Defying the decline: what’s driving growth in ready-to-drink alcohol?

In a declining alcohol market, there’s one category bucking the trend, and that’s ready-to-drink beverages. Brands like BuzzBall in the UK, and High Noon in the US, have helped to reinvigorate RTD, bringing premium pre-mixed cocktails and grown up hard seltzers to a category previously dominated by sugary alcopops. 

Growth in the RTD category has far outstripped others, with UK canned alcoholic beverages expected to hit $1,365 million by 2030, at an exceptional CAGR of 36%, and US RTD cocktails and canned spirits rising 16.5% in value to reach US $3.3 billion in 2024, becoming the second-largest spirit category by volume. 

To learn more about who is driving the growth in RTD, we carried out a nationally representative survey of 2,000 consumers in the UK and US*. The research digs into who is buying pre-mixed alcoholic beverages, where they are being consumed, how often, and what makes them attractive to consumers. See the full survey dashboard. 

*a total of 3754 respondents were recruited for the survey in order to qualify 1,000 RTD buyers in each market

Quick summary

• 41% of UK consumers and 27% of US consumers shop in the ready-to-drink category.
• Cocktails are by far the most popular type of beverage.
• Consumers aged 30-49, and those with a higher household income, are the biggest buyers of RTDs.
• RTDs are typically consumed once or twice a week, and overwhelmingly at home.
• Health isn’t a major driver for shoppers, who are focused on taste, and show little interest in low alcohol varieties.

UK results

Millennials are the leading RTD consumers

How popular are ready-to-drink beverages among UK consumers? While 77% of British consumers say they purchase carbonated drinks, 41% say they buy pre-mixed alcoholic beverages – a relatively high figure, although less than the 58% who purchase yoghurt drinks/milkshakes, the 54% who buy energy drinks, and 50% who buy prepared coffee drinks. But it does exceed the 31% of survey respondents who purchase in the ginger beer/ginger ale category. 

Looking at the age breakdown of RTD buyers, it’s led by consumers aged 31-49 (49% of Brits in this age group purchase them), followed by 18-30-year-olds (41%), and 50-67-year-olds (34%). And in terms of gender split, women are slightly more likely to buy pre-mixed alcoholic beverages than men (45% versus 38%). 

Notably, ready-to-drink consumers are also heavy purchasers of other packaged drinks, particularly yoghurt drinks/milkshakes (74%), and prepared coffee (69%), suggesting opportunities for cross-category marketing or collaborations.

RTDs consumed once or twice a week

While consumers aged 31-49 are the most likely to purchase pre-mixed alcoholic beverages, when it comes to consumption frequency, they’re on a par with their younger counterparts. We asked self-reported RTD consumers how often they drink them, with around 37% of both age groups saying they drink them once or twice a week, and around 20% drinking them more often. 

Overall, among those who consume pre-mixed alcoholic beverages, 51% do so at least weekly, and only 8% consume these beverages less than once a month, suggesting these are regular consumption items rather than occasional treats.

Brits aged 50-67 are the lowest consumers. They’re most likely to say they drink pre-mixed alcoholic beverages a few times a month (37%), with only 29% drinking them once or twice a week, and 10% more than twice a week. And despite women’s higher preference for RTDs, men are more frequent RTD consumers: 20% of men drink them more than twice a week, in comparison to 13% of women. 

Income level also has a bearing on frequency of consumption, with around a third of respondents with a household income in excess of £75k drinking pre-mixed alcoholic beverages more than twice a week, compared with 13% of those earning less than £35k. 

It’s curious that the ready-to-drink category has boomed during the cost of living crisis – with shoppers ostensibly willing to pay more for the convenience of having their drinks mixed for them. This might be down to RTDs being viewed as an affordable luxury – a small indulgence, permissible even during financial strain (it’s a theory that warrants further research).  

Pre-mixed cocktails dominate the market

Cocktails are the number one most popular type of ready-to-drink, consumed by 77% of the survey respondents, followed by long drinks and alcopops (both around 58%). Newer innovations like hard seltzers (26%), hard coffee (20%), and hard tea/kombuchas (around 13% each) have gained notable market share despite being relatively recent entrants.

Looking at gender preferences, women over-index for choosing cocktails and wine-based drinks, while men over-index for consuming long drinks and hard seltzers. Age also influences preference, with Brits aged 18-30 more likely than others to favour cocktails, alcopops and wine spritzers, and those aged 31-49 being the demographic most likely to choose long drinks, hard seltzers and hard coffee.   

Home consumption is overwhelmingly the most common setting for pre-mixed alcoholic beverages (81%), highlighting their role in the “at-home drinking” occasion. A much lower – although still significant – 44% say they order RTDs when out at pubs and bars, and 22% buy them in clubs. This is not necessarily reflective of a preference for conventional drinks when attending venues, rather that many consumers don’t frequently visit such venues.

Under 30s are significantly more likely than other age groups to purchase RTDs on-trade  – presumably because they go out on the town more. Consumers aged 31-49, on the other hand, over-index for consuming pre-mixed alcoholic beverages at barbecues and picnics (50%).

