With more and more brands riding the alcoholic RTD wave, find out which products are truly cutting through the noise.
By Sarah Britton
The continued momentum of RTDs has driven the alcohol category to become the strongest performer in convenience, alongside soft drinks, according to Talysis’ Q1 convenience report. In the first quarter of the year, RTDs overtook cider, with impressive growth of +33.9% value and +24.9% volume year on year, reported the specialist convenience insight agency.
One of the biggest changes in the UK alcohol market in recent years has been the rapid rise of ready-to-drink (RTD) products, observes Coca-Cola Europacific Partners. “Now worth over £735m in GB [Nielsen Total ARTD Value 52 w.e 24.01.26], the category is growing faster than any other alcohol segment [Nielsen Strategic Planner Total GB MAT 18.05.2025], with growth forecast at nearly 4.4% by 2028 [Global Data, Segment Insights (GB data 2024 to 2028)],” says Senior External Communications Manager Kate Abbotson. “This makes the long-term opportunity clear.”
Cross-category collabs
CCEP has kept a tight focus on big-brand partnerships across its RTD offering, with the likes of Jack Daniel’s & Coca-Cola, Absolut Vodka & Sprite, and Bacardi & Coca-Cola, as well as Schweppes canned cocktails.
This March, CCEP continued to drive growth in the alcohol RTD category with the launch of Absolut Vodka & Sprite Pineapple. The new line follows the success of the brand’s Watermelon variant, which made its debut in April 2025 and is now worth nearly £750k [Nielsen GB, Grocery, L52wks to 04.10.25], having achieved 84% purchase intent in testing [June 2024, sample size 417, 54%, Branded, Full Bottle Consumption, UK, South/Mid/North].
March also welcomed Bacardi Coca-Cola Spiced. Hot on the heels of the original Bacardi & Coca-Cola can, which has already generated £1.65m in value sales [Nielsen – Total Coverage – L52w/e 24.01.26] since launching last year, Abbotson claims that the new variant marks the next step in unlocking growth within the rum-based RTD segment.
To spice things up even more, CCEP has launched its first-ever on-pack promotion across the Jack Daniel’s & Coca-Cola RTD range, offering shoppers the chance to win tickets to live music experiences and helping to drive further trial in this fast-growing category.
Abbotson notes how the incredible versatility of RTDs has made them so popular. “Their grab-and-go appeal makes them particularly well suited to impulse purchases, with 70% of RTDs consumed within just two hours of purchase [BEACH].
New brands incoming
But CCEP isn’t the only firm experimenting with RTD brand collaborations. Au has just teamed up with Tango to launch Apple and Orange vodka drinks. The 5% ABV drinks come in a 330ml gold can, complete with dual-branding and green and orange fruit graphics. The Apple flavour contains 109 calories and the Orange has 96.
Au Sales Director UK & Ireland Tom Smith explains that an “outside the box email” trying his luck with Carlsberg Britvic turned into “something huge”. The launch day saw six million cans distributed. “Big numbers, big launch, even bigger flavour!” he posted on social media, describing the project as “one of my favourite things I’ve worked on at Au vodka”.
Jackson Quinn, Co-Founder of Au Vodka, said: “This launch combines two brands with strong consumer awareness and gives retailers a product built for familiarity, visibility and high rate of sale.”
Munnawar Chishty, Chief Marketing Officer, Carlsberg Britvic, said: “This collaboration reflects the growing crossover between alcohol and soft drinks, particularly within the flavour-led ready-to-drink market.”
Another major player investing in RTDs is Campari Group, which has brought its flagship aperitif brand, Aperol, into the category for the first time, with the launch of Aperol Spritz in a can.
“Backed by the strength of the Aperol Spritz as the number one cocktail serve in GB on-trade [NIQ CGA through its Mixed Drinks Report for the Cocktail, 52-week period ending 06/09/2025], the new launch is primed to drive incremental value by attracting both existing brand loyalists and new-to-category shoppers – including younger audiences – seeking trusted, bar-quality serves in convenient formats,” says Matthew Lewty-Lee, Senior Customer Marketing Manager at Campari Group.
“At 5% ABV, it is optimised for sessionability and is perfect for outdoor and on-the-go occasions, helping retailers capture incremental spend as consumers enjoy the warmer weather this summer.”
There’s more RTD action from Pernod Ricard with its West Coast Cooler, which hit UK shelves in April. Created by Irish Distillers in 1984, Ireland’s number one RTD [Nielsen Total Scantrack incl. Dunnes est. MAT to 22/02/2026] combines a premium wine base with sparkling water and fruit flavours.
