The ready-to-drink category has evolved from a niche offering to a retail powerhouse, and nowhere is this transformation more evident than in the convenience channel. Once dominated by simple alcopops, today's RTD market encompasses premium cocktails, enhanced spirits, and innovative formats that are capturing the imagination of consumers.
Currently worth over £200 million in the Impulse channel, the category is experiencing robust growth of 18 per cent year-on-year [NIQ 52 w/e 09.08.25]. This surge represents more than just numerical growth; it signals a fundamental shift in how consumers approach drinking occasions, with convenience, quality, and variety now paramount.
A category coming of age
The transformation of the RTD sector over the past decade has been nothing short of remarkable. What began as straightforward spirit mixers has evolved into a sophisticated category that rivals traditional beer and spirits for share of wallet.
“The ready-to-drink category has undergone considerable transformation over the past decade and is now firmly established as one of the fastest-growing segments within the alcohol market,” explains Craig Chapman, Head of Brand at Global Brands. “This surge has been powered largely by the dominance of canned formats, which have become the preferred choice for consumers due to their convenience, portability, and rapid chillability.”
In the latest 12-week period ending July 2025, the alcoholic ready-to-drink segment saw remarkable 24.6 per cent value growth, totalling £31.9 million in sales across impulse and convenience. Even more impressive, RTD cocktails are leading the charge after growing 14.3 per cent, outpacing total RTDs at seven per cent [Nielsen, MAT 17.07.25].
Clark McIlroy, Managing Director at Red Star Brands, which distributes Four Loko, captures the essence of this growth: “What started as simple spirit mixers in a can has evolved into a cultural moment, with consumers increasingly reaching for bold, high-flavour, high-ABV products that bring instant fun and convenience. Put simply, today's drinkers want less fuss and more fun. They're looking for 'a party in a can', something they can grab on the go, take to a pre-drink, a BBQ, a festival or even enjoy at home without having to mix drinks or carry glass bottles.”
Understanding the modern RTD consumer
Consumer behaviour in the RTD space is being shaped by several intersecting trends, from economic pressures to cultural shifts in how and where people socialise.
“Price sensitivity is more pronounced than ever due to the ongoing cost-of-living crisis, making value and affordability key considerations in purchasing decisions,” notes Chapman. “At the same time, flavour remains critical to the success of RTDs, with consumers gravitating toward familiar and exciting taste profiles. Brands like VK, Hooch, and Reef are performing exceptionally well in this context, offering trusted names with strong flavour credentials at accessible price points.”
Soopa Hooch hits the road to engage convenience retailers
The pandemic's legacy continues to influence consumption patterns. “We're also seeing a continuation of at-home socialising habits that took hold during the COVID pandemic,” Chapman observes. “Despite it being a few years on, the 'Big Night In' remains a core consumption occasion, with consumers opting to recreate social drinking moments at home.”
Janel Fatania, Customer Marketing Manager at Diageo, emphasises the importance of this occasion: “RTDs are pivotal to the Big Night In occasion, offering shoppers convenience, consistent quality and a touch of bar-style sophistication without the need for mixing or measuring. For retailers, they present a golden opportunity to tap into shoppers looking to elevate their at-home experiences with minimal effort.”
Seasonal patterns and year-round opportunities
While RTDs demonstrate strong year-round performance, certain periods present particularly lucrative opportunities for retailers who understand the category's nuances.
Ashley Birch-Ruffell, Brand Marketing Director at Funkin Cocktails, addresses the traditional perception of RTD cocktails as a summer-only category: “When it comes to the cooler months, we see people hosting at home more often and looking for simple ways to make gatherings feel special. This is where RTDs can really shine, delivering the ease and convenience shoppers value most. And its RTD cocktails which are driving the market, as the fastest growing segment. While perhaps traditionally associated with summer, they're also a hit in the colder seasons, with 43 per cent of consumers enjoying cocktails throughout autumn and winter [CGA Mixed Drinks H1 2025].”
The back-to-university period represents another critical window. McIlroy highlights that “this time of year sees a strong uptick in purchases tied to: Freshers' Week, university returns and house parties; music festivals and live gigs; off-peak, spontaneous hangouts driven by good weather.”
Chapman adds that “there has been a notable shift in on trade behaviour, with earlier drinking and dining occasions now more common. This opens up further opportunities in the off trade, particularly for evening wind-down occasions where consumers may continue the experience at home with an RTD.”
The Indie advantage
One of the most encouraging aspects of RTD category growth is how it favours independent retailers over larger multiples – provided they play to their strengths.
The data is striking: of the +£31.9 million value growth in the ARTD category over the past 12 weeks, convenience stores alone contributed +£18.6 million – over half the total uplift. As McIlroy puts it: “This shows that independents aren't just keeping pace with the multiples, they're outpacing them when it comes to driving RTD sales.”
