# Defying the decline: what’s driving growth in ready-to-drink alcohol? - URL: https://www.askattest.com/blog/research/whats-driving-growth-in-ready-to-drink-alcohol - Published: 2025-07-24 - Updated: 2026-06-24 - Description: While overall alcohol consumption is softening, innovative brands are powering rapid growth in the ready-to-drink (RTD) segment - fuelled by premium, spirit-based cocktails that are capturing younger, more affluent consumers and reshaping the category’s dynamics. --- 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](https://www.grandviewresearch.com/horizon/outlook/canned-alcoholic-beverages-market), 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](https://www.thespiritsbusiness.com/2025/02/tequila-and-rtds-keep-us-spirits-industry-afloat/), 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](https://dashboard.askattest.com/survey/CT26X72829HVJPF/results/overview?audience=d98bdee3-4861-4607-bfca-3783717f8788,8be90a83-226c-4e94-8527-f7cb3fa38fdb). *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. ![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/RTD-market-size-uk-1024x462.png?strip=all)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. ![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/rtd-frequency-of-consumption-uk-1024x338.png?strip=all)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. ![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/rtd-consumption-locations-uk-1024x407.png?strip=all)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. ![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/rtd-desired-attributes-uk-1024x595.png?strip=all)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. ![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/2025-UK-Media-Consumption-cover.png?strip=all&w=1920) Get the latest UK media consumption data The 8th annual edition covers television, audio, news, and social media, offering you a detailed breakdown of how Brits spend their time. [Download now!](https://www.askattest.com/our-research/2025-uk-media-consumption-report) ![Close banner](https://emx2zzfzxax.exactdn.com/wp-content/themes/attest/images/icons/icon-close--white.svg) ## 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%). ![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/rtd-market-size-us-1024x461.png?strip=all)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%). ![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/rtd-consumption-frequency-us-1024x363.png?strip=all)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. ![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/rtd-consumption-locations-us-1024x414.png?strip=all)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. ![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/rtd-desired-attributes-us-1024x582.png?strip=all)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. ![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/2025-US-Media-Consumption-cover.png?strip=all&w=1920) Get the latest US media consumption data The 6th annual edition covers television, audio, news, and social media, offering you a detailed breakdown of how Americans spend their time. [Download now!](https://www.askattest.com/our-research/2025-us-media-consumption-report) ![Close banner](https://emx2zzfzxax.exactdn.com/wp-content/themes/attest/images/icons/icon-close--white.svg)