Whether in person or in movies, the key visual to holiday gatherings is the table filled with décor, food and beverages. Although holiday tables might be considered iconic, research shows they also are setting the scene for what’s to come with consumers.

In an October report from Leger titled “The Holiday Table 2025: How Americans Eat, Drink, and Indulge,” it highlights that holiday tables are a window to a host of insights including exploration, mindful indulgence and socializing as well as emotional touchpoints.

When it comes to trying new beverages, the report notes that three in four consumers are willing to try new products during the holidays, allowing the holiday season to serve as a launchpad for year-round innovation.

The beverage market is seeing this from brands large and small.

For instance, in the first time in five years, Coca-Cola released a limited-time holiday flavor: Coca-Cola Holiday Creamy Vanilla. Available in full and zero-sugar, Coca-Cola Holiday Creamy Vanilla is the taste of Coca-Cola infused with smooth, creamy vanilla flavors, the company says.

Meanwhile, Karbach Brewing Co. released Yuletide Confessions, the newest limited-edition winter warmer in the brewery’s F.U.N. Series. Crafted as a nod to classic English brewing traditions, Yuletide Confessions showcases Karbach's brewing expertise with a complex blend of rich English malts, including oats, barley and rye, the company says.

Image courtesy of Karbach Brewing Co.

When it comes to the types of beverages being served at holiday gatherings, alcohol was a popular choice with 78% indicating it will be on hand, Leger reports. Of the categories, wine was the top choice with 53% listing the selection followed by beer (46%), liquor and spirits (34%), cider (21%) and ready-to-drink cocktails/mixes (14%).

Non-alcoholic versions also will be at holiday tables this year with 35% indicating as such. Of the categories non-alcoholic cider was the top choice at 13% followed by non-alcohol beer (11%), mocktails (11%), non-alcohol wine (9%) and non-alcohol liquor and spirits (5%).

As far as  who will consume non-alcohol drinks, younger generations are more likely to opt for these beverages with 53% of Gen Z respondents identifying as such followed by 47% of millennials and 31% of Gen X respondents. Only 15% of baby boomers listed non-alcohol drinks as a holiday beverage choice.

Other beverages was the largest type with 87% planning to serve these beverages. The top choice listed was holiday drinks (e.g., eggnog, flavored coffees) at 59% followed by hot chocolate/seasonal drinks (55%), sparkling water/soda (49%), functional drinks (e.g., kombucha, hydration) (15%), cannabis-infused beverages (7%) and other (6%).

“Holiday beverage decisions are grounded in fundamentals such as flavor and price, but new influences are emerging,” the report states. “Inclusion, wellness, and social media trends are gaining importance, especially among younger generations. More than refreshment, holiday beverages can shape the social experience, reinforcing belonging, identity and connection.”

When questioning consumers about what attributes shaped their holiday beverage purchases, 40% indicated wanting appealing flavors and seasonal options. Forty percent also listed price and promotional deals followed by 26% including beverages that help everyone feel included (drinkers and non-drinkers). Other influences listed were influenced by brand recognition (20%) and considering health and wellness options (19%). Meanwhile 18% of Gen Z and 17% of millennials noted they were swayed by social media trends.

As holiday tables begin taking shape, pay extra attention to what new products family and friends are reaching for, it might tip you off to the next hit trend.