A TikTok video from a creator named BeerAficionado predicts that golf-themed beverages will become a major alcohol trend in 2027. The presenter argues that the sport’s massive growth and lifestyle appeal make it a prime category for new drink brands. He suggests this shift is already beginning, with several companies launching products aimed at golfers.
The video’s central claim is that the trend is driven by a focus on “occasion” in the alcohol industry. The presenter states that “everything nowadays is about occasion,” which he calls “the number one buzzword in the alcohol industry.” He explains this concept is about “not just what you’re going to drink and what it does for you, but when to drink it.”
According to the presenter, golf is one of the fastest-growing occasions. He says the sport “now reaches 50 million Americans and has grown 41% since 2019.” He adds that “every year since 2020, at least 3 million people have played on a golf course for the first time.”
The growth of golf and its connection to beverages
The presenter attributes golf’s recent expansion to several factors. He says it was “the perfect sport for the pandemic” and that participation “really stuck.” He also points to the rise of “simulator places everywhere,” “Topgolf,” and “experiential putt-putt places,” concluding that “golf is truly a year-round game now.”
This growth creates numerous opportunities for beverage brands, he suggests. The presenter says “the natural first place to look is cocktails,” especially because they are “poured over ice” and “can withstand the heat.” He notes that golf already has established cocktail names like “the Transfusion, the John Daly, or Half and Half.”
The video shows images of several canned cocktails, including brands named “PAR TEE,” “HAVE A DAY,” and “CADDY.” A news article overlay visible in the clip mentions “CANN TEAMS WITH DWYANE WADE ON GOLF-INSPIRED HALF & HALF.” The presenter also highlights a newer drink called “the Water Hazard,” which he describes as “vodka, blue Gatorade, and then usually like Sprite and lemonade.”
This type of drink fits into the “hard hydration category,” which the presenter claims is “going absolute gangbusters right now.” The video displays examples like “SPKED ADE ELECTRIC BLUE” and “VODKADE BERRY CHERRY CRUSH VODKA + ADE.” He clarifies that golf-themed alcohol is not a brand new idea, showing products like “BROKEN GOLF” vodka and “BUSHWOOD NIGHT’S 7 YEAR WHISKEY.”
The presenter concludes that “this idea of building a beverage brand that’s targeting golfers who treat golf like a lifestyle is just getting started.” He directs viewers to his Substack blog, “Beer Crunchers,” for more analysis. A screenshot of a blog post titled “Fore Reasons Why 2027 Will Be The Year of the Golf Beverage Brand” appears in the video.
The video’s public caption adds another perspective. It states, “I’m not sure that there’s a better lifestyle to build a beverage brand around today.” The caption lists core drink functions it says are relatable to golf: “Energy, Hydration/Recovery, Nutrition, Focus, Buzz (alcohol or THC).”
The clip has generated a range of comments from viewers. One user wrote, “Glad to hear it’s not protein beer.” Another commented, “The biggest trend in alcohol is no alcohol.” A different viewer offered a critique, stating, “Golf is a red flag.”
Other comments focused on product preferences. One person said, “I’d love to see more 2.5%-3.5% beverages but priced accordingly. Hate paying regular prices for the low abv stuff.” Another comment simply read, “Shrink the game.” A final comment noted, “stateside is owning the big players these days man.”
