Welcome to Liquid Insights Tour 2025: London and Paris

Following our deep dive into U.S. cocktail and wine trends in 2024, we decided to take a different approach this year. While the top 10 trends we identified last year continue to gain traction and momentum domestically — and are increasingly reflected in our sales data — we wanted to push further out on the trend curve in 2025. Our goal: to uncover what’s emerging, intensifying, or potentially cooling before it hits the mainstream.

To do this, we borrowed a page from other industries, specifically retail and fashion. Back when I worked in advertising for a major shoe retailer account, I’d attend trend presentations showcasing what was hot in New York, the U.K., Europe, and Japan. These insights helped guide future bets on designs, colors, and materials. My wife had similar experiences in product innovation for an international retailer, where trend-forward markets shaped product development cycles 18 months or more in advance.

If global retailers can do this, why not the largest beverage alcohol wholesaler in the U.S.? That’s why we took this year’s Liquid Insights Tour to London and Paris.

We chose these two cities for their deep-rooted wine cultures and earlier experience with consumption declines — France and the U.K. saw softening in the early 2000s, well ahead of the more recent U.S. trend. With more time to adapt, these markets offer valuable lessons in how wine is now being presented, promoted, and priced.

Take Champagne, for example. Historically dominated by France (naturally) and the U.K., the U.S. only surpassed the U.K. in consumption in 2021, according to the Comité Champagne. While that’s a milestone, it’s worth noting that the U.S. has five times the population of either country — and more than double their combined total. In other words, the U.K. and France still drink a ton of Champagne per capita. The U.S. is simply catching up.

London and the U.S. share a rich cocktail history. The term “cocktail” first appeared in London’s Morning Post and Gazetteer in 1798, but its definition wasn’t published in the U.S. until 1806. Interest in cocktail culture blossomed on both sides of the Atlantic in the early 19th century.

During Prohibition, many of America’s top bartenders relocated to London and Paris, leaving a legacy that still lives on. The American Bar in London — our first stop — and Harry’s Bar in Paris (birthplace of the Bloody Mary, Sidecar, and White Lady during Prohibition) are iconic examples. These venues were must-visits, but we also explored newer, cutting-edge bars and restaurants to see how the scene has evolved.

London maintained its cocktail innovation uninterrupted, while Paris — historically wine-focused — entered its own “Golden Age” of cocktails during Prohibition. The U.S. saw a resurgence post-Prohibition in the 1940s–60s, followed by a commodification of ingredients in the ’80s and ’90s. This led to a craft cocktail renaissance in the early 2000s, with pioneers like Milk & Honey in New York and the Experimental Cocktail Club in Paris leading the charge.

With these historical and cultural contexts in mind, Southern Glazer’s Director of Mixology Debbi Peek and I set out to explore both iconic and emerging venues in London and Paris. Our mission: to spotlight creativity and passion across the pond and better understand how these cities are interpreting the trends we’ve already identified — and what new opportunities may be on the horizon for the U.S. market.

Stay tuned as we dive deeper into the vibrant worlds of London and Paris in upcoming posts. From intimate, tech-free bars to inventive menus and regional wine traditions, each city offered a wealth of inspiration and fresh ideas. We can’t wait to share the unique stories, creative techniques, and standout experiences we discovered — so you can bring a taste of Europe’s best to your own beverage program. Follow along to uncover the trends we spotted on the 2025 Liquid Insights Tour!

Stay ahead of the latest beverage alcohol industry trends by following along on the Liquid Insights Tour. Southern Glazer’s own Brian Masilionis and Debbi Peek travel from city to city uncovering the emerging on-premise drink trends that will help you stand out and drive sales. From trending wine and cocktails to shifting consumer preferences, their insights deliver real-world menu inspiration. 

By working with our highly certified team of experts at Southern Glazer’s, you’ll gain data-driven insights and actionable takeaways like these for your on-premise bar or restaurant.