Ready-To-Serve Segment Holds Ample Promise, Marketers Say
Despite heavy competition from single-serve RTD spirits products, longer established ready-to-serve (RTS) brands continue to hold promise, marketers say. 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.
On The Rocks, from the Suntory Global Spirits portfolio, has been among the fastest-growing brands in the ready-to-serve category lately, jumping 22% last year to 963,000 cases, according to Impact Databank. Davin Nugent, Suntory’s global president of RTD, 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.
On The Rocks has also added cans to its lineup. “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.
From Sazerac, 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, Biggies includes flavors like 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.”
Jose Cuervo Margaritas have shed volume lately but continue to be a force in the category at above 2 million cases, including both the Authentic and Golden varieties. 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.
The RTS segment continues to welcome new entries, including notable premium products. Casamigos, part of the Diageo portfolio, launched pre-mixed Margaritas in Classic Lime and Spicy varieties earlier this year. Packaged in 750-ml. bottles ($22), the Margaritas are at 20.5% abv. The Casamigos products join Diageo’s already-established Cocktail Collection line of RTS branded pre-mixed cocktails, which has seen its Ketel One- (430,000 cases) and Bulleit-based (145,000 cases) register significant volumes.
Another recent entry is Cointreau Citrus Spritz, now available nationally. Packaged in 750-ml. bottles ($20), Cointreau Citrus Spritz comes in two flavors—Orange & Blood Orange and Lemon & Lime. “Cointreau Citrus Spritz is a perfectly balanced sparkling cocktail that allows us to meet consumers in more casual, daytime occasions—think brunches, rooftops, and outdoor gatherings,” says Craig Sherman, vice president of marketing at Rémy Cointreau USA.
Hennessy has also gotten into the game lately with a Very Special Cocktails range that includes Henny-Rita, Henny-Berry, and Henny Iced Tea expressions. The launch is being backed by a summer campaign heralding “Henny Season” and featuring Gen Z stars Quenlin Blackwell, model Salem Mitchell, and actor Michael Cimino. Retailing at $16 a 375-ml., the newcomers are bottled at 18%-20% abv depending on the cocktail.—Terri Allan
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Tagged : Bulleit, BuzzBallz, Casamigos, Cointreau Citrus Spritz, Diageo, Hennessy, Jose Cuervo, Ketel One, Moet Hennessy, On the Rocks, Proximo, Remy Cointreau, Sazerac, Suntory
