Drinks 2026: moderation and premium value set to transform year ahead
The drinks landscape in 2026 is poised for a transformative year, driven by shifting consumer lifestyles, convenience demands, and the critical influence of new UK legislation.
According to Kingsland Drinks, the market will be defined by moderation, premiumisation, flavour exploration, and a definitive move towards alternative, sustainable formats.
Vicky Wood, head of brand development and insights at Kingsland Drinks, highlighted that global economic conditions and regulatory changes—including Extended Producer Responsibility (EPR) and the planned Deposit Return Scheme (DRS) — will maintain pressure on quality, value, and price, demanding agility and innovation from the industry.
The rise of canned convenience and sustainability
The ready-to-drink (RTD) market, particularly wine in cans, is set for significant growth. Consumers are increasingly valuing convenience, recyclability, and the sustainability benefits of canned drinks.
Kingsland Drinks has heavily backed this trend, having invested in a high-speed canning line at its Salford facility with an annual capacity of 26 million cans across 150ml, 187ml, 200ml, and 250ml formats.
This capability is already supporting challenger brands like Vinca organic Sicilian wines, canning their red, white, rosé, and sparkling options.
No and low alcohol goes premium
Alcohol moderation is becoming widespread across all adult age groups. The trend is moving beyond simply abstaining to a demand for high-quality, authentic alternatives that offer varietal expression and trending flavours, allowing them to be enjoyed in the same social settings as traditional alcoholic drinks. Kingsland Drinks, which has been packing non-alcoholic products since 2019, is now a key player in developing and launching market-leading non-alcoholic gins, rums, whiskies, tequilas, and wines.
Premiumisation in bottled-in-market wine
While shoppers are cautious about spending, they still demand quality, affordable, and accessible wines. Kingsland forecasts a growth area in bottling wine in market (BIM). Traditionally premium wines from regions like California, Australia, and South Africa are being repositioned through UK-based bottling to make them more accessible and cost-effective for consumers.
This structural shift in the global supply chain offers clear sustainability benefits due to bulk shipping, allowing brands to deliver premium liquid while reinforcing positive environmental messages. The success of the Andrew Peace Australian wine brand, bottled at Kingsland’s UK headquarters and seeing volumes up 32% year-on-year in 2025, demonstrates the growing consumer acceptance of the BIM narrative.
Flavour innovation and format overhaul
In spirits, cocktails, and mixers, the focus is on reinvention with exotic new flavour profiles. Kingsland’s flavour team predicts a spotlight on emerging tastes like yuzu, fig, and dragon fruit, with classic combinations such as black cherry, coconut, and cream expected to dominate new product development (NPD).
Finally, new packaging legislation will be transformative for the industry. EPR will obligate producers to pay the full net cost of recycling their packaging, leading to modulated fees that penalise less recyclable materials. This is expected to accelerate a “wave of wines and spirits brands… looking to alternative formats” that carry a lower EPR burden.
As glass becomes more costly, Kingsland predicts a huge structural change on shelves and back bars, with cans, aluminium bottles, and lighter weight glass becoming the norm, driven by both regulatory pressure and growing consumer focus on eco-friendly, recyclable packaging.
