FEATURE
COCKTAILS, RTDS & MINIATURES
94 ASIAN TRADER 17 OCTOBER 2025
The launch of Smirnoff Crush
represents a significant
development for the category.
Jessica Lace, Head of Smirnoff
GB, explains: “Smirnoff
continues its commitment to
innovation and flavour-forward
products that push boundaries
and exceed shopper expecta
tions. We are bringing Smirnoff
Crush to Great Britain after a
brilliant launch in Australia,
where it is the most successful
premix category launch since
2022 [Kantar].”
The new range features two
fruit flavour combinations
– Mango & Peach and Lemon &
Lime – in 440ml cans. “Our
440ml can, with the new Lemon
& Lime and Mango & Peach
notes McIlroy. The brand
launched Four Loko
Hawaii, a tropical flavour
alongside Four Loko
Camo, an exclusive
Mango flavour built for
summer, festivals
and year-round
events.
Spirit mixer
connection
While pre-
mixed RTDs
dominate
category
conversation,
retailers
shouldn’t overlook the
role of premium spirits in creating
cocktail occasions at home.
Chris Jones, Managing
Director at Paragon Brands,
highlights the versatility of
vodka: “Vodka is a seasonal
must-have, as it forms the basis
of many spirit mixer drinks and
cocktails. Retailers should
invest in good quality, recognis
able vodka brands with Polish
products enjoying renown and
success at the moment.”
Żubrówka Polish vodka offers
distinctive serves that align with
RTD occasions. “Żubrówka
Bison Grass Vodka,
which contains a
blade of grass
from the Polish
Białowieża
forest, brings
herbal notes
advises McIlroy. “Independent
owners who curate a dynamic
RTD range, keep stock cold and
visible, and lean into social and
seasonal moments with
standout products are not just
competing, they’re winning.
It’s all about becoming known
locally as the place to go for ‘the
party in a can’.”
Birch-Ruffell underscores
the category’s momentum:
“The RTD cocktail boom shows
no signs of slowing. Shoppers
want the confidence that their
at-home cocktails will taste just
as good as those they’d enjoy on
a night out – without the hassle
of buying multiple ingredients.
As we approach seasonal
moments like Halloween and
Christmas, the category will be
in high-demand, so convenience
retailers should ensure RTDs are
well-stocked and consistently
replenished.”
Fatania places RTDs within
the broader alcohol category
context: “The beers, wines and
spirits category continues to be
popular with shoppers in the
convenience channel. This is
being driven by demand for both
liqueur – also align with RTD
trends. “Flavoured vodkas such
as these are ideal additions to
festive cocktails, jugs and big
batch drinks for at-home
entertaining and
Christmas house
parties. They’re also
great fun neat as shots
for high energy
moments and group
celebrations,” says
Jones.
Strategies for
success
As the RTD category
matures, several overarch
ing principles emerge for
retailers seeking to maximise
their performance.
Chapman offers a strategic
perspective: “RTDs and canned
cocktails are no longer niche;
they are retail essentials. The
category is driving growth
across the impulse channel,
fuelled by consumer demand
for convenience, choice, and
flavour-forward drinks.
Retailers should view RTDs as a
strategic opportunity, not just a
seasonal spike category, but a
consistent performer that
deserves year-round attention.
“The RTD space is no
longer a novelty, it’s
now a key
component
of the
options, is bigger than the average
Smirnoff RTD, meaning shoppers
can enjoy a longer, flavourful
drink which is perfect for
savouring social moments,” says
Lace.
Four Loko continues to push
boundaries with limited editions.
“Limited editions like Four Loko
Hawaii and Four Loko Camo also
work exceptionally well as
seasonal or trend-based NPDs,”
on-the-go and take-home
formats of alcoholic and 0.0 per
cent options. The RTD category
is the only category within
beers, wines and spirits in the
Impulse Channel, that has seen
double digit growth in the last
two years [Nielsen].”
In short, they represent more
than just another category. By
understanding the drivers behind
this growth, stocking the right
mix and creating compelling
in-store experiences, convenience
retailers can be at the forefront of
a dynamic alcohol category.
The party in a can has arrived,
and it’s here to stay.
beer, wines and
spirits aisle,
especially for Gen
Z and millennial
consumers,” says McIlroy.
“Retailers should avoid
underestimating the draw of
brand identity, social shareabil
ity, and limited drops that bring
people into stores. Think
beyond the product. The RTD
category is as much about
identity and mood as it is about
alcohol.”
The need for dynamic
ranging is clear. “It’s also
important to keep rotating
stock to stay fresh; what’s in one
week might be replaced by a
trending flavour the next,”
and aphro
disiac energy
and when served
with apple juice and
cinnamon, results in a unique
drink – the Apple Zu – perfect for
house parties and high-energy
drinking sessions,” explains
Jones.
He emphasises the cocktail
potential: “Biała Vodka brings the
energy and blends well with
mixers such as festive cranberry
or pomegranate juice, or a
Christmas punch with mulling
spices and fruit juices.”
The range’s flavoured variants
– Vanilla, Mango and Passion
fruit, Raspberry, and Rosé