RTDs Uncanned: Why the Boom Is Just Getting Started

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.

The UK RTD market has nearly doubled in the past decade, from £530 million to £970 million in 2024, with a 10.9% rise in value and 7.1% increase in volume in the past year alone. That growth has outpaced every other alcohol sector, signalling more than just a passing trend… it’s a shift in modern drinking culture.

The modern RTD is fast, stylish, and fluid, meeting consumers at the intersection of ease, identity, and experience. Today’s consumers are no longer just buying drinks, they’re buying into moments. Whether it’s a picnic in the park, a sunshine-filled festival, or a night out in a pop-up speakeasy, RTDs offer instant access to experiences that would once have taken a mixologist and a backbar of spirits to replicate.

RTDs now reflect a lifestyle that values spontaneity, without compromise. No longer confined to convenience, they’ve evolved into a well-designed, crafted, curated category that is as much about personal taste as a favourite playlist or trainer brand. 

Different Generations, Different Drivers

The drivers of growth vary across demographics. Gen Z, digital natives raised on social media and hyper-personalisation, lean towards RTDs that reflect identity. They’re seeking design-driven, inclusive drinks made for sharing… not just with friends, but with followers too. They’re drawn to low-ABV options, and brands that collaborate with artists, subcultures, or causes. 74% of 25 - 35 year olds say that visual appeal and lifestyle alignment influence their drinks decisions (YouGov, 2024).

Millennials, on the other hand, are the pragmatic curators. With busy lives and refined palates, they seek RTDs that deliver bar-quality cocktails with minimal effort, ingredient integrity, clear brand narrative, and provenance.  They want convenient products, of good quality that slot seamlessly into their lives.

Then there’s Gen X… an often-overlooked cohort who are quietly embracing RTDs for their ease and nostalgic appeal.  Premiumisation matters, but so too does trust, familiar flavours and recognisable craftsmanship.  While they may not be driving the Tik Tok trends, their purchasing power and loyalty are an important factor in helping to fuel the category’s broader growth.

Each generation approaches RTDs with different motivations and expectations, but all are united by a desire for drinks that fit their lives.

Innovation that Lasts

Yet, despite the hugely positive outlook, 75% of drink innovations fail (BCG, 2025), and the RTD market is no exception. Every week sees more category noise, with new launches, line extensions, low/no-abv options, new formats, unorthodox flavours, etc., with many of these being driven by trends, rather than strategic clarity.

So who are the winners right now? Brands that blend insight and innovation, like MOTH, AU Vodka, and Four Loko, all of which saw over 40% growth in the past year by doubling down on premium formats, community connection, and flavour relevance.

What sets them apart is not just what they make, but how they make people feel. Shareability, both IRL and online is the X-factor. Drinks that spark word of mouth, user-generated content, and cultural cachet punch far above their weight.

The Future Is Functional, Flexible and Fun

As full-strength RTDs continue at pace, low- and no-alcohol products are gaining momentum. This reflects the rise of the ‘sober curious’ and ‘flexitarian’ drinkers… consumers who want to participate in social rituals, but on their own terms.

Functionality is a growing edge, with drinks that are perceived to be BFY through their incorporation of adaptogens, natural ingredients, or clean labels, spearheading the demand from health-conscious drinkers. Unlike the sweet, sugary alcopops of the past, RTDs now sit comfortably at the intersection of cocktail culture, wellness trends and lifestyle experiences.

Building Connection in a Disconnected World

In a hyper-connected yet deeply isolating world, RTDs are quietly becoming social glue. Casual, shareable, and often gender-neutral, they extend the ‘social window’ … a subtle permission to gather, taste, and connect.

But connection isn’t just about product. The most successful RTD brands are building communities. Whether through Discord channels, behind-the-scenes access, co-created label designs, or partnerships with music, fashion, or sport, many brands are fostering loyalty and identity not just through the quality or taste of their products, but through their collaborations and followers.

From Noise to Noteworthy

The challenge for RTD brands today isn’t about creating something new, it’s about curating something meaningful. Success now lies in a more intentional approach… building innovation for the future, rather than chasing fleeting trends; nurturing communities instead of simply generating awareness; valuing purpose over novelty; and designing with both discovery and long-term loyalty in mind.

In a landscape where virtually anything can be made, the real question becomes ‘is it worth making?’ The RTDs that answer this with clarity and conviction aren’t just becoming seasonal favourites, they’re laying the foundations of the next generation of iconic beverage brands.