Volume sales of RTDs increased in 2024, supported by several key consumer trends. Rising interest in cocktails has played a notable role, with RTDs offering a more affordable and accessible alternative to on-trade spirits. Financial pressures continued to shape purchasing decisions in 2024, making the price and convenience of RTDs particularly appealing. The category also benefits from a broad and expanding range of brands, formats, and flavour profiles, enhancing its relevance for a variety of

RTDs in New Zealand enjoyed strong total volume and value growth to be the success story of alcoholic drinks over the review period. The repositioning of the category to leverage the health and wellness trend was key to this performance, as consumers became more discernible regarding the food and drinks they consumed. However, high levels of inflation and weak economic conditions (the country experienced the biggest drop in GDP in around 40 years towards the tail end of 2024) meant that no categ

In 2024, RTDs in Mexico was the fastest-growing category within alcoholic drinks driven by availability, affordability, and convenience. This surge is particularly appealing to younger consumers, including millennials and Gen Z, who are drawn to the ease and portability of single-serve options. Recently, cider/perry witnessed notable product launches, such as the Bacardí & Coca-Cola RTD cocktail, a pre-mixed beverage that combines two iconic brands to offer a convenient version of the classic Cu

RTDs was the fastest-growing category within the alcoholic drinks market in Bulgaria in 2024. The rising popularity of these beverages is driven by a growing trend toward lower-alcohol drinks, especially cocktails. Additionally, the lower price of RTDs makes them more affordable and accessible to a wider group of consumers, including students and those with limited incomes.

RTDs experienced dynamic volume growth in Guatemala in 2024, reflecting a rising consumer preference for lower-alcohol alternatives. The market is primarily concentrated in spirit-based RTDs, which recorded the strongest performance within the category. These products are especially targeted at younger consumers, with major brands investing heavily in promotional activities. With their lower price points, spirit-based RTDs have also widened the consumer base for spirits such as rum and vodka, an

During the negative economic trend in 2024, RTD beverages, which are a niche category in Argentina, experienced a sharp decline in volume sales. The ongoing economic crisis significantly eroded the purchasing power of middle- and low-income socioeconomic groups, leading to a fall in overall consumer goods consumption. As a result, many consumers became more cautious with their spending, with some reducing or limiting their consumption of discretionary products, such as RTDs. Spirit-based RTDs wa

In 2024, RTDs experienced robust growth in Bosnia and Herzegovina both volume and current value terms, primarily propelled by the exceptional performance of Finnish company Olvi Oyj. The player’s spirit-based RTD brands have gained significant traction, blending alcohol with flavoured fruit juices to captivate a broad and expanding consumer base.

The market for RTDs Bolivia continued to register a positive performance in 2024. Local manufacturers have played a crucial role in fuelling volume growth by innovating with new flavours and packaging designs, particularly in canned presentations. Additionally, rising prices of spirits have encouraged many young consumers to opt for RTDs as a more affordable way to enjoy cocktail flavours conveniently and on the go, fuelling further expansion in this category.

RTDs continues to be a niche and underdeveloped category in Hungary, still in its early stages. Its slow progress is largely due to the limited number of brands available, weak product placement, and insufficient marketing support compared to more established beverage categories. The recent failure of several hard seltzer launches and the withdrawal of some brands from the market reflect low consumer awareness and a lack of understanding around RTD beverages. This points to a clear need for more

RTDs in Greece posted further strong, if slower, total volume growth in 2024. The category has attracted very high investments, leading to rapid increases in product variety year-on-year. This has contributed to higher consumer awareness. RTDs for cocktails primarily drove the growth in demand for these products.

RTDs in Finland remained the most dynamic category in alcoholic drinks in 2024, posting the highest total volume and value growth rates. RTDs, which are perceived as trendy, see active new product development and marketing efforts and receive strong interest from consumers. Easy serving and large range of flavours, from fruit and berries to different flavour combinations, appeal to Finns. Flavour and colour attributes help to boost sales. Summer 2023 saw a pineapple RTDs craze, while many citric

RTDs in Azerbaijan showed a modestly improved performance in terms of total volume sales growth in 2024. It was among the areas of the local alcoholic drinks market that profited most from the continued expansion of the population of legal drinking age, as these types of products are primarily consumed by young adults. Buoyant demand also reflected strong interest in new and recent launches. Most notably, after having historically been mainly represented by products modelled on classic but basic

