The report from the National Restaurant Association called 2026 Restaurant Beverage Trends found that restaurants are no longer just for food but are increasingly serving as destinations for beverage discovery. Meanwhile, consumers, especially Gen Z and millennials, are fuelling demand for new flavours, expanded menus and beverage-centric experiences.
An overwhelming majority (87%) of full-service restaurants and 80% of limited-service operators said that beverages can be an important driver of restaurant traffic.
While 72% of consumers surveyed said that restaurants are a good place to learn about new beverages they have never tried before and 54% said they enjoyed being adventurous when selecting a beverage.
More than half of consumers also said they wish there were more beverage choices on restaurant menus.
Younger consumers are leading the trend as 71% of both Gen Z and millennial consumers say their favourite restaurant beverages provide flavour experiences that cannot easily be replicated at home, and around seven in 10 younger adults want more beverage options on menus.
Interestingly, beverage-only purchases are emerging as a major growth opportunity for restaurants as 37% of consumers make beverage-only purchases at least weekly, including 50% of Gen Z adults and 47% of millennials.
The report highlights that consumers have become more selective with broader wellness trends, including GLP-1 use, reshaping dining habits.
Beverages are increasingly serving as an affordable indulgence and a standalone occasion, with the afternoon being the most popular time of day for beverage-only purchases.
The data suggests that consumers are seeking novelty, customisation and memorable experiences. There was interest in tastings, food pairings, locally sourced beverages and special events that the report said points to a “broader shift” in how guests interact with beverages.
Operators are refreshing menus to capture this evolving demand.
Limited-service operators are focused on growth categories such as coffees (46%), teas (31%), smoothies (29%), lemonades (27%), energy drinks (26%) and wellness beverages (24%), while full-service operators are expanding both traditional and emerging alcohol offerings, including mixed cocktails (55%), alcohol-free cocktails (49%), beer (45%), wine (42%) and alcohol-free beer (39%).
“Beverages are more than just a drink for today’s consumers—they’re looking for something that feels personal, memorable, and worth going out for,” said Michelle Korsmo, President & CEO of the National Restaurant Association.
“Our Restaurant Beverage Trends report shows a real opportunity for restaurant operators. Beverages can help restaurants stand out, deliver more value to guests, and drive growth through an elevated experience, unique flavors, and customizable options.”
“It’s no secret beverages are one of the most powerful ways restaurants can create memorable experiences, build guest loyalty and drive profitable growth,” said Dagmar Boggs, President, Foodservice & On-Premise, The Coca-Cola Company North America, who sponsored the research.
“Today’s consumers are looking for more choice, personalisation and discovery in what they drink, and restaurants are uniquely positioned to meet those expectations.”
The report is based on surveys of restaurant operators and consumers conducted by Association economists.
