Expert Says This Is Next Big Alcohol Trend. Uh, Seriously?

The beverage industry changes faster than you might think.

For example, if you went to a college party a decade ago, chances are high that you would only see beer, hard liquor, and maybe wine—and that would only be when someone was feeling fancy.

Today, drinkers enjoy a broad range of alcoholic beverages and more. You can chug down a hard seltzer, sip on a canned cocktail, or even imbibe a THC drink.

But if hard seltzer was the movement of yesterday, and “hydration alcohol” is the movement of today, what’s going to be the drink of tomorrow? One man has an idea—and there’s reason to believe he’s right.

Is This The New Beverage Trend?

In a video with over 77,000 views, TikTok user Doug Veliky (@beeraficionado) says that he has a theory about what will be the next big thing in the beverage market. According to Veliky, it’s not a specific beverage. Instead, it’s going to be all about a certain sport.

“Everything nowadays is about ‘occasion,’” he starts. “It’s the number one buzzword in the alcohol industry, and it’s really getting at the idea of not just what you’re gonna drink and what it does for you, but when to drink it—and one of the fastest-growing occasions in the U.S. is golf.”

According to Veliky, golf’s popularity has exploded in recent years, growing by 41% since 2019.

“Every year since 2020, at least 3 million people have played on a golf course for the first time,” Veliky explains. “It’s the perfect sport for the pandemic, but it also really stuck.”

Veliky adds that golf simulation destinations and chains like Topgolf are expanding the reach and accessibility of the sport. Therefore, it could also expand the reach of associated beverages.

What Does A ‘Golf’ Drink Look Like?

Some viewers may be confused about how golf relates to alcohol. However, Veliky notes that there are already several links between the sport and drinking.

“On the beverage front, the natural first place to look is cocktails, in part because they’re poured over ice and can withstand the heat,” he explains. “Golf from a marketing standpoint already has all these cocktail names that it really owns and people associate with the sport, like the Transfusion, the John Daly—or Half and Half if you don’t have the naming rights.”

“And then more ‘new’ is the Water Hazard, which is vodka, blue Gatorade, and then usually like Sprite and lemonade,” he continues. “That fits in naturally with the hard hydration category, which is going absolute gangbusters right now.”

Veliky closes by noting that there are already several beverage makers that are catering to the golf market. Still, he says that he thinks the “idea of building a beverage brand that’s targeting golfers who treat golf like a lifestyle is just getting started.”

Other Famous Golf Drinks

There’s some evidence to suggest that Veliky is correct. For example, in January 2026, Cutwater was announced as the official canned cocktail partner of the PGA Tour. Then, in April, High Noon launched a limited-edition Transfusion vodka seltzer inspired by the famed golf cocktail—and those aren’t the only golf/alcohol partnerships we’ve seen this year.

So, if golf-drinking is the new meta, what should you expect to see on the golf course?

Naturally, as previously mentioned, you should expect to see lots of variations of Transfusions. This is a mix of vodka, ginger ale, grape juice, and lime juice. Then, there will probably be a lot of John Daly’s—aka Boozy Arnold Palmers, where one mixes iced tea, lemonade, and vodka.

From here, identifying golf drinks gets a little harder—but not impossible. For example, the Masters/Augusta National is associated with a drink called the Azalea. This is generally made with vodka or gin, citrus/pineapple, and grenadine. This mix gives the drink a pink color inspired by Augusta’s azaleas.

Viewers Aren’t Sure

In the comments section, users weren’t sold on the idea of golf being the next big movement in alcohol—but not for reasons some may expect.

“The biggest trend in alcohol is no alcohol,” stated a user.

“Those of us who have loved golf for decades have stopped playing for just this reason,” offered another.

“I like beer. It seems like every event my coworkers are drinking a new thing. But I just like beer,” shared a third.

BroBible reached out to Veliky via website contact form and Instagram direct message.