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RTD Spirit Market Trends

ID: MRFR//4055-CR | 110 Pages | Author: Pradeep Nandi| April 2024

Global RTD Spirit Market Overview


RTD Spirit Market Size was valued at USD 2,632.79 million in 2023. The RTD Spirit market industry is projected to grow USD 3,446.85 Million in 2024 to USD 41,515.64 million by 2032, exhibiting a compound annual growth rate (CAGR) of 36.49% during the forecast period (2024 - 2032).  The growing consumer demand for convenience, versatility, and high-quality alcoholic beverages. The shift to low-alcohol, tasty, and easy-to-use alternatives is particularly attractive to millennial and Gen Z consumers, who prioritize quality, authenticity, and product innovation. The growth of social gatherings and home consumption, particularly boosted by lifestyle changes due to the COVID-19 pandemic, has boosted the TTK alcohol market. In addition, the expansion of e-commerce and direct-to-consumer sales channels made these products more accessible and supported market growth. Environmental concerns and health awareness are also influencing product development, leading to organic, more natural, and lower-calorie TTK liquor options. In addition, TTK's spirits market will benefit from strategic marketing and branding efforts designed to de-characterize canned and bottled cocktails and position them as quality craft substitutes for traditional spirits. Collaboration between established alcohol brands and emerging R&D companies builds credibility and expands the product range, which attracts a wider consumer base.


RTD Spirit Market Overview


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


RTD Spirit Market Trends



  • Growing Innovations by Key Players


The growing consumption of RTD spirits such as rum, whiskey, and vodka among various consumer groups such as Gen X, Gen Z, millennials as well and baby boomers have compelled manufacturers to come up with a wide range of products which in turn would fuel its market growth in the upcoming years. As a part of this, in May 2023, Urban lifestyle brand Salud intends to introduce new spirit-based ready-to-drink (RTD) products in ten additional Indian locations, with a USD 1.5 million investment. Karnataka, Goa, Telangana, Maharashtra, Orissa, Pondicherry, Kerala, Punjab, Uttar Pradesh, and Chandigarh are among the main Indian states where the brand hopes to create a strong presence. Salud is catering to a diverse variety of consumers by focusing on both smaller and major states, delivering its upscale lifestyle and goods to a large audience. Moreover, in the upcoming months, the company will launch premium gin and Salud Bitters on the Indian market. The business claims that in the previous fiscal year, it sold 30,000 cases, each comprising 24 bottles, to the RTD market only. In addition, the company is introducing three new SKUs based on various spirits to broaden its product selection and satisfy a wider spectrum of consumer tastes. In August 2023, Double Dutch, in collaboration with the beverage business John Paul Jones Rum (JPJ) released its first ready-to-drink (RTD) canned cocktail. With JPJ's dark and dry Lowland Rum and Double Dutch's Cucumber and Watermelon mixer, the RTD cocktail is a light, energizing rum-based concoction that comes in a 250ml container. It is a 4.5% ABV and provides a fruity, low-calorie beverage that is perfect for picnics, BBQs, and drinking with friends. Hence, the growing innovation by key players to cater to the various consumer groups is likely to increase the demand for RTD spirits in the upcoming years.


RTD Spirit Type Insights


The RTD Spirit Market segmentation, based on type, includes rum, whiskey, vodka, tequila, and others. The vodka segment accounted for the largest market share of 46.36% in 2022 and is likely to register a CAGR of 36.37% during the projected period. In the Vodka segment of the RTD Spirits market, there is a wide range of products that combine the popularity of vodka with the ease of being ready to drink. This category meets the needs of a wide range of customers, including those who like the traditional taste of vodka and those who want an easy way to drink this famous alcoholic drink. The Vodka Ready-to-Drink (RTD) group includes a variety of vodka options, including both traditional vodka with no flavoring and vodka with flavoring. These options offer a wide range of flavors that are pleasing to the senses. Ready-to-drink (RTD) vodka drinks are both an example of standard ways of doing things and a place where new ideas are tested. The coming together of purity and ease is one of the main things that drives this market. People, especially those in the Millennial and Gen Z age groups, like vodka because it tastes clean and delicious. But they also want the ease of a drink that is already mixed. Because of this, there has been an obvious rise in the popularity of vodka-based cocktails and the number of pre-mixed vodka drinks made with a variety of mixers. Also, the number of drinks with vodka in them that are made to appeal to a wide range of tastes has gone up.


