Beverages: Top 100 Drinking Trends in May

Why it is the topic trending:

• Focus on Current Trends: The article specifically discusses the latest drinking trends for May 2025, making it timely and relevant for those interested in the beverage industry and consumer preferences.

• Variety of Beverage Categories: The article covers a diverse range of beverage types, including vodka sodas, sodas, shakes, coffee drinks, plant-based refreshments, whisky, and flavored energy drinks, appealing to a broad audience.

• Innovation in Flavors and Formats: The trends highlight creative and new flavor combinations (e.g., Dubai Chocolate Pistachio, Pickleback) and convenient formats (ready-to-drink packs, specialty glasses).

• Collaboration Between Brands: The mention of partnerships, like Mountain Dew and Little Caesars, showcases interesting strategies within the beverage market.

• Mindful Indulgence Theme: The article touches on both indulgent and healthier options, reflecting a key aspect of current consumer behavior in food and beverage.

Overview:

The article explores the key drinking trends of May 2025, highlighting a dynamic beverage market characterized by creativity, global influences, and experiential marketing. The trends reflect a consumer base that appreciates bold flavor innovations alongside options for mindful indulgence and health-conscious choices. Notable trends include the rise of flavorful vodka soda packs with adventurous flavors, collaborative beverage creations between foodservice and drink brands, international flavor inspirations in indulgent shakes, health-forward ready-to-drink coffee options, and inventive presentations in the spirits and coffee sectors, all pointing towards a richer and more personalized refreshment experience.

Detailed Findings:

• May 2025 drinking trends showcase a vibrant evolution in the beverage world, with creativity, global influences, and experiential marketing converging.

• Flavorful Vodka Soda Packs: Kylie Jenner’s Sprinter Vodka Soda launched the ‘Palm Springs Variety Pack’ with new flavors: ‘Pink Lemonade,’ ‘Mango,’ ‘Strawberry,’ and ‘Pineapple.’

• Collaborative Beverages: ‘Mountain Dew Mango Rush’ was created exclusively for Little Caesars, highlighting synergy between foodservice and bespoke drinks.

• International Inspiration: Shake Shack introduced the limited-time ‘Dubai Chocolate Pistachio Shake,’ infusing Middle Eastern flavors.

• Health-Forward Innovation: Starbucks launched RTD ‘Frappuccino Lite Coffee Drink’ in gelato-inspired, 100-calorie, no-sugar-added flavors: ‘Sea Salt Caramel,’ ‘Creamy Vanilla,’ and ‘Double Chocolate.’

• Inventive Presentations: Kahlúa introduced the ‘Espresso MarTony Glass.’

• Energizing Flavor Profiles: Dutch Bros featured the ‘Pickleback Rebel.’

• Plant-Based Refreshment: Califia Farms released ‘Creamy Refreshers.’

• Spirits Sector: Johnnie Walker launched the fruity ‘Black Ruby’ whisky.

• Campaign-Driven Creations: HARD MTN DEW featured ‘Code Red’ with cherry-citrus zest and playful advocacy.

Key success factors of product (trend):

• Bold Flavor Innovation: Consumers are drawn to unique and exciting flavor combinations that offer a novel sensory experience.

• Convenience and Ready-to-Drink Formats: The popularity of vodka soda packs and RTD coffee reflects the demand for easy and on-the-go refreshment options.

• Collaboration and Exclusivity: Limited-time offerings and exclusive partnerships can create buzz and drive consumer interest.

• Health-Conscious Options: The focus on low-calorie and no-sugar-added alternatives caters to the growing demand for mindful indulgence.

• Global and Cultural Influences: Incorporating international flavors and inspirations can appeal to diverse tastes and adventurous palates.

• Creative Marketing and Presentation: Inventive packaging and presentations can enhance the drinking experience and attract attention.

