RTDs Provide Boost to Already Strong Spirits Sales

RTD cocktails continue to surge in popularity, especially during the holiday season, as consumers look for convenience without sacrificing quality.

Many liquor stores used to have a section for that last minute gift on your way to a party so you don’t show up empty handed. These were often 4pks or pre-mixed items that we'd never buy for ourselves, but felt completely fine gifting them!

But, that section is no longer filled with LTO items that end up on the clearance shelf. Instead, it’s filled with brands seeking to create repeat purchase by appealing to shopper's tastes and consumption habits… low/no-sugar, low-calorie, low-carb, all-natural, organic, gluten-free, etc, with premium look and feel aimed at creating a memorable experience.


This shift is directly influencing spirits sales. While traditional bottle sales remain strong, RTDs are capturing incremental occasions and are appealing to new consumers, including those who don’t typically like to mix their own cocktails at home. For brands, RTDs are less of a substitute and more of a gateway, extending reach and driving trial across price tiers.

The best news for suppliers, wholesalers and retailers about the RTDs’ rising presence in Spirts is that price and value are down the list of purchase factors, behind flavor, brand recognition, convenience and label transparency. This is a big opportunity for suppliers to lean into the ever-evolving cocktail culture.

As the holidays stare us down, the brands that go into 2026 with a winning feeling will be the ones that focus on innovation, premium positioning and convenience. RTDs aren’t just a trend, they’re reshaping how spirits are purchased, consumed and celebrated throughout the year.

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