The burgeoning alcohol ready-to-drink category offers consumers convenience and exciting brand pairings, inspiring purchase. So how can c-store retailers capture spend in this fast-growing market?
In Great Britain, the alcohol ready-to-drink (ARTD) category is now worth over £630m [Nielsen] and it’s growing faster than any other alcohol segment [IWSR].
As the growth engine of beer, wines and spirits, alcohol ready-to-drinks are reshaping how and what people drink – and it’s important to reflect this on the fixture.
Today’s shoppers want premium flavours, recognisable brands and chilled convenience – and they’re turning to alcohol ready-to-drinks to deliver for them.
What convenience shoppers want
This isn’t just about adding new lines; it’s about giving the right brands the right space. Visibility is key, supported by strong availability, especially in chillers. Retailers should focus on:
- Giving space to the right drinks – led by those delivering the most value and highest rate of sale, to ensure you can always meet demand for your shoppers’ favourites
- Blocking by brand – to boost standout and inspire impulse purchases
- Stocking formats that can flex across occasions – from food-to-go to Friday nights
There’s a big opportunity to drive basket spend through cross-merchandising – ready-to-drink cans pair naturally with food-to-go, snacks and soft drinks, encouraging linked purchases and helping retailers create simple, effective displays that drive engagement.
From bar call to basket staple
Coca-Cola Europacific Partners (CCEP) first entered the category in 2023, with Jack Daniel’s & Coca-Cola – now the number one alcohol ready-to-drink SKU in GB [Nielsen] – followed by Absolut Vodka & Sprite, the category’s top launch of 2024 [Nielsen].
Since then, the CCEP portfolio has grown through bold, flavour-led innovation – with extensions like Jack Daniel’s & Coca-Cola Cherry and Absolut Vodka & Sprite Watermelon adding even more variety to two of the most recognisable combinations on the shelf.
And the focus on ingredients and flavour continues – driving recent innovation like Schweppes Mix, the brand’s first move into cocktails. With over 200 years of bar heritage, Schweppes is bringing crafted flavour to a ready-made format, meeting demand for bar-quality serves from trusted brands to enjoy at home.
Bringing brands to life
Behind every successful launch is marketing support from the brand owner or distributor, and impactful activation in-store.
CCEP’s recent ready-to-drink launches have been backed by targeted sampling, digital campaigns and clear in-store activation – helping build awareness and encourage trial from day one.
That includes exciting new partnerships like Bacardí & Coca-Cola, which brought a Caribbean classic to chillers for the first time in April, supported by themed display and POS materials to drive standout and inspire purchases.
Elaine Maher, associate director, alcohol ready-to-drink at Coca-Cola Europacific Partners GB, says: “The ready-to-drink category is set to grow by nearly 8% by 2028 [ARTD] – and convenience stores are playing a big part in driving that momentum. To capitalise on this, retailers should keep things simple: focus on best-sellers, streamline the range and make sure standout products are easy to spot and ready to grab.
“With the right mix in the chiller, convenience stores can turn shopper demand into real results.”
Where to go
You can access category advice, details of the latest launches, POS materials and much more by visiting My.CCEP.com – where you can also add to your next wholesale order, and enter seasonal retailer promotions for the chance to win great prizes.
