Despite enhanced competition from popular single-serve ready-to-drink (RTD) spirits products, longer established ready-to-serve (RTS) brands continue to hold promise, marketers and retailers say. Indeed, a wave of new products, expressions, and packaging options demonstrates that consumers are still interested in bartender-quality offerings in easy-serve formats, and brands are responding with continuous innovation. According to NielsenIQ, RTS cocktail volume increased 1.8% in measured off-premise channels for the 52 weeks ended January 3, 2026. By comparison, sales of RTD cocktails soared 24% during the period.

Retailers say that while recent performances of some RTS brands have been choppy, the category remains an important—albeit small— contributor to their spirits selection. Josh Nahrwold, spirits buyer at Indiana’s Belmont Beverage and Chalet Party Shoppes, notes that recent trends for some of the segment’s notable branded offerings have been mixed, but overall, “the category is growing tremendously year over year,” up over 60% in 2025, and on pace to grow again this year. Brands that posted double-digit gains at the 34-store chain last year included On The Rocks and Bulleit-branded products, while BuzzBallz Biggies cocktails surged at a triple-digit rate, the retailer says. The Hoosier State stores stock as many as 180 spirits-based RTS SKUs—priced from $5 a 100-ml. can to $40 a 1.75-liter bottle.

At Argonaut Wine & Liquor in Denver, meanwhile, sales of RTS drinks have been easing, according to liquor department manager Justin Marcotte. “This could be attributed to slowing in drinking habits and economic factors,” including rising prices on beverage alcohol and the overall cost of living, Marcotte surmises. Moreover, earlier this year, the Rocky Mountain State experienced warmer than average temperatures, which may have pushed consumers toward “lighter, less robust alternatives,” the retailer says. Argonaut offers nearly 200 RTS SKUs, priced from $12 a 375-ml. to $40 a 750-ml.

RTD offerings, such as canned cocktails, remain the spirits industry darling, of course, and are likely impacting the performances of at least some RTS products. (RTDs are typically packaged in single serves and consumed directly, while RTSs are generally packed in larger containers, and require a little bit of preparation, such as pouring into a glass glass and adding ice and garnishes.) Nahrwald believes that longstanding Tequila based brands in particular, such as Jose Cuervo Authentic Margaritas and 1800 Ultimate Margaritas—both marketed by Proximo—are seeing increased competition from the likes of Cutwater and VMC Tequila cocktails. Sales of the two RTS Margarita brands dropped at the Belmont and Chalet Party stores last year, he notes.

But RTS marketers see opportunity ahead for both RTS and RTD products. “The can format continues to grow across the ‘ready-to’ category, as consumers appreciate the convenience and portability,” says Davin Nugent, president of global ready-to-drink at Suntory Global Spirits, marketer of the On The Rocks brand. Indeed, the long-established RTS brand itself expanded into canned expressions last year. Nugent says that so far the company hasn’t seen “direct trading within our portfolio,” though he expects “outsized growth” from the canned format as distribution scales.

OTR Innovation

Launched in 2015, On The Rocks is an RTS category forerunner. In recent years, innovation has been driving growth, and according to Impact Databank, volume surged 22% in 2025 to 963,000 9-liter cases. Nugent notes that among the brand’s bottled products, top performers include Cosmopolitan, Margarita, and Old Fashioned, as well as Lemon Drop Martini, which joined the portfolio in 2025. This year, On The Rocks added Jim Beam Whiskey Sour, with a 20% abv, in 375- and 750-ml. bottles. “Introducing a cocktail crafted with the heritage and quality of the world’s No. 1 Bourbon has resonated with our consumers and allowed us to reach a new audience of whiskey lovers and cocktail lovers alike,” Nugent says of early consumer response. A new limited-release summertime offering, Passion Fruit Margarita, meanwhile, features Hornitos Blanco Tequila.

The On The Rocks canned portfolio provides an opportunity to extend the franchise to new occasions and new consumers, Nugent explains. “On The Rocks brings all of the same credentials that we exhibit in bottles to cans,” he says. “They’re bartender-created cocktails made with iconic, branded spirits and quality ingredients.” Expressions now include Watermelon Margarita, Piña Colada, and Peach Cosmopolitan and brand support is comprised of broadcast, social media, display, and point-of-sale programming.

BuzzBallz Biggies Cocktails is another RTS brand experiencing fast growth. The product jumped into the No. 2 spot among RTS pre-packaged cocktails last year with volume of 1.25 million cases, a 50% surge from the year prior, according to Impact Databank. Packaged in 1.75-liter bottles that replicate the shape of the brand’s iconic singles, Biggies are rolling out nationwide in a range of flavors, including Berry Cherry Limeade, Chili Mango, ChocTease, Grapes Gone Wild, Lime ’Rita, and the new Pink Lemonsqueezy. “Biggies were a major growth engine for BuzzBallz in 2025,” says BuzzBallz president Jess Scheerhorn, adding that they’re “quickly becoming one of the brand’s fastest-growing formats and a clear signal of where consumer demand is heading.” Since joining Sazerac Co. in 2024, “BuzzBallz has doubled down on what works: bold, great tasting, high-abv cocktails, now amplified by expanded distribution, new flavors, and high-impact partnerships,” she says. This year, “retailers should watch for a new shareable format,” Scheerhorn teases, “ built for moments meant to be shared.” Biggies Cocktails, as well as the wine-based Biggies Chillers, are 15% abv.

