The rise of intentional drinking: how beverage experiences are changing in the hospitality industry

Over the past few years, drinking habits have been evolving significantly. Across the hospitality and beverage industry, a new culture of consumption is emerging — one that is more mindful, experience-driven and increasingly focused on quality rather than excess.

This shift is often referred to as “intentional drinking”, a growing global trend influencing not only the low & no alcohol segment, but the entire beverage experience.

For hospitality professionals and companies operating in beverage dispensing, this evolution is reshaping consumer expectations, service models and the way beverage experiences are designed.

From quantity to quality: changing beverage consumption habits

Today’s consumers are paying closer attention to product quality, personal wellbeing and the overall drinking experience. As a result, demand is growing for low & no alcohol drinks, premium water solutions, craft beverages and alcohol-free cocktails.

The focus is no longer simply on drinking less, but on drinking better.

The beer industry is also seeing a cultural shift. After years of highly experimental styles and intense flavour profiles, many consumers are rediscovering balanced, approachable and easy-drinking beers that emphasise authenticity, craftsmanship and conviviality.

Beverage experience is becoming a key differentiator

In an increasingly experience-driven market, perceived quality depends not only on the beverage itself, but also on the serving experience.

Temperature consistency, carbonation, dispensing quality and design all play a crucial role in enhancing the customer experience, whether serving beer, water, soft drinks or alcohol-free beverages.

For the hospitality industry, this means growing attention towards efficient draught systems, advanced beverage dispensing technologies and solutions capable of delivering consistent quality and premium experiences. 

Because today’s consumers expect the same level of care and quality regardless of what is in the glass.

Sustainability and the future of beverage dispensing

Intentional drinking is also closely connected to growing sustainability awareness.

Consumers are increasingly paying attention to waste reduction, refill culture, sustainable packaging and energy efficiency. For the beverage dispensing sector, this means developing solutions that combine performance, reliability and efficiency while helping reduce environmental impact.

Sustainability is no longer perceived as an added value — it is becoming an expected part of the modern beverage experience.

This evolving approach to beverage consumption strongly reflects Celli’s vision: delivering high-quality beverage experiences through innovative, efficient and increasingly sustainable dispensing technologies.

Because today, more than ever, premium beverage experiences and environmental responsibility must go hand in hand.

• The New Yorker — “The Age of Intentional Drinking”
• MyBeerBuzz — “Top Beer Trends for 2026”
• Kearney Beverage Outlook 2026