Ready-to-drink (RTD) cocktails are experiencing a surge in popularity, driven by convenience, increasing variety and the rise in consumer demand for more premium, experience-led drinking opportunities.

In 2024, RTD was the only major global alcohol category to grow in volume (+2%) and value (+6%), according to IWSR, with the market predicted to surge a further 12% by 2027.

Consumers are seeking quality drinks without the hassle of traditional bartending, particularly in high volume venues. On-trade consumers are looking for drinks that can be ordered and enjoyed without long wait times; RTD cocktails can be ready in just 10 seconds – slashing the UK’s average nine-minute cocktail wait time, while also reducing waste, and guaranteeing consistent, perfectly balanced serves from every serve.

Here’s a more detailed look at the factors driving this rise:

1. Convenience and speed:

• RTDs eliminate the need for mixing, measuring and shaking, making them ideal for casual gatherings and on-the-go consumption
• The category offers a hassle-free way to enjoy cocktails, appealing to a wide range of consumers.

2. Premiumisation and variety:

• The market is seeing a shift towards premium RTD cocktails, with brands offering high-quality spirits and more complex flavour profiles.
• The range of drinks available is increasing with options including classic cocktails like Margaritas and Espresso Martinis to more innovative and exotic flavour creations.

3. Social media influence: 

• Social media platforms have played a significant role in promoting RTD cocktails, with influencers showcasing their favourite brands with strong visual identities.
• As with all social media coverage, this visibility has boosted consumer interest and demand.

4. Shifting category preferences: 

• While hard seltzers initially dominated the RTD market, there’s a noticeable shift towards spirit-based RTDs and cocktail-inspired options
• Consumers are seeking more sophisticated and flavourful beverages, leading to the growth of cocktail and long drink RTDs.

Announcing an exciting new partnership: Zero Procure X Black Lines

We have recently partnered with premium RTD mixologists, Black Lines who supply high-quality bottled and draught cocktails made using fresh ingredients and award-winning spirit partners. Every drink is crafted in-house at the Black Lines HQ in Tottenham, in collaboration with British independents including Sapling, East London Liquor Co. and Two Drifters – ensuring every serve delivers bar-quality taste.

In a category where speed, quality and consistency are key, Black Lines is proving that premium and pre-batched can go hand-in-hand.

If you’re looking to reduce queue-times, improve customer experience, serve more drinks and keep guests coming back for more – please speak to a member of our team about the products available from Black Lines.