The ready-to-drink (RTD) category has continued to gain momentum and popularity amongst consumers and presents incremental opportunities for retailers – in fact, the RTD category is the fastest growing within the total alcohol category in the off-trade^[1] with premix being the largest segment within the RTD category in impulse, accounting for nearly 50% of sales^2].

RTDs provide people the opportunity to elevate occasions, whether that be at home hosting guests or brought along to parties and get togethers – positioning impulse stores as the perfect outlet for shoppers to grab-and-go and consume at casual home get togethers.

Sue Nithyanandan, Director/Owner, Costcutter Epsom says, “The RTD category has become an important footfall driver for us. People want to enjoy the moment when the sun is out, they don’t want to spend too much time buying drinks and mixing cocktails – so they can come here and pick up their RTD drinks in a can.”

Stocking RTD cocktails offers retailers the opportunity to win new shoppers, stay ahead of trends and remain competitive in the market. Particularly with key sporting events on the horizon, RTDs are an ideal option for people to bring along to a friend’s house or enjoy in the comfort of their own homes during key calendar moments all throughout the year.

The summer period (Jun-Aug) shows the biggest demand spike for RTDs in Impulse, accounting for over 30% of annual sales^[3]. However, Christmas is also a key demand period, contributing to 17% of annual sales^[4].

To maximise sales at these times, retailers should drive visibility of packs across multiple areas within their stores. Another key merchandising tip for retailers is to ensure their RTD range is kept in the chiller as keeping them chilled in-outlet plays a key part in sales.

Value also remains a key purchase driver in spirits and particularly in the Impulse channel, however shoppers are not willing to compromise on quality, with many seeking indulgence and premium alcohol serves – RTDs play a key role in meeting this demand, offering shoppers accessible price points, a variety of flavours and quality ingredients. In fact, it is the only Impulse category in double-digit growth across the last 2 years (+17.0% – Nielsen)^[5].

Known for pushing the boundaries when it comes to innovation, Diageo has continued to introduce new and exciting products, extending its already well-established brands’ portfolios into the RTD category, providing people quality, reliable, easy to pour drinks options. 

The core range includes, Gordon’s Dry London Gin & Tonic, Gordon’s Dry London Gin & Slimline Tonic, Gordon’s Premium Pink Gin & Tonic, Captain Morgan Original Spiced Gold & Cola, Captain Morgan Strawberry Daiquiri, Smirnoff Raspberry Crush & Lemonade.

For more category insight and advice on how to merchandise your range and make the most of RTDs in store, visit Diageo One

[1] by 25% between 2020-2023 – Nielsen Scan Track 27.01.2024

[2] Nielsen Scan Track L4W 08.06.24

[3] Nielsen Scan Track 4w.e Jan 2020 – Feb 2024

[4] Nielsen Scan Track 4w.e Jan 2020 – Feb 2024

[5] Nielsen Scan Track L52W 24.02.24