UK Ready-to-Drink alcohol sales reach US$814.7M as consumers shift away from traditional spirits 

UK – Ready-to-drink (RTD) alcoholic beverages are continuing to gain momentum in the United Kingdom, with retail sales reaching approximately £704 million (US$814.7M) as consumers increasingly shift spending from traditional spirits to canned cocktails, spirit-and-soda mixes and hard seltzers. 

According to the Wine and Spirit Trade Association’s (WSTA) Sip 2 report, published on June 2 and based on NIQ sales data, the UK off-trade RTD category recorded a 12% increase in volume and a 17% rise in value compared with the previous year.  

The off-trade channel includes supermarkets and other retail outlets, providing insight into alcohol purchases for home consumption. 

The report, highlighted by Wine Intelligence, points to changing drinking habits in one of Europe’s largest alcohol markets. According to the findings, 44% of RTD sales growth came from consumers switching expenditure away from traditional spirits. 

During the three months to January 3, 2026, retail sales of spirits in Britain declined by nearly £40 million (US$46.29M) compared with the same period a year earlier, underlining the growing popularity of convenient ready-to-drink formats. 

The WSTA report noted that RTDs are benefiting from their convenience, portability and portion-controlled packaging, as well as the expanding variety of flavours and formats available to consumers. 

The category includes premixed spirit drinks, canned and bottled cocktails, and hard seltzers. Manufacturers have positioned these products as convenient alternatives to preparing drinks at home while offering familiar spirit bases and cocktail-inspired flavours. 

According to the report, the category’s growth is being driven not only by new demand but also by substitution within the alcohol aisle, a trend that could influence how retailers allocate shelf space and promotional activities. 

The figures also highlight opportunities and challenges for spirits producers. Companies with established spirit brands are increasingly able to extend their portfolios into premixed formats, while facing potential pressure on traditional bottled products as consumers opt for single-serve and multipack RTDs. 

Retailers may also need to adjust assortment strategies across spirits, beer and flavoured alcoholic beverages as demand for RTDs continues to rise. 

With volume growth of 12% and value growth of 17%, the latest figures indicate that category expansion is being supported by stronger consumer uptake alongside pricing. 

The WSTA report suggests that ready-to-drink beverages have evolved beyond a niche segment and are becoming an increasingly important part of Britain’s off-trade alcohol market. 

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