For much of the past decade, ready-to-drink beverages occupied a relatively narrow lane within the alcohol industry. RTDs were largely associated with convenience stores, outdoor events, beach coolers, and grab-and-go consumption rather than serious beverage programs. In bars, restaurants, hotels, and other hospitality venues, canned cocktails and similar products often carried a stigma: convenient, perhaps, but not premium.
That perception is rapidly changing.
As labor pressures persist, beverage menus grow more complex, and consumers increasingly seek consistency alongside quality, RTDs are becoming a strategic tool for hospitality operators.
Today’s RTD category extends far beyond hard seltzers and simple canned drinks. Spirit-based cocktails, premium pre-batched offerings, sophisticated non-alcoholic beverages, hard teas, and functional beverage formats are reshaping how owners and operators think about speed of service, profitability, quality and guest expectations, and menu design.
Industry leaders say the evolution is being driven by both sides of the bar. Consumers have become more accepting of premium and innovative RTDs, while operators are recognizing the operational advantages these products can provide.
Atlanta-based Tip Top Proper Cocktails is one example of a premium RTD brand that’s helping to drive the category shift. The company’s prepared classic cocktails have found increasing acceptance in hospitality settings.
“When Tip Top launched in 2019, many operators viewed RTDs as incompatible with quality cocktail programs,” said Neal Cohen, co-founder and chief brand officer of Tip Top Proper Cocktails. “Beverage managers were skeptical that a canned cocktail could meet guest expectations in an on-premise setting. As brands like ours have demonstrated that bar-quality cocktails can come from a can, operators have become much more open to the category, particularly where speed, consistency, and waste reduction matter.”
The category’s growth reflects broader changes taking place throughout beverage programs. According to Datassential’s “Canned & RTD Beverages” research (November 2025), 58 percent of consumers say offering RTD cocktails would have no impact on their opinion of a bar or restaurant, while 34 percent say it would positively impact their perception. Only eight percent say it would negatively affect their view of an establishment. Meanwhile, 65 percent of consumers view RTD cocktails as suitable year-round, helping dispel the notion that the category is primarily seasonal or limited to outdoor occasions. Datassential is a food and beverage market intelligence and data company.
Operators are increasingly seeing RTDs not as competitors to traditional cocktails, but as complementary tools that address operational realities, as well as consumer demand.
From Convenience to Credibility
Hospitality consultant Izzy Kharasch, president of Hospitality Works in Chicago, has watched the category evolve significantly over the last several years.
“Demand for RTDs is expanding,” said Kharasch. “The convenience of the products in the concert/entertainment industry was where RTDs found a real demand. As time has gone on, more restaurants are starting to move to RTDs for many reasons, but of course, convenience is No. 1.”
Cohen said some of the strongest adoption has occurred outside traditional bar environments. “We’ve seen the strongest adoption in hospitality environments like hotels, where RTDs work seamlessly for lobby retail, minibar, room service, satellite bars, and pool service,” he said. “We’re also seeing growth in theaters, music venues, bowling alleys, and casual restaurant concepts where guests want a quality cocktail experience without the operational burden of a full cocktail program.”
For owners or operators like Grant Kneble, owner of Freddy J's Bar & Kitchen in Mays Landing, N.J., demand has remained steady, although consumer preferences continue to shift.
“Overall, demand has been consistent for us,” said Kneble. “What shifts year to year is which brand is having its moment. When customers turn on a brand, you can end up with inventory that's hard to move.”
Indeed, while there’s certainly consumer demand, attitudes toward RTDs have also matured, as premiumization is increasingly shaping purchasing decisions, in addition to convenience.
“What we’ve actually seen is strong adoption in at-home hosting and hospitality settings, where consumers are choosing RTDs not as a compromise, but as a trusted cocktail solution,” said Cohen noting that consumers are increasingly willing to pay for consistency and quality, especially when the experience meets or exceeds what they might make themselves. “Convenience may open the door, but quality is what earns repeat purchase,” he added.
Datassential’s research appears to support that shift. Nearly half of consumers expect RTD cocktails to cost the same as a regular cocktail in bars and restaurants, while 38 percent expect to pay more, suggesting consumers increasingly recognize value in premium RTD offerings.
Not everyone sees premiumization unfolding at the same pace, though.
“Customers are still treating RTDs as more of a convenience but it is easy to see that the trend will continue to move more towards premium products,” Kharasch said.
Kneble remains pragmatic about how customers view the category. “Convenience, almost entirely,” he said when asked if customers are treating RTDs as a convenience product, a premium product, or both. “Pricing needs to align with what customers see elsewhere, so we have limited flexibility. The only real way to make money on them is to buy in bulk, and that requires space we don't necessarily have.”