Key Takeaway:

The May 2025 drinking trends illustrate a beverage market that is actively innovating in flavors, formats, and collaborations to meet the diverse preferences of consumers who are seeking both indulgent and health-conscious options, drawing inspiration from global influences and emphasizing convenience and experiential elements.

Main Trend:

The main trend is the beverage industry's focus on delivering diverse and innovative drinking experiences that cater to both indulgence and wellness, often drawing inspiration from global flavors and utilizing creative collaborations and presentations.

Description of the trend:

Experiential Refreshment: This trend in the beverage industry centers around creating more than just a drink; it's about crafting an experience for the consumer. This involves innovation in flavor profiles, often incorporating global influences and unexpected combinations, as well as focusing on the format and presentation of beverages. Additionally, there's a strong emphasis on catering to various lifestyle choices, with brands offering both indulgent and health-conscious options. Collaborative partnerships and creative marketing campaigns are key components of this trend, aiming to capture consumer attention and provide a more engaging and personalized refreshment experience.

What is consumer motivation:

• Seeking Novelty and Excitement: Consumers are often drawn to new and unique flavor combinations that offer a departure from traditional options.

• Demand for Convenience: Busy lifestyles drive the preference for ready-to-drink and easily portable beverages.

• Health and Wellness Considerations: A growing segment of consumers seeks lower-calorie, low-sugar, and plant-based alternatives without sacrificing taste.

• Desire for Indulgence: Even health-conscious consumers seek moments of indulgence and are attracted to rich and decadent flavor profiles.

• Interest in Global Flavors: Exposure to diverse cuisines and cultures sparks a desire to try internationally inspired beverages.

• Value in Brand Partnerships and Exclusivity: Unique collaborations and limited-time offerings can create a sense of excitement and exclusivity.

What is driving trend:

• Flavor Innovation in Food and Beverage: The broader F&B industry is constantly experimenting with new and exciting flavors, influencing the beverage sector.

• Consumer Demand for Variety: Consumers have increasingly diverse palates and expect a wide range of beverage options.

• Growth of the RTD Beverage Market: The popularity of ready-to-drink formats continues to rise due to their convenience.

• Rising Awareness of Health and Wellness: Growing consumer focus on health drives the demand for better-for-you beverage options.

• Globalization and Cultural Exchange: Increased exposure to international cuisines and flavors inspires beverage innovation.

• Power of Marketing and Social Media: Creative campaigns and social media buzz play a significant role in driving consumer interest in new beverages.

What is motivation beyond the trend:

• Quenching Thirst and Hydration: The primary function of beverages remains important, and flavor innovations aim to make hydration more enjoyable.

• Social and Experiential Consumption: Beverages are often consumed in social settings or as part of an overall experience (e.g., with pizza, at a café).

• Personalization and Self-Expression: Consumers may choose certain beverages to reflect their individual tastes and lifestyle choices.

Description of consumers article is referring to:

The consumers the article refers to are a diverse group seeking refreshment, encompassing those interested in convenient options (RTD vodka sodas, Frappuccinos), flavorful indulgences (Dubai Chocolate Shake, fruity whisky), health-conscious alternatives (Frappuccino Lite, Creamy Refreshers), and adventurous tastes (Pickleback Rebel). They are likely influenced by flavor innovation, brand collaborations, global culinary trends, and a desire for experiences associated with their beverages. The age range is likely broad, including those interested in trendy alcoholic beverages (vodka sodas), younger consumers drawn to sweet and novel flavors (shakes, energy drinks), and health-conscious individuals across age groups. They are likely occasional to frequent purchasers of various types of beverages, influenced by marketing, social media trends, and their own personal preferences and lifestyle choices.

• Who are they: Individuals seeking refreshment, diverse in age and lifestyle, interested in flavor innovation, convenience, and both indulgent and healthy options.

• What kind of products they like: Flavorful vodka sodas, unique soda collaborations, globally inspired milkshakes, health-conscious RTD coffee drinks, plant-based refreshments, flavored spirits, and energizing drinks with adventurous flavors.

