Raising a Glass to Change: How Craft Beverage Spaces Are Redefining Social Connection
For decades, the traditional “happy hour” meant one thing: gathering with friends or coworkers at a familiar bar, surrounded by clinking glasses and background noise. But the way people connect over drinks is changing. Increasingly, the modern social scene is unfolding somewhere quieter, more intentional, and far more experiential: at wineries, breweries, cideries, and distilleries.
These spaces have evolved from niche destinations into cultural hubs, places where people go not just to have a drink, but to have an experience. Across the globe, the craft beverage industry is flourishing, fueled by a shared desire for authenticity, storytelling, and community.
By Linda Amraen, ISHC, Global Director of Hospitality at BARE International
From Bar Nights to Experiences That Matter
At the heart of this shift is a search for meaning. A visit to a local winery or brewery feels personal, a deliberate choice to spend time somewhere that reflects craftsmanship and place. Unlike a quick stop at a bar, these venues invite guests to slow down. Open-air patios, scenic vineyards, and the aroma of brewing hops create a sense of presence. Conversations linger longer. People stay, savor, and connect.
The drinks themselves tell a story. Instead of ordering something mass-produced, guests explore what is local: a small-batch cider pressed from regional orchards or a gin infused with herbs grown just a few miles away. For many, the experience of supporting local producers and tasting something created with care is as enjoyable as the beverage itself.
Gathering with Intention
The transformation is not just about what is in the glass, but how and why people gather. A casual “let’s grab a drink” has turned into a curated outing.
Friends plan weekend visits to explore a new brewery trail, companies host team-building events at distilleries, hybrid teams meet for outdoor wine tastings instead of noisy bar happy hours. These spaces blend leisure and connection, creating an environment where people can actually talk, explore, and relax.
Many have expanded their offerings to match this social shift. Tasting flights paired with local cheeses or chocolates, live music under string lights, and seasonal festivals celebrating harvest or limited-batch releases all create experiences that feel purposeful and memorable. Each visit becomes more than a night out; it becomes a story worth sharing.
A Reflection of Modern Values
This movement mirrors the priorities of today’s consumers. Sustainability, authenticity, and local impact are no longer luxuries, they are expectations.
Many wineries and breweries now focus on sustainably sourced ingredients, eco-conscious production, and community collaboration. Others are embracing inclusivity by offering low-ABV and non-alcoholic craft options, ensuring everyone can take part without feeling left out.
For guests, supporting these venues feels good. It is about more than what is being poured and about participating in a shared ecosystem of creativity, care, and connection.
A Global Shift in Taste
This change is far from local. It is a global evolution.
In the United Kingdom, vineyard land has more than doubled in the past decade, and English sparkling wines are earning international prestige.
France, long synonymous with wine, is seeing a surge in craft breweries and small distilleries. Microbreweries across the country now offer artisanal beers, while some producers experiment with locally brewed sake to appeal to changing tastes.
In China, a rapidly growing craft beer culture is redefining social drinking, particularly in cities like Shanghai, where brewpubs such as Slowboat Brewery, Jing-A, and Boxing Cat have become mainstays for locals and expats alike.
Japan’s craft movement, known as ji-bīru or “local beer,” has thrived since a 1994 tax reform. Brewers emphasize traditional methods while experimenting with modern twists, such as sparkling sake designed for contemporary palates.
And in Australia, craft beer continues to expand, now accounting for roughly five percent of the total beer market, with small breweries leading innovation and regional tourism.
Together, these examples illustrate a worldwide shift toward meaningful, experiential drinking culture, one where the beverage, the environment, and the story behind it all matter equally.
The Future of Connection
The move from traditional bars to craft beverage spaces represents more than a change of scenery; it is a reflection of how people want to connect. They are seeking experiences that combine atmosphere, craftsmanship, and community, the kind that encourage people to linger, learn, and share.
This transformation signals a new chapter for the hospitality industry, one where the focus is not just on serving drinks but on curating moments. Whether it is a glass of wine overlooking a vineyard or a flight of local beers shared among friends, these experiences remind us that social connection, like a well-crafted drink, is best when it is genuine, intentional, and savored slowly.
At BARE International, we pride ourselves on helping businesses decode customer behaviors. Whether it’s uncovering hidden trends or designing feedback loops for continuous improvement, our research empowers brands to stay ahead of the curve.
Reach out to us today to explore how our tailored research can take your CX strategy to new heights.
Tell us about your business and what keeps you up at night. We can help.
