The American Alcoholic Beverage Market 2025: The Success of Pre-Mixed Cocktails

In the American alcoholic beverage market, one of the most successful trends in recent years is the boom of ready-to-drink cocktails (RTD), or pre-mixed cocktails ready to drink.
What initially seemed like a passing fad has turned into a rapidly expanding segment that is revolutionizing consumption habits. In 2023, the alcoholic RTD sector was the "star" of the market: globally, it was the only alcoholic beverage category to grow in volume (+2%), while all others declined or stagnated.

Key Data

Indicator	Updated Data
US Alcoholic Beverage Market Value (2024)	$543 billion → projected $806 billion by 2033 (CAGR +4.99%)
Global Hard Seltzer Revenue (2025)	$16-22 billion
Hard Seltzer Growth	CAGR 15-18% until 2035
RTD Spirit-based USA Growth	+33% by 2025
RTD Spirit-based Share in New Launches	From 55% (2021) → 67% (2024)
RTD Cocktail Consumption	40% occurs in North America

In the United States, sales of canned cocktails and other ready-to-drink alcoholic beverages have seen impressive increases, outperforming traditional categories like beer and wine. According to data from the Distilled Spirits Council, in 2023, pre-mixed cocktails and spirit-based RTDs generated $2.8 billion in sales (+26.8% compared to the previous year), confirming themselves as by far the most dynamic segment of the entire spirits industry.

This formidable growth in ready-to-drink is driven by consumer demand for practical, innovative, and high-quality solutions, and is prompting major beverage players to invest resources and ideas into the category. For Italian companies and brands interested in the American market, it is worth analyzing the current and future trends of this sector, which promises to remain a key player in the coming years.
 

A market in strong growth and transformation

RTD cocktails have been around for a while (think of the canned long drinks that appeared in the US as early as the '80s), but it was in the latter half of the 2010s that they experienced a revival, paralleling the hard seltzer phenomenon. The pandemic further amplified this dynamic, getting consumers used to preparing drinks at home and fueling the desire for ready-to-drink cocktails "as good as at the bar."
The result? Today, ready-to-drink represent one of the pillars of growth in the beverage industry. The global RTD market could grow by another 12% annually (i.e., every year) from 2023 to 2027, according to IWSR analysts, a rate that few other categories can boast. In the United States, already in 2022, the segment registered jumps exceeding 40% in value, and while normalizing to more "human" rhythms, it continues to expand at double digits. Estimates suggest an American RTD market that could surpass $21 billion by 2027, consolidating its position as the world leader in this sector.

The growth is driven by a change in consumption behaviors: convenience and informality are increasingly important, especially for new generations. "I want a quality cocktail, but without needing ingredients and a shaker at hand," this is the thought shared by many young consumers. Gen Z and Millennials indeed lead the trend, showing great openness to alternative formats and new taste experiences.

According to Circana research firm, RTD consumption has tripled in the US from 2018 to 2023, reaching $10.3 billion in sales. And, contrary to what one might think, it's not just about cheap drinks for the very young, in fact, innovation in the RTD segment is moving towards the high end, with premium products and prestigious brands entering the market.

The major spirits companies now see ready-to-drink not as a secondary gadget, but as an integral part of their growth strategy. "RTDs are a strategic priority: we expect them to contribute to about 20% of all spirits market growth from here to 2027," says Pernod Ricard's global RTD director.
It's no surprise that giants like Pernod, Bacardi, and Diageo are doubling their efforts: Pernod Ricard has doubled RTD sales in the last two years, and Bacardi emphasizes that "RTD growth is here to stay" (it's not a flash in the pan).
This rush to RTDs by the big players means more investment in marketing, better distribution, and a continuous introduction of new products to the US market.

It should be noted that within the RTD world, various subcategories with different dynamics stand out. The main one is single-serving ready-to-drink in cans or bottles, which covers the vast majority of sales (over $10 billion).
Alongside it, the niche of ready-to-serve (RTS) cocktails is emerging, meaning pre-mixed cocktails in larger formats (500 ml or 1-liter bottles, with multiple servings) to pour into glasses. RTS still represents a small segment (about $0.3 billion), but it is growing and attracting the attention of distillers who see these formats as a way to offer high-quality craft cocktails to share. For example, Diageo has launched the "The Cocktail Collection" line in bottles, Absolut (Pernod Ricard) is focusing on pitcher mixes, and many craft bars are bottling their signature recipes for retail sale.
This diversification of formats indicates a willingness to cover all consumption occasions: from the single can for on-the-go consumption to the bottle to open at dinner with friends, perhaps as an alternative to wine.
 

Product Innovation: From Flavors to Formats, Creativity Knows No Bounds

The RTD boom is going hand in hand with a true wave of innovation in the alcoholic beverage sector. In a market crowded with proposals, the only way to stand out is to offer something different, whether it's a never-before-tasted flavor, an intriguing format, or an appealing brand concept.

