RTD alcohol is booming: predicted to grow by 12% in volume between 2023 and 2027. And the category is expected to keep stealing share from other alcohol categories as millennials and Gen Z turn to the category for its bold flavors and fun branding.
Convenience is another key factor: with RTD cocktails lending themselves neatly to BBQs parties, poolside refreshment or summer picnics.
And a relatively low ABV taps into key moderatation trends, offering a sessionable drink with plenty of flavor.
As the category matures, more and more premium options are hitting the market: and innovations such as hard tea are helping drive future growth.
We take a look at some of the latest innovations launching in the US this summer.
Casamigos RTD margarita
Tequila brand Casamigos has launched its first ever RTD margarita variety pack: Casamigos Margaritas.
Made with tequila, natural flavors, triple sec liqueur and real juice, the new non-carbonated drinks bring ‘bold flavor, effortless ease and top-shelf quality’ to the cocktail occasion.
The drinks are available in four flavors: Passionfruit & Prickly Pear, Guava & Hibiscus, Strawberry & Colima Lime and Classic Lime. Each non-carbonated 200ml can of Casamigos Margarita is 10% ABV, 135 calories, and gluten-free.
The 200ml cans feature a vibrant design with signature teal and flavor-matching pastels.
“Tequila-based ready-to-drink cocktails are driving the next wave of growth in the category, and consumers are looking for trusted brands that deliver both quality and convenience,” said Jamie Young, VP of Ready to Drink and Ready to Serve at Diageo.
“With Casamigos Margaritas, we’re bringing a premium experience into the can—backed by the cultural credibility that set this brand apart."
The Casamigos Margaritas variety packs are available now in select states, such as California, Washington and Florida, with national distribution rolling out in the coming months. An 8-pack has a suggested price of $19.99.
Betty Booze vodka cocktails
Betty Booze, the canned cocktail brand created by Blake Lively, is launching its first-ever vodka-based drinks.
Vodka Iced Tea + Meyer Lemonade and Vodka Iced Tea + Passion Fruit is a line of non-carbonated, RTD cocktails. Each flavor is made with naturally gluten-free corn vodka, real black tea, real fruit juice and a touch of agave, and nothing artificial.
The vodka debut follows joins Betty Booze’s existing portfolio of sparkling tequila and bourbon drinks.
Lemonade Splash Variety Pack
Lone River Beverage Company is launching its Lemonade Splash Variety Pack in time for the US summer.
The drink is a Lone River spin on an American classic that captures sun-drenched afternoons in its native Far West Texas.
The variety pack comes with four bold flavors: classic agave, prickly pear, hot honey and blueberry.
Lightly carbonated, gluten-free and with 100 calories or less and no more than 3g of sugar per can, the drink comes in at 4% ABV.
The Lemonade Splash Variety Pack is now available in 12-packs of 12oz cans with a suggested retail price of $17.99.
Vodka Iced Tea
Lake Hour, the premium vodka and tequila seltzer brand created by Marvel actor Wyatt Russell and film producer Rich Peete, is launching canned vodka iced teas.
The new line-up features raspberry tea, blackberry tea, green tea and earl grey tea. Each is uncarbonated, gluten-free, lightly sweetened with pure cane sugar and with a refreshing flavor profile.
The new vodka teas join the existing portfolio of vodka seltzers, including honeysuckle ginger, peach jasmine, rosemary yuzu and watermelon cucumber made with tequila. All drinks are gluten-free and crafted with premium vodka and authentic blanco tequila, with just 3.4g of natural pure cane sugar.
Jack Daniel’s: Strawberry punch
Jack Daniel’s RTD alcohol line, Country Cocktails, has launched a new flavor.
Strawberry punch debuts as a single-flavor six pack and is rolling out across the US.
The 4.8% ABV flavored malt beverage promises a light and easy-to-drink experience, with a drink blended with strawberry flavor, citrus notes and light carbonation.
Other flavors in the Jack Daniel’s Country Cocktails series include Southern Peach, Lynchburg Lemonade and Black Jack Cola.
Low ABV cocktails
Edinburgh Gin is embracing the sessionability of the canned cocktail category with the launch of a 2% ABV drink.
The Raspberry Collins blends Edinburgh Gin’s Raspberry liqueur with soda and a zesty twist of lemon.
The lower ABV drink compares to Edinburgh Gin’s main RTD lineup at 7.3% ABV for a Gin & Tonic and 5% ABV for the Rhubarb & Ginger Gin Liqueur with Ginger Ale.
Thorntail Spicy Mango
Thorntail Hard Agave, a US beverage company based in the Pacific Northwest, has launched Spicy Mango Uprising.
The seasonal release is crafted with clean, natural ingredients at 5% ABV and 110-120 calories, and 1-2g of sugar. It is rolling out across more than 200 stores across Washington and Oregon, joining Thorntail’s core lineup of tropical favorites: pineapple tangerine, passionfruit guava and sea salt lime.
With every purchase of Spicy Mango Uprising, Thorntail will donate proceeds to local nonprofits fighting for social justice, including those that provide legal support, amplify marginalized voices, and work toward a more equitable future.