Also, the growing focus on health is having a big effect on this industry. Ready-to-drink (RTD) beverages made with vodka that are low in calories and sugar are becoming more and more popular with customers. This choice makes it possible for people to drink without sacrificing their health and fitness goals. Vodka ready-to-drinks (RTDs) can be used in a lot of different ways, making them very flexible and good for many situations. They are lively and interesting to look at, which makes them great for parties, outdoor events, and special situations. These products give people a quick and easy way to enjoy vodka without having to learn difficult mixing techniques or how to be a good barman.


Figure 1: RTD Spirit Market, by type, 2022 & 2032 (USD Million)


RTD Spirit Market, by type, 2022 & 2032


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


RTD Spirit Category Insights


The RTD Spirit Market segmentation, based on category, includes organic and regular. The commercial segment accounted for the largest market share of 72.90% in 2022. Regular spirits that are ready to drink (RTD) are a strong and growing part of the spirits business. As people's lives change and ease becomes more important, the market for regular RTD spirits has grown and changed a lot. Several big trends can be seen in the normal RTD spirits market. First, there's a growing desire for classic and timeless cocktail choices. People are rediscovering the appeal of well-known drinks like the Margarita, Mojito, and Whisky Sour, which are all packaged and ready to drink. Brands are making money off memories by making familiar flavors that appeal to a wide range of people.


In the regular RTD spirits market, there is also a move towards premiumization. People are willing to pay more for better ingredients and more real flavors. In response, brands are making their goods better by using top-shelf spirits and natural ingredients. Regular RTD spirits are very flexible and can be used in a lot of different ways. They make it easy and quick to enjoy classic drinks without having to be a great barman or have a fully stocked bar. Regular RTD spirits are easy to use without sacrificing taste, whether you're having a relaxed get-together with friends or a quiet night at home.


Also, these drinks are easy to drink while you're on the go. Because they are easy to carry, they are great for picnics, outdoor events, and traveling. Many regular RTD drinks are made to be drunk in one shot, so you don't have to measure ingredients or carry around heavy bottles.


Figure 1: RTD Spirit Market, by category, 2022 & 2032 (USD Million)


RTD Spirit Market, by category, 2022 & 2032


Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review


RTD Spirit Market Segment Insights:


RTD Spirit Demographics Insights


The RTD Spirit Market segmentation, based on demographics, includes Gen Z, Millennials, Gen X, and Baby Boomers. The millennial segment held the majority share in 2022 concerning the RTD Spirit Market revenue. In the ready-to-drink (RTD) spirits business, Millennials are a driving force that is changing the way the industry looks. People who were born between the early 1980s and the late 1990s are called "millennials". They are known for having a wide range of likes. In the RTD liquor market, Millennials' desire for new and different drinks is a key trend. They want to try new flavors, so they are more likely to try unusual RTD drinks like those with botanicals added, ready-made craft cocktails, and even exotic liqueurs.


The focus on health and fitness by Millennials is another important trend. This group is becoming more aware of what goes into their food and how it affects their health. They look for RTD drinks that are made with ingredients that are natural, organic, and low in calories. Millennials are very interested in brands that are honest and stress health-conscious features. Millennials have a wide range of tastes when it comes to RTD spirits.