Let's look at some key directions of innovation in ready-to-drink alcoholic beverages:

• Classic Cocktails in a Modern Twist: many successful RTDs reimagine famous cocktails, making them accessible to everyone. For example, we find ready-to-use cans of Moscow Mule, Margarita, Negroni, or Old Fashioned, often made with authentic ingredients and branded by the original spirit producers.
  One standout case: Jack Daniel's Cocktails (whiskey and cola, Lynchburg Lemonade, etc.), or Campari canned cocktails, which allow you to enjoy a classic like the Negroni simply by opening the mini-can.
  These products rely on brand appeal and the quality guaranteed by the original recipe to convince even handmade cocktail lovers.
  Premiumization is evident: as noted by a DISCUS analyst, spirits-based products (including canned "vodka/tequila seltzer") offer a richer experience and are having great success at the expense of the malt alternatives initially born. In other words, the market is shifting towards higher-end RTDs, where ingredient quality and brand prestige matter.
• New Flavors and Crossovers: innovation also comes from inventing hybrid categories. For instance, alongside classic cocktails, the "flavored beverages" trend is exploding: hard tea (alcoholic iced tea), hard kombucha, hard coffee, and more.
  These beverages hybridize elements of trendy non-alcoholic drinks (tea, coffee, kombucha) with a light alcoholic content, capturing consumers curious to experiment.
  Another example is wine spritzes and wine coolers in cans: sparkling mixes based on wine and fruit that redefine how wine is consumed in informal settings.
  Even the wine world is adapting, as evidenced by the recent trend of canned wine, which is gaining ground in the US for its practicality and Millennials' approval.
  This cross-pollination between categories shows that innovation knows no clear boundaries: modern consumers are open to trying new drinks if they can combine pleasant flavors and lifestyle.
  For a producer, daring with original recipes can pay off.
  Notably, exotic or seasonal flavors are also successful: many brands launch limited editions with curious flavors (for example, summer tropical cocktails or spicy winter mixes).
• Creative Formats and Packaging: the eye wants its share, and in the case of RTDs, packaging is both a marketing vehicle and a functional innovation.
  The can remains the queen, particularly the slim 250 ml or 355 ml format that's easy to carry, but it's not the only option.
  Today you can find cocktails in brick packages (single-serving cartons) similar to juice boxes with straws, designed for festivals and parks where glass is prohibited. Or resealable flexible pouches (like wine sacks) for cocktails to share at a party.
  As mentioned earlier, multi-serving bottles are emerging as a choice for more sophisticated products to pour into glasses.
  This range of formats satisfies different needs: from maximum portability (can/pouch) to environmental sustainability (paper or recycled plastic formats) to premium aesthetics (elegant bottles).
  In terms of sustainability, the green wave also touches ready-to-drink: for example, paper bottles for alcoholic beverages are being developed by giants like Diageo and Pernod Ricard.
  An eco-friendly packaging can become an important differentiation element to win over eco-conscious American consumers, especially the younger ones who reward environmentally aware brands.
  In short, innovating in format means both improving the user experience (more practicality, new consumption occasions) and communicating brand values in a tangible way.
• New Horizons: Low and No-Alcohol, Functional Drinks, and Beyond: Innovation in ready-to-drink isn't just about alcohol but also its absence.
  Riding the wave of Dry January and mindful moderation, non-alcoholic RTD mocktails are emerging (a term derived from the combination of "mock," fake, and "cocktail" is a drink that mimics the look and taste of a traditional cocktail but without containing alcohol): from canned fake Gin Tonic to zero-alcohol cocktails with botanicals and natural extracts.
  In the US, non-alcoholic beverage sales have grown by 32% in the last year, indicating there's an audience looking for alternatives.
  Brands like Curious Elixirs offer artisanal non-alcoholic cocktails in bottles, and even giants like Heineken and Budweiser have launched non-alcoholic beers and seltzers to capitalize on the trend. Simultaneously, low-alcohol RTDs (2-3% vol) are emerging for those who want "just a hint" of alcohol.
  Another emerging sector is RTDs infused with cannabis (THC/CBD) in US regions where it's legal: beverages that promise relaxation without alcohol, a completely new frontier of consumption.
  Finally, the functional aspect: nitro alcoholic cold coffees for a boost, beverages with added electrolytes for a "reinforced" après-sport, or cocktails with adaptogen ingredients to combine leisure and wellness. All this enriches the already varied offering and demonstrates the innovative vitality of the American beverage sector.
   

