Higher alcohol ready-to-drink beverages are gaining traction, despite opposing trends for no and low alcohol also running in tandem. Southern Glazer’s tells db why this is a trend to watch.
Speaking to the drinks business, Zach Poelma, senior vice president at Southern Glazer’s explained that, as consumers look for options that feel more comparable to a cocktail, ABVs are rising in the RTD category.
‘Bar quality’
Poelma explained: “What we’re seeing isn’t a contradiction, it’s consumers becoming more deliberate about how they drink depending on the occasion – and no-alcohol options are clearly tied to moderation and longer, more sessionable moments. At the same time, higher-ABV RTDs are growing because they deliver a more bar-quality, cocktail-like experience in a convenient format.“
Poelma told db: For a lot of consumers, it’s about getting that full cocktail experience without the need for multiple ingredients, or the cost of ordering out. There are also opportunities where higher ABV means fewer actual drinks have to be consumed which saves the consumer money and calories, both of which are very relevant in a lot of decisions they are making today.”
Consumed before going out
He revealed: “There’s definitely been some discussion around younger consumers trying to recreate pre-going-out rituals, but the bigger shift we’re seeing is toward at-home and pre-event consumption that’s more efficient and predictable. A higher-ABV RTD can replace multiple drinks or serve as a starting point for the night, which resonates in a value-conscious environment.”
Poelma added: “Ultimately, the category is expanding in both directions because consumers want flexibility. They’re choosing lighter options when they want to pace themselves, and higher-ABV options when they’re looking for something that feels more elevated or delivers a stronger impact.”
‘Non-carbonated, more complex, flavour-forward’ trends
Another trend running alongside the higher alcohol content for RTDs included growth in non-carbonated formats, offering a closer approximation to bar-quality drinks as well as the rising demand for more complex, flavour-forward drinks that could be boosted by elevated ingredients, moving beyond simple, sessionable profiles.
Describing which flavours were rising in popularity, Poelma said: “From a flavour standpoint, we’re seeing a continued pull toward familiarity with a twist. Classic cocktail profiles like margarita and espresso martini are performing well, especially in higher-ABV formats where authenticity matters more.”
Citrus and tropical flavours continue to rise in popularity
He hinted that “citrus continues to lead, lime, lemon, grapefruit, but we’re also seeing strong momentum behind tropical flavours like pineapple and passionfruit, which tie into more escapist drinking occasions.”
Poelma pointed out that “at the same time, there’s growing interest in more complex, less-sweet profiles” and noted that “Aperitif-inspired flavours, [such as] orange, herbal, slightly bitter notes, are starting to resonate as consumers become more comfortable with those flavour profiles, particularly coming out of trends we’ve seen in Europe.”
With this in mind, he reiterated that “across the board, there’s a noticeable shift away from overly sweet RTDs toward more balanced, refined flavour profiles that better mimic what you’d get at a bar”.
‘More sophisticated’
But, he insisted: “While moderation continues to shape the broader alcohol conversation, the RTD category is moving in a different direction. It’s getting stronger, more sophisticated, and increasingly positioned as a true alternative to cocktails.”
Why? Because, he said: “Instead of scaling back, consumers are gravitating toward formats that better replicate the bar experience, with cocktail-like RTDs that deliver both convenience and quality.”
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