Let’s not sugar-coat it: the last couple of years have been bruising for anyone in drinks. Costs are up, consumers are cautious, and everyone is being far more selective about what lands in their basket. As we look towards 2026, the story for independent retailers isn’t about chasing every shiny new trend; it’s about understanding where value, trust and confidence really sit.
First, a reality check. While sustainability and ethics still matter to shoppers, price sensitivity has firmly taken the lead. That doesn’t mean people have abandoned their values, but it does mean that great liquid at the right price point will win every time. For indies, that reinforces a truth you already know: customers come back when they trust your judgement, when the bottles on shelf are there because they earn their place.
Despite the headlines chasing whatever’s loudest this month, the backbone of spirits sales remains reassuringly familiar. Gin, rum and vodka continue to do the heavy lifting, and they’ll keep doing so into 2026. These aren’t tired categories; they’re dependable, versatile and easy for shoppers to understand. Familiarity doesn’t breed boredom; it breeds confidence, and confidence breeds repeat purchase.
That confidence is what allows shoppers to trade up selectively. Tequila is a good example. The UK is still early in its tequila journey, but as consumers begin to understand styles and quality, they become more willing to spend. This isn’t about explosive growth or endless choice, it’s about a small number of well-chosen bottles that retailers can explain, recommend and stand behind.
The same logic applies to world whisky. Drinkers are increasingly happy to spend serious money outside Scotland when the quality is there and the price feels justified. Many world whiskies now offer outstanding liquid with a clear point of difference, often at prices that make sense in today’s market. People may be drinking less, but they’re still prepared to invest when they believe a bottle earns its place.
Cocktails and RTDs also continue to play an important role, especially for at-home occasions. Shoppers want drinks that feel like a treat without unnecessary complexity. Retailers who help demystify serves or offer well-made RTDs that deliver on flavour are well placed to benefit.
At first glance, 2026 may feel contradictory: shoppers trading down and trading up at the same time, drinking less but spending carefully. But for independent retailers, the opportunity is clear. Focus on products that offer genuine value, trusted quality and confidence behind the counter. Get that right, and customers won’t just buy, they’ll come back.
Nick Gillett Photo: Handout