If you think Americans are drinking more creatively these days, you’re not wrong. Spirits sales in the U.S. have been on the rise, and according to the Distilled Spirits Council of the United States (DISCUS), revenues increased by 12% in 2022—reaching nearly $37.6 billion overall. From the skyrocketing demand for tequila and mezcal to the steady expansion of craft whiskey, here’s a look at the trends reshaping America’s cocktail scene.
Tequila & Mezcal: A Glassful of Growth
Once viewed as a simple party shot, tequila has gone premium in a big way. DISCUS reports that the combined tequila and mezcal category jumped by 17.2% in revenue in 2022, making it one of the fastest-growing spirits in the nation. Sure, celebrity-owned tequila brands like Casamigos (George Clooney), Teremana (Dwayne “The Rock” Johnson), and 818 (Kendall Jenner) have helped spotlight this agave-fueled surge. But in reality, it’s the overall craving for top-shelf, carefully crafted tequila bottles that’s capturing consumers. Mezcal, with its smoky depth, has also gained die-hard fans looking to branch out from more familiar flavors.
Why It’s Hot:
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Premiumization: People aren’t just doing shots anymore. They’re sipping, savoring, and hunting for small-batch bottles.
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Celebrity Influence: Star power has lured in even the casually curious drinker.
American Whiskey: From Bourbon to Rye
Move over, tequila—whiskey is still swinging for the fences. Americans have long held a soft spot for bourbon, and craft distilleries continue to bloom in regions once defined by big-name producers. According to DISCUS, revenue from American whiskey (bourbon, Tennessee whiskey, and rye) rose by 10.5% in 2022, showing there’s plenty of room for competition among new and established labels alike.
Why It’s Hot:
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Craft Renaissance: Small-batch distillers experiment with aging techniques and unique grain blends, drawing both newcomers and collectors.
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Enthusiast Culture: Tasting clubs, online whiskey communities, and exclusive barrel picks keep aficionados engaged.
Irish Whiskey: A Smooth Comeback
Irish whiskey is no longer playing second fiddle to Scotch. Stateside, it’s becoming a go-to choice for those who want a smooth but flavorful pour. Thanks to global brand expansions and a host of new, independent Irish distilleries, U.S. sales of Irish whiskey have grown by nearly 16% in volume over the past couple of years, according to industry trackers.
Why It’s Hot:
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Approachable Taste: Irish whiskey’s lighter, often sweeter profile appeals to newbies and veterans alike.
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Revived Heritage: Ireland’s whiskey industry is tapping into centuries of distilling tradition, reinventing it for modern audiences.
Gin: Craft & Flavored Variations
Although not grabbing headlines like tequila or whiskey, gin is quietly innovating behind the bar. In 2022, sales for high-end craft gins and flavored gins saw a steady uptick, with bartenders creating show-stopping cocktails that spotlight gin’s botanical complexity.
Why It’s Hot:
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Cocktail Culture: From classic martinis to floral, Instagrammable concoctions, gin slots in perfectly wherever fresh ingredients and creativity shine.
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Local Distilleries: Micro-distilleries nationwide are experimenting with exotic botanicals—think lavender, rosemary, or citrus-forward blends—which intrigues spirits enthusiasts eager for something different.
Ready-to-Drink (RTD) Cocktails: Convenience Meets Quality
While not a “traditional” spirit on its own, the RTD category has exploded. NielsenIQ data shows that RTD cocktail sales soared by more than 40% in 2021, and the momentum continued in 2022. Initially known for overly sweet malt beverages, today’s RTDs include spirit-based formulas that promise bar-quality results—straight from the can.
Why It’s Hot:
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On-the-Go Lifestyles: From picnics to tailgates, consumers crave quick-yet-satisfying drinks.
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Improved Taste: Premium RTDs use real spirits and natural flavors, winning over craft cocktail fans seeking an easier option.
Low-ABV & Non-Alcoholic Options: The “Sober Curious” Wave
Finally, a notable segment of consumers are cutting back or cutting out alcohol altogether. As a result, low-ABV and zero-proof spirits have found a niche market that’s steadily expanding—particularly among health-conscious millennials and Gen Z. Many bars now feature dedicated “mocktail” menus, and specialized non-alcoholic brands have popped up, reflecting a broader shift toward mindful consumption.
Why It’s Hot:
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Lifestyle Choices: People want the social aspect of drinking without the next-day consequences.
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Inclusive Menus: Bars, restaurants, and retailers see the profit potential in catering to guests who still want something special in their glass.
The Bottom Line
Americans’ taste in spirits is shifting rapidly, and numbers from industry organizations back it up. Whether you’re a die-hard bourbon lover, a tequila devotee, or just want the convenience of a canned cocktail, there’s no shortage of exciting options. From high-end sipping tequilas to meticulously crafted whiskeys—and even zero-proof alternatives—everyone’s finding new ways to raise a glass. With the market showing no signs of slowing down, it’s safe to say that your next happy hour might feature something you’ve never tried before. Cheers
This article appears in March 2025.