• What is their age? Likely a broad range, including young adults (vodka sodas, energy drinks, shakes) and adults across age groups (whisky, coffee, health-conscious options).

• What is their gender? The trends cover a wide range of beverage types, suggesting appeal across genders.

• What is their income? Likely a varied income range, as the article mentions both premium and more accessible beverage options.

• What is their lifestyle? Includes busy individuals seeking convenience, health-conscious consumers, and those looking for indulgent treats or adventurous flavors.

• What are their category article is referring shopping preferences? They are likely open to trying new beverages, influenced by trends and marketing, and may purchase from various retail channels, including grocery stores, liquor stores, coffee shops, and fast-food chains.

• Are they low, occasional or frequent category shoppers? Likely a mix, with some consumers frequently purchasing beverages and others making more occasional choices based on specific needs or desires.

• What are their general shopping preferences-how they shop products, shopping motivations? They are likely influenced by flavor, convenience, brand reputation, health claims (for relevant options), and the overall experience associated with the beverage.

Conclusions:

The May 2025 drinking trends point to a vibrant and evolving beverage market that is highly responsive to consumer desires for flavor innovation, convenience, health and wellness, and unique experiences. Brands are leveraging collaborations, global inspirations, and creative marketing to capture the attention of a diverse consumer base that seeks more than just basic refreshment.

Implications for brands:

• Embrace Flavor Innovation: Continuously experiment with new and exciting flavor combinations to attract consumers.

• Consider Strategic Partnerships: Collaborations with other brands can create unique and attention-grabbing product offerings.

• Offer Variety to Cater to Different Needs: Provide a range of options that appeal to both indulgent and health-conscious consumers.

• Focus on Convenience: Develop products in formats that align with busy lifestyles and on-the-go consumption.

• Tap into Global Culinary Trends: Look for inspiration in international flavors and ingredients to differentiate products.

• Invest in Creative Marketing and Presentation: Make the drinking experience appealing through innovative packaging and engaging campaigns.

Implication for society:

• Increased Availability of Diverse Beverage Options: Consumers have a wider range of choices than ever before in the beverage market.

• Potential for Both Healthier and More Indulgent Choices: The trends reflect a spectrum of options catering to different dietary and lifestyle preferences.

• Influence of Global Cultures on Local Markets: Beverage trends demonstrate the impact of globalization on consumer tastes.

Implications for consumers:

• More Exciting and Varied Refreshment Options: Consumers can look forward to a constant stream of new and interesting beverages.

• Ability to Align Beverage Choices with Lifestyle: Whether seeking a quick pick-me-up, a healthy alternative, or an indulgent treat, consumers have tailored options.

• Potential for Discovering New Flavors and Culinary Influences: The trends offer opportunities to explore tastes from around the world.

Implication for Future:

• Continued Emphasis on Innovation and Personalization: The beverage market will likely continue to see a focus on new flavors, formats, and personalized options.

• Further Integration of Health and Wellness: Expect more beverages that cater to health-conscious consumers and incorporate functional ingredients.

• Growth of Niche and Experiential Beverage Categories: Categories like craft cocktails, unique sodas, and globally inspired drinks may continue to expand.

Consumer Trend (name, detailed description):

Flavor-Driven Exploration in Beverages: This trend describes the consumer behavior of actively seeking out and experimenting with novel and exciting flavor profiles in their beverage choices. This includes a willingness to try unique combinations, internationally inspired tastes, and innovative twists on traditional drinks, indicating a desire for sensory adventure and a departure from familiar options.

Consumer Sub Trend (name, detailed description):

Conscious Indulgence in Refreshments: This sub-trend highlights the consumer desire to enjoy indulgent beverages while also being mindful of health and wellness. This leads to the popularity of options that offer rich and satisfying flavors but with reduced sugar, lower calories, or healthier ingredients, reflecting a balanced approach to enjoyment and well-being.

