FEATURE
COCKTAILS, RTDS & MINIATURES
17 OCTOBER 2025 ASIAN TRADER 93
Merchandise
to the max
Even the best product selection
will underperform without
effective merchandising. The
impulse-driven nature of RTD
purchases makes visibility and
accessibility paramount.
“Effective merchandising is
essential to capitalising on the
impulse nature of RTD purchas
es,” says Chapman. “Positioning
RTDs and cocktail cans in highly
visible locations, such as at the
front of the store, in chillers, or
within eye-catching secondary
displays, can dramatically
increase engagement and sales.”
Temperature is a critical
consideration. “Chilled availabil
ity is another critical factor,”
Chapman continues. “Many RTD
purchases are consumed on the
same day or evening, so ensuring
products are cold and ready to
enjoy can be a key conversion
point.”
Birch-Ruffell reinforces this
point: “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. 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.”
afternoons and evenings when
shoppers are most likely to be
grabbing drinks for same-day
occasions,” advises Birch-Ruffell.
For seasonal occasions, Fatania
suggests a broader approach: “At
key occasions throughout the
year, for example Halloween,
Christmas or New Year, themed
displays are a great way to capture
shoppers’ attention. Create
bundle offers across categories
such as drinks, crisps and pizzas at
a set price to drive basket spend.
Cocktail and mocktail recipes
cards are also a great way to
provide inspiration for mixing in
the home.”
Chapman recommends that
“free-standing display units work
particularly well for seasonal
promotions or new product
launches, especially when
featuring well-known and
brightly branded products like
Hooch and VK. Clear signage,
well-organised ranging, and
thoughtful segmentation (by
flavour, format, or occasion) all
contribute to a more intuitive and
engaging shopping experience.”
Innovating for growth
The RTD category’s vitality is
evidenced by continued innova
tion across formats,
flavours, and
occasions.
familiar and much-loved Hooch
brand into a bold new space,
combining recognisable branding
with elevated strength and
flavour.”
Funkin has been particularly
active in responding to cultural
trends. “At Funkin, we’re always
keeping a close eye on consumer
trends and cultural moments,
continually evolving our range to
meet shifting tastes and prefer
ences,” Birch-Ruffell explains.
“Most recently, we added Apple
Sour Martini to our bestselling
Nitro Cocktails line-up, tapping
into the ‘Brat Summer’
trend and the rising
demand for apple
flavours, which
have grown 34 per
cent across the
soft drinks
category in
the past
year
[Niels
en].”
Lower-
ABV serves are
gaining traction,
particularly among
younger consumers.
“We’ve also expanded our
portfolio into Spritzes – already
a firm favourite amongst
consumers – with half of Brits
enjoying them at sociable
get-togethers and a third enjoying
them for special celebrations,”
says Birch-Ruffell. ”
Diageo’s recent launches
demonstrate the continued
evolution of the premium RTD
space. New to their portfolio is
CÎROC Colada – a brand new
sparkling mixed drink, with
CÎROC Vodka, pineapple and
coconut flavours, mixed with
lemonade, available in a 250ml
ready-to-drink can. With
“tropical” being the second most
popular flavour profile in
super-premium vodka [Nielsen
Scantrack], CÎROC offers
shoppers convenient luxury in an
accessible format. Also new this
year is the Smirnoff Miami Peach
Bold and Cold
Clark McIlroy, Managing Director
at Red Star Brands, which
manages the UK sales and
distribution of vodka-based RTD Four Loko,
explains how to maximise impact with
strategic merchandising
Fridge space is critical: stock Four Loko chilled to capture
impulse buys.
Vertical block by brand to showcase can art and build impact.
Position near spirits and mixers to show value vs multi-bottle
cocktails.
Use PoS materials like wobblers, shelf talkers and fridge
decals to catch attention.
Consider multi-buy deals or bundles (e.g., 2 for £6) where
possible.
A well-lit, clean fridge with bold RTDs at eye level can
significantly outperform flat displays.
RTD,
available in a
250ml can, pre-mixed with
lemonade.
Timing matters too. “Retailers
should also pay attention to
high-footfall moments, ensuring
chillers are replenished in the
Enhanced
RTDs represent
one exciting growth
area. “An exciting area of growth
within the category is enhanced
RTDs, these are attracting new
consumers and adding incremen
tal value to the sector,” says
Chapman. “Leading this charge is
Soopa Hooch, which takes the