How to capitalize on RTD alcohol’s continued growth

Ready-to-drink (RTD) alcohol beverages are no longer a niche trend. By now they’re a full-fledged growth engine for the industry, as consumers embrace convenience, portability, and premium quality in a can.

For on- and off-premise retailers, that presents a valuable opportunity to meet consumer preferences while driving incremental sales as the RTD category now represents over 20% of spirits category volume. 

Here are some ways your business can capture the ongoing demand for RTDs.   

First, consider carrying a mix of wine-based spritzers, spirit-based cocktails, and low-ABV seltzers to appeal to different consumer segments. 

Beyond covering the basics, layer in seasonal flavors and limited-edition releases to keep your assortment fresh and exciting. Consumers are drawn to novelty, and rotating options can lead to repeat visitors while encouraging them to try something new. Offering variety not only broadens your reach across demographics, but it also positions your business as a destination for discovery year-round.

Lastly, don’t forget to lean into premiumization. Consumers are increasingly willing to pay more for mixologist-crafted, high-quality RTDs. And while vodka-based RTDs remain the largest RTD subcategory, experts have noted a double-digit growth shift away from carbonated RTDs and towards still RTDs like teas and lemonade. Position premium canned cocktails like these at eye level or in a dedicated “elevated picks” section so customers can easily spot options that feel special and worth the upgrade.  

One of the main reasons for the explosive growth of RTD cocktails is their unmatched convenience for the consumer. On-premise businesses can take advantage of that convenience, too.

Bars and restaurants can add RTDs to menus as quick-serve options, ideal for high-volume nights or outdoor service, because they reduce prep time while maintaining quality. A simple way to integrate them is by creating a small “Canned Cocktails” feature on the menu, giving RTDs a clean, intentional placement alongside traditional offerings.

Beverage companies are working with mixologists and other experts to create sophisticated drinks that rival those made at a bar, offering a fun and hassle-free way to experience high-quality flavors.

RTDs eliminate the need for mixers, measuring, or bartending skills — you can simply grab a can and serve. And their portability makes them perfect for a wide range of on-premise occasions, whether it's happy hour, private event, or a promotional food and drink pairing.   

Much of the RTD surge is coming from health-conscious consumers looking for convenient, enjoyable drinks that fit their lifestyles, including low-alcohol or non-alcoholic options.

Wellness-focused consumers aren’t just focused on ingredients or alcohol content, though. They want to share the social experience of drinking with others, and they want to enjoy a great flavor profile.

Be sure to stock RTDs that feature low sugar, organic ingredients, or functional benefits (such as electrolytes), as these resonate with Millennials and Gen Z. Younger consumers, in particular, are looking to drink something that tastes good without compromising on health and well-being.

Gone are the days when RTDs were synonymous with low-quality, too-sugary drinks. Today’s market is filled with high-end, mixologist-crafted cocktails in a can, using premium spirits and natural ingredients, making it easier than ever for retailers to stock their shelves with an attractive mix of products that will catch their customer’s attention.  

Order the ready-to-drink cocktails your customers want on Proof®, our online shopping platform, to ensure your on- or off-premise business is meeting consumer demand. Not working with Southern Glazer’s yet? Learn more about becoming a customer today.