Jose Cuervo Authentic Margaritas, meanwhile, first introduced in the early ’90s, may have very well launched the RTS category. Today, the franchise offers some 15 expressions, including top-selling lime and light variants, and the recently introduced Double Strength line (20% abv). Like On The Rocks, Cuervo Margaritas are also now available as canned RTD options. According to Lander Otegui, executive vice president of marketing and innovation at marketer Proximo Spirits, the company isn’t concerned with cannibalization. “These formats and taste profiles serve different customers. The RTS shopper enjoys buying a 1.75-liter bottle of Jose Cuervo Authentic Margaritas for at-home hosting and gatherings, while the RTD consumer craves on-the-go options by shopping the can aisle as a replacement for beer or seltzer,” he says. In addition to digital and social support, Cuervo RTS products are supported with national retail programming, in-store merchandising, and sampling, where permitted. According to Impact Databank, sales of Jose Cuervo Authentic Margarita, the top-selling RTS, slipped 9.5% last year to 2.1 million cases.

Smaller volume Zing Zang RTS products turned in a solid performance in 2025, says Zing Zang CEO Brent Albertson. The lineup includes two Bloody Mary variants, packaged in 1.75-liter bottles and 12-ounce cans, and two Margarita expressions, available in single and 4-packs of 12-ounce cans. The Zing Zang pre-mixed cocktails are intended to be poured over ice and garnished with the likes of celery stalks, pickle spears, and lime wheels, he notes. Zing Zang Caesar vodka cocktails in 355-ml. cans, meanwhile, recently launched in Canada, and according to Albertson, they’re likely to be expanded into the U.S. this year or next. A Bloody Mary variety 6-pack is also planned for late summer.

New Entries Arrive

The RTS segment continues to welcome new entries, including notable premium products. Casamigos, part of the Diageo portfolio, launched premixed Margaritas in Classic Lime and Spicy varieties earlier this year. Packaged in 750-ml. bottles ($22), the Margaritas have a 20.5% abv. The Casamigos products join Diageo’s already-established Cocktail Collection line of RTS branded pre-mixed cocktails.

Another recent entry is Cointreau Citrus Spritz, now available nationally at select retailers, bars, and restaurants. Packaged in 750-ml. bottles ($20), Cointreau Citrus Spritz comes in two flavors—Orange & Blood Orange and Lemon & Lime. Craig Sherman, vice president of marketing at Rémy Cointreau USA, says the new RTS brand is a “natural evolution” of the French liqueur. “Cointreau Citrus Spritz is a perfectly balanced sparkling cocktail that allows us to meet onsumers in more casual, daytime occasions—think brunches, rooftops, and outdoor gatherings.” Support is heavily focused on social and digital platforms.

RTS consumers tend to be younger than overall spirits customers, marketers and retailers note. BuzzBallz’s Scheerhorn says the brand connects best with Gen Z and millennials. The typical On The Rocks consumer, meanwhile, “skews millennial, is part of a small household, and has a higher income,” notes Nugent. “Our target is those who are open to cocktails but may be defaulting to wine or beer in their routine consumption occasions.” According to Nahrwald at Belmont Beverage, RTS shoppers are “looking for fast and easy cocktails that don’t require multiple purchases.” As a result, they’re ideal for a range of social occasions. Zing Zang Bloody Marys, for example, are “a huge win for events like tailgating, golfing, and boating,” Albertson adds.

Most Belmont and Chalet Party stores feature a dedicated shelf set—spanning 4 to 12 linear feet—for RTS products, adjacent to the RTD section. In locations with plentiful cooler space, products like Biggies, On The Rocks, and the Cocktail Collection are available chilled. Merchandising at the front counter is another tool the chain employs. “We’ve seen early success with Tip Top Cocktails ($5 a 100-ml.) at point of purchase,” says Nahrwald. “They’re great impulse buying options, enticing consumers who normally don’t shop in the RTS category.” Marcotte at Argonaut takes a similar approach to merchandising RTS products. In addition to Tip Top and On The Rocks, the Denver retailer says craft RTS drinks, such as Luxco’s Penelope and Family Jones’ Automatic Jones, show promise.

Beyond retail, marketers point to certain on-premise venues that are ideal for RTS offerings. Albertson says that while available off-premise, Zing Zang’s sales are driven by on-premise sites like golf courses, airplanes, and concert venues. “On-premise operators that get super busy appreciate the convenience of a ready-made Bloody Mary that simply has to be poured into a cup or glass over ice and garnished,” he remarks. Nugent adds that On The Rocks speeds service, saves back-bar space, and makes for “an ideal signature serve for hotels, resorts, country clubs, arenas, and event venues.”

While perhaps overshadowed in recent years by RTD products, RTS drinks still provide an important and growing value, marketers say. “Today’s consumers are increasingly seeking convenience without compromising on quality, flavor, or experience,” explains BuzzBallz’s Scheerhorn. “RTS cocktails meet that demand by offering a consistent, bar-quality drink in a format that’s accessible and easy to enjoy anywhere. As lifestyles continue to prioritize flexibility and shared experiences, the category is well-positioned for sustained growth and broader adoption across a range of occasions.”