The U.S. alcoholic beverage market is projected to shrink by 5% in volume by 2025, while the spirits category has declined by 4%. Brown-Forman CEO Lawson Whiting argues that the narrative of American whiskey's 'decline' is exaggerated. In the first quarter of the company's fiscal year 2027, whiskey sales remained flat while the RTD portfolio grew by 20%; net sales in the U.S. fell by 3%. The data indicates that whiskey is not disappearing, but rather that consumers are becoming more selective regarding price, format, and usage.
The independent cocktail and rum bar The Prep House, located near Leeds, replaced its existing ice machine with the Hoshizaki EliteCube. Owner Pete Thornton states that the more durable and uniform cubes help maintain quality, especially in cocktails that sit on the table for a long time. The manufacturer's technical documentation confirms that the EliteCube series features UV-C sanitization, a closed water circuit, and a production capacity of approximately 42–110 kg/day depending on the model. However, the real question for the bar business is not the brand: is the size, density, production capacity, hygiene, and maintenance cost of the ice truly compatible with the recipe?
The Windsor Brasserie, a new restaurant that opened in the summer of 2026 at Fairmont Windsor Park, has been highlighted in The Drinks Business's "Wine List of the Week" selection.
Basil Hayden is launching its bourbon finished in the brand's first Cognac cask, Cognac Cask Reserve, for sale across the U.S. in September 2026.
Reàl Infused Exotics, introduced by World Coffee Portal, highlights the use of the same fruit base in coffee, matcha, lemonade, mocktails, and cocktails. However, the true sector value of the product should be sought not in the promise of 'exotic flavor' but in operational economics. Ready fruit bases can reduce preparation time and seasonality issues; however, sugar content, portion cost, recipe balance, and supplier dependency must be managed carefully. Beverage trends for 2026 also show an increasing demand for flavor diversity and non-alcoholic, customizable drinks, especially among young consumers.
Chilean ecologist Olga Barbosa’s studies, conducted since 2008, show that the natural forests surrounding vineyards are not just areas to be preserved; they may also relate to water usage, erosion, biological control, and even the microbial identity of the vineyards. Research reveals that approximately 80% of microorganisms in the vineyards and surrounding natural forests are shared, while the Chilean wine industry is beginning to discuss biodiversity as a tool for product differentiation in addition to a sustainability standard.
According to Master of Wine Sarah Heller, wines made from Italy's indigenous white grapes have long offered serious quality and aging potential comparable to reds; however, this diversity is still not well understood in the international premium market. Liv-ex data shows that white wine trading in the global fine-wine market has grown by 650% since 2010, while Italy's opportunity lies in moving beyond a Chardonnay-centered premium perception to more clearly communicate the uniqueness of local varieties like Verdicchio, Fiano, Carricante, Friulano, and others.
Chris Hemsworth has joined the Australian distillery Archie Rose as a partner, contributing to the brand's growth in the US and globally. Stella Artois is entering into a multi-faceted brand partnership with Netflix’s The Gentlemen series. These two developments illustrate how celebrity usage in the beverage industry has expanded from advertising to product development, distribution, and physical experience.
Silverhand Estate in Kent derives its name from the legendary tale of King Lud, associated with Luddesdown. The brand expands this story beyond just the name, from its flagship wine KYNG to vineyard tours. It serves as an example of how local heritage can be utilized in wine branding while reminding us that history and legend should be distinguished from one another.
The Distilled Spirits Council of the United States is preparing to hold the House of US Spirits event for the third time on September 7, 2026. This free trade gathering connects American distilled spirits with bartenders, buyers, and media, while a larger commercial goal looms in the background: strengthening the position of the UK as the second largest export market for US spirits, with $153 million in 2025.
Buffalo Trace Distillery is organizing its traveling tasting experience for the second time, which it launched in 2025. The 2026 program will feature free, reservation-only tastings in Branson, Kansas City, Dallas/Fort Worth, and Denver. The model highlights how beverage brands reach consumers not just through products, but also through education, storytelling, and physical experiences.
BrewDog co-founder James Watt has launched Fool’s Fix, positioned to be consumed after alcohol consumption. The product, which contains electrolytes, vitamins, minerals, glycine, and prickly pear, targets a new bar consumption moment; however, health claims associated with preventing or treating hangover effects are strictly limited in the UK.
