How global travel is helping to redefine the drinks industry

 

Travel and drinks have always gone hand in hand. Crisp white wine in the Loire Valley; local beer sundowners over the Serengeti; a Sazerac in a smoky New Orleans jazz bar…today, it’s not analysts or marketers defining drink trends, but globetrotting storytellers in the form of bloggers and influencers. From Moroccan tea rituals to Balinese elixirs, travellers are reshaping global drink culture by embracing and promoting lesser-known beverages, their consumption methods, and cultural significance.

So what are we seeing that brand owners should take note of? 

Authenticity over aspiration With a growing energy for heritage-driven traditions in drinking, more travellers are seeking stories to share online, the more unique and rooted, the better. In Japan, craft sake breweries blend ancient techniques with modern design. Demand for tequila with artisanal heritage is largely driven by travellers backing local over global brands.

Travellers want drinks with purpose and provenance. In Georgia, Armenia, and Ethiopia, blogs highlight wild fermentation, ancient winemaking, and ceremonial drinking… connecting people to place. For a generation tired of global sameness, these origin-driven experiences offer something mass-market brands can't replicate.

Wellness in a glass In Ubud and Tulum, kombucha, mushroom tonics, and herbal infusions are replacing cocktails as the go-to social drink. These aren’t fringe trends, they’re central to a lifestyle of health, connection, and clean ingredients.

Even in alcohol-centric regions like Scandinavia, change is brewing. Foraged mocktails, fermented sodas, and low-ABV drinks offer flavour and complexity without intoxication. It’s not just about what’s in the glass, it’s the moment, the freedom from mass production.

Cities like Berlin, LA, and Sydney are leading a sober social movement. Alcohol-free bars and mindful happy hours are lively, stylish, and community-rooted. Sobriety is now a lifestyle statement. This shift calls for the drinks industry to treat non-alcoholic options as seriously as spirits, matching them in design, storytelling, and marketing to meet a conscious, diverse audience.

Travel retail as a strategic stage With global travel projected to exceed pre-pandemic levels by 29% by 2028, the industry must rethink travel retail. Airports, cruise lines, and hubs are now innovation platforms. VR tastings, co-branded exclusives, and experiences like the Game of Thrones whiskey showcase at Changi Airport are reshaping expectations. As boundaries expand, so do traveller expectations.

At home and abroad As travel becomes more tailored and premium, drinks brands must innovate to elevate these experiences. But opportunity isn’t always in distant destinations, local and regional travel still dominates. Brands that embrace both the hyperlocal and the international will benefit most.

For centuries, drinks have united people and marked milestones. That hasn’t changed. Today’s focus on well-being, ingredients, and experience deepens those connections. Drinking is now more intentional, mindful, and meaningful. Travel influences how people think and feel and brands must innovate accordingly. As consumers demand more from travel, they expect more from what they drink. Brands must stay culturally relevant, whether close to home or across the world.

 
 
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