2026 EVENT TRENDS: WHAT PLANNERS ARE PRIORITIZING THIS YEAR
Every new year brings a shift in how people gather.
Events in 2026 are shaping up to be more wellness minded and experience driven. Planners are rethinking how guests engage, what they consume, and what makes an event memorable in a world that values connection.
Here are the top trends shaping events in 2026 and what they mean for the way gatherings are designed this year.
Guests Are Drinking Less Alcohol, and It Is Changing Beverage Planning
The decline in alcohol consumption is one of the biggest cultural shifts influencing events today.
A 2023 Berenberg Research study found that Gen Z drinks 20 percent less alcohol than Millennials did at the same age: https://www.forbes.com/sites/claraludmir/2023/06/27/why-genz-is-drinking-less-and-what-this-means-for-the-alcohol-industry/
Gallup’s tracking also shows a steady decline in regular alcohol consumption among young adults:
https://news.gallup.com/poll/353858/alcohol-consumption-down-among-young-adults.aspx
This shift affects weddings, corporate events, brand activations, production sets, and private gatherings. Guests want to stay present, both during the event and the next morning.
Planners are responding by offering elevated non alcoholic options, functional beverages, handcrafted drinks, and stations that feel intentional instead of defaulting to alcohol.
Daytime Events Continue to Grow
Morning and midday events are becoming more popular across industries.
Examples include:
strategy sessions
team retreats
brunch weddings
influencer gatherings
community events
all day shoots
brand activations
Alcohol rarely fits these time slots.
Instead, planners choose beverages that support energy and participation, not fatigue.
Daytime events are also more content driven, which means guests want to feel comfortable on camera.
Wellness is Influencing Food and Beverage Choices
Wellness culture is now a core part of event design. People want experiences that support their physical and mental well-being.
Recent event planning reports highlight that well-being and attendee engagement are becoming top priorities for 2026 programming.
Source: https://meetingprotocol.org/blogs/news/event-planning-trends-to-watch-in-2026
This shift has led to:
hydration and electrolyte stations
matcha and tea bars
coffee carts and functional beverages
plant forward catering
quiet corners and reset spaces
low sugar or clean ingredient drink menus
Events are moving away from heavy or indulgent offerings and toward menus that help guests feel good throughout the day.
Experience First Event Design Is Taking Priority
Guests today crave authenticity.
Experiential food and beverage setups are replacing traditional bars.
This includes:
coffee carts
mocktail stations
customized drink bars
live drink preparation
tasting experiences
stations designed for storytelling and content
Forbes notes,”They don’t just want to buy from a brand; they want to be part of a story, a lifestyle, a mission. This is why brands must consider incorporating immersive offline experiences—activations, exclusive events and curated brand moments.”
Source: https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2025/04/01/embracing-experiential-marketing-to-survive-in-the-digital-age/
The fundamental difference between traditional marketing and what truly builds a lasting brand lies in community. When you build a strong community around your brand, your audience becomes your biggest advocate, your organic marketing engine and your long-term customer base.
Small, Local, and Independent Vendors Are Being Prioritized
One of the strongest trends moving into 2026 is the shift toward small, local, independent vendors.
Guests feel more connected to handcrafted experiences, thoughtful design, and vendors who bring authenticity to an event. Planners are choosing small businesses because the service feels more personal and more memorable. It also aligns with growing values around community and supporting businesses that put real care into their work.
This trend influences beverage choices too, leading planners toward artisan coffee carts, boutique caterers, and specialty beverage stations that feel unique and meaningful.
What This Means for Event Planners in 2026
Events in 2026 are:
mindful
wellness driven
community oriented
interactive
experience focused
energizing
intentional
Beverage service plays a bigger role than ever in creating gatherings that feel elevated.
A Simple Way to Align With These Trends
If you plan to incorporate these trends into your 2026 events and want a handcrafted beverage experience that supports clarity, creativity, and connection, our mobile coffee carts offer a thoughtful way to bring guests together.
Start planning here:
https://www.pulocoffee.com
