RTD cocktail trends 2025 sees the market entering a defining phase. A category once associated with convenience and compromise is now one of the most dynamic areas in adult beverages—driven by changing social behaviour, RTDs are evolving rapidly, with a huge window of opportunity for brands to innovate and lead. The UK market valued at £968m in 2024 an increase of 7% on the previous year.* For manufacturers and drinks brands, success in this space will hinge on recognising not just what’s trending—but why—and delivering cocktails that meet consumer expectations.
Smoke, spice & savoury complexity
While many consumers still enjoy sweet and fruity cocktails, 2025 marks a shift toward more complex and layered flavour profiles. Spiced and smoky serves are in high demand, often mimicking bar-quality cocktails with culinary depth.
Ingredients like Sichuan and pink peppercorns, moringa honey, ginger, cinnamon, chilli, and burnt date and tamarind are adding nuance to drinks, while infusions such as green curry, tom yum spices, lemongrass, and herbs are contributing savoury and aromatic depth. These flavours appeal to adventurous palates and offer a more elevated drinking experience.
At-home socialising: Underleveraged but valuable
With a subdued economic outlook and low consumer confidence, many adults are choosing to socialise at home to save money. Yet despite this shift, only 11% have bought RTDs for home entertaining, in the six months to Nov ‘24.* This points to a gap in how the category positions itself for at-home enjoyment.
RTDs are ideally suited for casual hosting, with their single-serve convenience and consistent flavour. There is a clear opportunity to target at-home drinking occasions—whether through party packs, cocktail tasting boxes, or themed collections. Flavours that evoke escapism such as pineapple, mango, lychee, dragonfruit, banana, and passionfruit could be particularly appealing for these moments.
Premixed nostalgia: Forgotten cocktails resurging
Consumers are increasingly seeking out cocktails with a story—and heritage serves are making a comeback. Forgotten classics such as the Sidecar, French 75, and Aviation are regaining appeal, especially when modernised with fresh flavour twists or functional ingredients. Premixed versions of these cocktails are still rarely available, but 41% of adults say they’d be interested in trying them.*
Tropical and nostalgic ingredients like banana, coconut, and espresso are being used to reimagine these classics—think banana Manhattans, banana Old Fashioneds with cardamom bitters, or even an espresso martini with banana cold foam. These additions offer a sweet twist for the modern palate while respecting classic formats.
RTDs gaining market share & stretching into new spaces
RTDs are predicted to continue gaining market share throughout 2025, benefiting from both short-term economising and long-term moderation trends. They’re more affordable than full-sized bottles of spirits and carry lower risk for experimentation, making them an appealing entry point for younger consumers or those exploring alcohol alternatives. This value proposition is especially strong as consumers become more selective about discretionary spending.
Tropical flavours like watermelon, star fruit, cherry, and strawberry remain strong crowd-pleasers, while non-alcoholic or low-ABV options infused with hemp THC, citrus, or floral botanicals (like lavender) are growing in popularity—bridging the gap between alcohol and wellness.
Yet despite their growth, RTDs are still underperforming relative to their potential. Thirty-six percent of people who regularly drink white spirits with mixers—and 18% who enjoy cocktails—do not purchase premixed RTDs.* The category must work harder to bridge this gap by improving accessibility, taste perception, and occasion relevance. Leveraging trial formats, event-led marketing, and sampling strategies can help close the loop between awareness and adoption.
Format & sustainability innovation
Format flexibility is becoming a vital differentiator in 2025. Cans remain popular, but other formats—such as pouches, resealable bottles, and boxed cocktails—are on the rise. These allow brands to create RTDs for new use cases like festivals, group settings, or travel, while also offering sustainability benefits through reduced waste.
As transparency becomes a baseline expectation, brands must be able to communicate their eco-credentials clearly—whether through recyclable packaging, locally sourced ingredients, or carbon footprint initiatives.
Whether it’s a banana-flavoured mezcal RTD, a lychee martini in a can, or a rum cocktail with Thai spices in a resealable bottle—products that demonstrate responsibility, convenience, and creativity in format will stand out in a saturated category.
The road ahead for RTD brands
As RTD cocktail trends 2025 see the RTD cocktail being recast from a convenient substitute to a premium, purpose-driven product. Brands and manufacturers that recognise the consumer’s evolving mindset will be best placed to thrive. The future of RTDs lies not just in the drink itself, but in the experience it offers. The most successful players will be those who deliver the perfect pour. Chat to our team to find out how we can help with your next project.
* Mintel White Spirits and RTDs UK, 2025
Image source: Trendhub The Food People 2025
