Every summer, the drinks fridge tells you what your customers want. Heading into 2027, the story is clear: less sugar, more function, bolder flavour and a lot more matcha.
As a family-owned Brisbane wholesale drinks distributor that has supplied businesses for more than 20 years, we see what’s moving through cafes, gyms, schools and convenience stores every week. In this guide, we break down the 9 drink trends set to shape 2027, what’s driving each one and what to stock now.
And because Black Friday 2026 falls on Friday 27 November, with Cyber Monday on the 30th, right before the summer rush, we’ll also show you how to use the sales to get trend-ready for less.
2027 drink trends at a glance
- Zero sugar is the norm: Between 1997 and 2024, low and no sugar drinks went from 30% to 65% of the water-based drinks category.
- Matcha is booming: Cafe matcha orders jumped 133% year-on-year to June 2026, the fastest growth of any category in the Daily Brew report.
- Protein and gut health go mainstream, helped by GLP-1 medicines, with 12% of Australian households having at least one user as of September 2025.
- Hydration, smarter energy, zero-proof drinks and bold flavours round out the list.
- Black Friday (27–30 November) is the ideal moment to trial new lines and stock up before summer.
1. Zero sugar becomes the default, not the alternative
Low and no sugar drinks now make up 65% of water-based drink sales in Australia, up from 30% in 1997, according to a 28-year study commissioned by the Australian Beverages Council. Water grew from 4.8% to 36% of the market and now outsells sugary soft drinks, which hold 23%.
What to do:
– If zero sugar takes up less than half your fridge, rebalance before summer.
– Put a zero sugar version next to every full-sugar best seller.
– Give sparkling and premium water eye-level space.
2. Matcha moves from trend to menu staple
Australia’s Daily Brew 2026 report from Hey You and Westpac found matcha orders up 133% year-on-year to June 2026, the fastest-growing category it tracked. That matters even more because overall cafe visits softened slightly, which made matcha one of the clearest growth levers for venues. Matcha also brings strong margins and visual appeal, and it works hot, iced and flavoured.
There’s a catch: supply. Matcha shortages are pushing cafes to explore alternatives like hojicha lattes and other tea-based drinks.
What it means for your fridge: If matcha isn’t on your menu yet, 2027 is the year. Nail iced matcha with plant milk first, as coconut performs well in tea and matcha drinks. Keep a backup tea drink ready in case supply tightens.
3. Iced coffee goes year-round (and gets fruitier)
Younger customers now order iced drinks all year, even in winter, and that is reshaping cafe menus and workflows. Milk choice is just as settled: according to MILKLAB, almond, soy and oat are firmly established as Australia’s favourite cafe plant milks, with coconut and macadamia rounding out the range.
Flavour is the next frontier. Nestlé’s 2027 forecast in the US found social conversation around fruit-flavoured coffee up more than 23%, and 63% of Gen Z coffee drinkers saying they prefer coffee with plenty of flavour.
What it means for your fridge: Treat iced coffee as a core menu category, not a summer special. Stock all three core plant milks, build a syrup range for flavoured iced lattes and test one fruit-forward seasonal special.
4. Protein goes mainstream, with a side of something extra
Among Australians using GLP-1 medicines, 78% are prioritising high-protein, more nutritious food. Protein is also teaming up with other benefits, like JiM’s protein soda, which combines protein with prebiotics.
What to do:
Favour compact, single-serve formats.
Stock protein drinks beyond the gym fridge, for commuters, office workers and breakfast customers.
5. Gut health drinks get serious
Australians respond best to simple, believable benefits, like easy-drinking kombucha and crisp prebiotic sodas. More prebiotic sodas and drinks with live cultures are expected to hit shelves.
What to do:
Keep it tight: one or two kombuchas and one gut-health soda.
Sell on taste, not health claims.
6. Energy drinks keep growing, just smarter
Australia’s energy drink market is forecast to grow 5.6% a year through to 2035, with lower-sugar formulas becoming central to the category.
What to do:
– Give zero sugar energy drinks the same space as the originals.
– Test one better-for-you option.
Stock it: Red Bull, V, Mother and Kamikaze for volume, plus Celsius and OxyShred as better-for-you options.
8. Zero-proof drinks take over the social occasion
NIQ’s April 2026 survey found alcoholic drinks recorded a net 32-point drop in spending intentions across Australia and New Zealand for the coming year, one of the steepest declines measured. Meanwhile, the Australian non-alcoholic beverages market is forecast to grow from US$28.86 billion in 2025 to US$48.01 billion by 2034.
Cafes, hotels, event venues and offices need a proper non-alcoholic offer, especially for Christmas parties and functions. Premium sodas and sparkling water make great mocktail bases.
Stock it: Jarritos, the Mexican soft drinks made with real fruit in 7 flavours, plus Bundaberg, Schweppes and sparkling water.
How to use Black Friday 2026 to get trend-ready for 2027
Black Friday runs from Friday 27 November to Cyber Monday, 30 November. Your customers will be shopping for value: 85% of Australians say they’d rather wait for the right product than settle for the easiest option. Apply the same mindset to your own buying.
- Audit your fridge against the 9 trends. Where are the gaps? No zero sugar energy? No iced matcha? No proper non-alcoholic option for Christmas functions?
- Trial two or three new lines at sale prices. Black Friday is the lowest-risk moment to test a kombucha, a prebiotic soda or a new flavour.
- Stock up on proven summer sellers. Zero sugar soft drinks, water, energy drinks and plant milks move fast from December. Buy only what you’ll sell before its best-before date.
- Launch the trend with your own promo. Try an “iced matcha + muffin” deal or a “Zero Sugar Summer” 3-for-$X fridge offer.
Get trend-ready with Kellys Distributors
Kellys Distributors is a 100% Australian-owned, family-run wholesale beverage distributor based on Brisbane’s southside, with over 20 years in the industry. We deliver across Brisbane, the Sunshine Coast and the Gold Coast, offer local pick-up and Australia-wide delivery, and have no minimum order.
👉 Browse our Monthly Specials, order online, through Ordermentum or the Kelly’s App, or talk to our team on (07) 3345 2688 or orders@kellysdist.com.au.
Frequently asked questions
What drinks will be popular in 2027?
Zero sugar soft drinks, matcha, iced coffee with plant milk, protein drinks, gut health drinks, electrolyte hydration, lower-sugar energy drinks, non-alcoholic options and bold citrus, native and nostalgic flavours.
Is matcha still growing in Australia?
Yes. Cafe matcha orders rose 133% year-on-year to June 2026, the fastest-growing category in the Daily Brew 2026 report.
Are Australians drinking less sugar?
Yes. Low and no sugar drinks made up 65% of water-based drink sales in 2024, up from 30% in 1997.
Are energy drinks still growing in Australia?
Yes. The market is forecast to grow around 5.6% a year to 2035, with lower-sugar options driving more of that growth.
When is Black Friday 2026 in Australia?
Black Friday is Friday 27 November and Cyber Monday is Monday 30 November.
Can I buy wholesale drinks without a minimum order?
At Kellys Distributors, yes. There’s no minimum order, with local pick-up and delivery Australia-wide.