But it’s a category that’s shifting and moving rapidly, with brands coming and going and consumers always looking for something new.
Spirits-based RTDs spur growth
RTDs can be broadly split into three categories: spirits-based, wine-based and malt-based.
And spirits-based are the fastest growing area by far. In the first quarter of 2026, spirits-based RTDs increased 30% in dollars and now account for an impressive 28% of total spirits volume in the off-premise channel, according to the latest SipSource data from Wine & Spirits Wholesalers of America (WSWA).
Spirits-based RTDs are now a ‘meaningful and growing share of the alcohol landscape’. But competition is fierce. There are more than 750 spirits-based prepared cocktail brands in the category: with competition intensifying.
“Spirits-based RTDs are where almost all the growth is right now,” said Danny Brager, SipSource analyst, noting that the category is now 3.5x the size it was in 2021.
Now, 28% of spirits volume sold in the off-premise are RTDs, although this is only 11% in dollar term.
Meanwhile, wine-based RTDs increased around 14%.
The only exception is malt-based RTDs (although still the largest segment of RTD dollars) which continue to decline.
RTDs thrive, spirits dive
RTDs are thriving against a backdrop on a constricting beverage alcohol market.
Inflation and cost-of-living challenges are forcing consumers to trade down, putting continued pressure on the alcohol industry. That's particularly true for core spirits. In Q1, for example, this category was down 4.4% in volume and 5.7% in revenue on a 12 month basis.
And RTDs are gaining share.
“There’s certainly cannibalisation: if we look at the impact on core beer wine and spirits, as consumers forsake a core product for RTDs, whether because of flavor, format or price,” said Brager.
Competition heats up
But what’s important to know about today’s RTD market is that its constantly shifting, and shifting fast.
Many brands have spotted the opportunity, and been able to launch with relative ease.
That’s lead to a busy and sometimes chaotic market as new entrants are constantly popping up. And each new one adds to the competition, with frequent shifts in the top brands.
In fact, 60% of the top 15 brands today were not in the top 15 in 2021.
“I see brands that grow really really quickly but decline just as fast,” said Brager.
However, there are some clear leaders in the category which have stayed consistently at the top over the last few years. That includes brands such as High Noon, Cutwater and BuzzBallz.
“As more and more brands enter the category they should really ask themselves what’s different to RTDs that are out there already,” said Brager.
“So it’s an exciting category, pretty chaotic, but the one fuelling growth right now.”
