Beverage trends are shifting rapidly across wine, beer, spirits, and craft cider, changing how visitors want to taste, sip, and explore. Political and economic changes, along with the rise of the sober curious and wellness movements, are influencing expectations—and we’re seeing it firsthand wine trails, destinations and craft beverage clients. Today’s travelers want more than traditional tastings—they seek immersive opportunities that connect them with local culture, craftsmanship, and the story behind each sip, reflecting the ongoing trend of experiential travel. 

Here are just a few ways to seize these opportunities through creative marketing and itinerary design: 

• Collaborate across producers: Design multi-stop tours that showcase non-alcoholic options and immersive experiences, like vineyard or orchard tours, behind-the-scenes production access, or Q&A sessions with artisanal makers. 

• Tell the local story: Highlight multi-generational makers, crossover producers (like a winemaker exploring cider), or recent national recognition for your region. Sharing these stories builds connection and credibility with visitors. 

• Integrate wellness and seasonal experiences: Offer themed tasting trails like “Mindful Sips,” to include wellness stops, or partnerships with local spas, farms and artisanal food producers. 

• Host interactive workshops: Mixology, wine blending, cider pressing, or food-pairing classes where visitors participate hands-on, creating a personal connection to the product. 

• Create limited-time or pop-up events: Seasonal festivals, harvest celebrations, or immersive tasting nights where guests explore multiple beverages through storytelling, sensory activities, and hands-on participation, generating urgency and shareable experiences. 

A growing trend is shining a light on the dark—noctourism.

Activities after dark—stargazing, night safaris, celestial events—are becoming major draws, with travelers seeking destinations with low light pollution and creative nighttime programming.