Brands shouldn’t overlook the consumption of RTDs on-the-go, which is actually higher than in restaurants (29% versus 27%), with under 30s being the most likely age group to consume them while mobile (39%). Gaining a better understanding of these consumption patterns (i.e. on the train, lunch break) could prove valuable. 

It’s all about flavour

Flavour is the primary purchase driver for RTDs, with exciting flavours/blends (53%) slightly outperforming classic flavours/blends (48%), indicating consumer interest in both innovation and tradition.

Premium quality (47%) ranks higher than low price (40%), suggesting consumers value quality over cost savings in this category, although only 32% of consumers say they look for top alcohol brands when choosing pre-mixed alcoholic beverages. This might mean there is more scope for new players to enter the category. 

One thing the data shows is that the growth of RTD in the UK isn’t driven by health conscious consumers – only 12% of Brits are looking for low alcohol drinks, 22% want low sugar/calorie drinks, and 12% desire functional ingredients such as probiotics. In fact, 27% are specifically looking for a high alcohol content. 

Convenience is important, with 32% of consumers concerned about portability. In terms of packaging priorities, Brits are more likely to want it to be attractive (25%) than eco-friendly (19%), but if brands can find a way to fulfill all three objectives it will be a win-win. 

Splitting the data by age throws up a few interesting titbits: older consumers have a higher preference for classic flavours than younger ones. Meanwhile, under 30s are likely to look for a low price, while 31-49-year-olds are more focused on quality. Brits aged 18-30 also over-index for seeking out high ABV varieties. 

US results

Millennials are the biggest purchasers of RTDs

How popular are ready-to-drink (RTD) alcoholic beverages among US consumers? Nearly 27% of Americans say they buy them – a meaningful share, though still behind energy drinks (51%), ready-to-drink coffee (47%), yogurt drinks/milkshakes (38%), and ginger beer/ginger ale (35%).

Ready-to-drink purchases are highest among consumers aged 31-49 (32%), followed by 21-30-year-olds (29%) and 50-67-year-olds (23%). However, men and women are equally likely to buy pre-mixed alcoholic beverages.

RTD consumers tend to be heavy buyers of other packaged drinks: 71% purchase energy drinks and 70% buy ready-to-drink coffee, showing clear potential for cross-category marketing and collaborations.

A regular habit: over 60% consume RTDs weekly

While RTDs may not top overall beverage purchases, their consumption frequency is high: just over 60% of RTD buyers drink them at least weekly, and only 6% consume them less than once a month, showing that RTDs are often part of a regular routine.

Consumers aged 31-49 are the most frequent users: 37% drink RTDs more than twice a week, compared to 25% of 21-30-year-olds and 19% of 50-67-year-olds. Younger adults (21-30) are more likely to consume RTDs once or twice a week (36%), while older adults lean toward a few times a month (33%).

Men and women purchase RTDs at similar rates, but men drink them more frequently: 35% of men have pre-mixed alcoholic beverages more than twice a week versus 21% of women. Income also matters: 38% of respondents with household incomes over $100k drink RTDs more than twice a week, compared with 22% of those earning under $50k.

RTDs are booming during a period of high inflation, suggesting they’re seen as an affordable luxury: a small indulgence consumers are willing to keep, even under financial pressure, which might be a trend worth exploring further.

RTDs are most commonly consumed at home 

Home is the top setting for enjoying pre-mixed alcoholic beverages, with 88% of respondents consuming RTDs at home. However, 44% enjoy them at restaurants, 36% in bars or pubs, and 25% in clubs – showing a presence in on-trade occasions, even if venue visits are less frequent.

Younger consumers are more likely than those over 50 to drink RTDs in bars and clubs – no doubt a reflection of more frequent social outings. Around 25% of ready-to-drink consumers enjoy them on-the-go, rising to 32% for those aged 31-49 – an opportunity for brands to explore consumption in transit.

Cocktails dominate the format, consumed by 68% of respondents. They’re followed by hard seltzers (60%), wine spritzers/coolers (54%), and hard tea (52%). Even newer formats like hard coffee (22%) and hard kombucha (16%) have found a foothold.

Women over-index for cocktails and wine-based drinks, while men favor long drinks, hard tea, and hard seltzers. Age plays a role too: 21-30-year-olds lean toward hard seltzers, while 31-49-year-olds over-index for cocktails, long drinks, hard tea, and kombucha.

Flavor, not health, is the main driver

Flavor wins: 56% of consumers say exciting blends influence their purchase, slightly ahead of classic flavors (45%), showing demand for both innovation and familiarity.

Premium quality matters more than price: 44% prioritize quality over 38% who say low price is key. Yet only 31% specifically look for named alcohol brands, which suggests room for challenger brands.

Despite wellness trends, health isn’t a major driver here. Just 11% look for low-alcohol options, 25% want low sugar/calorie drinks, and 15% seek functional benefits like probiotics. Meanwhile, 39% specifically look for high alcohol content.

Portability also matters: 35% cite convenience as a purchase factor, while 24% want attractive packaging, and only 14% prioritize eco-friendly design – brands that can nail all three will have a competitive edge.

Finally, age reveals differences: older consumers lean toward classic flavors, under-30s are more price-driven, while 31-49-year-olds prioritize quality. The youngest consumers also over-index for high-ABV varieties.