The results of The Champagne Masters 2026 show a wide range of quality and price in the rosé Champagne category, from affordable non-vintage bottles to prestige cuvées. The main opportunity for HORECA is to manage 'pink Champagne' with different uses and price tiers instead of a single product.
Joe and Daniel Schofield are bringing their Schofield’s Bar model, developed in Manchester, to London’s Covent Garden area this November. The two-story new bar will operate with a larger capacity while maintaining classic cocktails and a high service standard.
The over 3,200-piece Johnnie Walker collection, created by Frans Op den Kamp over approximately 20 years, will be auctioned by Whisky Auctioneer from September 11 to 21, 2026. The collection demonstrates how whisky gains value in the secondary market not only through its contents but also through brand history, rarity, and provenance.
At Antica Bottega del Vino in Verona, glass wine service accounts for approximately 40% of revenue. The business model demonstrates how glass sales create value beyond accessible pricing through stock management, sommelier expertise, and customer discovery.
Once on the brink of extinction, the Piemonte-origin Nascetta is now one of the local white grape varieties in Langhe that is regaining value.
According to the National Restaurant Association's 2026 Restaurant Beverage Trends research, 87% of full-service restaurant operators and 80% of limited-service operators believe that beverages are an important tool for increasing restaurant traffic. 72% of consumers see restaurants as good places to discover beverages they haven't tried before. The real opportunity lies not just in beverages sold with meals. 37% of consumers purchase beverages only at least once a week; this rate rises to 50% among Gen Z. This creates a separate traffic and revenue window for restaurants, especially in the afternoon, outside of the classic lunch-dinner service.
The shape of a wine glass is not just about table aesthetics. Controlled studies show that the aroma intensity and perceived character of the same wine can change when served in different glasses. A study with 181 participants found that the shape of the glass particularly affects the perception of the wine's aroma, and this effect cannot be explained solely by the visual appeal of the glass. However, the conclusion for restaurants is not always that "bigger and special glasses are always better." Larger glasses can change the perception of the portion; laboratory studies have also shown that participants served more wine in larger glasses. Therefore, the right glassware choice should be evaluated alongside aroma, portion standard, storage, breakage, and washing capacity.
The annual release period for Grosses Gewächs, one of the top dry wine categories in Germany’s VDP classification, is starting. According to VDP rules, dry whites from Grosse Lage vineyards cannot be sold before September 1 of the year following the harvest, while reds cannot be sold before September 1 of the second year. Therefore, the focus in the 2026 autumn calendar will be on the 2025 whites and 2024 reds. This model is significant for fine dining and wine purchasing because the release of premium wines is not based on any date desired by the producer, but rather on a controlled maturation schedule. This creates a new listing and purchasing period for distributors, sommeliers, and restaurants every September.
The Balvenie has launched the third and final edition of its three-part Fifty Collection, which began in 2024. The whisky, created from three 50-year-old casks selected by Kelsey McKechnie, is bottled at 50.3% ABV. Only 45 bottles will be available worldwide, with a suggested retail price of £42,500. Evaluating the final edition solely as a high-priced collectible product misses the point. It exemplifies how stock decisions made decades ago in the Scotch whisky sector have led to limited availability, brand storytelling, and high-value retail products today.
Consumer and professional expectations in the natural wine category are changing. A new selection compiled by SevenFifty Daily from wine buyers working in restaurants, hotels, bars, and retail in the U.S. shows that minimal intervention production is no longer solely associated with unusual, cloudy, or “funky” flavors. Clean profiles, preservation of grape and regional character, compatibility with gastronomy, and accessibility are now at the forefront. The inclusion of Chamlija Papaskarası & Cabernet 2021 from Turkey is also noteworthy. Katrina Guldal, the beverage director at Hamdi in Seattle, prefers this wine because it showcases the local character of Thrace and introduces a lesser-known grape like Papaskarası to the international consumer.
Sergio Leanza, one of the founders of Funkidory, has returned to Nine Lives, one of the significant addresses where his career began, as General Manager. Leanza was part of the opening team of the bar near London Bridge in 2017 and later established his own businesses, Funkidory and Mama Funki. The appointment came about eight months after Funkidory closed in December 2025. Leanza's transition back to professional bar management, bringing with him the operational, team, financial pressure, and customer experience he gained as an independent operator, represents a noteworthy career example for industry professionals.
