RTDs are expected to maintain positive momentum in the short term, building on the category's growing national awareness. Although growth may slow relative to previous years, consumption is projected to rise steadily, driven primarily by younger consumers who increasingly choose RTDs over spirits, wine, and even beer.
The can format is expected to maintain its dominance in the RTD category, valued for its ease of transport, storage, and conservation, as well as for offering an effective platform for visual branding. Most RTDs are sold in can sizes between 350ml and 473ml, with the latter format showing the highest growth potential due to its perceived value offering a larger volume at a relatively low price.
The surge in demand for non-alcoholic beverages in 2024 has created a favourable context for expanding the range of ‘light’ alcoholic options, including hard seltzers and wellness-positioned RTDs. Although previous launches such as Corona Tropical, Truly, Mamitas, and Sed struggled to gain traction, growing consumer interest in health-conscious alternatives and moderate drinking habits suggests renewed potential for innovation in this area.
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RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsThis report originates from Passport, our RTDs research and analysis database.
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