RTD sales surged in Britain’s off-trade in 2025

Ready-to-drink beverages posted strong growth in the United Kingdom’s off-trade in 2025, giving retailers and drinks suppliers one of the clearest areas of momentum in an otherwise weaker spirits market.

According to analysis of NIQ off-trade data published in the Wine and Spirit Trade Association’s Sip 2 report and cited by Harpers Wine & Spirit Trade News, RTD sales rose 12% in volume and 17% in value during 2025. The category generated £704 million in the off-trade, a sign that canned and bottled mixed drinks continued to win shoppers in supermarkets, convenience stores and other retail outlets.

The figures stand out because they come at a time when the broader spirits category has been under pressure. Harpers reported that overall spirits lost about £40 million in sales in the final three months of 2025 alone. That contrast suggests consumers are still spending on alcohol, but are being more selective about format, occasion and price.

Miles Beale, chief executive of the WSTA, said the RTD performance was “welcome news” and described it as a bright spot in the sales data. His comments reflect a wider industry view that RTDs have moved beyond being a niche convenience purchase and are now an important part of mainstream retail alcohol sales.

The growth matters across the beverage business because it may influence how retailers allocate shelf space and how producers plan their portfolios. If premium RTDs continue to outperform while traditional spirits soften, supermarkets and independent merchants could give more room to canned cocktails and similar products. Spirits companies may also face more pressure to expand into RTDs or strengthen existing lines to protect sales in retail channels.

The latest numbers point in particular to the resilience of premium RTDs, a segment that has benefited from demand for convenience without giving up brand recognition or perceived quality. For drinks companies, that creates a different competitive landscape from standard bottled spirits, where shoppers may be cutting back or trading differently.

In practical terms, the category’s rise gives retailers a product group with both volume growth and faster value growth, an important combination at a time when many parts of the alcohol market are struggling to maintain revenue. A 17% increase in value against 12% growth in volume also indicates that consumers are accepting higher price points within RTDs, especially where branding, flavor profile or cocktail-style positioning support a more premium offer.

For the U.K. off-trade, that makes RTDs more than a passing trend. The category is increasingly relevant to assortment decisions, promotional planning and supplier negotiations. While the broader spirits market remains much larger overall, the recent divergence shows where current consumer demand is strongest and where future investment is likely to go.