Figure 1: RTD Spirit Market, by demographics, 2022 & 2032 (USD Million)


RTD Spirit Market, by demographics, 2022 & 2032


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


RTD Spirit Distribution Channel Insights


The RTD Spirit Market segmentation, based on distribution channels, includes supermarkets & hypermarkets, specialty stores, online, and others. The supermarkets & hypermarkets segment accounted for a higher market share in 2022 and is expected to witness the highest CAGR. Supermarkets & hypermarkets are big players in the market for ready-to-drink (RTD) spirits, which is always changing. Customers can find a wide range of RTD Spirits in these large store spaces, which have a lot of products and can be used as a one-stop shop. People can find a variety of pre-mixed cocktails, canned spirits, and ready-to-pour alcoholic drinks in hypermarkets. This sales outlet is good for a wide range of people, from those on a tight budget who want affordable drinks to those looking for high-end and unusual RTD Spirits. One of the best things about hypermarkets is that they have a lot of choices in one place. This makes it easy for customers to compare and choose between different brands and flavors. One of the main reasons why RTD Spirits are so popular in hypermarkets is that they have a lot of buying power and a lot of shelf space. This lets them work with a wide range of brands and kinds of products, which makes the RTD Spirits market much more competitive. Also, hypermarkets often do promotions and give discounts, which help them attract price-conscious customers and influence their decisions about what to buy. Hypermarkets are a good way to sell RTD Spirits because customers can buy snacks and mixers along with their RTD Spirits. This makes hypermarkets more appealing as a sales outlet.


Figure 2: RTD Spirit Market, by Distribution Channel, 2022 & 2032 (USD Million)


RTD Spirit Market, by Distribution Channel, 2022 & 2032


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


RTD Spirit Packaging Insights


The RTD Spirit Market segmentation, based on packaging, includes bottles and cans. The cans segment accounted for a higher market share in 2022 and is expected to witness the highest CAGR. Ready-to-drink (RTD) spirits are becoming more and more popular as people look for easy ways to enjoy their favorite drinking drinks while they are on the go. In this market, the choice of packing is a big reason why people buy or don't buy something. The can packaging type is a key segment of the RTD spirits market. It includes a wide range of trends, applications, pricing strategies, and sales outlets, as well as significant differences between demographics and between developed and developing countries. Portability and ease of use are two of the most important trends in can packaging for RTD drinks. People are choosing cans more and more because they are light and easy to carry. This makes them great for outdoor activities, picnics, and social events. This is in line with the growing desire for drinks that are easy to take with you and can be used in different ways.


RTD Spirit Regional Insights


By Region, the study segments the market into North America, Europe, Asia Pacific, South America, and the Middle East & Africa. North America RTD Spirit market accounts for the largest market share 40.45% in 2022 and is expected to exhibit a 33.80% CAGR due to its robust cocktail culture and the quick implementation of convenience-oriented alcoholic beverages, particularly among younger customers. Europe accounts for the second largest market share in RTD Spirit Market. Which is driven by a rich tradition of alcohol consumption combined with a growing interest in ready-to-eat beverages with lower alcohol content. The territory and strict focus on quality combined with a strong regulatory framework supporting the craft and premium segments will further strengthen its dominant position in the RTD spirit market. As a key player in the global RTD Spirit industry, North America has witnessed a surge in the production and consumption of RTD spirits. Further, US RTD Spirit market held the largest market share, and the Canada RTD Spirit market was the fastest-growing market in the North America region.


Further, the major countries studied are The U.S., Canada, Germany, France, Northern Africa, the UK, Italy, Spain, China, Japan, India, Australia & New Zealand, and Brazil.


