Alcohol trends for 2026: lighter, functional, nostalgic

Alcohol trends 2026 point to lighter drinks, RTDs and nostalgic packaging, blending health, convenience, Instagram-ready looks and functionality.

The alcoholic-beverage market in 2026 is expected to move around four pillars: health, innovation, nostalgia and functionality. That’s the view of Missiato Indústria e Comércio Ltda., which describes a more informed and demanding consumer, seeking responsibility, accessibility and sustainability without giving up the overall experience.

The company also highlights a calendar shaped by the World Cup and extended holiday weekends, factors that can lift social occasions and broaden opportunities for brands that balance pleasure, convenience and conscious consumption.

Health and mindful drinking

One key shift is “Zebra Striping”, a Euromonitor International term for alternating alcoholic and non-alcoholic beverages within the same occasion or across different social moments. The habit supports moderation and encourages lighter, more sustainable drinking experiences.

In parallel, Mordor Intelligence forecasts the global healthy-beverages market will expand by an average of 3.49% per year from 2025 to 2030. The projection is tied to growing awareness around health and wellness and higher demand for low-calorie products tailored to specific diets.

Packaging becomes part of the experience

The sector has also been tracking how purchasing has become more immersive, with consumers researching, comparing and weighing purpose before deciding. As a result, packaging design and visual identity play a bigger role in emotional connection and shelf differentiation.

A Two Sides Brasil study says packaging influences purchase decisions in 99% of cases, to some degree. For 32% of respondents, the impact is constant, while 41.75% say it is frequent.

“Beyond wrapping, storing and protecting the product—ensuring shelf life and easing distribution and consumption—the look must delight. When design speaks to the consumer, it stops being only functional and starts building meaning.”

The statement comes from João Paulo Modulo, Missiato’s Head of Marketing, who cites Corote as an example of a strong identity—from label to shape—able to spark immediate emotional connection and reinforce belonging.

RTDs push convenience

RTDs, short for “Ready To Drink”, are expected to take even more space in 2026. The category combines practicality, flavor and new formulations, matching contemporary lifestyles and social occasions.

“RTDs remain among the strongest bets for next year. With convenience, quality and flavor in a single pack, they’re becoming a preferred choice both for those seeking sophisticated experiences and for consumers who want to save time without giving up the experience.”

Fortune Business Insights estimates the RTD market at US$ 732.49 billion in 2023 and projects it could reach US$ 1,227.81 billion by 2032, with a CAGR of 6.06% from 2024 to 2032.

Corote bets on lighter drinks

Aligning with alcohol trends 2026, Missiato highlights Corote portfolio moves aimed at lighter, functional and lower-ABV options. The company points to Corote Drinks ICE Ultra as the first ICE Ultra in Brazil.

Presented as a carbonated mixed alcoholic drink, Corote Drinks ICE Ultra is made with triple-distilled vodka filtered seven times. The line includes Lemon and “Lichia Dream”, with 3% alcohol content, 40% fewer calories and sugar, and zero gluten.

Corote Combo is described as a 1-liter carbonated cocktail with 8% alcohol content, created for the “Copões” audience. The flavors listed are Gin Watermelon, Combo Vodka, Combo Whisky and Gin Tropical.

The portfolio also includes Corote Sabores, cocktails made with triple-distilled vodka filtered seven times and natural aromas. The flavors mentioned include Passion Fruit, Strawberry, Cinnamon, Lemon, Watermelon, Wild Berries, Vanilla with Lemon, Tutti-Frutti, Blueberry, Mint and Peach.

Innovation, looks and nostalgia

According to Missiato, innovation spans functional benefits, new flavors and categories, technology in production and distribution, and a stronger consumer experience across sales channels. The expectation is to expand healthier, more personalized and more accessible alternatives.

“Next year will reflect this movement, with refreshing, creative, Instagram-ready drinks that combine tropical flavors and functional benefits, while also bringing back affectionate references and celebrating fun.”