FEATURE
COCKTAILS, RTDS & MINIATURES
92 ASIAN TRADER 17 OCTOBER 2025
Chapman adds that “there has
been a notable shift in on-trade
behaviour, with earlier drinking
and dining occasions now more
common. This opens up further
opportunities in the off trade,
particularly for evening wind-
down occasions where consumers
may continue the experience at
home with an RTD.”
The indie advantage
One of the most encouraging
aspects of RTD category growth is
how it favours independent
retailers over larger
multiples – provided
they play to their
strengths.
The data is striking:
of the +£31.9 million
value growth in the
ARTD category over the
past 12 weeks, conveni
ence stores alone contrib
uted +£18.6 million – over
half the total uplift. As
McIlroy puts it: “This shows
that independents aren’t just
keeping pace with the
multiples, they’re outpacing
them when it comes to driving
RTD sales.”
The physical layout of
convenience stores plays a crucial
role. “While the larger multiples
often position RTDs toward the
back of store, independents can
create a more immediate and
compelling shopper experience,”
Birch-Ruffell emphasises
agility as another competitive
advantage: “For independent
retailers, the advantage lies in
agility. By stocking premium
RTDs like Funkin’s range,
consumers can easily access the
bar-quality experience they want
– whether to be enjoyed on the go
or at home. Convenience stores
can react quickly to emerging
trends and provide shoppers with
chilled, ready-to-drink cocktails
when demand is highest.”
Innovation also provides
opportunities for differentia
tion. Chapman highlights
Reef as “the first alcoholic
RTD in the UK to be
launched in a resealable
330ml carton, an industry-
first format that delivers
both convenience and
portability. Designed for
on-the-go consump
tion, the resealable
twist-top allows
consumers to enjoy
the drink at their own
pace, with the added
benefit of minimising waste and
spillage.”
What works best
Understanding which products
resonate with convenience
shoppers is essential for category
success.
Chapman breaks down the
category structure: “All RTD
sub-categories have a role to play
here. Alcopops like VK and Reef
continue to drive volume with
their bright flavours and
brand recognition, cocktail
cans offer a more premium
or occasion-led option,
account for the top four of flavour
favourites among shoppers in
Great Britain.
McIlroy notes that,
“consumers are also
seeking flavour explora
tion, bold, fruity profiles in
standout cans that ‘feel like
a night out’ without the
need for mixers or extra
cost.”
He explains that “Four
Loko 440ml single cans are
perfect for convenience stores
because they: offer premium
ABV at an accessible price point;
feature bold, colourful
packaging that stands out in
fridges; offer a wide range of Four
Loko products with a total of 10
SKUs; deliver unique flavours like
Fruit Punch, Tropical, Dark Berry
Burst, and Blue which are proven
to perform strongly with 18 to
25-year-olds; require no mixers,
glassware, or prep, ideal for quick
grab-and-go sales.”
enhanced RTDs, such as Soopa
Hooch, cater to those seeking
higher strength and a more
impactful drink, and
spirit & mixer RTDs
provide familiar
combinations in a
convenient package.”
When it comes to
cocktails specifically,
familiarity breeds
success. “When it
comes to flavour,
shoppers lean
towards well-loved,
classic cocktails
during this season
– the kind of crowd-pleasing
options that guarantee stress-free
hosting,” says Birch-Ruffell.
“Staples like our Passion Fruit
Martini or Strawberry Daiquiri
remain top choices, offering both
quality and broad appeal.”
The importance of flavour
innovation cannot be
overstated. RTD Category
growth is largely driven by
demand for exciting
flavours, which
remains the
number-one
purchase driver for
RTD consumers
[IWSR]. Fruit
flavours, in particular,
Chill to Thrill
Ashley Birch-Ruffell, Brand
Marketing Director at Funkin
Cocktails, shares his top tips for
merchandising RTD cocktails
effectively in convenience stores
Make it visible: RTD cocktails are impulse-
driven. Many shoppers enter stores without a fixed idea of what
they’ll buy, so strong availability, visibility and fridge space is
essential.
Prioritise chillers: Single-serve Nitro Cans, such as our iconic
Passion Fruit Martini, should be prioritised in chillers, double-
faced where possible, and stocked alongside other best-selling
flavours. Keeping products fridge-cold and ready to drink is
particularly important as we enter peak season, with Halloween
and Christmas gatherings fuelling demand for convenient
drinks.
Time it right: Retailers should also pay attention to high-footfall
moments, ensuring chillers are replenished in the afternoons
and evenings when shoppers are most likely to be grabbing
drinks for same-day occasions.
Chapman
explains. “The simplicity of
navigating a smaller store,
combined with the strategic
placement of popular products
like VK, Reef, and Hooch, can
significantly increase purchase
conversion.”