Each year, the Tasting Alliance competitions offer a window into what’s next in the world of wine, spirits, and beyond. With thousands of entries from around the globe, our judges don’t just crown the best — they also help surface the shifts happening across categories, regions, and consumer preferences. Here are five key trends shaping the beverage alcohol landscape in 2025 — all backed by what we’re seeing in our competitions.

Submissions in the non-alcoholic spirits and RTD categories continue to skyrocket, with a 50% year-over-year increase in our most recent competition and triple-digit growth over the past two years. The mindful drinking movement is no longer a niche — it’s a consumer expectation. Today’s drinkers want complex, adult flavors without the alcohol.

Top-medaling products aren’t just alcohol-free; they’re flavor-forward and thoughtfully crafted. We’re seeing functional ingredients like adaptogens, nootropics, and calming botanicals play a larger role — think ashwagandha, L-theanine, or reishi mushroom in zero-proof spirits designed for relaxation or focus.

This isn’t just about sobriety. It's about intentionality, and brands delivering both experience and function are earning top honors.

Entries in the Asian spirits category — including baijiu, soju, and shochu — have doubled since last year. Standouts include baijius that balance traditional potency with modern, palatable profiles, and soju brands infusing new flavors or distillation techniques to attract Western markets. 

The global spirits market is diversifying, and Asian producers are gaining well-deserved visibility on the international stage. Younger generations in Korea and Japan are revitalizing heritage distilling through innovation, blending craftsmanship with bold branding, creating a new wave of globally competitive spirits.

Mezcal continues its upward trajectory with a 20% increase in entries this year. But it’s not just volume — it’s depth. Mezcal has evolved far beyond its reputation as tequila’s smoky cousin. It’s now a connoisseur’s spirit, celebrated for its artisanal production and wide range of agave varietals.

Top performers highlight terroir-driven varietals like Tobalá, Tepeztate, and Cuishe, with growing interest in clay pot distillation and other traditional techniques. Sustainability is also becoming a key differentiator. Aged mezcals — including reposado and añejo styles — are gaining favor, as are expressions made from wild agave. We’re seeing a shift from curiosity to collector-grade interest.

American whiskey entries finished in alternative casks — from Port and Cognac to Maple Syrup and Stout — have taken off. Today’s whiskey drinkers are more educated and adventurous than ever. Distillers are rising to the occasion with innovative finishing techniques that add depth without sacrificing balance.

The best examples show restraint and intention, where the barrel finish enhances the whiskey’s complexity rather than overpowering it. Cross-category finishing is on the rise: rum casks influencing bourbon, tequila barrels aging rye. These hybrid techniques are pushing flavor boundaries and exciting judges and consumers alike.

Single malt whiskies from India, Taiwan, Australia, and other non-traditional regions are not just participating — they’re dominating. The idea that “single malt” is synonymous with Scotland is officially outdated. Our competitions are awarding Best in Class medals to producers in warmer climates and emerging whisky regions.

Brands that embrace their local climate and terroir — such as tropical aging in India or Tasmanian peat — are turning heads. These distilleries are combining innovation with authenticity, and it’s paying off. New World single malts are proving they’re not just alternatives — they’re leaders in quality, creativity, and distinction.

These trends reveal an industry in evolution, where tradition and innovation are finding new balance, and consumer values are shifting toward quality, transparency, and purpose. At the Tasting Alliance, we’re proud to be a platform where these transformations take shape. Stay tuned as we continue to track what’s next — and recognize the producers defining the future of the industry.