Alcoholic RTDs are rocketing right now and here you can find out who the big hitters are in Scotland with our exclusive convenience data from CD:UK powered by Talysis.
Here at SLR we’ve been banging the drum about alcoholic RTDs for quite some time and for good reason. But in this feature, we’ve got the whole percussion section out because our exclusive convenience data from CD:UK powered by Talysis reveals that RTDs are positively thriving in Scotland, which is seeing much higher growth than the rest of the UK. The category grew 13.5% in Scotland to achieve a value share of 28% of the market in the year to 27 April 2025, versus total UK growth of 3.1% over the same period.
Much of the reason for their success is in their ease of consumption. “Convenience is a common factor driving sales within the RTD category as consumers are increasingly turning their attention to portable drink options that offer hassle-free drinking experiences,” says Craig Chapman, Head of Brand at Global Brands. “This is especially relevant as we enter summer since RTDs are often the go-to choice for spontaneous gatherings, mainly because they require minimal preparation and mixed packaging formats make it easier to drink on the go.”
Nin Taank, Marketing Manager for RTDs, Diageo GB, claims that RTDs are to drinking what fast food is to dining. “In terms of frequency, in terms of new news and innovation – think about the menu drops that fast food has to keep consumers excited and engaged with the category,” she says. “Think about how we all need more convenient solutions to our busy lives and RTDs really play into that.
“It isn’t just a trend that’s going to come and then fade away. This is going to be part and parcel of how we do drinking occasions moving forward.”
Londis Solo Convenience in Baillieston, Glasgow, has been taking full advantage of the category’s success. “RTDs sell really well, especially during days with good weather,” says supervisor Alix Kegg, who is an SLR Above & Beyond winner. “We’ve got a massive range and they do really, really well. We stock Dragon Soop, Four Loko, AU cans and then a mix of Funkin, Malibu, Gordon’s, Smirnoff and Bacardi. We order quite a lot of cases each week through our deliveries because we sell out really quickly, but more so in the summer.”
Andy Ferguson, Business Development Manager Scotland, Red Star Brands, which distributes Four Loko, says: “The RTD category in Scotland continues to grow, with significant year-on-year gains driven by changing consumer preferences, particularly in single-serve formats.”
He claims that the brand has been at the forefront of this surge, outpacing established players like Dragon Soop and the widely distributed AU Vodka RTDs. “This reflects both consumer appetite for stronger, convenient drinks and the shift away from traditional beer and cider multipacks,” he adds.
The top 10 Alcoholic RTD brands accounted for 93% of value sales in Scotland in the latest year [CD:UK 52 wk/e 27 April 2025], and in fact the top four brands alone accounted for over 75% of value sales. Four Loko is the largest brand with 34.3% share, followed by Dragon Soop (18.2%), AU (15.8%) and Smirnoff (8.2%) [ibid].
Looking at specific products, Four Loko White 440ml is the top-selling product in Scotland [CD:UK YTD 27 April 2025], even though it only has a distribution of 54% maximum, observes Talysis. Four Loko Sour Apple, which holds the number five spot, has a stronger distribution of 81%, but other Four Loko products in the top 10 also have relatively low distribution (maximum of 48% for Tropical and 51% for Blue) [ibid].
This is in contrast to Dragon Soop, which has 90% distribution for Scotland’s second-bestselling line YTD, Dark Punch, and third bestseller AU’s Blue Raspberry, which also has 90% distribution [ibid].
“If retailers aren’t already stocking Four Loko, then they should be, as this brand presents a major opportunity for sales growth,” states Ed Roberts, MD of Talysis. “It’s the top performing brand in Scotland, despite relatively low distribution – just over 50%.”
It’s certainly a top performer for Londis Solo Convenience. “Our bestselling brands are definitely Dragon Soop and Four Loko,” says Alix. “We also get a lot of girl groups coming in and buying the AU cans.
