Southern Glazer’s 2026 Liquid Insights Tour Europe Unveils What Wine and Spirits Trends are Coming Stateside

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6:00 AM on Wednesday, December 10

The Associated Press

MIAMI--(BUSINESS WIRE)--Dec 10, 2025--

Southern Glazer's Wine & Spirits (Southern Glazer's), the world’s preeminent distributor of beverage alcohol, today announced findings from its 2026 Liquid Insights Tour, an educational initiative focused on exploring the top trends shaping the wine and spirits industry. Building on the success of the Company’s 2022 and 2024 U.S. tours, the tour went international to London and Paris to uncover what beverage trends are on the horizon. Spanning 31 restaurants and bars, the tour reveals what’s emerging in the industry before it hits the mainstream in 2026.

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Official Liquid Insights Tour Logo

The Europe circuit marks a bold expansion of the Liquid Insights Tour targeting a diverse mix of cocktail-forward bars, trendsetting casual and polished restaurants, and fine dining institutions known for both creative wine lists and innovative spirits programs. The Southern Glazer’s team prioritized contemporary and traditional venues, new cultural perspectives, and forward-thinking beverage strategies designed to influence what consumers will soon be sipping.

The 2026 tour captures emerging trends and was led by Brian Masilionis, Senior Director of On-Premise Channel Insights, and Debbi Peek, Director of Mixology, National Accounts On-Premise. The team set out to better understand how these cities are interpreting identified trends and what new opportunities lay ahead for the U.S. market, where beverage alcohol plays an integral part in creating moments that matter.

“Both London and Paris are global capitals of flavor, style and innovation,” said Masilionis, who is part of the Company’s Commercial Intelligence team. “By visiting a curated range of venues – from hidden gems with experimental cocktail programs to Michelin-starred dining rooms embracing flavor variation by wine regions with tiered tasting menus – we gained a clear view into where the beverage world is headed next and how shifting consumer preferences are shaping wine and spirits menus.”

The top 10 spirits and wine trends identified include:

1. Rise of Cordials and Aperitifs
Cordials, aperitifs and Amari top the spirit list, outpacing traditional bases like gin, vodka, whiskey and rum. This reflects a growing preference for approachable, flavor-forward cocktails. While most drinks still feature a lead spirit, the incorporation of multiple cordials and aperitifs to add complexity is significantly present on menus.

2. Infused Innovation
Parisian and London bars embrace culinary artistry, like yogurt clarifications, butter and duck fat washes, and rotary evaporator “distillates” to create layered, chef-inspired drinks. Botanicals and spices such as basil, jasmine, cardamom, tonka bean, and coriander were widely used, sometimes explained in dedicated menu sections. Teas also play a starring role, incorporated as ingredients or for quick infusions.

3. Tiny Pours and Tasting Menus
Mini martinis and curated tasting menus are trending, offering guests variety, less alcohol per drink, value, and a playful approach to discovery. Smaller pours and reservation-only tasting experiences encourage moderation while letting guests explore new favorites. Unlike U.S.-style “flights,” these “Tiny Pours” are designed to be enjoyed individually. Wine pairings follow suit, from polished Asian restaurants to Michelin-starred West African venues, with pre-selected pours complementing pre-set, multi-course menus.

4. Amplified Asian Influence
As mixologists continue to lean in on Asian flavors, yuzu, lychee, shiso, sake, umeshu, miso, rice mirin, and even ponzu are becoming cocktail staples to explore. This surge in Asian culinary influence introduces umami and unique flavor twists, offering ways to redefine balance in modern drinks.

5. Min Presentation, Max Flavor
Drinks were often served in simple, elegant vessels; they were often smaller, allowing craftsmanship and flavor to shine. Garnishes were purposeful and bold, such as a gourmet strawberry fruit crisp by its pastry chef, white chocolate wafers, or savory snacks like fresh-baked bread infused with fortified blueberries.

6. LuxeLow and No-Alcohol
Non-alcoholic (NA) cocktails were front and center, crafted with the same creativity as spirited options and often priced slightly lower. Non-alcoholic spirits and sparkling wines/teas rank as the No. 7 most-used ingredient across menus – above tequila, cognac and brandy. Sparkling teas like Darjeeling and Hojicha added refreshing, tannic complexity, mimicking sparkling wine in standalone pours or NA cocktails.

7. Carbonation and Texture Play
Custom carbonation setups deliver lighter, flash-carbonated cocktails for more fizz-forward beverages. Evolved milk punches incorporated yogurt, clotted cream, and even rice pudding, adding new dimensions of silky, creamy texture and effervescence to the cocktail.

8. Wine by the Glass, Redefined
London and Paris are breaking U.S. norms of pour sizes – with standard pours (4-5 ounces), tasting sizes (2 ounces), and even luxury sips (under 1 ounce) – making premium wines more accessible. At one luxury London wine club, guests can sample up to 1,000 wines by the glass, preserved via Coravin, including rare First Growth Chablis for $17 (£13) per ounce instead of $500 (£375) per bottle.

9. Wine Lists Educate and Entice
Wine lists often feature flavor notes, varietal breakdowns and blends alongside appellations and vintages making menus easier to navigate. In some cases, playful descriptions also demystified French, English and Italian wines. Lower markups in London and Paris made premium wines feel like they were good value. High-volume venues used systems like Le Verre de Vin and Coravin to deliver increased variety while minimizing waste to keep prices approachable.

10. Beverage Menus Tell a Story
Menus are evolving into immersive experiences, complete with heritage tales, drink illustrations, and whimsical wine descriptions. This trend was especially prevalent in London where many venues showcased cocktail and wine books celebrating their heritage and explaining the “why” behind each drink. Some were so beautifully designed that guests purchased them as storybook keepsakes, turning a night out into a lasting memory.

“London and Paris have provided a masterclass in balancing innovation with tradition. The use of once-niche ingredients, sophisticated techniques, and the emphasis on educating the consumer reflect a pivotal point in wine and spirits culture,” said Peek. “These trends aren’t just aspirational, they’re actionable for bars, restaurants and the overall hospitality sector looking to meet evolving consumer expectations with elevated, globally-inspired beverage programs.”

The Liquid Insights Tour continues to serve as a leading indicator of what’s next in wine and spirits, offering supplier and retail partners actionable data and storytelling from the front lines of on-premise innovation.

For more information on the Liquid Insights Tour visit Liquid Insights Tour Report ( southernglazers.com ).

About Southern Glazer’s Wines & Spirits

Southern Glazer’s Wine & Spirits is the world’s preeminent distributor of beverage alcohol, and proud to be a multi-generational, family-owned company. The Company has operations in 44 U.S. states, the District of Columbia, and Canada, as well as brokerage operations through its WEBB Banks division in the Caribbean, Central and South America. In 2022, Southern Glazer’s was listed as one of Forbes Best Employers for Diversity. In 2021, Southern Glazer’s was selected as a U.S. Best Managed Company by Deloitte Private and The Wall Street Journal, as well as named by Newsweek as a Top 100 Most Loved Workplace. Southern Glazer’s urges all retail customers and adult consumers to market, sell, serve, and enjoy its products responsibly. For more information visit www.southernglazers.com. Follow us on Facebook, Twitter and Instagram @sgwinespirits.

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