The Future in a Glass: 2026 Spirits Trends with Cuervo's Jaime Salas

Changing Attitudes Towards Drinking

In 2026, there is a noticeable shift in how consumers approach their spirits and cocktails. According to Jaime Salas, Head of Legacy & Advocacy at Cuervo, the demand for transparency and education has never been higher. This means that people are no longer just looking for a drink; they want to understand the depth and craftsmanship behind it. The historical context of these drinks is becoming increasingly important, as it influences the choices people make today.

Salas highlights that the narrative around "drinking less" might be misleading. Instead, younger consumers, particularly Gen Z, are becoming more selective about what they consume. They are trading up to premium bottles, while Millennials are seeking organic certification. Others may opt for lower ABV options. Cuervo is well-positioned to meet these diverse needs by offering a range of products that cater to different occasions and preferences.

For instance, when moderation is needed, Cuervo has several options available. One example is the reformulated Jose Cuervo Sparkling Cocktails, which now have an ABV of 5.9% instead of 8%. This change directly responds to the growing demand for mindful drinking. These lower ABV options are ideal for those who want to enjoy a drink without compromising on taste. Another option is the Devil’s Reserve Infused Tequila, which offers a moderate ABV of 30% and delivers a sweet, tropical, and spicy flavor profile.

Functional Ingredients in Cocktails

Beyond the shift in drinking habits, there is also a rising interest in functional ingredients in cocktails. Salas explains that bartenders are now acting as flavor engineers, using these ingredients to create unique and creative drinks. Tequila, especially a quality blanco, provides a great foundation for this experimentation. A blanco like Cuervo Tradicional Blanco offers a refined, clean canvas with natural agave character that complements functional ingredients without overpowering them. This allows the complexity of botanicals and adaptogens to shine through in the glass.

The popularity of craft and small-batch spirits continues to grow. According to Salas, this trend has been accelerating over the years. Proximo's premium-plus tequila business has grown at a CAGR of 16% over the past four years. This growth can be attributed to consumers who value authenticity and transparency. For them, premium means more than just price—it's about quality and honesty in the production process. The definition of "craft" is evolving, moving away from just being small and new to focusing on commitment to quality and transparency.

Savory and Culinary-Inspired Cocktails

Another emerging trend is the increasing interest in savory and culinary-inspired cocktails. Consumers are looking for something different, and the novelty of umami-rich complexity offers a fresh experience. Bartenders are borrowing techniques from the kitchen, treating cocktails like liquid appetizers. Tequila is well-suited to meet this trend, as it can complement savory, umami-rich profiles without overpowering them. A reposado like Cuervo Tradicional Reposado, with its warm, spicy notes, cooked agave, vanilla, and oak, pairs beautifully with these flavors, creating a full sensory experience.

Salas believes that the future of cocktails in 2026 belongs to brands that can strip away the gimmicks and prove their craft through heritage, production, and authenticity. Trends may come and go, but credibility compounds over time. For bartenders, knowing the origin and production methods of spirits enables authentic storytelling and creative expression. For consumers, more ready-to-drink options will likely appear on bar menus. Additionally, at-home cocktail making will continue to grow as people experiment with premium spirits and explore savory and functional cocktails beyond the basics of pandemic-era mixology.