What trends will characterise the spirits world in 2026? Antonio Beneforti, expert selector at Proposta Spirits, a division of Proposta Vini dedicated to the world of spirits and liqueurs, which recorded a 34% increase in sales in 2025, outlines the trends.
Vermouth: this traditional Italian product represents Proposta Spirits' big bet for 2026. In recent years, we have already seen its significant development, and it will become increasingly attractive, even to young people, as a link between liqueurs and oenology. Reintroduced as an aperitif in the classic Turin version of Vermuttino (with soda and orange or lemon zest) or in the more modern version with tonic water, gin and tonic style, Vermouth will increasingly take centre stage in the restaurant world, not only for happy hour but also as a valid alternative to dessert wine with its spicy character that overpowers the sweetness. An increasingly transgenerational product that speaks of tradition to consumers over 50, while when served with tonic water it becomes an appealing cocktail for younger consumers, who are much more attracted to mixology than wine.
Gin: in 2025, gin will continue to be a market leader with double-digit growth driving production at the expense of spritz, which is suffering from a decline in consumer interest in favour of trendier cocktails such as gin and tonic. The market seems to have reached saturation point, with too many brands, and perhaps a natural selection process will begin between brands without solid foundations and producers (usually distilleries) that better represent tradition and territory, even in gin.
Bitters and brown spirits: the after-dinner segment, due to the entry into force of the new Highway Code and the psychological “terrorism” associated with it in the first part of last year, suffered a decline in attention and consumption during 2025, which primarily affected bitters, of which our country boasts a rich production and tradition. On the other hand, there are positive signs for so-called brown spirits, namely rum, whisky, brandy and cognac, whose admirers are growing in number and which are making their way onto the drinks lists of bars and restaurants.
Sustainability: while in 2024, attention to the environment and sustainability was a new topic, 2025 marked an important change of gear with an ever-increasing awareness and interest in this area, which will continue in 2026, with a growing number of bars creating cocktail lists featuring only sustainable products or implementing social and/or environmental initiatives inspired by the choices made by producers.