The Institute of Masters of Wine announced seven new Masters of Wine in its second group for 2026. With the addition of Alice Archer, Owain Hughes, Weiran Liu, Gabriella Macari, Tiago Macena, Jake Skakun, and Sue Tolson, the total number of professionals awarded the MW title this year has risen to 11. According to the institution, there are currently 427 active Masters of Wine in 31 countries worldwide. The careers of the new group span a wide range from wine trade to education, viticulture to restaurant management. Their research topics extend from the use of generative artificial intelligence in wine labels to trade fair selection in China, and from herbicides in viticulture to barrel wine systems in restaurants, addressing current business and operational issues in the sector.
The Unicorn Frappuccino, which Starbucks brought back for just a few days, sold over 2 million in North America and contributed to the company achieving its highest sales day in the region to date. The return of a product that went viral nine years ago shows how limited time, nostalgia, and social media visibility can become a powerful traffic driver for café chains.
The contraction in the wine and spirits market in the US slowed down in the second quarter of 2026. SipSource data shows that the bar and restaurant channel is more resilient than retail; however, volumes and revenues for distilled spirits are still below last year's figures.
Kateryna Kryvystska, who won the Hennessy MyWay Ireland final held in Dublin with the cocktail “Bee Connected,” will participate in the global final in France in October. The result also highlights the importance of sustainability, service ritual, and storytelling alongside flavor in modern bartender competitions.
As part of Cask Ale Week 2026, approximately 10,000 pubs in England plan to offer a total of one million free "Try Before You Buy" cask ale tastings from September 17 to 27. The campaign aims to increase category trial among young adults. According to SIBA's 2026 research, 41% of consumers say that a free sample will encourage them to try cask ale. From StaffMag's perspective, the main question is how effective a few sips of free tasting can be on pub traffic, conversion to full pint sales, and the role of bar staff in product recommendations.
The Emory Rooftop Bar in London has begun serving a new menu of 12 cocktails called “The View,” created in collaboration with Argentine bartender Renato “Tato” Giovannoni. The menu reinterprets classic cocktail formats through the lens of Argentine terroir, using local and international ingredients. This collaboration demonstrates that luxury hotel bars can utilize renowned creative names not just for short-term takeovers, but as part of a permanent beverage program.
Bangkok's cocktail scene is entering a new phase of maturation. The inclusion of eight Bangkok bars in the Asia’s 50 Best Bars 2026 list shows that the city has become a regional bar hub not only through the number of new venues but also through Thai ingredients, local spirits, connections to gastronomy, and more distinct concepts. The new competition is now focused on telling the city's own character in bars rather than just executing international cocktails well.
The layout of equipment in hotel bars, the bartender's movement distance, service flow, and the different uses of the area throughout the day can directly affect operational capacity. The new approach considers bar design not just as an aesthetic investment but also in terms of employee ergonomics, service speed, and revenue per square meter.
NQ64, which combines retro arcade games with bar operations, is relocating its venue in Soho to a new 9,000 ft² location. The investment, which will also include AR darts and billiards, demonstrates how the 'competitive socialising' model is expanding in bars.
The jazz and cocktail bar Sazzou at Hilton Istanbul Bosphorus has opened its new terrace. This move is part of the hotel's broader social space strategy that opens F&B areas to urban guests following a comprehensive renovation.
Zebra striping, which means alternating between alcoholic and non-alcoholic drinks in the same night, has become the new term for moderate drinking trends. The main opportunity for bars lies in elevating the non-alcoholic round from plain water to a premium beverage experience.
In France, beer consumption volume surpassed wine for the first time in 2025. However, the data indicates a long-term decline in wine consumption rather than a beer boom, alongside the rapid growth of non-alcoholic beer.
In the second quarter of Monster Beverage, energy drink sales grew by 21.6% while the alcoholic beverage segment shrank by 15.2%. The data indicates that HORECA businesses need to reassess changing consumption moments and their beverage portfolios.
A study by researchers from Heriot-Watt University and Kirin examining 14 Scottish and Irish whiskies shows that the mango-like aroma perceived in some whiskies is particularly associated with three compounds.
In London restaurants, glass wine is becoming a tool for access to and exploration of premium wines, moving beyond being an economical alternative.
Carlsberg will take over the production and distribution of Sapporo Premium Beer in the United Kingdom.
In the UK, the sale of energy drinks containing more than 150 milligrams of caffeine per liter to those under 16 will be banned starting April 2027.