Total value sales of RTDs are expected to rise over the forecast period. Consumers are increasingly prioritising quality when choosing RTD drinks, with growing confidence that canned cocktails can match, or even surpass, the standard of those served in bars.
Looking ahead, RTDs in the UK will evolve through a growing focus on premiumisation. This shift reflects changing consumer expectations, with rising demand for beverages that blend rich, crafted flavours with the simplicity of a grab-and-go format, offering moments of effortless indulgence.
RTDs in the UK is poised for a surge in celebrity-backed brand launches, building on the momentum created by high-profile entries such as Gin & Juice by Dre and Snoop, and Ellie Goulding’s Served canned cocktails. Celebrity involvement has proven to be a powerful driver in RTDs, especially among younger consumers who are significantly more likely to try a product endorsed by celebrities.
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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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