Chapman identifies the key advantage: “Independent retailers have a distinct advantage in the RTD category thanks to their ability to meet impulse shopper missions more effectively than larger grocery multiples. RTDs are often purchased for same-day consumption, think spontaneous get-togethers, park visits, or a casual drink at home, which makes visibility and accessibility crucial.”
The physical layout of convenience stores plays a crucial role. “While the larger multiples often position RTDs toward the back of store, independents can create a more immediate and compelling shopper experience,” Chapman explains. “The simplicity of navigating a smaller store, combined with the strategic placement of popular products like VK, Reef, and Hooch, can significantly increase purchase conversion.”
Reef to become UK's first alcoholic RTD in Tetra packaging
Birch-Ruffell emphasises agility as another competitive advantage: “For independent retailers, the advantage lies in agility. By stocking premium RTDs like Funkin's range, consumers can easily access the bar-quality experience they want – whether to be enjoyed on the go or at home. Convenience stores can react quickly to emerging trends and provide shoppers with chilled, ready-to-drink cocktails when demand is highest.”
Innovation also provides opportunities for differentiation. Chapman highlights Reef as “the first alcoholic RTD in the UK to be launched in a resealable 330ml carton, an industry-first format that delivers both convenience and portability. Designed for on-the-go consumption, the resealable twist-top allows consumers to enjoy the drink at their own pace, with the added benefit of minimising waste and spillage.”
What works best
Understanding which products resonate with convenience shoppers is essential for category success.
Chapman breaks down the category structure: “All RTD sub-categories have a role to play here. Alcopops like VK and Reef continue to drive volume with their bright flavours and brand recognition, cocktail cans offer a more premium or occasion-led option, enhanced RTDs, such as Soopa Hooch, cater to those seeking higher strength and a more impactful drink, and spirit & mixer RTDs provide familiar combinations in a convenient package.”
When it comes to cocktails specifically, familiarity breeds success. “When it comes to flavour, shoppers lean towards well-loved, classic cocktails during this season – the kind of crowd-pleasing options that guarantee stress-free hosting,” says Birch-Ruffell. “Staples like our Passion Fruit Martini or Strawberry Daiquiri remain top choices, offering both quality and broad appeal.”
The importance of flavour innovation cannot be overstated. RTD Category growth is largely driven by demand for exciting flavours, which remains the number one purchase driver for RTD consumers [IWSR RTDs Strategic Study UK 2024]. Fruit flavours, in particular, account for the top four of flavour favourites among shoppers in Great Britain.
McIlroy notes that “consumers are also seeking flavour exploration, bold, fruity profiles in standout cans that 'feel like a night out' without the need for mixers or extra cost. The rise of content-driven discovery (TikTok, Instagram) has also made can design and novelty flavours more influential than ever. RTDs that photograph well, and taste even better, are in high demand.”
For brands like Four Loko, format and strength play equally important roles. McIlroy explains that their “440ml single cans are perfect for convenience stores because they: offer premium ABV at an accessible price point; feature bold, colourful packaging that stands out in fridges; offer a wide range of Four Loko products with a total of 10 SKUs; deliver unique flavours like Fruit Punch, Tropical, Dark Berry Burst, and Blue which are proven to perform strongly with 18 to 25-year-olds; require no mixers, glassware, or prep, ideal for quick grab-and-go sales.”
The 440ml format itself is experiencing explosive growth, with the size seeing an impressive 49 per cent value growth in the convenience channel [Nielsen L26w/e 12.07.25].
Merchandising for maximum impact
Even the best product selection will underperform without effective merchandising. The impulse-driven nature of RTD purchases makes visibility and accessibility paramount.
“Effective merchandising is essential to capitalising on the impulse nature of RTD purchases,” says Chapman. “Positioning RTDs and cocktail cans in highly visible locations, such as at the front of the store, in chillers, or within eye-catching secondary displays, can dramatically increase engagement and sales.”
Temperature is a critical consideration. “Chilled availability is another critical factor,” Chapman continues. “Many RTD purchases are consumed on the same day or evening, so ensuring products are cold and ready to enjoy can be a key conversion point.”
Birch-Ruffell reinforces this point: “RTD cocktails are impulse driven. Many shoppers enter stores without a fixed idea of what they'll buy, so strong availability, visibility and fridge space is essential. Single-serve Nitro Cans, such as our iconic Passion Fruit Martini, should be prioritised in chillers, double-faced where possible, and stocked alongside other best-selling flavours.”
Timing matters too. “Retailers should also pay attention to high-footfall moments, ensuring chillers are replenished in the afternoons and evenings when shoppers are most likely to be grabbing drinks for same-day occasions,” advises Birch-Ruffell.
McIlroy offers tactical advice for Four Loko placement: “Fridge space is critical: stock Four Loko chilled to capture impulse buys. Vertical block by brand to showcase can art and build impact. Position near spirits and mixers to show value vs multi-bottle cocktails. Use PoS materials like wobblers, shelf talkers and fridge decals to catch attention. Consider multi-buy deals or bundles (e.g., 2 for £6) where possible. A well-lit, clean fridge with bold RTDs at eye level can significantly outperform flat displays.”
