Summer Drinking Trends Shift Toward Spritzes and Alcohol-Free Options
Summer drinking trends are shifting as more people choose cocktails outdoors and explore alcohol-free options. New data shows that spritzes, both alcoholic and non-alcoholic, are rising in popularity, while discounted happy hours continue to attract customers. The market for no-alcohol drinks is also expanding rapidly, driven by younger and older consumers alike. A recent survey found that 41% of guests prefer a patio when ordering summer cocktails. This aligns with broader dining habits, as 55% of Americans opt for outdoor seating when the weather permits. Those who brunch outside tend to stay around 5% longer and spend roughly 6% more.
Spritzes have become a standout choice, ranking second among alcoholic drinks. Their versatility allows bars to serve full-strength, low-alcohol, or no-alcohol versions with minimal adjustments. The speed and consistency of spritz preparation also make them ideal for busy summer service. Meanwhile, the no-alcohol market is growing fast. In the U.S., non-alcoholic spirits alone reached about $75 million in 2026, pushed by changing attitudes toward drinking. Around 28% of consumers aged 17–24 and 35% of those 65 and older now choose alcohol-free options. Major brands like Diageo and Pernod Ricard have responded by launching their own non-alcoholic lines. The broader no-alcohol beverage market is set to expand from $178.10 billion in 2025 to $246.90 billion by 2032. Innovations in low-calorie, reduced-sugar, and sugar-free drinks are driving this growth. At the same time, premium bitters and spirit aperitifs have seen an 18% annual growth rate from 2018 to 2023, reflecting a demand for higher-quality ingredients. Discounts also play a key role in attracting customers. Some 63% of consumers said they would be more likely to visit a bar if happy hour included discounted cocktails and food. Half of the respondents typically order one to two cocktails when dining out, suggesting a steady demand for well-priced drinks.
The rise of spritzes, outdoor dining, and no-alcohol options points to a changing drinks landscape. Bars and restaurants adapting to these trends could see increased visits and higher spending. With the non-alcoholic market projected to grow at an 18% annual rate until 2028, the shift toward more inclusive drink menus is likely to continue.
