There’s something about summer that makes a cocktail feel like part of the plan. Whether it’s frozen, shaken, or stirred, seasonal drinks are essential to any great cocktail menu. But preferences vary more than you might expect.
To understand what guests are really sipping, craving, and ordering this season, Toast conducted a blind survey of 850 U.S. consumers. The results reveal how summer drink preferences shift by age, gender, and format. These insights offer a clear picture of what today’s guests want on the menu when the weather heats up.
Key takeaways
🍹2025 summer cocktail trends and insights
Grab your favorite summer beverage and settle in. We've got some juicy hot takes to share!
What are guests looking for in a cocktail?
Tequila is that girl
If there’s one drink that screams summer in 2025, it’s the margarita. With 42% of respondents declaring it the best summer cocktail, the margarita single-handedly beat out all other summer beverages like wine & beer (19%), piña coladas (17%), and mojitos (13%).
It’s not just about the cocktail, though. Tequila itself is riding a wave of popularity. Over one-third of respondents (35%) said tequila is the best summer spirit, and 34% said it’s their go-to base liquor for the perfect seasonal cocktail.
The tequila love spans generations, from guests in their 20s to those in their 50s. But once we hit the 60+ crowd, preferences begin to shift. Guests in their 60s (37%) and 70s (39%) favor rum as their preferred summer spirit. This hints at an opportunity for operators to diversify summer drink menus to appeal to older audiences with options like daiquiris, piña coladas, and mojitos.
Seasonal ingredients: Watermelon is on top, and coconut cream rises with age
When it comes to cocktail ingredients, watermelon tops the charts. It was selected as the favorite summer cocktail ingredient by 58% of respondents. That love runs strong across all age groups, especially younger diners, as 61% of guests in their 20s favored watermelon. However, coconut cream shows a steady rise with age, jumping to 32% popularity with those in their 60s and 41% in their 70s.
There’s also a notable gender split in these preferences. Among men, 61% say they prefer watermelon in their drinks, while 55% of women agree. However, women are far more likely to lean toward coconut cream, with 25% calling it their go-to summer ingredient compared to just 9% of men.
Operators should consider getting creative with tropical and nostalgic flavors that balance refreshing profiles with creamy depth. Check out our guide on how to develop cocktail recipes here.
Frozen, canned, or on tap? The format debate
The people want frozen cocktails in the summer! A whopping 66% of respondents said they love frozen cocktails, especially younger guests. That number jumps to 77% among those in their 20s and 71% for those in their 30s, but steadily declines with age. For guests in their 70s, only 43% say they’re fans.
Women (70%) are more likely to favor frozen drinks than men (61%), and interestingly, 26% of men say they only order frozen drinks while on vacation. Umbrella cocktails for all!
Cocktails on tap are still a relatively new concept, and opinions are mixed. While 42% of respondents like the idea for some drinks, only 34% said they love it outright because it’s faster and still maintains good quality. The format has stronger support among younger drinkers, with 51% of respondents in their 20s in favor, compared to just 2% of those in their 70s. Men (39%) are more open to tap cocktails than women (29%).
Seniors have a preference for canned or bottled cocktails, as 30% of guests over the age of 70 say they prefer them over margaritas!
Mocktails, sweet tooths & savory preferences
Mocktails are clearly having their moment, as 42% of respondents love them. Younger guests are more enthusiastic, with 48% of those in their 20s enjoying mocktails, compared to just 28% of those in their 60s.
The gender divide appears again here, with women (45%) more likely to order a mocktail than men (39%). This data reinforces a growing demand for creative non-alcoholic options that still feel festive and indulgent.
When it comes to taste profiles, sweetness is #1. Two-thirds (67%) of respondents prefer sweet cocktails, but savory flavors are gaining some traction, particularly among older guests. About 26% of respondents in their 50s and 21% of men overall say they lean toward savory drinks. Think Bloody Marys, dirty martinis, or tomato and herb-based creations for these more adventurous palettes. Yum!
What Makes a Great Cocktail?
Taste preferences are evolving beyond just flavor into overall vibe. When asked what makes a cocktail great, 41% of respondents said a good summer cocktail must be “refreshing and not too sweet.” Another 25% pointed to creative ingredients or unexpected flavor combinations as the defining trait of an excellent cocktail.
This means that guests are looking for more than just sugar. They want balance and creativity. Seasonal menus that highlight fresh citrus or infused spirits can hit the mark, especially if they avoid being overly syrupy.
How (and where) guests enjoy these cocktails
The environment matters just as much as the drink. About 41% of guests said a patio is their preferred location for enjoying summer cocktails. That means ambiance, such as sunlight, fresh air, and a relaxed setting, can heavily influence whether someone decides to order that second drink.
Happy hour remains a powerful draw. About 63% of respondents say they’d be more likely to visit a bar if it offered a happy hour that includes both discounted cocktails and food. This pairing is especially attractive to budget-conscious guests looking for value and variety, making it a prime opportunity for restaurants to boost early evening sales.
Make sure to check out our guide: 15 Outdoor Promotion Ideas.
How much are they drinking? Younger guests are running up a tab
While moderation is the name of the game for most, younger guests are more likely to go back for round two (or three). Half of all respondents said they typically order just 1–2 cocktails when dining out, but that changes significantly by age. For respondents in their 20s, 54% said they usually order 2–3 drinks per visit, and 46% of guests in their 30s said the same.
For restaurants and bars, this signals an opportunity to tailor portion sizes, pricing tiers, or cocktail flights that cater to younger guests’ higher volume while still encouraging responsibility. Check out our guide: How to do Alcohol Training for Servers.
[Drink] for thought!
Summer cocktails are a cultural experience. Tequila and margaritas are undisputed stars, but flavors like watermelon and coconut cream offer your business easy wins. Frozen drinks and patio seating continue to draw patrons in, especially among younger guests, while mocktails and savory profiles diversify the options for all-day sipping.
So what does this mean for your next happy hour? Embrace variety, lean into flavor-forward formats, and meet your guests where they are ( ideally outside) with a chilled glass in hand. Cheers to good data!
Methodology
Toast conducted a blind survey of 850 U.S. adults ages 20 and older on this topic on May 15, 2025. Respondents were not made aware that Toast was fielding the study. Using a standard margin of error calculation, at a confidence interval of 95%, the margin of error on average is +/- 3-5%.
DISCLAIMER: This information is provided for general informational purposes only, and publication does not constitute an endorsement. Toast does not warrant the accuracy or completeness of any information, text, graphics, links, or other items contained within this content. Toast does not guarantee you will achieve any specific results if you follow any advice herein. It may be advisable for you to consult with a professional such as a lawyer, accountant, or business advisor for advice specific to your situation.
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