Craft Spirit Trends for 2025 — A Spirited Look at the Year Ahead
As the craft spirits industry continues to soar, we at SOCraft—the first Asia-based awards honouring the artistry and innovation of artisanal spirits—find ourselves in a unique position; with a front-row seat, and access to an insider’s view to the opinions of the movers and shakers of the spirits world. Our awards-related activities, fringe conversations and tasting sessions give us key insights into what’s trending and what lies ahead.
In 2025, the beverage industry is poised to significantly strengthen the artisanal space. Bartenders will play a pivotal role in driving visibility, sustainability will increasingly influence purchasing decisions, with both consumers and establishments prioritising eco-friendly practices. Additionally, the non-alcoholic revolution will continue to gain momentum, offering sophisticated alternatives that cater to health-conscious consumers.
Here’s what we have observed and think spirit brands need to know.
The Bartender Will Play A Key Role In Craft Spirit Visibility
At SOCraft, our biggest win from 2024’s awards season was capturing the attention of industry insiders which included top bartenders from Singapore, Indonesia, Thailand, and beyond. Our judging panel sampled and savoured several new-to-market spirits which resulted in new stockist opportunities, collaborations and opportunities for greater visibility for spirit brands.
Cameron MacKenzie of gin giant Four Pillars shared this with us in the SOCraft e-digest’s first-ever guest editor’s note: “We make an ingredient, so whilst we are writing a story, the actor is actually the bartender, and we need to work with them and celebrate the art of cocktail making. That connection has been so important.” Needless to say, the Four Pillars success story is worth taking inspiration from.
If you are a maker or distributor, build strong ties with top bartenders in your region. They not only offer valuable insights but also shape opinions and amplify trust within the community. As Jason Lee of Korea’s Distillers Select shares in Issue 04 of the e-digest: “In my experience, when introducing a new spirit to a market [such as Korea], the bartender plays the most important role.”
High-Proof Creative, a US-based, women-led marketing agency for the craft beverage industry, shared invaluable tips in their 2019 blog, ‘Tips for Capturing the Attention of Bartenders with Your Craft Spirits.’ Though rooted in the US craft spirits movement, these insights are highly relevant for Asia as well.
Asia is currently having a craft boom and the bartender’s role has never been more vital. To tap into this trend effectively, focus on building strong relationships with top bartenders in your region, collaborating with leading bars, and gaining visibility through bartender-led events and local festivals. These efforts can help you showcase and promote your spirit to the most receptive and relevant audiences.
2. Regional/Heritage Spirits ARE EXCITING Consumers and Trade
Image Credit: Song Cai Distillery
Traditional or heritage spirits are having a moment, and breaking into bars and liquor stores worldwide. At the inaugural SOCraft Awards 2024, heritage spirits such as arrack, poitín, agavepura, craft liqueurs and calvados stood strong among the 43 award-winning bottles, proving the discerning drinker’s appetite for traditional craftsmanship.
Jasmine Ting writes in Condé Nast Traveller, “These days, baiju or Chinese whole grain liquor—is also starting to find its way to craft cocktail bars in New York. And Korean soju, which many are touting as the most popular alcoholic beverage in the world, is considered a staple in any respectable liquor store in North America. After hundreds of years in existence, these traditional East Asian spirits have gone from being local mainstays to finally having their moment on the global stage.”
In Asia, as drinking habits evolve, there’s a growing openness to rediscovering heritage spirits as “new” experiences. Ajit Gurung, Co-founder of The Savory Project and Head of Operations at Coa, Hong Kong, reflects: “Rediscovering Aila, a distilled grain spirit, opened my eyes to the rich history and unique flavours of Nepalese alcohol, proving that true craftsmanship lies in tradition.” shared in Issue 04 of the SOCraft E-digest.
This shift also excites spirits writer Daniel Goh who shared in Issue 04 of the SOCraft E-digest: “We’re seeing the start of an Asian spirits revolution taking hold... Agave spirits from India? Gin making in Bali? Agricole-style rum from Thailand? The spirits space has never been more diverse or exciting.”
Craft spirit seekers in Asia are increasingly drawn to spirits that emphasise a strong heritage ‘story.’ This includes the use of native ingredients — a strategy that has driven success for craft brands like Singapore’s Brass Lion Distillery, Vietnam’s Sông Cái Distillery, and India’s Maya Pistola. As Bob Louison, Director Of Bars at Rosewood Phnomh Penh observes “Consumers want something that is locally produced, using ingredients that express local culture and heritage”.
The time is right for regional spirit brands to explore markets beyond their own, as the allure of traditional craftsmanship resonates with evolved tipplers the world over. Asia, for instance, is well-positioned to embrace offerings like Irish vermouth and native Australian gin. The challenge is ensuring these spirits gain visibility and connect with the right audiences to cement their place.
3. Sustainability CAN DRIVE Purchasing Decisions
The year 2025 marks a pivotal moment for the bar industry as sustainability moves beyond being a mere buzzword—it becomes a proven selling point. In Asia, where award-winning bars are leading the charge, sustainability has evolved from a core value into a powerful competitive advantage, a fact endorsed by industry thought leaders.
