Memorial Day weekend sales look promising for retailers with RTDs, Tequilas, and Sauvignon Blanc wines trending strong. “Business has been solid thus far in 2025,” says Paige Flori, co-owner of Boutique Wines, Spirits and Ciders in Fishkill, New York. “We are up over 10%, but mostly due to increased events, assertive pricing and promotion, and community outreach. We are anticipating a good holiday weekend.”

Top-selling RTDs at the Boutique include Cutwater Margarita ($5 a 355-ml.) and Olmeca Altos Margarita Strawberry ($20 a 750-ml.). A new wave of spirits-based RTDs with unique flavor profiles like yuzu and blood orange are adding buzz to the category. Flori had a canned cocktail tasting ahead of Memorial Day on May 18 featuring more than 30 offerings. “We have a bunch of new entrants, including Barker Cappuccino Martini and Espresso Martini ($6 a 200-ml.), which are taking off,” Flori says. 

Other popular new RTDs include Emily in Paris Kir Royal Chamère ($7 a 250-ml. can), Cardinal Spirits Bramble Mule ($5 a 12-ounce can), Two Fruits ($7 a 250-ml. can), Mother’s Milk ($5 a 250-ml. can), and Dio Blood Orange Cosmopolitan ($6.50 a 200-ml. can). “We also got new variants from Social Hour ($6 a 250-ml. can) like Cucumber Matcha Mojito and Yuzu Sunset Fizz,” Flori says. “Memorial Day weekend we’re featuring tastings of local products like Method Dry and Sweet vermouths ($21 a 750-ml. bottle) and Fort Hamilton Distillery’s Single Barrel Bourbon ($52), New World Dry gin ($35), and Fortress Cucumber vodka ($30 a liter).” 

Since March, Sauvignon Blanc wine sales have picked up and is the store’s white varietal sales leader so far this year. “We are seeing an uptick in sales from California’s Oak Farm Vineyards ($20 a 750-ml. bottle), Chile’s Thresher ($10), and New Zealand’s Leefield Station ($16),” Flori says. Rosé wine sales are also beginning to trend with the warming weather, and Boutique’s top-sellers include Xavier Florent Provence rosé ($19 on sale; $24 regular price), Matthiasson rosé ($25), and Champagne Geoffroy Rosé de Saignée Brut ($75).

Lower-alcohol wines, hard cider, Tequila, and alternative agave products such as mezcal, sotol, and bacanora are also gaining traction. “Tequila is a huge seller in May, and this year is no exception,” Flori says. “We have folks asking more questions about ingredients and looking for more authentic styles and brands. People’s habits are changing, and we expect that to be reflected in the sales this weekend with more requests for lower-abv products and alternative agave options.”

At Wilbur’s Total Beverage in Fort Collins, Colorado, May is the store’s third busiest month of the year thanks to the Kentucky Derby, Cinco de Mayo, Mother’s Day, Colorado State University’s graduation, and Memorial Day. “RTDs are still growing,” says owner Mat Dinsmore. “We are seeing people put out remarkable quality cocktails, including Crown Royal RTDs ($14 a four-pack of 12-ounce cans) and Ketel One Botanical Vodka Spritz Cucumber Mint ($15 a four-pack of 12-ounce cans). One that’s kind of a sleeper but doing quite well is Mule 2.0. They do a Moscow Mule and Mexican Mule ($14 a four-pack of 12-ounce cans).”

While wine sales are sluggish nationwide, those in the $14-$20 price point range are performing well at Wilbur’s. “Kendall Jackson ($15 a 750-ml. bottle), La Marca Prosecco ($18), and Baus Family Vineyards ($20) have done really well with traditional varietals,” Dinsmore says. “Marlborough Sauvignon Blanc ($20) continues to shine. Rosé shot like a rocket ship for a couple of years. We are still selling a lot of it, but it has plateaued. It’s not growing. It’s not slowing. It’s just holding its own.” Top-selling rosés at Wilbur’s include Les Vignerons de Tavel Cuvée du Roy Tavel rosé ($20 a 750-ml.), Belle de Provence ($17), Second Growth Willamette Valley rosé ($19), and Gérard Bertrand Cotes des Rosés ($19).

Tequila is the hot spirit at Wilbur’s. “We are seeing some people trending down from super-premium into more affordable $30 to $50 price points,” Dinsmore says. “That is a sign of the economy. Above $60 has been slow. However, Cincoro ($99 a 750-ml. of Blanco to $160 a 750-ml. of Añejo) does ok. Milagro ($28 a 750-ml. of Silver to $65 a 750-ml. of Select Barrel Reserve Añejo) is a popular brand for making Margaritas.”

Beverage alcohol sales are also trending strong for the Premier Group’s three liquor stores—Premier Wine & Spirits, Premium Wine & Spirits, and Prestige Wine & Spirits—and its two Premier Gourmet grocery stores selling craft beer, among other items, in the Buffalo, New York metro area. “The beginning of summer is a good time of year for us, especially in Buffalo, when we wait a while for the nice weather,” manager Jon Notarius says. “It’s the start of a good six to eight weeks of business with Father’s Day and the Fourth of July. This is also the time of year we see the explosion of RTD cans starting to sell in a big way.”

Heading into Memorial Day weekend, High Noon ($11 a four-pack of 12-ounce cans) and Surfside ($10 a four-pack of 12-ounce cans) are leading Premier Group’s RTD sales. Local brands performing well include Southern Tier ($14 a four-pack of 12-ounce cans) and Hartman’s Loganberry Vodka Seltzer ($11 a four-pack of 12-ounce cans). Local craft beer is the biggest part of Premier Place’s beer business with Big Ditch Hayburner’s ($11 a six pack of 12-ounce cans) setting the pace.