Figure 3: RTD SPIRIT MARKET SHARE BY REGION 2022 (%)


RTD SPIRIT MARKET SHARE BY REGION 2022


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


The North America RTD Spirit market stands as a dynamic and evolving sector, poised for continued expansion and revolution. This is because consumer tastes and lifestyles are changing. This changing environment is being shaped by several important trends. The growing focus on health and wellness is one of the most important trends in the RTD Spirits business in North America. People are becoming more health-conscious and looking for choices with less sugar, fewer calories, and natural ingredients. As a result, the number of "better-for-you" RTD Spirits being made and drunk is on the rise. Brands are responding to health-conscious customers by making products with less sugar, organic ingredients, and clear nutritional information. The rise of homemade and artisanal RTD Spirits is another interesting trend. Consumers who know what they want are looking for unique choices that are made or sourced locally and show craftsmanship and authenticity. Craft distilleries are becoming more popular because they make RTD Spirits in small batches or by hand, giving them unique tastes and qualities that set them apart from mass-produced options. This is part of a larger effort to support local businesses and appreciate the work that goes into high-quality goods. The North America RTD Spirit market comprised of the US, Canada, & Mexico, among which the US emerged as the frontrunner with a market share of 73.26% in 2022.


The Asia-Pacific RTD Spirit market is expected to grow at the highest CAGR of 38.12% from 2022 to 2032. The Asia-Pacific RTD (Ready-to-Drink) Spirits market is dynamic and changing quickly, driven by unique trends, drivers, and a lot of possibilities. People want more than just a drink; they want events that are immersive and memorable. Because of this trend, a lot of new RTD products have come out that aren't like standard cocktails. Brands are trying out things like interactive packaging, virtual reality labels, and partnerships with mixologists to make an experience that goes beyond just drinking the drink. The trend of adding local flavors and ingredients to RTD Spirits shows how different Asia Pacific's food culture is. People are drawn to goods that taste real and show off the wide variety of flavors that are found in the area. Local herbs, spices, and veggies are being used by brands to make their products more appealing to local tastes. This trend fits with the growing pride in regional identity and the desire to help local communities.


People who care about their health are changing the market by choosing wellness-focused RTD Spirits. Products that have less alcohol, less sugar, and natural chemicals are becoming more popular. This trend reflects the global change towards more conscious consumption and the desire to live a healthy life without giving up taste and enjoyment. Sustainability is becoming an important part of the RTD Spirits business in Asia and the Pacific. Consumers are becoming more interested in brands that care about the environment by doing things like finding ingredients responsibly and using packaging that can be recycled.


The European RTD Spirit market is changing quickly because customer tastes are changing, and new brands are becoming more popular. Several major trends are changing the way this market, which is always changing, looks. The growing focus on health and fitness is a major trend in the RTD Spirits market in Europe. As people become more health-conscious, they want choices with less sugar, fewer calories, and more natural ingredients. Brands are quick to react with "better-for-you" RTD spirits, making products with less sugar, organic ingredients, and clear nutrition labels. This trend shows that people want to enjoy themselves without putting their health at risk. Another interesting trend is that RTD Spirits are becoming more expensive. Europeans who know what they want are drawn to high-quality, handmade, and artisanal choices. Craft breweries are becoming more popular. They make RTD Spirits by hand in small batches with unique flavors and high quality. This is part of a larger movement towards appreciating the work that goes into high-quality goods and supporting local businesses, especially those with a strong regional impact.


The South American RTD Spirit market is a fascinating mix of rich traditions, changing consumer tastes, and promising prospects. The praise of local flavors and ingredients is one of the most noticeable trends in the South American RTD Spirits market. South America's varied and rich settings are home to many different herbs, fruits, and other plants. Brands are taking advantage of this abundance by giving their RTD goods a local feel. People like this trend because it gives them a taste of custom and lets them learn about the culinary history of the continent. Craft and handmade RTD Spirits are becoming more and more appealing to people in South America. Small-batch, hand-made goods are becoming more popular because more people value quality and originality. Craft breweries are becoming more common. They make RTD Spirits with unique tastes and a strong sense of place.