Spirit-Based Cocktails Lead the Charge
Among alcohol-based RTDs, spirit-focused products continue to gain momentum as consumers seek beverages that more closely resemble traditional cocktails.
“Spirit-based RTDs continue to lead the category and are showing strong momentum, particularly as consumers seek experiences that feel closer to a proper cocktail than a flavored beverage,” shared Cohen. “Consumers increasingly want recognizable cocktails made with spirits they associate with the bar experience such as Margaritas, Old Fashioneds, and Espresso Martinis, rather than cocktail-adjacent products.”
Kharasch sees a similar trend. “Wine based RTDs have been on the market for a long time and are not moving as quickly as the spirit-based or malt-based products,” he said. “Non-alcohol options continue to grow and their popularity will continue to grow as many younger folks are looking for great mocktail options.”
At Freddy J’s, vodka-based offerings dominate when it comes to RTDs.
“Vodka-based and non-seltzer styles are the most popular for us,” noted Kneble. “THC drinks have also picked up steam lately, though we tried them and are holding back for now, given how the law in New Jersey seems to be shifting. We've experimented across the board: Fischer's on the whiskey-vodka side, Long Drink on the gin side, Klyr for rum, and High Noons for tequila. At the end of the day, vodka still wins.”
Flavor trends are evolving alongside category growth. Ian O’Neil, director of consumer intelligence at Rubix Foods – a leading provider of flavor and functional ingredient solutions in Jacksonville, Fla. – said consumers increasingly want complexity and differentiation.
“Today’s consumers want beverages with balance and dimension, not just sweetness,” O’Neil said. “The strongest flavor profiles are the ones that feel layered, familiar, and just elevated enough to create a point of difference.”
O’Neil pointed to growing interest in tropical and globally inspired flavors, including mango, passionfruit, coconut, watermelon, yuzu, hibiscus, and tamarind, along with botanical notes, tartness, and subtle heat.
Still, familiar RTD cocktail profiles remain dominant.
“The classics continue to dominate,” Cohen said. “Our Margarita is our top seller and currently the No. 1-selling high-proof RTD in the category. Old Fashioneds and Espresso Martinis also continue to perform extremely well.”
The Gen Z Effect
Much of the category’s future growth may be tied to younger consumers, whose drinking habits differ from previous generations.
“Younger consumers are pushing beverages to become more experiential, customizable and social,” O’Neil said.
According to Rubix Foods research cited by O’Neil, 85 percent of Gen Z consumers say social media influences their purchasing decisions, while 77 percent turn to TikTok for product discovery.
“An RTD should offer more than just convenience,” O’Neil said. “It needs a clear flavor story, strong visual appeal, and a reason to be chosen for a specific occasion.”
Datassential research similarly shows Gen Z gravitating toward premium beverage experiences. Among Gen Z specifically, fruit-forward and flavored formats lead. Fruit wines rank first at 82 percent, flavored wine at 72 percent, and tea-based alcoholic beverages at 72 percent (Datassential’s Future of Drink 2026, Oct 2025).
Cohen said he sees a broader mindset shift that’s impacting RTDs in the on-premise.
“Younger consumers may be drinking less frequently or less volume, but they’re being far more intentional about what they choose to drink,” said Cohen. “There’s a growing ‘drink less, drink better’ mindset that aligns well with premium RTDs.”
The Rise of Non-Alcoholic RTDs
Any discussion of the modern RTD landscape would be incomplete without acknowledging the rapid growth of non-alcoholic options.
“Customers are gravitating more toward non-alcoholic options in bars and restaurants, but the bigger story is moderation,” said Chris Furnari, senior communications manager for Athletic Brewing Company, which is America's largest dedicated non-alcoholic brewer. “Consumers are not necessarily giving up alcohol altogether. They are increasingly looking for flexibility and choice, and many are ‘zebra striping’ — switching between alcoholic and non-alcoholic beers over the course of an occasion.”
That trend has meaningful implications for operators. Furnari noted that 39 percent of consumers are more likely to return to a restaurant or bar that offers a broad range of non-alcoholic options, while 57 percent would stay longer if establishments expanded their N/A selections, which includes N/A ready-to-drink options.
Athletic Brewing’s growth illustrates the momentum. Through April 2026, the company reported that its N/A draft beer volume grew 178 percent year-over-year and draft accounts grew 70 percent.
For operators, non-alcoholic RTDs offer another avenue to increase inclusivity while generating incremental beverage sales.
Operational Advantages Drive Adoption
While consumer demand fuels growth, many operators see RTDs primarily through an operational lens.
Datassential research highlights several challenges facing beverage programs today (per “Operator Alcohol Menuing,” Oct 2025), including rising costs, inventory pressures, limited bar/beverage space, staffing shortages, and a lack of experienced bartenders. RTDs can address many of those concerns simultaneously.
