The RTD (ready to drink) category is no longer just a seasonal sidekick – it’s fast becoming a fixture in fridges year-round. Once seen as a novelty or only for park drinks in the sun, RTDs are now being taken seriously. And for good reason.
Consumers want cocktails without the faff. They want flavour, familiarity and fun but without buying a back bar’s worth of ingredients. A great can of G&T, a Paloma or Mojito they can grab from your fridge meets that moment perfectly. Stocking a smart RTD range gives shoppers choice, convenience, and curiosity all in one recyclable can.
But not all cans are created equal. The category is booming, which means there’s a fair few average (and below average) options out there. The biggest mistake retailers can make is filling the fridge with recognisable names without tasting what’s inside first. Big brands can be bland, while smaller producers are often more focused on flavour, using real ingredients and premium spirits.
Take East London Liquor Company, their Grapefruit Gin & Tonic and Vodka & Rhubarb sodas are brilliant examples of how an independent producer can nail taste, branding and value in a can.
Think about what spirits already sell well in your store and then look for a matching RTD from a trusted producer. This isn’t just a trend. It’s a shift in how people are drinking and your fridge space needs to reflect that.