The range comprises two flavours: Original, with citrus, pineapple and passion fruit; and Sunburst, with peach and mango (RSP £2.25, ABV 4%). The drink is set to appeal to health-conscious consumers seeking a lower calorie content and a lower ABV, with the latter a segment of the market which is expected to see volume growth of 7% [IWSR 2025 CAGR 2024-2028].
Ian Peart, Commercial Director of Pernod Ricard UK, says: “The launch of West Coast Cooler here in the UK is a great addition to our growing RTD portfolio and a brand-new proposition for the category, bringing with it loyal and nostalgic fans who will know it from its Irish homeland. The no/low, low-calorie space within this category is a strong source of growth and West Coast Cooler allows us to show up whilst staying true to our focus of premiumisation.”
West Coast Cooler is the latest addition to Pernod Ricard UK’s growing RTD portfolio, joining the likes of Malibu, Absolut and Jameson. It follows the launch of the Jameson, Ginger & Lime (JGL) RTD in its new 330ml format back in October 2025, which was followed by the release of its price-marked pack in March of this year.
Hands up for higher ABV
At the other end of the ABV spectrum is Red Star Brands, which has evolved its leading Four Loko brand with a Remix range in Pink Pulse and Berry Blitza flavours (RSP £4.50 per 330ml). Formulated in response to demand for higher ABV options especially amongst consumers aged 21-34, the 12% ABV drinks come in 330ml recyclable and resealable Tetra Paks.
“High ABV brands have added over £68m to the category in the last year and are growing at +103% in the L12wks [RI RTD L52 & 12wks 28.12.25] which offers retailers some fantastic opportunities to capitalise on this trend,” says Ryan McCann, Director, Red Star Brands, highlighting that both variants are uncarbonated and caffeine-free for a cleaner sip and a longer drink.
“With High ABV RTDs increasingly popular in nightclubs and at parties and social gatherings, we’re confident Four Loko Remix will be a big hit with consumers seeking the next big RTD experience.”
David Relph, Commercial Manager at Vogo, needs no convincing of the RTD category’s potential to generate strong sales this summer. “Stores can turn good weather into punchy profits with the right selection of drinks, especially new, eye-catching formats.”
Portable pouches
And one of the most standout launches of the season is Vogo premixed vodka shots, in handy pocket-sized pouches. Available in four flavours – Strawberry Splash, Tropical Deluxe, Raspberry Blast and Citrus Zing – Vogo packs a punch at 15% ABV per 35ml serving.
“When it comes to alcohol, many shoppers will be stocking up on portable, easy to carry, convenient RTDs that bring the flavour and fun – either that they can consume on the way or take to the party,” says Relph.
“RTDs and shot-style drinks for quick consumption are key for these moments so retailers should review and refresh their ranges now in time for the lucrative summer season.”
The innovative drinks are aimed at the 20 to 35 age group and can be consumed immediately with a ‘rip and sip’ format – tear open, take a few sips, then recycle.
“With their high ABV, they appeal to established drinkers who love a night out with friends, and who are seeking new products to level up their social lives and make them more memorable,” says Relph.
Vogo is supporting Scottish local retailers with a starter pack, which contains 40 pouches (10 of each flavour in shelf-ready packaging), and branded POS including fridge stickers and clip strips to bring the new brand to life and create appeal and interest in stores.
Relph says of the pouches: “They are individual, convenient and versatile and the format is portable, enjoyable and recyclable – ticking lots of boxes while meeting flavour and taste expectations. They can also be carried in pockets, rucksacks, bags and even bras, ready to be enjoyed during the event or party!”
All four SKUs in the Vogo range are already listed in Filshill Wholesale Scotland and are rolling out to national wholesalers.
Relph concludes: “RTDs can deliver serious profit boosts for Scottish retailers as shops become the high street heroes for consumers on their way to garden parties, gatherings in the home and for the all-important pre-drinks before a night out on the town.”
There’s no time to waste. Make sure you’re ready with an RTD range including big brands, a variety of ABVs and a fruit bowl of flavours, and you’ll be set for summer.
Not to be left out of the RTD action, West Highland Spirits is tapping into the opportunity with two canned variants. The family-owned Lowland distillery, located in Dumbarton near the banks of the River Leven and Loch Lomond, has released a Raspberry Gin with Lemonade, alongside a Scottish Dry Gin & Tonic. The 330ml cans offer a lightly carbonated 5% ABV.
Euan MacEachern, Head of Production at West Highland Spirits says: “The inspiration for the cans came from the success of our canned beers. We moved out of bottle and into can exclusively in 2020 and saw our sales double overnight, with the lighter weight and convenience of aluminium cans a clear winner.”
