Products in Depth: Spirits & RTDs Synopsis

Products in Depth: Spirits & RTDs Synopsis

Publication date: 19 June 2026

Deadline for submissions: 4 June 2026

Contact: aidan.fortune@wrbm.com

Spirits and ready‑to‑drink (RTD) products continue to be one of the strongest categories in convenience, driven by evolving shopper missions, premiumisation, and the growth of at‑home social occasions. As drinking habits shift, c‑stores are increasingly becoming key destinations for quick‑grab cocktails, premixed cans, gifting‑led spirits, and smaller-pack formats suited to top‑up shops and spontaneous purchases.

The category’s growth rests on three major pillars: premium spirits, value-led and smaller formats, and the booming RTD segment, particularly flavoured, premixed cocktails and spirit‑mix cans. Premium spirits such as craft gin, spiced rum and world whiskies continue to attract shoppers seeking “treat” options or gifting solutions, while 20cl and 35cl bottles are becoming essential for price‑sensitive customers wanting quality without the larger outlay.

This feature will explore:

• The consumer trends driving spirits and RTD sales in convenience
• Which formats and flavours perform best and why
• How retailers can optimise fixture layout, chilled space and merchandising
• Insight into NPD, seasonal opportunities and category evolution

Questions:

· What are the bestselling spirits and RTD SKUs in convenience?

· Which spirits categories (rum, gin, vodka, whisky, etc.) are seeing the strongest growth?

· How important is premiumisation in today’s market?

· Are 20cl and 35cl formats becoming more influential for value‑seeking shoppers?

· Which RTD flavours or formats are currently trending?

· How do seasonal events (summer, bank holidays, Christmas) impact RTD sales?

· Are hard seltzers maintaining momentum in convenience?

· How do chilled RTDs perform versus ambient?

· What impact will DRS have on the category?

· What merchandising advice can you share for maximising basket spend in alcohol?

· How is the cocktail-at-home trend influencing RTD and spirits NPD?

· Are RTD multipacks growing in popularity?

· What role does price-marked packaging play in this category?

· How are younger adult shoppers (18–30) shaping demand?

· Which brands are leading innovation in the RTD space?

· What opportunities exist for cross‑merchandising?

· Is the rise of no/low alcohol options influencing spirits and RTD fixtures?

· What’s your top advice for retailers wanting to improve ROI in the category?