“Dragon Soop and Four Loko appeal to the younger generation, around 18 to 25. And then 25 and upwards lean more towards the AU cans and Ciroc because they’re not as strong as the other two. The young ones buy Dragon Soop and Four Loko because they want a strong drink before they go out.”
Ferguson states: “Larger single-serve RTDs like Four Loko offer more ‘bang for buck,’ providing consumers with extended drinking time compared to smaller, stronger cocktails (100–150ml, 13–30% ABV). This improves the value of a single drink for on-the-go or social occasions.
”Products in the 8–10% ABV range offer the balance of potency and drinking experience that resonates with RTD shoppers. Larger format carbonated serves can mean consumers drink more slowly, which aligns with more responsible drinking while maximising value and reducing overall alcohol unit intake.”
Play to your audience
Alix notes that certain RTD cans are designed to speak to different target markets. “More men buy Dragon Soop and more women buy AU cans, whereas Four Loko is mixed,” she says. “I think part of it has to do with the look of the cans – Dragon Soop has a picture of a dragon on it and probably appeals more to men, whereas the AU cans are shiny gold. It is still a newish brand to the table, and they put in a lot of effort to make the packaging look pretty.”
However, the lines are set to blur this summer with AU’s latest NPD. Dragon Soop and Four Loko have been the go-to big can brands in recent years, but AU is going large in 2025 with its 500ml Ultra cans. Boasting 7% ABV and caffeine, Ultra is available in Blue Raspberry and Strawberry Burst flavours. The drinks are packaged in AU’s iconic gold cans, but with more cartoon-style fruit imagery and bold, graphic text.
Blue Raspberry already has a good track record with AU, with the brand’s 330ml cans growing 36% in Scottish convenience in the year to 27 April 2025, according to Talysis’ CD:UK data. The brand’s Black Grape and Cherryade variants have also seen double digit growth in the same time period, up 37% and 24% respectively [ibid].
Global Brands’ Soopa Hooch is also thirsty for a taste of the stronger RTD market.
“Global Brands was quick to recognise the increase in demand for nostalgic products. This prompted the launch of Soopa Hooch – a stronger, 8% ABV beverage that has demonstrated flexibility by resonating with millennial consumers, while also connecting with a new Gen Z audience.” The sub-brand released Blue Raspberry and Cherry Cola variants in a 440ml format towards the end of last year, carrying an ABV of 8%.
Of course, Hooch isn’t the only RTD keeping things fresh. “Flavour is the number one driver of purchase,” says Ferguson. “Consumers want bold, fruity flavours that deliver on taste. Trends are moving toward tropical profiles, hybrids (e.g. candy-inspired), and nostalgia-based flavours. Four Loko’s launches, including Dark Berry Burst, new Camo Mango flavour and Hawaii, speak directly to this demand.” The vodka-based drinks contain 8.4% ABV and are notably free from caffeine, which the brand refers to as a “potential health danger”.
If you want to whip your RTDs into shape, then Red Star Brands has some top tips to get you on your way:
- Expand RTD space with clearer segmentation by ABV and flavour.
- Use vertical block merchandising for standout brands.
- Rotate seasonal NPDs and promote trial packs.
- Implement impactful POS (shelf barkers, wobblers, aisle fins).
- Maximise visibility by placing bestsellers at eye level and using secondary siting (e.g. chiller ends).
Tastes of the tropics
Diageo is also tapping into tropical with Cîroc Colada, which comprises vodka mixed with pineapple and coconut flavours and lightly sparkling water. The 5% ABV 250ml can was launched simultaneously with the return of the vodka brand’s coconut-flavoured spirit.
Pippa Lewis, Senior Brand Manager at Cîroc Vodka, says: “Whether shoppers are on the go, at a picnic, or gathering with friends, Cîroc Colada is the perfect addition to fridges, helping retailers tap into these occasions and drive sales.”
The firm has also gone for beachy vibes with Smirnoff Miami Peach. The RTD launched in tandem with a flavoured spirit of the same name, with Jessica Lace, Head of Smirnoff GB, describing Peach as “the flavour of the moment”.
