IWSR says cultural cachet is reshaping global alcohol sales

Cultural identity, origin and lifestyle ties are becoming more important in global alcohol sales, with consumers showing a stronger interest in drinks that carry a clear story, a place of origin and a social ritual, according to IWSR’s Global Trends Report 2026 released on Oct. 15.

The report says the shift is helping some categories grow even as broader alcohol demand remains under pressure in several markets. It points in particular to soju, agave spirits and spritz-style drinks as examples of products benefiting from what analysts describe as cultural cachet, or the ability of a category to gain value from a wider interest in the culture around it.

The finding comes at a time when many drinks companies are dealing with slower growth at home and looking overseas for new buyers. IWSR said consumers are becoming more selective about when and why they spend more on alcohol. In that environment, products are more likely to succeed if buyers see real quality, a recognizable heritage or a drinking occasion that feels distinct.

Jennifer Creevy, director of food and drink at trend forecaster WGSN, said premium status in alcohol is being reshaped by factors beyond price and exclusivity. She said consumers, especially younger and more diverse legal-drinking-age groups, are responding to authenticity, connection and stories that feel meaningful.

“Cultural cachet is rapidly redefining what ‘premium’ means in the alcohol sector, shifting the focus from price and exclusivity to values, provenance and emotional resonance,” Creevy said. She added that brands are using heritage, cultural storytelling and experience-based marketing to signal quality across spirits, wine, beer and ready-to-drink categories.

One of the clearest examples in the report is soju, the Korean spirit that has been gaining ground outside its home market. IWSR data show soju volumes in markets beyond South Korea rose 9% in 2025, while the category declined 2% in South Korea. The report says the contrast suggests international demand is being supported by new consumers who are discovering the drink through a broader interest in Korean culture.

In the United States, soju still holds a very small share of the spirits market, accounting for less than 1% of total spirits volumes in 2025. Even so, IWSR projects strong growth ahead. It expects soju volumes in the U.S. to rise at a compound annual growth rate of 14% from 2025 to 2030. Over the same period, total U.S. spirits volumes are projected to fall at a 1% compound annual rate.

The report says soju is being repositioned in the U.S. as a more premium and flexible drink, with lighter styles, fruit-forward variants and artisanal offerings drawing attention. It links much of that momentum to the expanding reach of Korean entertainment and lifestyle trends, including music, film, television, food and beauty.

Koryn Ternes, IWSR’s U.S. consulting director, said younger legal-drinking-age consumers are playing a central role in that change. She said many first encounter soju in group settings and associate it with a wider social experience rather than as a stand-alone spirit.

“Soju is really being driven by younger LDA consumers,” Ternes said. “It’s seen as a fun, social alternative and is often discovered in group settings like house parties or nights out.” She said the category is often tied to Korean barbecue, karaoke and pre-drinks, which helps turn it into part of an event rather than just another bottle on the shelf.

Even with that momentum, IWSR said soju still faces a basic challenge in the U.S.: low awareness. The report describes a clear education gap, suggesting that future growth will depend not only on distribution and marketing but also on helping consumers understand what soju is, how it tastes and how it is typically served.

Tequila and other agave spirits are also drawing support from stronger interest in origin and authenticity, according to the report. Since 2020, demand has risen for 100% agave and additive-free tequilas, as consumers pay more attention to ingredients, production methods and place of origin. IWSR said the category also benefits from the wider appeal of Mexican culture and from tequila’s strong position in cocktails such as the margarita and paloma.

Globally, tequila volumes grew at a compound annual rate of 7% from 2019 to 2025, IWSR said. It expects growth to continue through 2030, though at a slower annual rate of 2%.

That expansion is becoming more geographically diverse. The United States still represents nearly two-thirds of global tequila volumes, but IWSR said growth in the U.S. has stalled. As a result, producers are looking more closely at export markets that are smaller today but expanding faster.

Colombia is one of the markets highlighted in the report. Tequila volumes there rose 26% in 2025, driven in part by a growing cocktail scene influenced by Mexican flavors and serving styles. IWSR said Mexican food, music, party culture and ranch-style venues have become increasingly fashionable, creating a favorable setting for tequila.

Japan is another market showing momentum. IWSR linked growth there to the spread of Mexican restaurants, taquerias and specialized agave bars, particularly in Tokyo. Those venues are helping introduce consumers to premium tequila through food pairings and a more curated drinking experience.

Unlike the other categories discussed in the report, agave spirits are also showing renewed strength in their home market. Volumes outside Mexico grew 2% in 2025, while volumes in Mexico rose 3%. IWSR said that increase reflects both national pride in tequila and practical business decisions by producers as conditions in the U.S. become more difficult.

The report said some brand owners are placing more attention on Mexico as they adjust to softer U.S. demand. It also noted that lower agave prices have enabled some companies to cut retail prices, making tequila more accessible to domestic consumers.

The spritz trend offers a different example of the same broader pattern. What began as a style closely associated with Italian life and leisure has grown into a larger global occasion, IWSR said. The appeal has been strengthened by social media, where the bright appearance of spritz drinks has helped fuel their popularity, and by the spread of new formats such as draft serves and pre-mixed cans and bottles.

That trend has supported categories traditionally linked to the spritz, including spirit aperitifs and prosecco, but it has also opened the door to other categories using the same format for alternative recipes. In IWSR’s view, the spritz is no longer just a drink tied to one country or one serve. It has become a broader social cue that brands in multiple categories are trying to use.

Across all three examples, the report points to the same change in consumer behavior. In a market where buyers are drinking more selectively and many companies need growth beyond mature domestic bases, products tied to recognizable culture, heritage and occasion may have an advantage over those relying only on price or status. IWSR said that advantage is becoming more important as competition intensifies in spirits, wine, beer and ready-to-drink products, and as brands try to turn cultural interest into lasting sales in export markets.