2026-2027 Drinks Forecast with The Future Laboratory

We were delighted to work with The Future Laboratory (LSN) on a new macrotrend report - Liquid Intentions. Together, we mapped out a full day in future consumers’ shoes, exploring both non-alcoholic and alcoholic opportunities, at home and out of home. 

What's in the report?

: The Big Night In - Driven by relentless cost of living pressures, home rituals will be shaped by the need for relaxation, pleasure, self-care and indulgent little luxuries. Evenings will become moments of individual pleasure, transformed into comforting, sensorially rich experiences.

: Consumption as Costume - Future drinks will act as signals of identity – in a bottle. Branding, social events, celebrity tie-ins and customisable options will allow customers to express themselves and their individuality, and become part of a holistic lifestyle through every sip.

: Flexitarian Futures - The flexitarian mindset will make drinking fully modular, from format to strength. Patches, micro-serves, mid-strength, zebra striping and micro-dosing will enable intentional consumption, giving consumers ultimate control over their experience.

: Alternative Highs - Next-gen beverages will blend science, craft and multi-sensory design to alter mood, perception and focus, letting consumers explore visceral sensations, test the edges of human feelings and capabilities and, when shared socially, create events that evoke a sense of collective transcendence.

: Small Batch, High Status - Future drinks will combine heritage, craftsmanship and ethical sourcing with experimental, lab-enabled ingredients. Storytelling, micro-farms and ancestral techniques will transform bars into spaces of cultural exploration.

: Designer Drinks - On the horizon, bespoke beverages will cater for health-focused consumers accustomed to personalisation; think tailored ingredients to support individualised self-repair and optimised health in the pursuit of longevity.

Purchase the full report here.

We often collaborate with global and UK foresight agencies, to bring the outside in via an expert food and drink lens. Get in touch if you’d like to discuss how we could add an extra layer of value and insight to the work you’re already doing.