committed you are to quality and how honest you are about your process,” he shares.
Savory and culinary-inspired cocktails
Another interesting trend is the rising interest in savory and culinary-inspired cocktails. “Consumers are craving something different and the novelty of umami-rich complexity offers something different to explore. We’re noticing more bartenders borrowing techniques directly from the kitchen and cocktails are being treated like liquid appetizers. Tequila is the perfect spirit to meet this growing trend. A reposado with warm, spicy notes, cooked agave, vanilla, oak, like the Cuervo Tradicional Reposado, complements these savory, umami-rich profiles without fighting them. The cocktail becomes a full sensory experience, not just a drink before dinner,” he shares.
Per Salas, the future of cocktails in 2026 truly belongs to the brands that “Can strip away the gimmicks and prove their craft through heritage, production and authenticity, because trends fade, but credibility compounds. For bartenders specifically, knowing where spirits come from and how they are made is what enables authentic storytelling and can help bartenders get creative with their craft.” For consumers, Salas believes more ready-to-drink options will soon be seen on bar menus. Plus, he believes that at-home cocktail will continue to grow as consumers experiment with premium spirits and explore savory and functional cocktails, moving far beyond the basics of the pandemic era cocktail making.
