8 Key Trends for 2025.
The alcoholic beverage market is one of the most dynamic consumer sectors in Romania, with revenues reaching USD 5.2 billion in 2024 and an estimated USD 5.4 billion for 2025. The average annual consumption per capita is 11.08 liters of pure alcohol, positioning Romania among the significant markets in Europe.
Given the enormous economic stakes, the communication and marketing agency The M Works (formerly McCann PR), together with Unlock, conducted a study identifying the most relevant communication trends that alcohol brands should adopt to gain market share, profit, and consumer loyalty.
What Works in Brand Communication? 8 Key Trends for 2025
“Given the significant potential of this market, brands in the alcoholic beverage industry must be attentive to their consumers’ values, consumption trends, and audience preferences. With a market projected to reach USD 5.4 billion in 2025 and a total volume of 1.8 billion liters of alcohol consumed, we recommend industry players focus on authentic, personalized communication aligned with their audience’s values,” says Imola Zoltan, Managing Partner, The M Works.
Adina Vlad, Managing Partner UNLOCK:
“As researchers, we constantly track trends, and for several years now, we’ve noticed a growing focus on mental and physical health. In this context, the role of alcohol in people’s lives is shifting—its added value matters more than sheer volume. Consumers no longer buy beer by the crate but prefer a selection of craft beers. Binge drinking in bars is losing popularity, while slow, social drinking with an aesthetically pleasing and tasty cocktail is trending. Many now choose to sip a glass of neat whisky at home rather than engage in excessive drinking. Alcohol consumption is not disappearing—it is evolving, emphasizing its social and sensory role. In short, people are choosing to drink in a healthier way for body, mind, and soul.”
According to the Unlock study, Romanian consumers favor brands that demonstrate:
- Digital Transformation & Technology – Alcohol brands must be active on emerging social platforms, create engaging content, and leverage technologies like AI and augmented reality for immersive experiences.
- Total Transparency – Romanian consumers are increasingly concerned with ingredients, production processes, and a brand’s social impact. Clear information and responsible consumption messages set brands apart.
- Sustainability & Ethics – From eco-friendly packaging to reducing carbon footprints, sustainability is now a necessity, not just a trend.
- Micro-Influencers Over Celebrities – Authenticity matters more than fame. Micro-influencers have niche, loyal communities that generate higher engagement than digital stars.
- Community Building – Brand events, tastings, local initiatives, and interactive spaces help build loyalty.
- Portfolio Innovation – New flavors, low-alcohol options, and healthier ingredients attract new demographics while retaining existing consumers.
- Cultural Sensitivity – Adapting messages to diverse audience values and avoiding stereotypes prevent consumer alienation.
- Data-Driven Decisions – Market trend analysis, customer feedback, and campaign performance monitoring are essential for success.
“Alcohol brands that understand these trends and integrate them into their communication strategies will be the ones dominating the market in 2025. The M Works sees enormous potential in the alcoholic beverage sector and believes that such relevant communication insights will help companies aiming for a loyal audience and a solid Return on Investment,” adds Imola Zoltan.
What Core Values Influence Romanian Consumer Choices?
Less, Better, More Social
The alcoholic beverage market is undergoing a profound shift driven by new consumer behaviors and emerging priorities. The study indicates that people are drinking less but opting for higher-quality products, enjoyed in relaxed social settings. Alcohol is seen as a social connector, facilitating interactions rather than being the ultimate goal.
This transformation will redefine industry brand strategies. Consumers seek experiences that foster authentic social interactions, and brands must respond with messages promoting moderation, refinement, and community belonging. Future success will depend on a brand’s ability to create relevant consumption contexts—from social events and tastings to storytelling focused on conviviality and premium experiences.
For industry players, adapting to this new reality is crucial. Alcohol is no longer perceived as an addiction but as a social binder, and communication must reflect this shift, emphasizing interaction, balance, and the joy of sharing quality moments.
Key Consumer Trends in Romania:
A Growing Sophistication in Alcohol Choices – Romanian consumers are becoming more discerning in their selections, showing a deeper understanding of the market. This trend started with wine, where interest in quality, tastings, and varietal knowledge surged. Today, this extends to spirits, particularly those offering complex tasting experiences, such as whisky and rum.
Aspirations for Collective Well-being & Social Harmony – Consumers lean toward drinks that symbolize sophistication, status, and openness to new experiences.
Health-Conscious Decisions – Demand is increasing for drinks with lower sugar content, reduced alcohol levels, or organic ingredients.
A Fascination with Craft Beverages – Premium, small-batch alcoholic drinks with unique flavors are gaining traction.
A Growing Interest in Mixology & Social Experiences – Cocktail culture is rising, with this category now ranking 4th in Romanians’ drinking preferences. Simple yet refined recipes like gin and tonic with herbal infusions are trending. Younger consumers, in particular, are driving this shift, favoring sophisticated yet balanced drinks with lower alcohol content. This evolution marks a clear preference for modern, well-defined sensory experiences. At the same time, brands that promote creativity in both product and social interaction are gaining public attention.
Whisky Remains One of Romania’s Most Popular Alcoholic Beverages
Whisky ranks third among the most consumed alcoholic drinks in Romania, surpassed only by beer and wine. According to the study, over 60% of whisky drinkers prefer to enjoy it neat or on the rocks, rather than in cocktails.
While whisky was previously associated primarily with clubbing and late-night entertainment, a significant shift is occurring. More Romanians now choose to enjoy a glass of whisky in the comfort of their homes—half of respondents associate whisky with moments of relaxation, introspection, and unwinding.
Moreover, whisky has become the drink of choice for social gatherings with friends—not for wild parties, but for meaningful conversations and quality socialization. It is the beverage that accompanies deep discussions and idea exchanges, associated with authentic connections.
A similar trend is emerging for rum, consumed in comparable settings but with lower frequency and growing popularity in the local market.