2025鸡尾酒行业从 “单纯液态饮品” 向 “生活方式载体” 转型

TABLE OF CONTENTS 3FOREWORD4SETTING THE STAGE THE SCIENCE OF BRANDS6THE SCIENCE OF AUTHENTICITY8THE SCIENCE OF STORY10THE SCIENCE OF FANDOM BRAND SPOTLIGHT 15LVMH17SAZERAC20CAMPARI23DEATH & CO26MARGARITAVILLE INSIGHTS AND OUTLOOK30ROI OF BRAND HOMES VS. TRADITIONAL MARKETING32THE SCALABILITY ROI OF IRL MARKETING35OUTLOOK & RECCOMENDATIONS ABOUT US39WHO WE ARE40ABOUT THE AUTHORS ever to convey their stories directly and authentically toconsumers. In a digital-first world, people are cravingreal connection that fosters community. They want togather, to celebrate, to be transported — and the mostsuccessful brands are those who understand how tocreate environments that feel personal, not promotional. Bartenders have long been the trusted storytellers ofthe spirits industry—shaping the way their guestsunderstand not only what is in their glass, but thepeople, brands, and heritage that have informed it. As the spirits industry evolves, and consumer behaviorschange, the industry’s most imaginative leaders aren’tjust creating great drinks — they’re creating greatspaces for guests to connect and experience hospitality.From across the bar counter at Bar Leone in HongKong(Spirited AwardsBest International Cocktail Barfor 2025), an Italian-style neighborhood cocktail bar,to boutique hotels hosting travelers for business andleisure, and even from spirits brand homes to culturallandmarks, experiences are becoming an increasinglymeaningful form of storytelling. This is growing territory and it is very exciting — it’sa call to action to think outside of the box and tocreate collaborations, rituals, and stories that fosterenvironments for multisensory exploration and trulymemorable experiences. Whether that is throughthe lens of exploring terroir or cultural tourism, or inreplicating a brand’s story so consumers can be metwherever they are, there is a growing desire to meldcocktail culture and elevated hospitality into a lifestyle. This report explores that evolving frontier. It looks at thenew ecosystems being built around spirits — spacesthat blur the lines between education, entertainment,and connection. From multisensory tasting rooms tobartender-led hotel experiences, these case studieshighlight how some brands are deepening their impactnot through reach alone, but through resonance. Bartenders remain at the heart of this movement. Theydon’t just serve: they host, interpret, and guide. Recently,at Tales of the Cocktail in New Orleans, an annualgathering for hospitality professionals and cocktailenthusiasts — Forbes shared highlights from a recentsurvey of high net worth individuals that indicated that83% of those individuals seek a bartender’s opinionon recommendations when choosing what to drink.Bartenders’ ability to shape what happens in the glass— and in the room — is what gives hospitality its lastingpower, and consumers take notice. At Tales of the Cocktail, we’ve always believed thatstorytelling is central to hospitality and have made itour mission to celebrate the people, places, and brandsthat make this industry so extraordinary. We hope thisreport reflects the spirit of collaboration, curiosity, andcraft that defines our community. But consumers want new and evolving experiencestoo, and they are more informed and more selectivethan ever — not only about what they drink (includinggrowing categories like CBD/THC and Non-Alc) butalso the environments and experiences they areseeking. Spirits brands have more opportunity than Eileen WaynerTales of the Cocktail Foundation CEO FOREWORD The spirits industry is at a crossroads. Competitionfrom wellness products and non-alcoholicalternatives has ramped up, forcing traditionalbrands to reassess their market landscape. Changesin alcohol consumption patterns have intensifiedthis market pressure and created demands for boldthinking and reinvention. At the same time, there’s a growing need for authenticconnection in our hyper-digital world. Consumerscrave experiences that feel real and meaningful. Theywant to belong to communities and share stories thatreflect their values and aspirations. With change comes opportunity. The mostsuccessful brands are discovering that diversificationcan unlock new revenue streams and deepenconsumer relationships in ways that pure productfocus never could. The central shift is that it’s no longer simply about liquid,it’s about lifestyle. Forward-thinking industry leaders areviewing this as an opportunity to pivot to experience-focused business models. The experiential andimmersive space offers unique opportunities to provideauthentic connections while building genuine fandom. Brands that master this transition don’t just survivemarket volatility. They hedge their positions bybecoming integral to their customers’ lives, creatingemotional bonds that rise above economic cycles andcompetitive pressures. This evolution represents morethan adaptation to threats: it’s strategic positioning forlong-term growth. SETTINGTHE STAGE