The Future of Alcoholic Ready-to-Drink: Opportunities and Challenges

Looking ahead, analysts agree that ready-to-drink will remain a fundamental driver of the alcoholic beverage industry in the United States.
Certainly, after exceptional growth, a slowdown to more sustainable rates is expected, but the underlying trend, the preference for portable, single-serving beverages with modern appeal, is set to consolidate.
It is estimated, as mentioned, that by 2027 ready-to-drink will contribute to about one-fifth of total spirits market growth, a significant figure that explains why all major players are incorporating them into their plans.
American consumers' demand for convenience and quality will continue to shape the sector: those who manage to offer ready-to-drink cocktails with excellent taste, authentic ingredients, and maybe a healthy touch (less sugar, fewer calories) will have great chances of success.
Future prospects also see some challenges. Competition is growing day by day, new local brands are popping up, multinationals are expanding their portfolios, and store shelves are starting to be crowded with colorful cans. To stand out, RTD products will need to focus heavily on branding and experiential marketing. The idea of a "cocktail in a can" is no longer enough: it will be necessary to build around the product a strong image and an engaging story. An example cited by experts is Liquid Death (although in the field of mineral waters): it transformed a simple can of water into a viral phenomenon thanks to ironic and unconventional marketing, demonstrating that success can depend more on branding than on the liquid itself alcoholprofessor.com . Translating this concept, RTD brands that manage to create communities of enthusiasts, leverage social media, and connect to consumer lifestyles (e.g., collaborations with artists, themed events) will build loyalty that will support them beyond the novelty of the moment.
Another key area will be distribution and regulation. In the US, alcohol sales are regulated state by state: so far, spirits-based RTDs have sometimes had limited channels (for example, in some states only liquor stores can sell them, not supermarkets, unlike malt-based ones). However, there's movement to equalize the rules: in 2023, several state laws expanded RTD cocktail sales also in grocery stores and made measures like cocktails-to-go from bars permanent. Greater retail accessibility of alcoholic RTDs will open up further markets, especially if the extra taxation that some states apply is reduced (DISCUS is lobbying in this regard). For exporters, this means potentially more commercial outlets as the regulatory framework eases in favor of these beverages.

The ready-to-drink alcoholic phenomenon in the United States is far from saturated. The coming years will see the consolidation of winners but also the emergence of surprising new niches. From the perspective of a business looking to enter this market, the watchwords will be quality and innovation: offering an RTD that provides a genuinely pleasant experience (on par with a handmade cocktail) and perhaps exploits a distinctive element, an original Italian recipe, a PDO ingredient, an eco-friendly design, can be the key to winning over consumers.

Americans have shown they appreciate creativity in the glass and convenience in the fridge; they will continue to seek products that combine these two things. Those who can evolve with public tastes, maintaining authenticity, will be ready to ride the long wave of ready-to-drink in America.

↓ Update of 06/22/2022 ↓

Selling Spirits in the United States: The Alcohol Categories that Sell the Most in the American Market

Since 2021, 82% of the revenue in the American alcoholic beverage sector has been generated by the sale of high-end and super premium spirits. This is excellent news for companies in the sector, especially for Italian companies that wish to expand into the American market.

The key product for the sector's growth has been tequila: tequila sales in the United States account for almost a third of the alcoholic industry's revenue, and many companies have reported high revenues thanks to this spirit, such as 818 Tequila. Additionally, among American consumers, the consumption of premium ready-to-drink cocktails has spread (even Gucci has created one) and Mezcal at the expense of vodka and American whiskey categories.

Why Spirit Sales are Increasing in America

Along with the recovery of consumption in bars and restaurants, new purchasing habits and consumption behaviors are spreading

On-premise spirit sales in the USA have surpassed pre-pandemic levels at +53%, indicating that American consumers enjoy drinking in venues much more than before. The key driver has been the desire to experience the cocktail directly on site after trying to recreate it at home. At the same time, Americans have positively embraced alcohol purchases through e-commerce for off-premises consumption; another significant change in American consumers' purchasing habits has been delivery, home delivery, along with the possibility of purchasing takeaway cocktail kits.

In 2021 American consumers drank an average of 18 alcoholic drinks per week

The average American consumer drank 860 cocktails over the course of 2021, a figure that reflects the enormous interest in the category of alcoholic bases in the US market. The sales of the alcoholic beverage sector indeed increased by 12% for a total of $35.8 billion, while volumes increased by 99.3% to 291 million 9-liter cases.

The Alcohol Categories with the Most Sales in the United States:

• Vodka: +4.9%, value of $7.3 billion
• Tequila and Mezcal: +30%, value of $5.2 billion
• American Whiskey: +6.7%, value of $4.6 billion
• Brandy and Cognac: +13.1%, value of $3.5 billion
• Liqueurs: + 15.2%, value of $2.9 billion

The Top 5 Fastest Growing Alcohol Categories in the USA:

• Pre-mixed Cocktails and Alcoholic RTDs: +42.3% in revenue, value of $1.6 billion
• Tequila and Mezcal: + 30.1% in revenue, value of $5.2 billion
• Irish Whiskey: +16.3% in revenue, value of $1.3 billion
• Liqueurs: + 15.2% in revenue, value of $2.9 billion
• Single Malt Scotch: +14.4% in revenue, value of $1 billion