RTDs was the winner in alcoholic drinks in Canada in 2024, seeing healthy positive growth. RTDs enjoy great popularity among younger generations of adults, who can relate to their unique appeal. Moreover, the category is providing multiple opportunities for innovation, whether in flavours, non-alcoholic variants, or collaborations — for example as seen with Absolut Vodka’s collaboration with Ocean Spray to launch Absolut Ocean Spray Vodka Cranberry

Volume sales of RTDs grew strongly in Costa Rica in 2024. These beverages are increasingly seen as a tastier and sometimes healthier alternative to beer and are especially popular among middle- and higher-income consumers, as well as younger generations. In addition, their convenience and suitability for on-the-go consumption are key drivers of sales. However, RTDs remain more expensive than beer, which limits broader adoption.

Non-alcoholic RTDs is a small but dynamic category in Denmark. After several years of healthy growth RTD sales in Denmark slowed down in 2024. While in the previous years there were some major launches, such as the low-calorie Breezer, there was a significant slowdown in new product development over 2024, aside from the launch of new flavours. Spirit-based RTDs is the only available product in RTDs. While other RTDs made a brief entry with hard seltzer in 2020, these products were discontinued i

After several years of significant growth, volume sales of RTDs fell in 2024, as the product area showed a degree of maturity. Additionally, security issues and frequent blackouts also disrupted sales, in particular as it made it difficult to keep RTDs chilled, a critical factor for purchases.

In 2024, ready-to-drink (RTD) products continued to emerge as the fastest-growing category in Egypt’s alcoholic drinks market. The rise in demand has been driven by shifting consumer demographics, especially the increasing influence of younger adults seeking convenient, affordable, and flavour-forward alcoholic options. Fruity flavours, playful packaging, and the perception of higher alcohol content have helped RTDs gain traction among a generation looking for easy-to-enjoy formats suited to bot

Sales of RTDs saw by far the strongest performance in Colombia in 2024, with total volume growth in double digits. RTDs lower alcohol content, along with their sweet flavours, appeal to the younger generations of adult consumers who enjoy drinking and partying, but with a much more moderated alcohol consumption that allows them to be in control and enjoy social occasions for longer periods of time without becoming drunk. Also, the fact that the younger generations of adult consumers prefer gathe

There was a decline of volume sales in RTDs in 2024. Although RTDs have seen growth in recent years, mainly from younger consumers of under 30-years-of-age, competition with beer in the last year, whose price per litre is much lower, negatively impacted sales. Spirit-based RTDs continued to dominate. The combination of flavourful mixes and budget-friendly pricing makes them a preferred choice. However, wine-based RTDs, while having lower penetration compared to spirit-based RTDs, performed bette

Having expanded strongly earlier in the review period, total volume sales of RTDs contracted in 2024, with the off-trade channel particularly weak. Despite strong demand, especially from younger adult males, significant supply disruptions affecting key brands Booster and Orijin at various points during the year undermined growth in volume sales. At the heart of this were macroeconomic factors that constrained brewers overall, including rising raw material costs and escalating energy and fuel pri

Ready-to-drink (RTD) products remained the fastest-growing category in alcoholic drinks in 2024. This surge in popularity is closely tied to consumers’ increasing demand for convenience. RTDs, which are pre-mixed and come in accessible formats such as cans or glass bottles, meet the needs of a modern, on-the-go lifestyle. Packaging materials are also often eco-friendly, which aligns with growing environmental consciousness among Czech consumers.

Volume sales of RTDs increased in the US in 2024. RTDs bounced back in the final year of the review period after a difficult 2023 beleaguered by high unit price growth across all categories and tightening consumer spending in FMCG. Consumers looking to high flavour and premium offerings embraced the hard tea segment, canned collaboration efforts that crossed category lines like alcoholic soda and juice extensions, and the proliferation of the high-end ready-to-drink cocktail. High alcohol was an

Total value sales of RTDs increased in the UK in 2024, while overall volume sales remained stable. The lack of volume growth was thanks to the decline of other RTDs, which includes hard seltzers. However, spirit-based RTDs, wine-based RTDs and non alcoholic RTDs continued to rise in volume terms. Canned RTDs accounted for the most volume sales, while products presented in glass bottles also did well with many local consumers preferring the format.

In 2024, RTDs in Belgium experienced growth in volume and value terms. This positive performance was largely driven by its affordability and convenience. RTDs, often available in smaller formats and with lower alcohol by volume, are less expensive than traditional spirits. This affordability resonated particularly with younger consumers.