Alcoholic RTDs hold great potential for retailers who can keep up with this fast-moving category.
When the big boys start investing in an area then you know it’s worth your while. That’s definitely the case with Alcoholic Ready To Drinks (RTDs), where Coca-Cola Europacific Partners has put its almighty weight behind the category.
“Alcohol ready-to-drinks are worth over £656m in GB [Nielsen Total Alcohol RTD Value MAT 14.06.25] and are growing faster than any other alcohol segment [Nielsen Strategic Planner Total GB MAT 18.05.2025],” says Senior External Communications Manager Kate Abbotson.
“Convenience is a big factor to support this with 70% of alcohol RTDs consumed within two hours of purchase [Coca-Cola’s BEACH measurement system], so availability, visibility and strong chiller presence are key.
“With growth forecast at nearly 4.4% by 2028 [Global Data, Segment Insights (GB data 2024 to 2028)], the long-term opportunity is clear. That’s why we’re backing our portfolio with full-funnel marketing that builds awareness, drives trial and positions [alcohol] RTDs for sustained success.”
The firm has recently expanded its Jack Daniel’s (JD) RTD portfolio with a Cherry Cola variant, and the JD & Coca-Cola range, including Original (with and without sugar) has generated £65m worth of sales since launch [Nielsen Total Coverage to 30/12/2024].
The combination of Absolut and Sprite has also wielded impressive results. Absolut Vodka & Sprite was 2024’s top ready-to-drink launch [Nielsen, Total Coverage, YTD to 07.09.24] and is the largest value growth contributor in Pre-Mix Vodka RTDs [Nielsen Value Sales 14.06.2025], claims CCEP. “We’ve now added Absolut Vodka & Sprite Watermelon to the range – a bold new flavour that’s helping us reach even more shoppers,” says Abbotson.
Schweppes has now entered the category with its Gin Twist (5.5% ABV) and Paloma Bliss (6% ABV) Mix variants and CCEP also released a Bacardi and Coca-Cola SKU in April.
Jack Daniel’s is a popular choice at Costcutter Coylton and Barassie stores in South Ayrshire. “Jack Daniels & Coke sells really well,” says owner Ross MacPherson. “It sells at four times the speed of Dead Man’s Fingers Rum & Cola!” He claims that Captain Morgan’s and Gordon’s RTDs are also fast movers.
Ross has acknowledged the growth and future potential of alcoholic RTDs within convenience and has a full chiller bay (8.4m) dedicated to the category. “When we refitted our Coylton shop, [alcoholic] RTDs went from ambient to chilled. We also doubled the size [of the display]. We had a lot of facings before, but they were in twos. Now we can move to three facings [for bestsellers] and have a bit more range as well. Sales have already increased by around 10% as a result.”
AU is another big hitter within Ross’ fixture with 18 facings, four of which are cocktails, while another four are AU Ultra. “AU Ultra has been fairly successful in that it’s remained in our chilled as a Stalwart line, but it’s not a fast seller,” he says. “But the AU smaller cans in the 330ml format – Blue Raspberry, the Cherryade, the Black Grape, they’re fast.”
AU recently revealed strong summer sales, showing that the brand had grown 32% vs YA, against alcoholic RTD growth of 12% [Nielsen Total Market, 12 weeks to w/e 9/8/25].
Four Loko – recently cited in SLR as “the top performing [alcoholic RTD] brand in Scotland” by Ed Roberts, MD at sales data analyst Talysis – is also a star performer for Ross. He has given the brand 15 facings, while Dragon Soop has 11. “They’re both top sellers,” he says.
Four Loko has seen double-digit sales growth in the last 12 months across the independent channel, performing exceptionally well in urban, student-heavy areas as well as seeing significant traction in festival retail, claims Red Star Brands. It is now one of the fastest-growing alcoholic RTD brands in the UK, delivering +28.1% growth in the last 52wks, with 760 cans sold every hour [IRI FAB Total Market, 18.05.25].
“A significant factor in the growing popularity of [alcoholic] RTDs, such as vodka-based Four Loko, is the expansion of flavour profiles,” says Clark McIlroy, Managing Director, Red Star Brands. “Consumers are increasingly demanding innovative and unique flavour combinations with all the convenience and excitement of a show-stopping pre-mix.”
He claims that flavour trends are fast moving towards tropical profiles, hybrids (e.g. candy-inspired), and nostalgia-based flavours. “Demand for fuller flavour profiles is also growing, as evidenced by Four Loko White, which is the fastest-selling SKU in GB Convenience, Dark Berry Burst and our latest addition to the range, Hawaii – a fresh and punchy tropical fusion of pineapple and raspberry combined with Four Loko’s signature 8.4% ABV vodka-based, caffeine-free recipe.”
Nevertheless, there is still plenty of demand for traditional cocktail flavours within alcoholic RTDs. “While innovation continues to drive excitement in the [alcoholic] RTD category, the demand for timeless classics remains incredibly strong,” says Emily Seddon, Brand Manager for Flare. “At Flare, we’re meeting this head-on with a standout range of tried-and-true favourites, including our best-seller, the Passion Fruit Martini, and the always-popular Mojito, both of which form part of the ‘Core Four’.
“While it’s essential that we continue to innovate through exploring seasonal twists and new formats to drive incremental sales, it’s just as important to recognise the enduring appeal of the classics. There’s a fine balance to strike and at Flare we haven’t lost sight of the go-to preferences that consumers come back to time and again, allowing shoppers to rely on us whatever the occasion.”
Another brand, which is capitalising on the popularity of classic cocktails is BuzzBallz. Ross stocks the eye-catching “bar strength” 13.5% ABV RTDs in Pornstar Martini, Strawberry ‘Rita and Tequila ‘Rita variants. “Buzzballz have been successful this summer and actually even into August and September,” says Ross. “They seem to sell really well depending on what’s coming up. It’s quite an expensive drink to buy just for the house because it’s a cocktail, and it’s £4/£4.10, but when people were taking the train to Oasis concerts, we sold lots!”
While some brands have flown, he has seen demand dwindle for others. “We’ve got the Funkin Nitro cans, which come in Strawberry Daiquiri and Martinis,” says Ross. “They’re in our chiller, but they’ve slowed down, so we’ve gone from five SKUs down to about three.”
As the temperature dips, he is tightening up his range. “Moving into winter, it’s good to look at your sales data on your tills and see what your top lines are and actually start to cut back on slower sellers,” he says. “Some people might have single or double facings of each product to get more out. I would be looking at getting three or four or four facings [of a bestseller], which means a case can go out, rather than single cans.
“You do get long dates on them, but if you’re not careful you could get to November and realise you’ve got a few that have gone out of date.”
He believes that shelf-ready packaging can be put to good use in the alcoholic RTDs category, helping brands to stand out and avoiding products getting knocked out of place, which happens more easily with single facings. “They come in shelf ready packs of 12 with effectively three facings,” he says. “If you can keep the RTDs in their actual boxes, you’re winning in winter, so it gets bigger visibility.”
