Gen Z Brits Choose Espresso Martinis Over Espresso, Bacardi Survey Reveals
Nearly half of Gen Z adults in the UK prefer finishing a meal with an Espresso Martini rather than a traditional espresso, according to a new survey by Bacardi Limited, the world’s largest privately owned international spirits company. The survey found that 48% of respondents aged 18–29 favor the cocktail, compared with only 20% of those aged 45 and above.
Contrary to the idea that younger consumers are cutting back on alcohol, the findings highlight that they are changing how and when they drink—a trend shaping cocktail culture and the wider spirits industry heading into 2026.
The data comes from the seventh annual Bacardi Cocktail Trends Report, which explores emerging global drink habits and consumer behaviour. The report shows that Gen Z is strongly influencing the cocktail landscape: 50% prefer cocktails over Champagne for celebrations, 32% drink more cocktails than wine, and 30% choose cocktails instead of beer.
Interestingly, 31% of Gen Z respondents associate the name “Americano” with a cocktail first, not a coffee, compared to just 9% of those 45 and older, underscoring their familiarity with cocktail culture.
Rise of Early-Evening Socialising
The survey suggests that the aperitivo-style drinking occasion is gaining popularity in the UK. 37% of Gen Z and 42% of millennials now favour going out earlier in the evening, while 47% reported visiting nightclubs less frequently.
“Gen Z isn’t drinking less—they’re drinking differently,” said Steve Young, Business Unit Director for Bacardi UK. He added that the growing desire for earlier, more relaxed social settings is strongly driven by younger consumers.
This shift is boosting demand for light, refreshing, spritz-style cocktails, with the Spritz ranking as Gen Z’s top cocktail for 2026.
Convenience Culture & Ready-to-Drink (RTD) Cocktails
Gen Z is also accelerating the rise of ready-to-drink (RTD) cocktails, with 40% saying they expect to consume more RTDs next year. Popular choices include BOMBAY SAPPHIRE & Tonic in a can and the newly revamped BREEZER.
Their preference aligns with changing social habits: 45% anticipate attending more casual outdoor events and 40% expect to attend more festivals in 2026, making portable, high-quality drinks increasingly appealing.
Cocktail Trends: Gen Z vs. UK Overall (2026)
Top 10 cocktails (Overall UK)
- Gin & Tonic
- Rum & Coke
- Mojito
- Vodka & Lemonade
- Espresso Martini
- Spritz
- Piña Colada
- Vodka Soda
- Margarita
- Whisky & Coke
Top 10 cocktails (Gen Z 18–29)
- Spritz
- Espresso Martini
- Vodka & Lemonade
- Rum & Coke
- Vodka Soda
- Mojito
- Tequila Sunrise
- Martini
- Whisky & Coke
- Piña Colada
Davide Zanardo, Prestige Field Sales Manager at Bacardi, noted that while Gin & Tonic is the UK’s national favourite, it does not appear in Gen Z’s top 10, demonstrating a significant generational shift.
About the Report
The research was developed with strategic foresight consultancy The Future Laboratory (TFL), using Bacardi-led studies, external data, bartender interviews, and consumer insights. The global study surveyed 11,000 consumers across 11 markets, including 1,000 from the UK.
About Bacardi Limited
Bacardi Limited is the largest privately owned spirits company in the world, producing and distributing more than 200 brands and labels, including BACARDÍ® rum, PATRÓN® tequila, GREY GOOSE® vodka, DEWAR’S® Scotch, BOMBAY SAPPHIRE® gin, MARTINI® vermouth, and ST-GERMAIN® elderflower liqueur. Founded over 163 years ago in Santiago de Cuba, the family-owned business employs more than 8,000 people, operates 10 production facilities, and sells products in over 160 markets.
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