Spirits Lead Global RTD Market with 47.8% Share, Beer at 45.3% and Wine at 6.9%

The global market for ready-to-drink (RTD) alcoholic beverages experienced significant growth in 2024, but the results varied widely depending on the type of base alcohol and the region. According to a recent report by Vinetur, the RTD market is divided into three main categories: distillate-based, wine-based, and beer- or malt-based products. Each segment showed distinct performance trends, consumer preferences, and strategic implications.

Ready-to-drink (RTD) alcoholic beverages have become a major force in the global alcohol industry, with 2024 marking another year of strong growth for the category. RTDs are pre-mixed, packaged drinks designed for immediate consumption, including canned or bottled cocktails made with distilled spirits, wine-based drinks such as spritzers and sangría, and beer-based blends like radlers and shandies. The appeal of RTDs lies in their convenience, offering consumers a bar-like experience without the need for preparation.

In 2024, global retail sales of alcoholic RTDs reached an estimated $24.2 billion, up about 6% from the previous year. This growth stands out in a market where most other alcohol categories—beer, wine, and spirits—either stagnated or declined in volume. Total global RTD consumption was approximately 575 million nine-liter cases, representing a 2% increase over 2023. The average price per nine-liter case rose to about $42.09, reflecting both inflation and a consumer shift toward premium products.

Distillate-based RTDs, which include premixed cocktails made with spirits such as vodka, tequila, gin, and whiskey, led the market in 2024. These products accounted for 47.8% of the global RTD market, valued at approximately $11.57 billion. The segment outperformed its parent category of distilled spirits, making it the primary driver of overall RTD growth. In the United States, the volume of cocktails and RTDs grew by 17%, reaching 73.1 million 9-liter cases. A notable trend was the shift by many brands from malt bases to spirit bases, a move designed to meet consumer demand for authenticity and premium quality. Vodka remained the most popular base globally, but tequila-based RTDs saw the most innovation, reflecting the ongoing popularity of agave spirits. Brands like High Noon, a vodka-based hard seltzer, saw double-digit growth and joined the ranks of the world’s top-selling spirits brands.

Wine-based RTDs, including wine spritzers, coolers, and canned wine cocktails, represented a smaller but important niche. The global wine-based RTD market reached $1.67 billion in 2024. While overall growth was mixed, certain subcategories such as wine spritzers and coolers gained popularity, especially among Millennials. The segment is expected to grow at a compound annual rate of 10.4% through 2033. Growth is driven by consumers seeking lighter, more sessionable drinks and by increased distribution in mainstream retail channels.

Beer- and malt-based RTDs faced a challenging environment in 2024. The segment, which includes hard seltzers and traditional beer mixes like radlers and shandies, saw a decline in hard seltzer innovation as consumer interest shifted toward spirit-based alternatives. Hard seltzer launches dropped from one-third of all RTD innovation in 2021 to just 11% in 2024. However, traditional beer mixes experienced a resurgence, with U.S. sales of radlers and shandies increasing by 28%. In bars and restaurants, malt-based RTDs remained popular, with sales up 69% in 2024.

Regionally, the Asia-Pacific region led the global RTD market by value, holding a 37.3% share worth $9 billion in 2024. This dominance was driven by large, mature markets in Japan and China. North America remained a key center for innovation, particularly in spirit-based RTDs.

In the United States, the RTD market was valued at $3.3 billion for the spirits-based sub-segment in 2024, growing by 16.5%. Spirit-based RTDs held a 76.4% share of bottled RTD cocktails, while malt-based products declined as consumers sought higher-quality options. Millennials and Gen Z drove trends toward convenience, health-consciousness, and premiumization.

Japan’s RTD market was valued at $7.09 billion in 2024, dominated by malt-based products with a 94.88% share. The market is mature, with a strong culture around canned beverages like chūhai. In China, the RTD market was valued at $25 billion under a broad definition, with malt-based products holding a 93.97% share. Growth in China is fueled by a rising middle class and younger consumers seeking new experiences.

The United Kingdom’s RTD market reached $1.75 billion in 2024. Spirit-based RTDs are gaining ground, holding a 74.78% share of bottled cocktails. The market is driven by demand for convenience and bar-quality experiences at home.

Germany’s RTD market was valued at $2.25 billion in 2024, with spirit-based products leading growth. Health consciousness and demand for low-calorie options are key drivers among young adults.

Canada’s RTD market reached $1.5 billion in 2024, mirroring U.S. trends with spirit-based RTDs holding a 76.42% share of bottled cocktails. Local craft brands are popular alongside major international players.

Australia’s RTD category is mature but dynamic, with strong growth in flavored and spirit-based products despite a slight overall volume decline in 2023. More than half of on-premise consumers reported drinking RTDs in late 2024.

Mexico’s RTD market grew by 8% in volume in 2023 to $1.58 billion in 2024. Malt-based offerings dominate, but spirit- and wine-based RTDs are gaining popularity among consumers seeking premium experiences.

Brazil’s RTD market was valued between $2.5 billion and $3.5 billion in 2024 and is forecast to have the highest growth among major markets through 2028. Spirit-based RTDs are driving growth, but beer-based options remain the most consumed.

South Africa’s bottled RTD cocktail segment was valued at $5.1 million in 2024 but is growing rapidly. Spirit-based RTDs dominate the bottled segment with an 82.35% share. Young consumers are the primary demographic, with brands using targeted marketing to build loyalty.

The competitive landscape is shaped by both global corporations and local brands. Strategic moves in 2024 included reformulating products to use spirit bases, expanding distribution networks, and focusing on innovation to meet changing consumer preferences. The outlook for 2026 suggests continued growth for spirit-based RTDs, ongoing innovation in flavors and packaging, and further regional diversification as companies respond to local tastes and trends.