Has your feed been full of pumpkin spice lattes the last few months? PSLs seem to take over our collective psyche in the fall, but there’s growing evidence that consumers — especially younger ones — don’t have just one favorite beverage. Instead, they experiment with a variety of drink options based on identity, mood and occasion. The result is a beverage culture that rewards innovation and experiences — and there’s plenty of room for retailers to tap into demand.

Beverage Culture

“People are selecting beverages based on how they feel, what they’re doing and how they want to show up in a given moment,” according to The Keurig Dr Pepper (KDP) State of Beverages 2026 Trend Report. “As a result, beverages are playing a bigger role in everyday life – not because people are drinking more, but because every choice carries more meaning.”

The National Restaurant Association’s 2026 Beverage Trends Report found that younger consumers are the most active and adventurous beverage customers — and the leading drivers of beverage-only occasions, especially mid-afternoon.

KDP also notes the outsized role younger generations are having on beverage trends, with 63% of Gen A/Z looking for drinks that entertain or inspire.

Beverage Trends

That means there’s room for all different kinds of beverages — as long as there’s an element of innovation, personality or mood involved. The NRA survey found that consumers simply want more choices, particularly lemonades, juices, smoothies, teas, coffee drinks, craft sodas, and other flavor-forward nonalcohol options.

That last part is important. A recent Gallup Poll found that the share of Americans who drink alcohol remains at 54% — a record-low dating back to 1939 — for the second consecutive year. They found the decline in drinking to be evident across most demographic groups, including men, women, white and non-white adults, and all age groups.

What It Means for Retailers

There’s ample opportunity for retailers to bridge the connection between today’s beverage culture and the drinkware that supports consumers’ moods, desires and occasions. Whether it’s a gathering with family or friends or a solo pick-me-up moment (KDP says the term “emotional support beverage” has increased in social media conversation by more than 140% in the last year), drinkware plays a key role in inspiring and setting the scene.

In fact, drinkware remains one of the more style- and occasion-driven categories in housewares, according to the International Housewares Association’s 2026 State of the Industry Report. It’s one of two categories out of 15 with the most impulse purchases.

Retailers can help inspire purchases by sharing drink recipes, hosting tastings and bringing design-forward product options to market. Keep in mind: Consumers in IHA’s survey said the top glassware purchases they plan to make in 2026 are: coffee or tea cups (45%), tumblers (36%) and beer glasses (23%).

Looking for unique drinkware options to inspire and delight shoppers? Discover more about the featured products by clicking the images below.

Discover more about the featured products by clicking the images below.