FEATURE
COCKTAILS, RTDS & MINIATURES
17 OCTOBER 2025 ASIAN TRADER 91
he ready-to-drink
category has evolved
from a niche offering to a
retail powerhouse, and nowhere
is this transformation more
evident than in the convenience
channel. Once dominated by
simple alcopops, today’s RTD
market encompasses premium
cocktails, enhanced spirits, and
innovative formats that are
capturing the imagination of
consumers.
Currently worth over £200
million in the Impulse channel,
the category is experiencing robust
growth of 18 per cent year-on-year
[NIQ]. This surge represents more
than just numerical growth; it
signals a fundamental shift in how
consumers approach drinking
occasions, with convenience,
quality, and variety now para
mount.
Category comes of age
The transformation of the RTD
sector over the past decade has
been nothing short of remark
able. What began as straightfor
ward spirit mixers has evolved
into a sophisticated category that
rivals traditional beer and spirits
for share of wallet.
“The ready-to-drink category
has undergone considerable
transformation over the past
decade and is now firmly
established as one of the fastest-
growing segments within the
alcohol market,” explains Craig
Chapman, Head of Brand at
Global Brands. “This surge has
been powered largely by the domi
nance of canned formats, which
have become the preferred choice
for consumers due to their
convenience, portability, and
rapid chillability.”
In the latest 12-week period
ending July 2025, the alcoholic
ready-to-drink segment saw
remarkable 24.6 per cent value
growth, totalling £31.9 million in
sales across impulse and conveni
ence. Even more impressive, RTD
cocktails are leading the charge
after growing 14.3 per cent,
outpacing total RTDs at seven per
cent [Nielsen].
Clark McIlroy, Managing
Director at Red Star Brands,
which distributes Four Loko,
captures the essence of this
growth: “What started as simple
spirit mixers in a can has evolved
into a cultural moment, with
consumers increasingly reaching
for bold, high-flavour, high-ABV
products that bring instant fun
and convenience. Put simply,
today’s drinkers want less fuss and
more fun. They’re looking for ‘a
party in a can’, something they
can grab on the go, take to a
pre-drink, a BBQ, a festival or even
enjoy at home without having to
mix drinks or carry glass bottles.”
The RTD consumer
Consumer behaviour in the RTD
space is being shaped by several
intersecting trends, from
economic pressures to cultural
shifts in how and where people
socialise.
“Price sensitivity is more
pronounced than ever due to the
ongoing cost-of-living crisis,
making value and affordability
key considerations in purchasing
decisions,” notes Chapman. “At
the same time, flavour remains
critical to the success of RTDs,
with consumers gravitating
toward familiar and exciting taste
profiles.”
The pandemic’s legacy
continues to influence consump
tion patterns. “We’re also seeing a
continuation of at-home
socialising habits that took hold
during the COVID pandemic,”
Chapman observes. “Despite it
being a few years on, the ‘Big
Night In’ remains a core consump
tion occasion, with consumers
opting to recreate social drinking
moments at home.”
Janel Fatania, Customer
Marketing Manager at Diageo,
emphasises the importance of
this occasion: “RTDs are pivotal
to the Big Night In occasion,
offering shoppers convenience,
consistent quality and a touch of
bar-style sophistication without
the need for mixing or measur
ing. For retailers, they present a
golden opportunity to tap into
shoppers looking to elevate their
at-home experiences with
minimal effort.”
Seasonal patterns and
opportunities
While RTDs demonstrate strong
year-round performance, certain
periods present particularly
lucrative opportunities for
retailers who understand the
category’s nuances.
Ashley Birch-Ruffell, Brand
Marketing Director at Funkin
Cocktails, addresses the tradi
tional perception of RTD cocktails
as a summer-only category:
“When it comes to the cooler
months, we see people hosting at
home more often and looking for
simple ways to make gatherings
feel special. This is where RTDs
can really shine, delivering the
ease and convenience shoppers
value most. And it’s RTD cocktails
which are driving the market, as
the fastest growing segment.
While perhaps traditionally
associated with summer, they’re
also a hit in the colder seasons,
with 43 per cent of consumers
enjoying cocktails throughout
autumn and winter [CGA Mixed
Drinks].”
The back-to-university period
represents another critical
window. McIlroy highlights that
“this time of year sees a strong
uptick in purchases tied to:
Freshers’ Week, university
returns and house parties; music
festivals and live gigs; off-peak,
spontaneous hangouts driven by
good weather.”
Are you ready (to drink)?
Make the most
of this c-channel
secret weapon,
and discover the
fizz that RTDs
and cocktail
concoctions can
add to your sales