With luxury shifting toward authenticity and human connection, Bacardi’s director of trade advocacy explores the trends transforming cocktail culture worldwide. Courtesy of Patrón

This Q&A is part of Observer’s Expert Insights series, where industry leaders, innovators and strategists distill years of experience into direct, practical takeaways and deliver clarity on the issues shaping their industries. As director of trade advocacy at Bacardi, Adrian Biggs has spent over 15 years at the forefront of global cocktail culture, helping bartenders, brands and bars reimagine what luxury hospitality means in an age defined by experience, story and connection. From London to Miami, he’s witnessed the evolution of the modern bar from a nightlife destination to a creative, cultural touchpoint shaped as much by craft and atmosphere as what’s in the glass. Now, as bespoke experiences resurge and drinkers seek authenticity over excess, Biggs is helping steer the industry toward a more community-driven and inclusive vision of hospitality.

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Bacardi’s newly released 2026 Cocktail Trends Report, which draws insights from over 11,000 consumers and thousands of bartenders worldwide, reveals a landscape where the definition of “luxury” is shifting, accelerated by younger generations. Gen Z drinkers—now stepping into greater financial independence—are reshaping expectations around when, where and why people drink. Their priorities lean toward connection, flexibility and what the report calls “playful luxury,” prompting brands to rethink the rituals of cocktail consumption. As economic pressures influence spending patterns across demographics, cocktails remain a resilient space for creativity and self-expression, with value increasingly defined by the experience surrounding the serve rather than exclusivity alone. Biggs sees opportunity in this transformation: a chance to elevate the bartender as storyteller, mentor and curator of human experience.

Several broader behavioral shifts have also emerged: earlier drinking occasions like “daycaps,” a growing appetite for small-format and low-ABV serves and a blurring line between daytime wellness-driven beverages and evening cocktails. The last year has seen a return to in-person, screen-light socializing as consumers seek out more grounded, communal moments and a growing influence of accessible training initiatives. Taken together, these trends point to a cocktail culture that adapts fluidly to people’s moods, values and lifestyles, reinforcing the role of hospitality as an engine of creativity, mentorship and genuine human connection.

You’ve spent over 15 years helping shape global cocktail culture. Looking ahead to 2026, what are the biggest shifts you’re seeing in how people define “luxury” when it comes to drinks?

Luxury is evolving from simply “top shelf” to deeply experiential, story-driven and meaningful. In our 2026 Bacardi Cocktail Trends Report (released today), we highlight how luxury now means connection, craft and meaning more than mere exclusivity. Guests are seeking bars where the narrative behind the glass, the provenance of the ingredient, the bartender’s touch, the atmosphere, is as valuable as the spirit itself. After years of digital saturation, people are trading screens for shared sips, turning luxury bars into sanctuaries of presence and connection.

The report also spotlights “More is More Mixology,” a trend that celebrates indulgence as a form of joy and escape. It’s not about going over the top, but about experiences that are deliberate, sensory and memorable. From an edible parfum drifting over a cocktail to a small-batch Patrón served with a story, guests want to connect with the moment.

True luxury today sits at the intersection of authenticity and artistry. A $40 cocktail isn’t about showing off, it’s about savoring craftsmanship, local ingredients and the person behind the bar. That’s where the future of luxury is headed: from aspiration to connection.

Bacardi’s 2026 Cocktail Trends Report draws insights from more than 11,000 consumers and thousands of bartenders worldwide. What’s one finding that surprised even you?

One of the most surprising findings was how analog culture is a form of luxury. The report shows that 84 percent of consumers believe technology has made people less present, and that’s fueling a movement toward tactile, in-person experiences. Bartenders and bar owners are responding with screen-free nights, story-led menus and ritual-based serves that create space for genuine human interaction.

We see a cultural shift away from hyperconnectivity toward intentional, sensory-rich connection. From “reading room” happy hours in New York to micro-mix flights in Paris, people are embracing analog moments as emotional resets. It’s fascinating to see how Gen Z of legal drinking age and millennials are reimagining when and how they drink, favoring lighter, earlier-day indulgence, like St-Germain spritzes or Martini aperitifs, over late-night excess.

That balance between mindfulness and meaning is what........

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