Ready-to-drink (RTD) alcohol products are continuing to gain momentum in the UK as shoppers increasingly shift towards affordable, on-the-go options amid ongoing cost pressures.
According to the Wine and Spirit Trade Association’s (WSTA) new Sip 2 report, RTD sales in the UK off-trade grew by 17 per cent in value and 12 per cent in volume over the past year, generating £704 million in sales across shops and supermarkets.
The RTD category includes canned spirits and mixers, canned cocktails, bottled cocktails and hard seltzers.
The report, based on NIQ data for the year ending 27 December 2025, highlights a growing divergence between RTDs and the wider spirits market, with the latter continuing to face declining sales. In the three months to 3 January 2026, the UK off-trade spirits category lost £40 million in sales, while RTDs continued to post strong growth.
The WSTA said convenience-focused trends such as portability, affordability and smaller pack formats are helping drive demand, particularly among consumers looking to manage spending while still seeking premium-style drinking experiences.
According to the report, 44 per cent of RTD sales are now coming from consumers switching away from traditional spirits.
The category also saw volume growth of 17 per cent year-on-year, underlining rising shopper demand for quick, accessible and easy-to-drink formats that fit modern lifestyles.
Miles Beale, chief executive of the WSTA, described RTDs as a “bright spot” in an otherwise challenging alcohol market.
“The WSTA’s new Sip 2 report shows a shift in shoppers spending from traditional alcohol categories to RTDs, as on-the-go drinks in smaller packages prove increasingly popular to hard-pressed consumers,” he said.
Beale also renewed criticism of rising alcohol duties, warning that continued tax increases are putting pressure on the wider spirits sector and limiting growth.
For convenience retailers, the findings point towards a growing opportunity to expand chilled RTD ranges, particularly as impulse purchases and on-the-go consumption continue to play a key role in the category’s success.