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RTD cocktails poised for a big summer
Ready-to-drink (RTD) cocktails are the fastest-growing spirits category in the US, with consumers favouring refreshment and convenience.
The Distilled Spirits Council of the United States (Discus) predicts a big season for spirits-based canned cocktails, following a year of rapid growth. In 2023, the category grew by 26.8%, with convenience and portability resonating with consumers.
“This summer, you will be sure to see beach lovers, barbecue goers and sports fans alike enjoying their favourite spirits-based RTD cocktails,” said Chris Swonger, Discus president and CEO. “These refreshing beverages are poised to be the drink of summer thanks to their unmatched convenience, fresh ingredients and rising popularity.”
In 2012, IWSR Drinks Market Analysis reported the category accounted for less than 3% volume share of the total US beverage alcohol market. In 2022, that figure was up to 12%.
In a recent Discus survey, 55% of respondents said they favoured spirits-based RTDs over other RTD choices. Meanwhile, 94% said they choose RTDs because they offer their preferred flavour choice, while 92% said they appreciated the convenience.
“There is no doubt spirits RTDs will be the go-to choice for many adult consumers this summer,” Swonger said. “And remember: the key ingredient to any summertime soiree is responsibility.”
While the RTD market is driven by high-volume leaders like White Claw and High Noon, there is more diversity in the category than ever, with celebrity involvement and crossover collaborations. The Finnish Long Drink, co-owned by actor Miles Teller and now backed by Jay-Z, increased its sales by nearly 70% in 2023, while Kylie Jenner debuted her Sprinter line of drinks in March 2024.
After the success of Jack Daniel’s and Coca-Cola, which launched in June 2022, more non-alcoholic brands are getting in on the RTD trend. Most notably, a canned Absolut and Sprite hit shelves in the UK in February 2024.
In recent weeks, there has also been an Emily in Paris-inspired RTD, a move into the on-trade from Ellie Goulding’s RTD brand Served, and White Claw introduced two new flavours for summer, Passion Fruit and Pineapple.