Sip, Sip, Hooray! The RTD Cocktail Craze and the Mocktail Movement

There’s something special about a perfectly mixed cocktail — the right balance of sweet, sour, bitter, and boozy goodness. But let’s be honest: not everyone wants to play bartender at home, measure out ingredients, or stockpile obscure liqueurs they’ll use once a year. That’s where the ready-to-drink (RTD) cocktail revolution comes in, and let me tell you, it’s not just a trend — it’s a full-blown lifestyle shift.

As someone who’s spent years in the alcohol industry, I’ve seen firsthand how consumer preferences evolve. From boxed wine going from taboo to trendy to the explosion of hard seltzers, one thing is clear — brands that stay ahead of shifting consumer behaviors are the ones that win. RTD cocktails are the next big wave, and understanding why consumers are embracing them is key to success.

RTDs: More Than Just Boozy Convenience

From classic cocktails to innovative new flavors, the RTD category is booming. Let’s break it down:

The Numbers Don't Lie: RTD Cocktails Are Booming

  • Market Growth: The global RTD cocktail market was valued at approximately $3.21 billion in 2024 and is expected to grow at a CAGR of 15.4% from 2025 to 2030 (Grand View Research).
  • Premium Appeal: The RTD category is expected to hit $40 billion by 2027, with premium products leading the charge (IWSR).

Big Names Jumping In: CPG and Spirits Giants Are All In

RTD cocktails aren’t just the playground of craft distilleries and independent brands anymore — major players across both the alcohol and non-alcoholic beverage industries are jumping on the bandwagon.

  • Kraft Heinz Makes a Boozy Play: The food giant recently launched Crystal Light Vodka Refreshers, marking its first foray into the alcohol market and blurring the lines between traditional CPG and spirits brands (WSJ).
  • Iconic Brand Collabs Are Changing the Game:
    • Bacardi & Coca-Cola teamed up to create a RTD Cuba Libre, leveraging the power of two globally recognized brands in a single convenient package.
    • Absolut & Ocean Spray joined forces to introduce Absolut Vodka Cranberry RTDs, bringing a fresh take on a beloved classic with real cranberry juice and premium vodka.
    • Topo Chico & Spirited entered the space with Topo Chico Spirited, an RTD line blending the cult-favorite sparkling water with premium tequila and vodka.

These partnerships aren’t just smart — they’re strategic. By combining trusted, familiar brand names with consumer demand for convenience, these collaborations are setting a new standard for premium RTD offerings. Expect even more powerhouse pairings in the near future as the category continues to grow.

Mocktails: The Zero-Proof Revolution

Younger consumers aren’t just shaking up the alcohol market — they’re redefining social drinking altogether. The rise of non-alcoholic RTDs and mocktails speaks to a growing consumer demand for flavorful alternatives without the buzz:

  • Gen Z Leads the Way: A significant portion of Gen Z is drinking less or not at all, prioritizing health and mental clarity over alcohol consumption (GreenBook).
  • Social Media Buzz: The “sleepy girl mocktail,” made with tart cherry juice and magnesium powder, became a viral sensation on TikTok, reinforcing how younger generations are embracing alcohol-free options (Wikipedia).
  • Market Expansion: The non-alcoholic beverage market is rapidly growing, with sober bars and mocktail lounges popping up nationwide to meet consumer demand (Axios).

What’s Next for RTD Cocktails and Mocktails?

  • Even More Premium Offerings: Expect craft distilleries and high-end liquor brands to enter the RTD space, bringing high-quality ingredients and small-batch techniques.
  • Sustainable Packaging: With eco-conscious consumers on the rise, brands are moving toward recyclable cans, compostable packaging, and carbon-neutral production.
  • Functional Cocktails: Adaptogens, nootropics, and CBD-infused RTDs are on the horizon, offering drinks designed to enhance relaxation, focus, or energy.

Shake Up Your Strategy with Consumer Insights

To stay ahead in this dynamic market, brands must tap into consumer insights:

  • Innovate with Purpose: Develop products that align with health trends and flavor preferences.
  • Engage Authentically: Connect with consumers through transparent marketing that resonates with their values.
  • Diversify Offerings: Cater to a broad audience by providing both alcoholic and non-alcoholic options.

At Insights in Marketing, we specialize in decoding consumer behavior to help brands craft strategies that resonate. Let’s toast to understanding your audience and serving up success — whether it’s shaken, stirred, or alcohol-free.

Want to know how your brand can tap into the RTD revolution? Let’s talk. Reach out to Insights in Marketing to ensure you’re serving up exactly what your consumers crave.