The global alcoholic beverage market is becoming increasingly diverse, and the traditional habit of drinking spirits neat is gradually changing. According to relevant data, the U.S. spirits business of the multinational beverage giant Diageo saw an overall decline of 9.3% in 2025, while sales of its premium Scotch single malt whiskey category fell by 20% overall. Demand among young people for single-origin spirits such as whiskey and brandy is also decreasing.

In some parts of the U.S., people enjoy mixing whiskey with cola or other sodas and fruit juices-a practice known as cocktail mixing-which is also a favorite among many rock stars. So, what alcoholic beverages are young people drinking today? Statistics show that there is a rapid rise in young people's pursuit of interesting, visually appealing, and fun mixed alcoholic beverages, namely cocktails.