“RTDs can significantly improve consistency, reduce waste, and speed up service,” revealed Cohen. “Operators don’t have to worry about over-pouring, inconsistent builds between staff members, ingredient spoilage, or the training required for more technical cocktails.”
Kharasch agreed. “Many operators will push some of these products on especially busy bar nights,” he said. “RTDs are certainly much faster to get into a guest’s hand than having them wait for a cocktail to be prepared. Operators also like that they keep the liquor costs in line since a bartender can’t overpour by an ounce or two for a guest.”
Jenni Karakasevic, owner and director of operations at Charbay Distillery – a family-owned craft distillery in California – believes premium pre-batched cocktails can be particularly valuable for labor-intensive serves.
“The operational advantages are one of the strongest reasons premium pre-batched cocktails are gaining traction, especially with drinks like espresso cocktails,” said Karakasevic. She noted that products such as Charbay’s Espresso Cocktail can reduce prep time, simplify training, improve consistency, shorten wait times, reduce waste, and improve inventory management.
“At its best, the right RTD is not just a convenience product, it is an operational tool that helps bars deliver a consistent, high-quality cocktail at scale,” said Karakasevic.
Kneble acknowledged the benefits – speed of service, easier for newer staff, consistency, and less waste – while cautioning against overreliance. “The trade-off is that leaning too hard on them takes away from the soul of the place,” he said.
Overcoming Old Perceptions
Despite growing acceptance, misconceptions about RTDs persist.
“Many operators tried similar options for years ago and the product quality was not there, so neither were the sales,” Kharasch said. “Those operators have a bad taste in their mouth for these products even though the quality is superior and the options have grown exponentially over the past five years.”
Cohen noted a common thought by some operators is that guests automatically see RTDs as inferior.
“One misconception is that guests will automatically perceive a cocktail as lower quality if it comes from a can rather than being made à la minute by a bartender,” said Cohen.
Karakasevic said she also believes many operators continue to underestimate the role premium RTDs can play in high-end environments. “The biggest misconception is that RTDs are a shortcut that compromises quality or craft,” she said. “For operators, the right RTD should not replace hospitality or creativity; it should support it.”
Making RTDs Work Behind the Bar
As the category matures, operators are becoming more selective about which RTDs earn menu space.
“Every menu item has to earn its place, and RTDs are no different,” stressed O’Neil. “Operators should be looking at whether the product solves a real need.”
Datassential research suggests brand recognition remains key. More than 80 percent of operators say brand recognition plays a major role in guest purchasing decisions, and 78 percent report customers frequently requesting specific brands by name.
That reality aligns with what Kneble sees in his own operation.
“Three things: It has to taste good, be priced in line with the rest of the category, and have real marketing behind it,” said Kneble.
For operators considering RTD expansion, experts recommend approaching them strategically rather than treating them as a trend.
“Start small,” Kharasch advised. “Choose the most popular seltzer first. Once the sales begin, then look for that next level product with real spirits that other guests will enjoy.”
Cohen recommended beginning with familiar cocktails. “Start with familiar classics that guests already trust, like a Margarita or Espresso Martini, then add one more adventurous offering that creates discovery and conversation, like Paper Plane or Naked & Famous,” he said.
O’Neil encouraged operators to think beyond convenience. “Build the program around experience, not just convenience,” he said. “The right RTD program can improve consistency, support speed, reduce pressure behind the bar and create a more compelling beverage experience, but it has to feel intentional.”
Ultimately, RTDs are unlikely to replace handcrafted cocktails, mocktails, and other beverages in establishments where mixology remains central to the guest experience.
Yet, for a growing number of bars, restaurants, hotels, and entertainment venues, RTDs are becoming something far more valuable than a convenience product. They are becoming a strategic tool that helps them balance labor realities, consumer expectations, consistency, speed, and profitability in an increasingly demanding operating environment.
Aaron Kiel is an award-winning journalist and PR professional with more than 20 years of experience in the beverage, tea, coffee, hospitality, and technology sectors. He contributes to Questex’s Bar & Restaurant News as a reporter/writer, and he was previously the editor of Questex’s World Tea News, as well as the Specialty Coffee Association’s member journal, The Chronicle, among other editorial roles. His work with Bar & Restaurant News has earned multiple accolades, including the 2025 Folio: Eddie & Ozzie Award for “Range of Work by a Single Author – B2B” and the 2024 award for “Best Single Article, Culture & Community – B2B.” He also received multiple regional awards (2024 and 2026) from the American Society of Business Publication Editors’ (ASBPE) Azbee Awards. In addition, Kiel was honored as a recipient of the 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram @adventurer_explorer or visit akprgroup.com.