The launch follows similar dual RTD and flavoured vodka NPD from Smirnoff, including Mango & Passionfruit and Raspberry Crush, which was the biggest flavoured spirit launch of the last three years, generating the highest sales value among new products launched in spirits.
Retro resurrection
Diageo also has big plans for Smirnoff Ice, which it has labelled “the sleeping giant” of its portfolio. A single can format was launched in September to celebrate 25 years of the RTD brand, which Diageo concedes it had neglected for the past 20 years. However, the firm is now eager for the brand to claim its “rightful spot” as the number one RTD in GB. The firm is investing £1.9m to “break the ice” with a new communications platform this month. It has also announced its largest-ever festival plan, which will include activity in the highlands of Scotland.
Another nostalgic tipple making waves in Scotland is Global Brands’ Reef. “In Scotland, Global Brands have expanded the distribution of Reef by 23% YoY, which has resulted in a 43% rise in sales,” says Chapman. “It can be purchased as 70cl PMP or 275ml, as well as in 10x275ml format, demonstrating versatility for different settings and events.”
Chapman urges retailers to pay attention to millennial shoppers (aged 29-44). “The RTD market attracts a range of demographics with shared interests of adaptable and convenient drinking options,” he says. “Gen Z are often a primary focus for brands, but it’s important not to overlook a core, millennial audience – who are often the ones with the spending power. These audiences offer the greatest potential for the convenience channel, therefore, it’s vital to understand their behavioural patterns and purchasing habits. A recent trend that is driving customer purchases is the revival of 90s culture – which appeals to both demographics. Any brands and products that can tap into that sense of nostalgia – such as Reef, Hooch and VK – are poised to perform well with these audiences.”
Cocktail brand Funkin is expanding its nitro cocktails offering with Apple Sour Martini.
With half of all cocktail serves containing vodka [CGA Mixed Drinks volumetric sales data – MAT to March 2024] and the martini format continuing to dominate the scene, making up a fifth of all cocktails [ibid], there is also a rising demand for drinks with a citrus flavour profile, with apple experiencing a large growth (+4%) over the last year [CGA Mixed Drinks Report H2 2024].
Funkin Cocktails Apple Sour Martini (5% ABV, 200ml, RP: £2.25) is available nationwide in Sainsbury’s, Tesco, Asda and Morrisons, as well as wholesalers including Bestway, Booker and Parfetts.
Another blast from the past that has rocked the RTD world is Bacardi Breezer. Several savvy Scottish stores got a sniff that the rum-based drink, now branded simply Breezer, was available to import back in January and consumers simply can’t get enough of the stuff. Londis Solo Convenience sold a pallet’s worth of stock (that’s 1,584 bottles at £2.99 each) in less than 24 hours at the beginning of the year and demand continues to be strong.
“Bacardi Breezers are still going mental!” says Alix. “We’ve still got a whole load of stock here, but we sell out so quickly and we’re often getting deliveries every week.”
In fact, the brand has grown by an incredible +1,000%, and has a brand value share of 1.5% of the Scottish market, according to Talysis’ CD:UK 52 week data to 27 April 2025.
Breezer Fever certainly hasn’t gone unnoticed by Bacardi itself, which has announced plans to bring the much-loved bottles back to the UK this month. The drink comes in Zesty Orange, Zingy Lime and Crisp Watermelon flavours and has an ABV of 3.4%.
Soft drinks brands go hard
Coca-Cola Europacific Partners (CCEP) is also set to capitalise on Bacardi’s popularity. “Most recently, we launched Bacardi & Coca-Cola, building on the natural synergy between two iconic global brands,” says Senior External Communications Kate Abbotson. “Coca-Cola is the world’s most popular cola [Nielsen FY 2024 Value Share], while Bacardi holds a quarter share of the growing global rum market [IWSR 2024].
“With more than a century of heritage, this classic serve is already one of the world’s most recognisable bar calls. Bringing it into the RTD space meets strong consumer demand for trusted, convenient choices without compromising on quality.”
