“Savory baking spices and bold, robust flavors are definitely at the forefront.”
By Molly Cerreta Smith
Late last year, the National Restaurant Association (NRA) made its predictions for 2025’s top alcoholic beverage trends. They hit the nail on the head with “90s martinis,” particularly the espresso martini, which gained steam in 2024 and blew up in 2025, and also named hyper-local beer and wine, creative spritzes, flights, and innovative old fashioneds among its What’s Hot list for 2025.
Early on, the organization also predicted no- and low-alcohol options for cocktails, beers and wine, not as “non-alcoholic” choices but rather when presented with the option of “with or without alcohol.” By about mid-year, the NRA added watermelon flavor to its list of standouts for 2025, noting the introduction of London Liqueur Co.’s new watermelon liqueur, which was a highlight of the National Restaurant Association’s Show 2025 in May.
Dirty sodas and nostalgic/retro flavors for both soda and cocktails started to make their mark—with big soda brands bringing back classics and adding a variety of experiential flavors to their lineups. But now that fall and winter are on the horizon, what are consumers looking for when it comes to filling up their glass? Tait Ludwick, beverage director of Keeler Hospitality Group based in Arizona, shares some insight.
“Savory baking spices and bold, robust flavors are definitely at the forefront,” he says, adding, “I also believe Amari will play a leading role this season. Across the country, more bars are leaning into Amaro as a way to create that deep, comforting ‘winter in a glass’ experience.”
While keeping up with the trends and the seasons is a fun way to keep customers excited and engaged when it comes to the cocktail menu, some tried-and-true flavors are always a hit.
For example, Ludwick says, “I always return to a few favorites that define my style. Chocolate is at the top of that list—I wish I saw it featured more often on menus. Beyond that, I gravitate toward baking spices, brown sugar, delicate fruits and spice-driven notes.”
“This season, I’m especially excited to work with teas, particularly Asian varieties,” he says. “Their nutty, roasted qualities bring a unique depth that pairs beautifully with winter cocktails.” Asian flavors are definitely a hot trend for 2025 across the board in food and beverage. Many of the year’s popular cocktails have taken inspiration from boba tea. In addition, offering Asian teas on a beverage menu is an easy way to incorporate the aforementioned “alcoholic or non-alcoholic” option.
While lychee has been a popular option for decades and continues to be, other Asian flavors with bold and spicy notes add more complexity to fall and winter beverages—including yuzu, ginger and baijiu. Think earthy mushroom martinis, miso-infused margaritas and Japanese highballs. Rather than sweet, these trending flavors give cocktails a savory and spicy kick that aligns well with fall and winter and complements seasonal dishes.
When it comes to moving from summer cocktails to decidedly more fall and winter vibes, transitioning beverage menus is key to keeping customers engaged.
“For us, the transition feels very natural. After our first seasonal rollout, I noticed some guests still craving cocktails from the previous menu. That’s when I introduced Poppy’s Aces, a way to carry over favorites with a new seasonal twist,” says Ludwick. “We look closely at the styles our crowd gravitates toward and reinvent those with fresh, accessible flavors. For example, old fashioneds were extremely popular last year, so we transitioned into a Brown Butter Banana Old Fashioned. The rich, savory molasses notes balanced with fruity warmth gave guests that cozy, seasonal vibe, while still keeping the drink exciting and new.”
Rather than entirely replacing a summer menu with a fall one, some transitional options can ensure customers still get a familiar version of a favorite beverage, but with a slightly seasonal twist. Doing so in small doses also ensures customers don’t feel as though they are missing their favorite beverage from a previous season.
“We focus on developing our guests’ palates over time. We often begin with approachable flavors that appeal to snowbirds and casual drinkers, but each time they return, we introduce something new and slightly more adventurous,” Ludwick says. “It’s very much like telling a story—each visit reveals a new chapter, keeping guests curious and engaged.”
Naturally, curiosity is a great way to entice guests and introduce them to new and seasonal flavors. Another fun way to bring the fall and winter season to life through the cocktail menu is through themes. However, there are a few essential things to keep in mind, such as the location and overall theme of the establishment itself.
Ludwick weighs in: “I love the idea of themed menus, but I approach them with flexibility. In Arizona, we don’t get the same dramatic winter weather, so some classic ‘cold weather’ themes don’t always resonate. Instead of locking into a theme, I prefer to showcase standout cocktails for each holiday—something that feels like the biggest gift under the Christmas tree waiting just for you. When the focus is on delivering the best-tasting drinks rather than fitting a theme, you create a more memorable experience and avoid limiting creativity.”
Theme beverages tend to work well when aligned with a specific event, such as a pairing dinner with unique themed cocktails, for example. This is an excellent way to showcase the talent of both the kitchen and the bar staff, offer unique one-of-a-kind beverages, and gauge customers’ interest in these types of events, dishes and drinks for future experiences and menus.
And while following the trends and presenting themed beverages for a specific season, holiday or series, such as football, can be fun and innovative ways to bring customers back and appeal to different demographics, class and signature sips should never be counted out. These tried-and-true beverages should be the base of every establishment’s cocktail program and can be tailored to suit the theme of the establishment itself.
“Classics are non-negotiable—they are timeless, universally recognized and must be made true to form. When I see a Clover Club, an Old Fashioned or a Whiskey Sour, I know exactly what I should be served,” Ludwick says. “Signature cocktails, on the other hand, are about showcasing a bar’s identity. They’re the ‘house specials,’ crafted to reflect the restaurant’s unique personality. Both are essential: classics ground the menu in tradition, while signatures bring innovation and individuality.”
When developing fall and winter cocktail menus, keep variety, seasonal flavors, holidays, events and trends in mind. While these are keen ways to keep customers coming back for more, it’s also a fun way to boost sales and attract new customers.
In doing so, keeping true to the nature of the establishment while also offering a non-revolving menu of classic and signature beverages can ensure that customers who prefer the familiar will always feel welcome, regardless of the new sips of the season.
