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Putting Fandom in Focus
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Making Spirits Bright: Latest Holiday Drinking Trends of the Season

Making Spirits Bright: Latest Holiday Drinking Trends of the Season

Latest drinking trends of the holiday season
Latest drinking trends of the holiday season
  • December 21, 2023

It’s the holiday season, and between visiting in-laws, looming deadlines, and the pressure of getting the perfect gift for every person on your list, people often rely a little more on holiday spirits to stay merry and bright. Between family dinners and holiday parties, the weeks between Thanksgiving and New Year’s Eve experience the highest levels of alcohol consumption (and sales) of the entire year, which makes it one of the busiest times of year for alcohol brands, specifically spirits.

We tapped MarketCast’s Social Research team to uncork some of the latest trends they’re seeing so far this holiday drinking season (and beyond.)

Sippable Trends this Holiday Season

Like so many trends, the espresso martini is making a comeback this year, but with a twist. The Carajillo, a Mexican-based cocktail made with a 1:1 ratio of espresso and Licor 43, is anticipated to be the drink of choice in 2024. In fact, the hashtag #Carajillo has already garnered 140K posts on Instagram, while #espressomartini has 718K posts. We’ll drink to that!

As we reported over the Summer, the NoLo (no and low alcohol) trend continues to grow among Gen Z and Millennials. De-alcoholized wine and spirits are a popular choice for Holiday parties, while zero-proof beer aligns with many New Year’s Resolution wellness goals. Brands that can do both, such as Blake Lively’s Betty Buzz, are poised to do well in 2024 as beverage fans choose how and when they want to consume beverages with or without alcohol.

Instagram, @blakelively

Thanks to rising costs, consumers are expected to continue to take full advantage of Happy Hour deals and drink specials to stretch their drinking dollars further in 2024. Things like two-for-one drinks or lower prices on specialty cocktails will likely align better with budgets as we move into the new year.

When bargoers do shell out $18+ for a premium cocktail, they will expect more novelty and flare to feel like they are getting a unique experience with their drink purchase (an unconventional serving style, premium garnishes, or unique flavor combinations). In addition, thanks to our collective obsession of documenting and sharing everything on social media (phone eats first!), many bars and restaurants are stepping up their cocktail presentation game to cash in on TikTok and Instagram viral moments and leaning into the theatrics that many young people (and influencers) are often drawn to. From destination cocktail bars to trending cocktail recipes (remember the Negroni Sbagliato?), we can’t wait to see what 2024 serves up.

Celebrate responsibly, and have a happy new year!


MarketCast’s Social Research experts keep a finger on the pulse of sentiment and behavior for all generations, keeping your brand up to speed on the latest trends and insights you need to stay ahead of the competition. To learn more about how MarketCast can help you optimize your brand’s advertising, contact us!

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