From soft drinks to “TikTok” tea, between wellness and sharing: the summer drinks Europe hasn’t done without in 2025 are sober, fizzy, and social. Summer trends are surprising, because today, the “functional” effect seems to matter more than the inebriation for consumers between 18 and 34. While Europeans spent €157 billion on drinks away from home in just one year, with €50 billion consumed in cafes, bars, and restaurants, ready-to-drink (RTD) cocktails are fueling growth in a declining alcohol market, where retail sales are declining due to the growing adoption of low- or no-alcohol lifestyles. So much so that today, half of Europeans (55%) expect bars and restaurants to offer non-alcoholic beer as standard. The latest Circana survey reveals the summer trends in Europe.
“Today, beverages are no longer just thirst quenchers, but a form of personal expression, a way to boost mood and support life goals,” emphasizes Edurne Uranga, VP Foodservice Europe at Circana. “From bold, functional ingredients to colorful, camera-ready creations, we’re seeing a boom in drinks designed to be shared as much as they are enjoyed. Especially among younger European consumers, beverages have become a reflection of identity: refreshing, purposeful, and highly Instagrammable.”
Beverage Markets in the 2025 Summer Change
The beverage market is experiencing a change of direction this summer in Europe: beverages are getting a makeover and offerings are being refreshed, while overall consumption in restaurants and bars remains stable. This revolution is quietly simmering beneath the surface, upending traditions.
The European out-of-home (OOH) beverage market is booming, with consumption in bars, cafes, restaurants, pubs, and other venues estimated at €157 billion in the year ending June 2025. Excluding food, the number of beverages served remains stable at 50 billion annually, demonstrating how European consumers are willing to indulge in their favorite drink even when they’re away from home.
From ube lattes to matcha iced teas, from DIY lemonades to brewed coffee-based cold drinks, beverages are a key summer staple, even for photo-ops and sharing. Across Europe, consumers are fueling a market for beverages that look good, taste great, and offer benefits for the mind or body. Whether improving concentration, calming nerves, or aiding digestion, functional beverages have become the latest style accessory.
Inspired by TikTok trends and wellness influencers, consumers between the ages of 18 and 34 are choosing beverages that combine creativity, eye-catching colors, and health benefits. Functional iced teas, ginger shots, and CBD-infused sparkling waters are growing rapidly, transforming Europe’s café and bar scene into a hub of self-expression, wellness, and, of course, social media content.
As consumers embrace the industry’s biggest trends, here’s a taste of what’s being drunk in Europe this summer—from supermarket shelves to restaurant tables and bar counters.
The “sober” summer has arrived in Europe
The era of “rosé all day” is giving way to kombucha-fueled evenings and the elegance of non-alcoholic drinks. Alcohol consumption in bars has fallen by 6%, and retail sales are also declining across Europe.
Over the past year, the total volume of spirits sold at retail has fallen by 1.7%, equivalent to 285 million liters less. Retail value sales also fell by 1.5% (€1 billion less) compared to the previous year (until June 2025). However, the party is only evolving. Non-alcoholic beverages are fueling overall market growth, with retail sales up 5.5% compared to last year (+€4 billion) and volumes up 2.3%, equivalent to 1.5 billion liters more.
Across Europe, the desire for moderation is evident: from non-alcoholic cocktails after work to “mindful” weekend drinks, consumers are carefully selecting their drinking occasions. It’s no surprise, then, that 55% of Europeans expect bars to serve non-alcoholic beer.
Europeans, however, aren’t just drinking less; they’re drinking more intelligently. The gradual shift away from alcohol isn’t a renunciation, but rather the result of new alternatives. Retail sales of ready-to-drink (RTD) cocktails are on the rise. RTD spirits grew by 6.5% (+€145 million), representing the only growing alcohol category, while all other categories are declining.
Sugar is out, “smart soda” is trending: there’s a thirst for innovation
Europe is embracing a new type of effervescence. Modern sodas, fizzy drinks made with stevia, cane sugar, or real fruit juice, now have a purpose: they contain prebiotics, vitamins, or ingredients beneficial to the gut, transforming the simple carbonated drink into a wellness ally.
Sugar-free drinks are driving this change. With a growing number of people monitoring their sugar intake—even those taking GLP-1 medications—low-sugar drinks are outperforming their full-sugar rivals. This represents a shift supported by 41% of Europeans, who also support sugar taxes to encourage healthier choices.
In Europe, 30% of consumers say innovation is the main reason they try a new brand. This thirst for innovation is pushing beverage manufacturers to think big: new flavors, new formats, and added benefits are the order of the day.
In the six largest European markets (EU6), innovation in new food and beverage products accounted for a 5.1% increase in total sales value, with the highest shares in the United Kingdom (+7.0%), the Netherlands (+6.9%), and Germany (+5.5%).
Energy drinks are on the quiet rise
Although energy drinks still have the lowest overall consumption, with only 1 in 3 Europeans consuming them, they are the fastest-growing category, with consumption increasing 9% year-over-year in restaurants and bars. This is more than three times faster than carbonated drinks and far faster than fruit juices.
Retail sales of sports and energy drinks are also increasing across Europe, with shoppers spending 7.7% more in the past year (to June 2025). The number of units increased by 4.3%, and volume also grew by 3.2%. The pace is accelerating: in the last three months alone, value sales jumped 13.3% and volume sales rose 7.1% compared to the same period the previous year.
The energy drinks market in Great Britain is evolving rapidly: with natural caffeine, zero sugar, and natural blends (clean energy), the beverage trend no longer appeals solely to athletes and gym-goers, with a growing focus on daily intake frequency and functional intake.
At-home experiences and non-alcoholic drinks are driving brands
The rise of “insperiences,” or replicating out-of-home experiences at home, is also redefining beverage sales for retailers. At-home wine tastings, cocktail kits, and bar-style drinks are creating new ways for brands to engage with European consumers. Collaborations, such as protein drinks and non-alcoholic cocktails, have sparked growing consumer interest.
“Blurring the boundaries between categories is becoming essential for growth,” says Ananda Roy, Senior Vice President of Global Thought Leadership and Strategic Insights at Circana. “Alcohol brands are expanding into low- and zero-alcohol options to reach health-conscious and younger consumers, while non-alcoholic beverages are pushing into traditional alcohol spaces. This is creating new consumption opportunities and helping brands stand out in a crowded market.”
