The drink of summer: why cocktails and drinks go viral - Drinks

Nov 28, 2025

It happens every year: one drink suddenly becomes the drink. But what makes a cocktail go viral – and why do we care so much about defining it?

Ah, The Drink Of Summer. It’s a phrase thrown around so often in the delicious. office, it’s basically an inside joke. As early as June, a particularly pretty spritz will pop up on our feeds and someone will inevitably ask, “Is this the drink of summer?” It’s a game that continues until all at once, one drink goes viral – flooding bar menus and Instagram feeds – and we all collectively decide that yes, this is the one. The chosen one. Until next year, of course.

It turns out it’s not just a delicious. office sport – the same thing plays out across bars, group chats and TikTok feeds everywhere. One viral moment and suddenly the negroni sbagliato (“with prosecco in it”, remember?) is on every menu. Then it’s the limoncello spritz, sold as a shortcut to the Amalfi Coast. Then the pornstar martini, reborn from ’70s seediness to one of the most googled drinks of 2025. But what makes our thirst for the ‘It’ drink so strong?

Spicy mezcal margarita cocktail

“People chase the ‘drink of the summer’ because it gives them a sense of belonging, and a bit of cultural swagger,” says delicious. drinks expert Mike Bennie.

“It’s like they’re plugged into a zeitgeist current, and using the phrase tends to make people feel part of an uprising of coolness. That the drink is often something kind of middle of the road doesn’t really have to matter.”

He’s right – it’s not really about what’s in the glass. It’s about being in the club. We quietly announce, “Yes, I have my finger on the pulse” and, “Yes, I too have seen the TikTok.”

Grilled pineapple mojitos

That being said, there is still something to be said for a recipe for success – and a cocktail that hits all the right notes rarely stays under the radar for long. Bennie says there’s a simple formula for virality: “For me, the elements that give something a zeitgeist in the drinking world are usually when deliciousness is wrapped in simplicity combined with high drinkability. That the drink might have a story is helpful, too. Even better if it has a gimmick like a silly garnish or a garish colour. Overall, if it’s cold, gulpable and vaguely escapist, it’s already halfway to the crown.”

Maybe that’s the charm. The ‘drink of summer’ doesn’t need to be perfect – it just needs to be everywhere. The kind of drink that signals the season has started, even before you’ve put on sunscreen.