Experiential and Personalized Luxury:

A look at the future of the on trade drinks market.

The on-trade luxury drinks market is undergoing a profound transformation, where hyper-luxury experiences are eclipsing traditional notions of exclusivity based solely on rare ingredients or high price points. As highlighted in the 2026 Bacardi Cocktail Trends Report, luxury now revolves around deep emotional connections, masterful craft, and narrative-driven moments that make consumers feel truly seen and immersed. Bars and restaurants are becoming theatrical stages, blending sensory elements to create memorable, shareable occasions in an era of digital fatigue.
Immersive and Theatrical Elements
Venues are investing in multi-sensory activations to elevate the drinking experience:
Themed events and pop-ups: From fairy-tale-inspired cocktail immersions (e.g., Beauty and the Beast-themed bars) to traveling menus and playlist pairings, these create "collectible" moments where drinks are part of a larger story.
Tableside rituals and masterclasses: Bartenders perform dramatic preparations—flambé finishes, evolving flavor layers with edible pearls or metallic garnishes, or custom omakase-style pairings—turning service into performance art. This "more is more" maximalism contrasts recent minimalism, with opulent designs in hotspots like Dubai and Las Vegas emphasizing joy and theatrics.