The global ready-to-drink (RTD) category has been one of the most dynamic in alcoholic drinks, offering growth at a time when beer, wine, and spirits face headwinds. From canned cocktails to hard seltzers and teas, RTDs have captured consumers’ attention with convenience, portability, and choice. Yet one spirit has struggled to get traction… whisky.

In an age of convenience, culture, and curated choices, RTD beverages have emerged not just as a drinks category, but as a powerful indicator of our times. From their sugary beginnings to today’s ultra-premium, lifestyle-led innovations, RTDs have transformed into a multi-billion-pound industry that’s reshaping how, where, and why we drink.

From fashion to Hollywood, video games to streaming hits, brand collaborations are everywhere, and drinks brands are often first in line to explore fresh ways to capture new audiences. But with the market awash with tie-ups, is it still a smart strategy to drive impact, or just more noise in the feed?