The RTD Revolution

Ready-to-drink (RTD) is an industry hotspot, aligned with the trend towards more casual consumption (see Lighter Sips for Realigned Drinking Patterns). American research giant NielsenIQ has declared RTD to be alcohol’s “new fourth mega-category” (alongside beer, wine and spirits). Globally, RTD consumption grew in 16 of the top 20 markets last year (IWSR, 2025).

Lighter Sips for Realigned Drinking Patterns

‘Occasion shifts’ represent a key opportunity, as highlighted by Adam Rogers, North American research director for London-based alcohol industry research group IWSR. “Consumption is shifting from late-night to daytime and early evening […] People are going out earlier, drinking less and choosing lighter or lower-ABV options,” Rogers said.

Leaning Into Low/No

With moderation now the defining approach for many drinkers, a diverse range of low- and no-ABV beverages represented a robust niche at the show. The IWSR’s Rogers framed moderation as a key trend reshaping the market, with no-alcohol (NA) categories now outpacing their full-strength counterparts in growth.

Remaking Heritage-Inspired Recipes

A wave of founders are reconceptualising recipes from their roots for the contemporary market – playing to consumers increasingly intrigued by traditional foodways and less familiar formulas and flavours (see America’s New Global Palate).