Visual Nostalgia in Drinks Marketing

Why Retro Designs Are Making a Comeback (And Why We’re Loving It)

By Mary Toscano, Designer at Sidecar Drinks

Lately, a wave of nostalgia has been taking over the drinks industry. Vintage-inspired logos, throwback ads, and retro packaging are everywhere — from classic cocktails to trendy craft beers, it's clear that the past is making a major comeback in how drinks are marketed. And it’s not just a passing trend. Gen Z is all about reviving the classics, and even big brands like Guinness are benefiting from this resurgence. Young drinkers recently caused a Guinness shortage as ‘splitting the G’ became the new digital trophy for a night out - a true testament that shows you’ve drank enough of this cult classic beverage to know how big that first sip should be. The Dieline calls it “vibstalgia” — more than just a longing for the past, it’s a connection to a time that felt more grounded and authentic, something younger consumers crave in today’s fast-paced, tech-driven world.

But what’s behind this obsession with old-school designs? Are we really craving drinks that feel like they belong in another era? Red Antler’s study found 64% of consumers associate premiumness with history/heritage over trendiness. So in short: Yes, and here’s why, and who’s doing it right.

Why Visual Nostalgia Works

First off, visual nostalgia is more than just a marketing gimmick — it's a strategic choice. In a world flooded with choices (hello,new craft beer drop every week), connecting with the past helps brands stand out. Nostalgic design does more than look good; it triggers emotions, evoking memories of simpler times when life felt less complicated. Spotting a retro label can give you a little hit of serotonin, making it feel like you're connecting to something bigger than just the drink in your hand.

Drinks also play a big part in how we express ourselves. The cocktails and beers we choose can reflect our tastes, our values, or even the vibe we want to project. Ordering a drink that feels like it’s from your grandparents' generation says something about you — whether that’s a love for the classics, a desire to appear refined, or simply a craving for something familiar. It’s not about being “old-fashioned” in a stuffy way; it’s about recapturing the fun and style of those classic drinks.

What’s Driving the Retro Trend?

1. Retro Labels & Logos That Hit Different

Nothing says nostalgia like a well-loved, old-school logo. Think of the logos your parents (or grandparents) would have recognized instantly. Brands like Budweiser, Pabst Blue Ribbon, and Miller High Life have gone deep into their archives, bringing back the fonts, colors, and details that feel distinctly retro. These designs don’t just look cool; they make you feel like you're part of something timeless.

It’s not just legacy beer brands getting in on this, though. Craft spirits like High West Whiskey are embracing vintage-inspired packaging that speaks to their heritage. It’s a signal of authenticity and quality, suggesting that these brands have a history worth trusting.

2. Throwback Bottles and Glassware

It’s not just the labels that are getting a makeover. More and more brands are opting for bottles and cans that nod to the past, with sleek shapes, metallic caps, and classic fonts. Take TipTop, for example. Their packaging exudes sophistication with an old-school flair that feels instantly classy.

And the glassware? That’s seeing a revival too. Cocktail culture is leaning into classic styles — coupe glasses, crystal decanters, and vintage tumblers that look like they’ve been passed down through generations. It’s all about elevating the experience and making every drink feel a little more special, even if it’s just a casual evening at home.

3. Nostalgic Color Palettes & Graphics

The bold colors and graphic designs of the ‘70s, ‘80s, and ‘90s are back. Tito’s Vodka, for example, uses a simple, Americana-inspired label with quirky fonts that feel like your favorite neighborhood bar. It’s not flashy, but it’s got a timeless, familiar charm. Similarly, Fernet-Branca taps into retro typography and vintage patterns to highlight its Italian roots, while Smirnoff Ice embraces nostalgic colors and fonts that remind us of carefree times.

4. Ads That Take You Back

It’s not just the products themselves — the ads are getting the nostalgic treatment, too. Brands are using retro visuals, sepia tones, and grainy filters that evoke the feeling of stepping into a scene from an old movie. Whether it’s Still G.I.N. bringing back Sinatra through AI or Miller High Life’s vintage Instagram posts, these ads are about more than selling a drink. They’re selling a vibe, a feeling of stepping into a different time and place.

Who’s Doing It Right?

1. Pabst Blue Ribbon

PBR has long been associated with a retro aesthetic, and it’s part of the brand’s charm. Their throwback cans with classic logos instantly transport you to a dive bar or a backyard BBQ. The brand resonates with both millennials (who grew up seeing this look) and Gen Zers, who are currently obsessed with all things vintage. The PBR comeback is real. Or did it ever leave?

2. Seagram’s Gin

Seagram’s has also leaned into nostalgia, bringing back its original gin bottle design. The bold, classic look transports you to the golden age of cocktails, making you feel like you’re drinking a piece of history. Plus, with roots in the ‘30s, this gin was already built for nostalgia.

3. Tito’s Handmade Vodka

Tito’s may be a more recent brand, but its DIY, no-frills design feels like something that’s been around forever. The simple, old-school label exudes authenticity, making it a favorite among those who want a drink with personality — even if it’s just for a casual night in.

The Takeaway

At its core, visual nostalgia in drinks marketing is about connection. It's about tapping into emotions and memories, and giving consumers a chance to express themselves through their drink choices. Whether it's the classic labels, retro fonts, or vintage glassware, these designs offer something deeper than just a product. They invite you to embrace a moment in time, reflect on what you value, and share that with the world.

So the next time you reach for a drink, take a moment to think about why you chose it. It’s not just about the taste — it’s about the vibe, the memories, and the personality that comes with it. Cheers!