Cultural cachet: how soft power can boost drinks brands

Cultural connections play a significant role in beverage alcohol today, according to findings in IWSR’s Global Trends Report 2026, as consumers look beyond traditional cues, lured by their origins, back-stories and rituals.

This phenomenon is a key facet of the selective premiumisation that is prevalent in the current marketplace: where premiumisation is standing firm, it is because consumers see genuine value or are drawn to a specific experience. The emphasis is moving from price and prestige to connection, occasion and demonstrable quality, with premium products having to earn that status.

At the same time, cultural influence is becoming more decentralised, origin is becoming a powerful draw in export markets, and brand owners are turning from maturing domestic markets to export destinations – and tapping into cultural lifestyle trends to drive growth overseas.

Categories riding specific cultural moments include soju, which is building a growing presence in the US, boosted by rising interest in Korean culture, from films, television and music to food and beauty. The spritz occasion leverages an aspirational Italian lifestyle, and agave spirits are bolstered by an appreciation for Mexican culture and category provenance.

“Cultural cachet is rapidly redefining what ‘premium’ means in the alcohol sector, shifting the focus from price and exclusivity to values, provenance and emotional resonance,” says Jennifer Creevy, director of food and drink at WGSN, the world’s leading trend forecaster.

“As consumers – especially younger, diverse demographics – seek authenticity, connection and status beyond traditional luxury cues, brands are leveraging cultural storytelling, heritage and unique experiences to signal premium quality.

“This evolution is driving innovation across spirits, wine, beer and RTD categories, with a strong emphasis on local pride, craftsmanship and meaningful narratives.”

Soju’s lifestyle appeal

Soju is performing well in a number of international markets, growing volumes in markets outside of South Korea by +9% in 2025, versus a -2% decline in its home market, according to IWSR data. This is most apparent in the US where, despite its niche status (less than 1% of US spirits volumes in 2025), soju is poised to expand volumes at a CAGR of +14% between 2025 and 2030, during a period when overall spirits volumes are projected to decline with a volume CAGR of -1%. Soju is being repositioned as a premium, versatile, and globally relevant spirit, with lighter, fruit-forward, and artisanal expressions gaining traction.

A big part of the secret to soju’s success in the US is the rising influence of Korean media and lifestyle cues, as K-pop, films, television and food pique the interest of younger LDA (legal-drinking age) consumers in particular. However, awareness levels remain low, creating a clear education gap for the category.

“Soju is really being driven by younger LDA consumers,” explains Koryn Ternes, IWSR US consulting director. “It’s seen as a fun, social alternative and is often discovered in group settings like house parties or nights out. We’re seeing soju closely tied to social occasions – including Korean barbecues, karaoke or pre-drinks – which helps to position it as an intrinsic part of the whole experience, and not just another drink choice.”

Agave looks beyond the US

Demand for 100% agave, additive-free tequilas has grown since 2020, with closer attention being paid to provenance and ingredient transparency. Growing appreciation of Mexican culture is also bolstering interest, while tequila’s versatility in cocktails such as palomas and margaritas supports continued growth. Global tequila volumes grew at a CAGR of +7% between 2019 and 2025, according to IWSR data, and are expected to expand further at a CAGR of +2% to 2030.

Growth has stalled in the US, which still accounts for almost two-thirds of the world’s tequila volumes, but a host of emerging export destinations are showing great promise, albeit from a much smaller base.

In Colombia, where tequila volumes grew 26% in 2025, growth is driven by an ongoing boom in cocktail culture, heavily influenced by Mexican flavours and serves, with Mexican food, music, fiesta culture and rancho-style venues also proving fashionable. In Japan, the rapid expansion of Mexican restaurants, taquerias and specialist agave bars, especially in Tokyo, is driving growth in premium tequila and introducing consumers to the category through food pairings.

This broadening export picture is accompanied – in contrast to the other categories studied here – by renewed growth in the domestic Mexican market. Agave volumes outside of Mexico grew by +2% in 2025, outperformed by the +3% figure recorded in Mexico. This can be explained both by the pride that Mexican drinkers take in their national spirit, and by brand owners refocusing on the market as trading conditions worsen in the US. Lower agave prices have also allowed some brands to cut prices, making tequila more accessible to local consumers.

Global cultural moments

The spritz trend remains strong. Initially driven by the allure of Italian culture and lifestyle, it has been amplified by its colour-led popularity on social media and expansion into new formats, from draught serves to pre-mixed cans and bottles. Today the spritz has become its own cultural moment. The development of this trend has benefitted the categories featured in a traditional serve, such as spirit aperitifs and prosecco, but also other categories tapping into this occasion for alternative spritz recipes.

From soju to spritz, many of the categories gaining ground share a common thread: a story that resonates or a moment worth sharing. As consumers continue to be more selective, and growth opportunities come from beyond local markets, cultural cachet is playing an important role in winning over consumers.

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