The modern RTD phenom’s latest growth boost is coming from innovative wine-based cocktails. “I was hesitant to take them on, but they are selling,” says Andrew Mendez, vice president of operations at the three-unit convenience store chain Mendez Fuel in Miami. “I don’t think people even know they are wine-based. Customers don’t come in specifically looking for wine-based RTDs.”

Convenience, flavor and eye-catching packaging are attracting the attention of young, legal-drinking-age adults. Buzzballz Chillers ($4 a 200-ml. container) and BeatBox ($4 a 500-ml. carton) are blazing the trail. “Buzzballz have been going like crazy,” Mendez says. “I buy whatever flavor can fit in there. I stack them up on top of each other and they have been doing pretty well. The people buying the Buzzballz are not just buying one. They are buying three or four. BeatBox, a wine- and malt-based RTD, is also selling.” 

Other popular wine-based RTD brands at Mendez include Beach Juice ($5 a 500-ml. carton), Flybird Baja Lime Margarita ($3 a 12-ounce can) and the wine spritzer Briosa ($3 a 12-ounce can). While customers often buy multiple wine-based RTDs per retail ring, Mendez says they prefer choosing single packages. “I tried four-packs, but everyone always wants to buy the singles,” he says. 

The development of malt-, spirits-, and now wine-based RTDs has blurred the differences between beverage alcohol categories. Some RTD brands are available with different beverage alcohol bases depending on the state and retail outlets. While BuzzBallz Chillers are made with an orange-wine base, BuzzBallz Cocktails are spirits-based. Both are 15% abv. BeatBox is available in wine-based (11.1% abv) and malt-based (11.1% or 8% abv) versions. “Our social media team will include wine-based RTDs in Instagram reels with other RTDs, but they aren’t specifically targeted in marketing,” Mendez says. 

Wine-based RTDs are not new to the market. The growing buzz around them, however, is gaining momentum. “Buzzballz was a dead dog for me, but it has taken off,” Mendez says. “It has gone up a lot over the last few years. Beach Juice used to never do well and now it does a lot better for me. I am getting more movement overall.”

While Mendez notes wine-based RTD sales are steady year round in Miami “because people are always going to the beach,” they are more seasonal in northern states. “A popular wine-based line for us is Pennsylvania-made Daily’s Frozen Cocktail pouches ($3 for10-ounces), which are available in a variety of flavors,” says Darrell Clarke, chairman of the Pennsylvania Liquor Control Board (PLCB). “It provides a good value to our customers and can be tossed in the freezer or cooler and enjoyed whenever. We also have a range of Rancho La Gloria Margarita wine cocktails ($11.39 a 750-ml.) that are quite popular.”

As of April 2025, the PLCB has 92 wine-based RTD SKUs in its outlets, up from 86 a year ago. “Fine Wine & Good Spirits stores bring in more wine-based RTDs for the summer, so sales trend higher from June through August,” Clarke says. “RTDs are a big summer category because of their ease of use and portability and their refreshing qualities on a hot day. However, customers enjoy RTDs year-round, thanks to their value and convenience.”

The PLCB markets wine- and spirits-based RTDs similarly at its retail stores. “We use eye-catching shelf talkers, endcap displays and signage,” Clarke says. “These materials emphasize seasonal themes and vendor promoted programs.” When promoting RTDs digitally, the PLCB leverages its website and email marketing to highlight variety. “We use social media platforms including Instagram, Facebook and X to showcase RTDs. Posts include recipes, pairing ideas, and spotlights on new and trending products to engage followers.”

Although wine-based RTD dollar sales in Pennsylvania decreased about 6% last year, sales of the leading brands sizzled nationwide. BeatBox and BuzzBallz were both named Impact “Hot Brands” for their tremendous 2024 growth. BeatBox jumped 79.3 % last year to 5.4 nine-liter million cases, according to Impact Databank. Acquired last year by Sazerac for an undisclosed sum, BuzzBallz Chillers grew 14% to approximately 1.5 million nine-liter cases in 2024. 

Happy Harry’s Bottle Shop, which has five locations in Fargo and Grand Forks, North Dakota, currently carries 14 wine based RTD SKUs. “I don’t believe there is any distinction between the demographic of wine-based versus any other RTD base,” says CEO Dustin Mitzel. “It comes down to flavor profile and price. The demographic for the category would be 30- to 50-year-olds, leaning more female.” 

Wine-based RTDs are making headway in the most dynamic growth catalyst in the beverage alcohol industry. “When you broaden out to spirits- and malt-based RTDs, there are just so many other options and flavor profiles,” Mitzel says. “The demographics open from 21 to 90 with no distinction of leaning more female or male. The category, when you factor wine, spirits, and malt, has become such a major part of beverage alcohol sales mix.”