For seasonal occasions, Fatania suggests a broader approach: “At key occasions throughout the year, for example Halloween, Christmas or New Year, themed displays are a great way to capture shoppers' attention. Create bundle offers across categories such as drinks, crisps and pizzas at a set price to drive basket spend. Cocktail and mocktail recipes cards are also a great way to provide inspiration for mixing in the home.”
Chapman recommends that “free-standing display units work particularly well for seasonal promotions or new product launches, especially when featuring well-known and brightly branded products like Hooch and VK. Clear signage, well-organised ranging, and thoughtful segmentation (by flavour, format, or occasion) all contribute to a more intuitive and engaging shopping experience.”
Innovation driving category growth
The RTD category's vitality is evidenced by continued innovation across formats, flavours, and occasions.
Enhanced RTDs represent one exciting growth area. “An exciting area of growth within the category is enhanced RTDs, these are attracting new consumers and adding incremental value to the sector,” says Chapman. “Leading this charge is Soopa Hooch, which takes the familiar and much-loved Hooch brand into a bold new space, combining recognisable branding with elevated strength and flavour.”
Funkin has been particularly active in responding to cultural trends. “At Funkin, we're always keeping a close eye on consumer trends and cultural moments, continually evolving our range to meet shifting tastes and preferences,” Birch-Ruffell explains. “Most recently, we added Apple Sour Martini to our bestselling Nitro Cocktails line-up, tapping into the 'Brat Summer' trend and the rising demand for apple flavours, which have grown 34 per cent across the soft drinks category in the past year [Nielsen Pre Mixed Alcoholic Drinks, March 2024].”
Lower-ABV serves are gaining traction, particularly among younger consumers. “We've also expanded our portfolio into Spritzes – already a firm favourite amongst consumers – with half of Brits enjoying them at sociable get togethers and a third enjoying them for special celebrations,” says Birch-Ruffell. “They're also perfectly placed to meet growing demand for lower-ABV serves, particularly among Gen Z, who are 21 per cent more likely than the average consumer to opt for low- and no-alcohol options [CGA by NIQ Global OPUS Lite 2024].”
CÎROC Coconut Vodka for tropical cocktails
Diageo's recent launches demonstrate the continued evolution of the premium RTD space. New to their portfolio is CÎROC Colada – a brand new sparkling mixed drink, with CÎROC Vodka, pineapple and coconut flavours, mixed with lemonade, available in a 250ml ready-to-drink can. With 'tropical' being the second most popular flavour profile in super-premium vodka [Nielsen Scantrack L52w October 2024], CÎROC offers shoppers convenient luxury in an accessible format. Also new this year is the Smirnoff Miami Peach RTD, available in a 250ml can, pre-mixed with lemonade.
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 expectations. 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 May 2025]. In Australia, 72 per cent of consumers that have tried the product have repurchased – which is a testament to the great taste of the drink.”
The new range features two fruity flavour combinations – Mango & Peach and Lemon & Lime – in 440ml cans. “Our 440ml can, with the new Lemon & Lime and Mango & Peach 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,” notes McIlroy. The brand launched Four Loko Hawaii, a tropical flavour with major summer activation, festival sampling, and themed merch, alongside Four Loko Camo, an exclusive Mango flavour built for summer, festivals and year-round events.
The 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, recognisable 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 and aphrodisiac 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.
The brand's seasonal relevance extends beyond summer. “Żubrówka Biała, is sporting a fresh forest-inspired look this season, following a new sleeve design featuring the brand's iconic bison, which sits at the heart of Żubrówka. The new sleeve features striking blue and white colours, evoking elements of the Polish Białowieża forest in winter – perfect for the festive season.”
Jones 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 Tomatini has taken off this year, bringing a savoury cocktail in festive red colours made with fresh tomatoes, balsamic vinegar, lemon juice, and salt and pepper for a sour-sweet-savoury drink that can easily be created in the home.”
The range's flavoured variants – Vanilla, Mango and Passionfruit, Raspberry, and Rosé 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.
Category-wide strategies for success
As the RTD category matures, several overarching 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. By investing in clear merchandising and a mix of trusted brands and innovation-led offerings, stores can unlock significant value from this thriving category.”
McIlroy emphasises the importance of understanding what drives the category: “The RTD space is no longer a novelty, it's now a key component of the beer, wines and spirits aisle, especially for Gen Z and millennial consumers. Retailers should avoid underestimating the draw of brand identity, social shareability, 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,” 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 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, 20th July 2024].”
In short, RTDs and cocktails represent more than just another category – they embody a fundamental shift in how consumers approach drinking occasions. By understanding the drivers behind this growth, stocking the right mix of products, and creating compelling in-store experiences, convenience retailers can position themselves at the forefront of one of the most dynamic categories in alcohol retail.
The party in a can has arrived, and it's here to stay.