The Distilled Spirits Council of the United States (Discus) forecasts a significant surge for spirits-based canned cocktails this summer, following a year marked by rapid growth. In 2023, this sector experienced a 26.8% increase, driven by consumer demand for convenience and portability.
“This summer, expect to see beach enthusiasts, barbecue attendees, and sports fans enjoying their favorite spirits-based ready-to-drink (RTD) cocktails,” said Chris Swonger, Discus president and CEO. “These refreshing beverages are set to become the drink of the season due to their unmatched convenience, fresh ingredients, and growing popularity.”
In 2012, IWSR Drinks Market Analysis reported that spirits-based RTDs accounted for less than 3% of the total US beverage alcohol market by volume. By 2022, this figure had risen to 12%.
A recent Discus survey revealed that 55% of respondents preferred spirits-based RTDs over other RTD options. Additionally, 94% cited flavor choice as their primary reason for selecting RTDs, and 92% appreciated their convenience.
“There is no doubt that spirits RTDs will be the top choice for many adult consumers this summer,” Swonger stated. “And remember: the key ingredient to any summertime soiree is responsibility.”
While the RTD market is dominated by high-volume brands like White Claw and High Noon, it is becoming increasingly diverse, featuring celebrity endorsements and crossover collaborations. The Finnish Long Drink, co-owned by actor Miles Teller and backed by Jay-Z, saw nearly a 70% sales increase in 2023. Additionally, Kylie Jenner launched her Sprinter line of drinks in March 2024.
Following the successful debut of Jack Daniel’s and Coca-Cola in June 2022, more non-alcoholic brands are entering the RTD market. Notably, a canned Absolut and Sprite hit UK shelves in February 2024.
Recent weeks have also seen the release of an Emily in Paris-inspired RTD, a move into the on-trade market by Ellie Goulding’s RTD brand Served, and White Claw introducing two new summer flavors: Passion Fruit and Pineapple.