The firm has already seen major success with its Jack Daniel’s and Coca-Cola RTD range. Jack Daniels & Cola 330ml is the top-selling pack in convenience in the UK (excl. Scotland) with a value share of 12.6% in the year to 27 April 2025 [CD:UK].
Over the past year, the brand has achieved the second-biggest value share of the UK market (excl. Scotland) after AU, which holds the top spot with a 15.7% share, according to Talysis CD:UK data 52 wk/e 27 April 2025. “The UK (excl Scotland) has a very different product mix,” notes Roberts. “Major spirits brands are popular in the UK with strong value share for Jack Daniels (12.6%), Smirnoff (11.5%) and Gordons (10.4%).
By contrast, Jack Daniels holds a 3.2% share of the Scottish convenience market, making it the seventh-biggest brand.
CCEP expanded its range with Jack Daniel’s & Coca-Cola Cherry in April. Elaine Maher, Associate Director, Alcohol Ready-to-Drink at CCEP GB, calls it “a brilliant opportunity to bring flavoured cola lovers into the category for the first time, with Coca-Cola and Coca-Cola Zero Cherry alone clocking up nearly £107m in sales to date [Nielsen Total RTD Value MAT 28.12.24].”
She adds: “By drawing on insights from our soft drinks range, we’re helping our ready-to-drink line-up reach its full potential and continuing to drive growth in the category.”
Cherry Ice is the latest flavour to drop from WKD. The flavour comes in 70cl bottles (standard RSP £3.38 and £3.29 price-marked packs) and in 330ml cans, which will also feature in the brand’s popular mixed 10-pack format. The launch will be supported by in-store activations and digital campaign activity focused on driving awareness and trial.
Inspired by the explosive growth of cherry flavours across multiple drinks categories, WKD Cherry Ice is designed to resonate with WKD’s core 18 to 24-year-old target audience.
CCEP’s Absolut & Sprite RTD has also added a fruity twist with its first foray into flavours with a new Watermelon variant.
Maher says: “Vodka remains a top choice for RTDs, while lemon-lime soft drinks are a staple mixer. By adding a bold watermelon twist, we’re tapping into the number one growth driver – flavour innovation [IWSR Strategic Study ARTD UK, DE, BR, MEX + global 2022] – and offering consumers a fresh new way to enjoy a classic combination.”
In addition, CCEP is using its soft drinks credentials to further expand into RTDs with Schweppes Mix Gin Twist and Paloma Bliss. The mixer brand’s first venture into RTDs targets “pre-party moments and at-home enjoyment” with bar-quality taste.
Regardless of which RTDs you choose to stock, promoting them both in-store and on your socials is crucial. “It makes a big difference to us to promote new RTD lines on social media,” says Alix. “We are a really small store, but we are packed full of stock. We get people travelling from all of Scotland and sometimes we get folks that will come up from down south if they’re visiting people and they’ll come to our shop because we’ve got so many good things in it and also maybe if a product is here first before it is out in England. We’ve got over 7,000 followers on Facebook and a lot of them aren’t local but they’ll still travel to come and buy in bulk.”
Over the past year, the store has expanded the number of RTD lines it stocks and given the category more space overall in order to help it reach its full potential. So don’t be afraid to shake things up in store and make sure you’re maximising sales in this innovative and fast-paced category.
With warmer weather incoming, hard seltzer brand White Claw is unveiling its newest brand launch: White Claw Tequila Smash. Available in Strawberry Lime and Mango Passion Fruit flavours, the drink incorporates 100% agave Tequila Blanco from Mexico. Each can (RSP £2.50) contains 80 calories and has an ABV of 5%.
Michael Dean, Marketing Director UK at White Claw, says: “We think people have been hiding away from the taste of tequila for too long, whether it be smothering it with salt, sugars, and artificial fruit flavours. With Tequila Smash, we’re elevating flavour to smash your tequila experience — clean, vibrant and ready to be enjoyed to refresh social connections.”