Big Social Trend (name, detailed description):

The Globalization of Taste: This broad social trend reflects the increasing influence of diverse global cuisines and flavors on local food and beverage markets. As consumers become more exposed to different cultures through travel and media, their palates expand, driving demand for internationally inspired products and flavor profiles in various food and drink categories.

Worldwide Social Trend (name, detailed description):

The Rise of Experiential Consumption: This worldwide trend emphasizes the growing consumer value placed on experiences rather than just products. In the beverage industry, this manifests as a demand for drinks that offer a unique, memorable, or engaging experience, whether through innovative flavors, creative presentations, brand collaborations, or the overall context in which the beverage is consumed.

Social Drive (name, detailed description):

The Pursuit of Sensory Pleasure and Well-being: Consumers are fundamentally driven by the desire for sensory pleasure and a sense of well-being. In the beverage market, this translates to seeking out drinks that taste good and make them feel good, whether through indulgent flavors that satisfy cravings or healthier options that align with their wellness goals. This dual drive fuels the trends observed in May 2025.

Learnings for brands to use in 2025:

• Stay Abreast of Emerging Flavor Trends: Continuously monitor food and beverage trends to identify new flavor directions and consumer preferences.

• Embrace Collaboration for Unique Offerings: Partnering with other brands can lead to innovative products that capture the attention of both customer bases.

• Balance Indulgence and Health in Product Development: Cater to a wide range of consumer needs by offering both indulgent and healthier options.

• Think Beyond Traditional Flavor Profiles: Explore unexpected and globally inspired flavor combinations to create unique and memorable beverages.

• Pay Attention to Presentation and Marketing: The visual appeal and storytelling around a beverage can significantly impact consumer interest.

Strategy Recommendations for brands to follow in 2025:

• Invest in Research and Development for Novel Flavors: Dedicate resources to exploring new and exciting flavor innovations.

• Seek Out Strategic Brand Partnerships: Identify potential collaborations that can create buzz and offer unique value to consumers.

• Expand Product Lines to Include Healthier Alternatives: Develop low-sugar, low-calorie, and plant-based versions of popular beverages.

• Develop Limited-Time Offerings with Unique and Adventurous Flavors: Create a sense of urgency and excitement with exclusive and innovative limited-edition drinks.

• Utilize Social Media to Showcase Beverage Experiences: Create engaging content that highlights the sensory pleasure and unique aspects of their beverages.

Final sentence (key concept) describing main trend from article, and what brands & companies should do in 2025 to benefit from trend and how to do it.

The May 2025 drinking trends highlight a consumer appetite for experiential refreshment driven by flavor innovation and mindful indulgence, urging brands and companies in 2025 to prioritize creative flavor development, strategic collaborations, and a balance of both indulgent and healthier options to cater to the diverse and evolving preferences of their target audiences.

Final Note:

• Core Trend: Flavor-Driven Exploration in Beverages: Consumers actively seeking novel and exciting flavor profiles.

• Core Strategy: Prioritize Flavor Innovation and Strategic Partnerships: Brands should invest in developing unique flavors and collaborate with other brands for exclusive offerings.

• Core Industry Trend: Convergence of Indulgence and Wellness in Beverages: The industry is catering to both desires in consumer choices.

• Core Consumer Motivation: Sensory Pleasure and Well-being Through Refreshment: Consumers seek beverages that taste good and align with their health and lifestyle goals.

Final Conclusion:

The beverage market in May 2025 is a testament to the dynamic interplay of consumer desires, technological innovation, and marketing creativity. Brands that can effectively tap into the trends of flavor-driven exploration and conscious indulgence, while also considering convenience and global influences, are well-positioned to succeed in this competitive and ever-evolving industry.

Summary: Flavor-Driven Exploration in Beverages

Core Trend Detailed: description.

