Ready-to-Drink Beverages Set to Hit $40 Billion by 2027 With 12% Global Growth

Ready-to-drink beverages, known as RTDs, have become a significant part of the global beverage market. These drinks, which include both alcoholic and non-alcoholic options, are pre-mixed and packaged for immediate consumption. The concept first appeared in the late 20th century, but it is only in recent years that RTDs have gained widespread popularity. In 2024, their presence was especially notable at ProWein, one of the world’s leading trade fairs for wine and spirits, held annually in Düsseldorf, Germany. This year’s event introduced a new section called ProSpirits, where RTDs were featured by many exhibitors.

RTDs appeal to consumers for several reasons. According to research by Mintel, taste is the primary driver for 64% of buyers. Many people enjoy trying new flavors, with 42% citing this as a reason for purchase. Other factors include preference for a specific type of alcohol, affordability, and brand recognition. The convenience of RTDs is also important; more than half of surveyed consumers appreciate having a drink ready without preparation. Social occasions, home gatherings, outdoor events, and seasonal activities like summer outings are common times when people choose RTDs.

At ProWein 2024, classic spirit-based RTDs such as rum or whisky with cola and gin with tonic were widely available. Companies like Bimmerle from Achern and Underberg AG showcased their products in Hall 5. Rum-based cocktails from Rhum Damoiseau of Guadeloupe and producers from Mauritius were also present. One standout was the “Sundowner,” a rum cocktail from Mauritius designed to complement the end of a day at the fair.

The RTD category is not limited to spirits. Wine-based RTDs are gaining traction, especially those with lower alcohol content or no alcohol at all. Cherubino Valsangiacomo offered options like Aigua de Valencia and Sangria Vittore in Hall 11. Traditional cocktails prepared to professional standards were available from Ardent Batch in Hall 9, including Aviation, Cosmopolitan, Negroni (both white and red), Espresso Martini, and Old Fashioned. French manufacturer Le Barteleur presented high-quality versions of Mai Tai and Manhattan at the Alccov SAS stand in Hall 7.

Innovation is also shaping the RTD market. Katlenburger Kellerei GmbH & Co. KG collaborated with WIN Creating Images to launch what they claim is Europe’s first fully AI-generated RTD cocktail. Artificial intelligence was used to develop every aspect of the product—from recipe creation to packaging design and marketing materials—which debuted at ProWein 2024.

Market analysts expect strong growth for RTDs over the next few years. According to the IWSR RTDs Strategic Study 2023, the category is projected to expand by 12% between 2022 and 2027 across ten key markets, reaching sales of $40 billion by 2027. Cocktails and long drinks are expected to drive this growth, particularly in premium segments.

The increasing popularity of RTDs reflects changing consumer habits and preferences for convenience, variety, and quality. At ProWein 2024’s ProSpirits section, industry professionals from retail, food service, and bars had an opportunity to explore the latest trends and innovations in this fast-growing segment. The event highlighted how RTDs are reshaping drinking culture by offering accessible options that cater to diverse tastes and occasions.