This shift is mirrored in the spirits sector, benefiting from the trickle-down effect of a global movement. A NielsenIQ report reveals that over 80% of global consumers believe companies should actively work to improve the environment, and spirits are no exception. The takeaway? Sustainability isn’t just good for the planet—it’s reshaping the bottom line.
“Sustainability is luxury, and this is something we are seeing driven by consumer trends,” says Daniel Ayres, Director of Restaurants & Bars, Luxury Operations at Marriott International, in an exclusive fireside chat for SOCraft’s E-digest (Issue 02).
At Bar Trigona, Four Seasons Kuala Lumpur, Rohan Matmary adds: “We’ve found that guests are drawn to this sustainable narrative, sparking engaging conversations.” These stories and dialogues are key to building brand loyalty, particularly when sustainability is at a brand’s core. Vijay Mudaliar of Native and Analogue echoes this shift: “As consumers become increasingly aware, there’s a growing preference for sustainably made spirits and those that tell a conscious story.”
Sustainability as part of a brand’s storytelling gives it an edge over its competitors, as Stefanie Goh, Co-Founder of Distilled, reinforces this: “In a market saturated with choices, a brand needs a narrative that resonates with both consumers and the trade.”
As the first awards body to make sustainability a core judging criterion and establish a dedicated panel of judges, we anticipated this trend. Our advice to brands goes beyond simply ‘going green’ or embracing ‘low waste.’ Share your sustainability story by engaging local communities, integrating green initiatives into your key messaging, and collaborating with organisations offering sustainability training, workshops, and strategies to enhance your efforts.
4. The Time Is Now To Enter The No And Low-Alc Space
Image Credit: Melati Drinks
The rise of the no- and low-alcohol category is undeniable, with global trends pointing to a seismic shift in consumer preferences. In the U.S., retail sales of non-alcoholic beverages have surged at a +31% CAGR over the past five years, with non-alcoholic spirits emerging as the fastest-growing segment in adult beverages. Europe tells a similar story: in 2018, only 57% of UK citizens consumed alcohol, a record low compared to 64% in 2005, according to the UK Office for National Statistics. Globally, the no- and low-alcohol market is projected to grow at a CAGR of over 8% from 2020 to 2025, with non-alcoholic spirits set to reach $642 million in sales by 2031—nearly triple their 2021 figures. Major players like Diageo are investing heavily in alcohol alternatives, reflecting the scale and permanence of this shift.
Asia too, is catching up.
Any self-respecting cocktail bar in the region now boasts a dedicated No or Low ABV drinks section—not mocktails, but sophisticated creations featuring spirit alternatives like Seedlip and Asia-made Melati. Establishments are experimenting with ferments, infusions, and brews to meet growing demand. “Non-alcoholic cocktails and spirits are here to stay—which can only be a good thing because that opens the doors of cocktail bars to a whole new demographic of guests,” says Koh Yung Shen, founder of Penang’s Backdoor Bodega in Tatler Asia’s drink trend prediction piece for 2025.
This shift is underpinned by changing consumer habits post-pandemic. “Consumers are drinking less in terms of volume, and instead looking for higher quality to ensure they get the best out of that reduced volume,” notes John O’Keeffe, president of Asia and global travel for Diageo to The Straits Times.
Spanish chef Chele González of Deli by Chele echoes this sentiment in the same article, stating, “Having a good non-alcoholic programme should be part of our plan in the industry”
“The non-alcoholic drinks scene in Asia has made strides over the past year. We no longer see them relegated to the back of the menu as an afterthought. Today, the best examples showcase impressive complexity without relying on added sugars. Top bars in Singapore and Hong Kong lead the trend, while Kuala Lumpur is catching up—yet these drinks still make up just 5–10% of revenue. Brands like Seedlip, Lyre’s, and Melati are paving the way, though the space is riddled with experimental offerings that don’t always land. There’s a clear demand for higher-quality, craft non-alcoholic alternatives, but cost remains a sticking point. If these drinks are priced on par with alcoholic cocktails, consumers are understandably hesitant. The challenge for the industry lies in justifying the value—through craftsmanship, innovation, and an elevated experience that matches the price.” says SOCraft committee member and drinks writer, Nimmi Malhotra.
The message is clear: the no- and low-alcohol trend isn’t just a fleeting fad, and there is room for high-quality offerings from the craft spirits industry.
BONUS TREND
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BONUS TREND •
In 2024, the ready-to-drink (RTD) and ready-to-serve cocktail segment saw steady growth, with products like canned G&Ts leading the way. IWSR predicts a 12% growth in this sector from 2023 to 2027, and major players like Pernod Ricard are prioritising RTDs as a ‘strategic focus’. We foresee this trend expanding into the craft and artisanal spirits space over the next few years. RTDs offer a convenient way to bring craft spirits to events, festivals, and consumers’ homes, extending brand reach beyond cocktail bars. Brands like Squealing Pig and Four Pillars are already leading the charge with innovative launches like ginsecco in a can and Aviation Spritz RTDs on Qantas flights.
Italian firm NIO is doubling up production capacity (their sleek cocktail pockets are a great conversation starter) while citing Singapore, Japan and Hong Kong as key export markets.
Watch this space—RTDs could be the next big thing or at the very least a ‘mainstay’.