The core trend of Flavor-Driven Exploration in Beverages signifies a notable shift in consumer behavior where individuals actively seek out and experiment with new, unique, and often unconventional flavor profiles in their drink choices. This goes beyond simply selecting familiar options and indicates a growing curiosity and adventurousness in taste preferences. Consumers are increasingly willing to venture outside of traditional beverage flavors, showing interest in internationally inspired combinations, unexpected twists on classics, and innovative concoctions that offer a novel sensory experience. This trend is fueled by a desire for excitement, a reflection of diverse and globalized palates, and the pursuit of more engaging and personalized refreshment experiences.

Key Characteristics of the Core trend:

• Experimentation with Novel Flavors: Consumers actively try new and unusual flavor combinations in beverages.

• Interest in Global Culinary Influences: Flavors and ingredients from various international cuisines are gaining popularity.

• Demand for Unique Sensory Experiences: Consumers seek out drinks that offer a distinctive and memorable taste profile.

• Openness to Fusion and Hybrid Flavors: Combinations that blend familiar tastes with unexpected twists are well-received.

• Seeking Departure from Traditional Options: Consumers are increasingly looking beyond conventional flavors in established beverage categories.

Market and Cultural Signals Supporting the Trend (bullets):

• Proliferation of Innovative Flavors in New Beverage Launches: Many new drinks entering the market feature non-traditional and adventurous flavor profiles.

• Growth of the Craft Beverage Movement: The success of craft beer, specialty coffee, and artisanal sodas demonstrates consumer interest in unique flavors and high-quality ingredients.

• Increased Exposure to Global Cuisine: The widespread availability and popularity of international foods influence beverage preferences.

• Social Media Buzz Around Unique Food and Drink Combinations: Online platforms showcase and celebrate adventurous flavor pairings, inspiring consumers to try them.

• Food and Beverage Industry Emphasis on Innovation: Companies are investing in research and development to create novel and exciting flavor options.

How the Trend Is Changing Consumer Behavior:

• Increased Willingness to Try New and Unfamiliar Drinks: Consumers are becoming more adventurous in their beverage choices.

• Greater Attention Paid to Flavor Descriptions and Ingredients: Shoppers are more likely to read labels and seek out specific or unique flavor notes.

• Demand for More Diverse Beverage Selections in Retail and Foodservice: Consumers expect a wider range of flavor options when shopping or dining out.

• Influence of Flavor Trends on Social Gatherings and Experiences: Unique and interesting beverages are becoming a part of social experiences and shared moments.

• Potential Shift in Loyalty to Traditional Beverage Brands: Consumers may be more inclined to switch brands to try a novel or appealing flavor.

Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, bullets):

• For Brands and CPGs: Opportunity to innovate with flavor portfolios, potential for new product development and market differentiation, need for agile response to fast-evolving flavor trends.

• For Retailers: Need to curate a diverse and dynamic beverage selection, opportunities to highlight unique and trending flavors, potential for increased shelf space dedicated to innovative options.

• For Consumers: Access to a wider and more exciting range of beverage choices, opportunities for new taste experiences, potential for discovering new favorite flavors.

Strategic Forecast:

• The trend of Flavor-Driven Exploration in Beverages will continue to be a significant driver in the market.

• We can expect to see even more unexpected and globally inspired flavor combinations emerge.

• The influence of social media and online trends will continue to shape flavor preferences.

• Brands that prioritize flavor innovation and are willing to take risks with unique offerings will likely see greater success.

Final Thought (summary):

The consumer's growing appetite for flavor exploration is reshaping the beverage landscape, pushing brands to be more creative and adventurous in their offerings. This trend reflects a broader cultural shift towards embracing new experiences and a desire for refreshment that is both satisfying and exciting, indicating a future where the beverage aisle will be increasingly characterized by bold and imaginative flavor innovations.

Source: https://www.trendhunter.com/slideshow/may-2025-drinking