The Middle East and Africa (MEA) region has witnessed a notable evolution in its RTD Spirit market, which is a mix of old customs, new ideas, and unrealized promises, the key drivers, and the promising growth paths. The celebration of tradition and authenticity is one of the most important trends in the Middle East and Africa RTD Spirits market. People in the area want to buy things that are in line with their culture and customs. As a result, brands are adding local flavors, spices, and ingredients to their RTD products to pay homage to the local food culture. This trend draws people who want to feel like they're back in the past. The number of people in the Middle East and Africa who want luxury and craft RTD Spirits is growing. Consumers who know what they want are looking for small-batch, high-quality goods that show craftsmanship and attention to detail. Craft breweries are becoming more popular because they make RTD Spirits with unique flavors and a strong sense of place. This trend fits with the way people in the area value quality and like to use traditional ways to make things.


RTD Spirit Key Market Players & Competitive Insights


Market leaders in the global RTD Spirit sector are at the forefront of adapting to the evolving landscape, employing a spectrum of strategies to meet dynamic consumer demands and sustain a competitive edge. The key factors driving the growth of the RTD spirits market include the increasing consumption of alcohol coupled with the growing innovations by key players. However, the fluctuating prices of raw materials are expected to restrict the market's growth during the forecast period. Furthermore, the growing investment by major players as well as increasing strategies adopted by key players are anticipated to create growth opportunities for the market. The global RTD spirits market is highly competitive, with the established players adopting various strategies such as product launches, subsidiary launches, and brand launches to segment and product launches to bolster the product portfolio and distinguish themselves from their peers in the competition landscape. To strengthen the distribution channel and boost the market share, the companies are constantly looking for companies to acquire and channel the distribution channel by renewing and innovating with in-house distribution. Most of the companies in the market are expected to enter into a strategic partnership with leading cocktail brands to create fusion products and develop innovative product offerings in the coming years. Another form of partnership that is expected to gain importance in the forecast period is the partnership with popular artists in the entertainment media and social media influencers to gain a considerable consumer base in the long term. The growth of the market players in the global RTD spirits space is dependent on various factors including market conditions, disposable income of individuals, growth of the working population, inflation, and industry development.


Key Companies in the RTD Spirit market include



  • Diageo Plc (United Kingdom)

  • Brown-Forman Corporation (United States)

  • Pernod Ricard (France)

  • Constellation Brands, Inc. (United States)

  • Bacardi Limited (North Atlantic)

  • Suntory Holdings Limited (Japan)

  • Anheuser Busch InBev (Belgium)

  • Heineken N.V. (Netherlands)

  • Asahi Group Holdings, Ltd. (Japan)

  • & J. Gallo Winery (United States)


RTD Spirit Industry Developments


August 2023: Brown-Forman has planned to implement its in-house distribution management in the Slovakia market which is expected to push the sales of the company’s Jack Daniel’s Family of Brands and various other brands in line with the consumer trends and preferences.


June 2023: Pernod Ricard has acquired a 90% stake in the Ace Beverage Group, a Canada-based RTD-producing company, and leader in the Canadian RTD beverages market. The acquisition is expected to boost the former’s Coby Spirit and Wine presence in Canada.


RTD Spirit Market Segmentation:


Global RTD Spirit Type Outlook



  • Rum

  • Whiskey

  • Vodka

  • Tequila

  • Others


Global RTD Spirit Category Outlook



  • Organic

  • Regular


Global RTD Spirit Demographics Outlook



  • Gen Z

  • Millennials

  • Gen X

  • Baby Boomers


Global RTD Spirit Packaging Outlook



  • Bottles

  • Cans


Global RTD Spirit Distribution Channel Outlook



  • Supermarkets & Hypermarkets

  • Specialty Stores

  • Online

  • Others


RTD Spirit Regional Outlook



  • North America

    • US

    • Canada

    • Mexico



  • Europe

    • Germany

    • France

    • Italy

    • Spain

    • UK

    • Rest of Europe



  • Asia-Pacific

    • China

    • Japan

    • India

    • Australia & New Zealand

    • Rest of Asia-Pacific



  • South America

    • Brazil

    • Argentina

    • Rest of South America



  • Middle East & Africa

    • GCC Countries

    • Turkey

    • Northern Africa

    • Southern Africa



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