Sip, sip, sell: How RTD brands are stirring up advertising

The ready-to-drink (RTD) alcoholic beverage market is booming, and it’s easy to see why. 

People love the convenience of cracking open a can of their favorite cocktail or hard seltzer without the hassle of mixing drinks themselves. 

And the data agrees, with Fortune Business Insights sharing that the global ready-to-drink alcoholic beverage market was valued at $766.69 billion in 2024 and is projected to reach $1,227.81 billion by 2032, growing at a compound annual growth rate (CAGR) of 6.22%. 

And with more brands jumping into the space, the competition is heating up — so standing out requires smart advertising strategies. 

In this article, I’ll explore the key players, the latest trends and what it takes to craft a winning marketing campaign in this fast-growing industry.

RTD alcohol brands fall into two main camps: big-name companies with deep pockets and emerging craft brands that focus on quality and uniqueness.

Who’s who in the market?

Let’s take a look at the three key players in the RTD market. 

1. Established brands:

Think White Claw, Truly, High Noon and Cutwater — household names with major distribution power and big marketing budgets. These brands have successfully captured mass-market appeal, dominating the hard seltzer and canned cocktail segments.

2. Craft and indie brands: 

Smaller companies like On The Rocks, Crafthouse Cocktails and Two Chicks are making waves with premium ingredients, unique flavor profiles and an emphasis on artisanal quality. These brands often cater to niche audiences looking for high-end, bar-quality experiences at home.

3. Big liquor companies entering the RTD space:

Traditional spirits brands such as Jack Daniel’s, Bacardi and Absolut are expanding into the RTD market, leveraging their existing brand equity to introduce pre-mixed versions of their most popular cocktails.

What’s trending?

• Hard seltzers: While the category has matured, it remains a dominant force, with brands continuously innovating on flavors, sugar content and functional ingredients like electrolytes and antioxidants.

• Canned cocktails: Pre-mixed margaritas, old fashioneds and espresso martinis are gaining traction as consumers seek high-quality, convenient options that deliver a sophisticated drinking experience.

• Wine spritzers & RTD wines: As wine lovers look for lighter, more portable alternatives, spritzers and single-serve wines in cans are expanding rapidly. Brands are also focusing on organic ingredients and low-sugar options to appeal to health-conscious drinkers in this space.

• Non-alcoholic & low-ABV RTDs: The rise of mindful drinking has led to an increase in low- and no-alcohol RTD options, catering to consumers who want the social aspect of drinking without the full effects of alcohol.

• Sustainability and eco-friendly packaging: Brands are increasingly shifting to recyclable aluminum cans, biodegradable packaging and carbon-neutral production processes to appeal to environmentally conscious consumers.

Why are people choosing RTD over traditional drinks?

• Convenience: No need to mix ingredients, measure liquor or have bartending skills — RTDs offer a hassle-free drinking experience anytime, anywhere.

• Quality: Advances in production methods and ingredients mean that many RTDs now rival the quality of a freshly made cocktail.

• Consistency: Unlike a mixed drink made at home, which can vary in taste and alcohol content, RTDs offer the same perfectly balanced flavor every time.

• Portability: Whether at a beach, park, festival or barbecue, RTDs make it easy to bring cocktails on the go without the need to pack anything extra.

• Health-conscious options: Many RTD brands now offer lower-calorie, gluten-free or organic options to cater to consumers looking for ‘better-for-you’ alcoholic beverages.

With so many options on the shelf, brands need more than just good packaging to win customers. Here’s seven strategies that work:

1. Using data to understand consumers: RTD brands are using consumer insights to pinpoint preferences for flavors, branding and packaging. AI-powered tools in market research and consumer insights can also help brands refine their messaging and tailor marketing efforts to different demographics, in addition to better understanding their current target consumer.

2. Telling a great brand story: Successful RTD brands create a compelling narrative that goes beyond just selling a drink. Whether it's highlighting sustainability efforts, the use of premium ingredients or a lifestyle-driven message, storytelling is a powerful way to connect with audiences.

3. Hyper-targeted campaigns: Digital marketing allows RTD brands to reach specific consumer segments through social media, search engine ads and programmatic advertising. Personalized ads based on browsing behavior and purchase history enhance engagement and conversion rates.

4. Innovative ad platforms: AI-powered ads, interactive content and even gamification are being used to drive consumer engagement. Some brands are even using augmented reality (AR) to bring their packaging to life, while others create interactive quizzes to recommend flavors based on personality traits.

5. Collaborations and partnerships: Teaming up with influencers, bars and other lifestyle brands helps RTD companies expand their reach. Many brands partner with fitness influencers to market their low-calorie seltzers or with music festivals to associate their drinks with fun and social experiences.

6. Experiential marketing and events: Pop-up bars, branded festivals and interactive experiences allow consumers to engage with RTD brands firsthand. Events that offer free tastings or mixology sessions create memorable experiences that drive brand loyalty.

7. Responsible drinking messaging: Consumers are increasingly expecting alcohol brands to promote moderation and responsible consumption. RTD brands that include messages about mindful drinking in their marketing campaigns build trust and credibility with their audience.

Let’s take a closer look at some brands that have nailed their marketing strategies.

White Claw: The hard seltzer giant

What they offer: A variety of flavors, a strong retail presence and a health-conscious brand image.

How they market: 

• Social media and influencer-driven campaigns, such as the viral “Ain’t No Laws When You’re Drinking Claws” trend. 

• Positioning around “guilt-free” drinking (low-calorie, gluten-free), reinforced by fitness and lifestyle partnerships.

• Sponsorships of music festivals, beach events and other outdoor lifestyle experiences.

High Noon: Canned cocktails with a premium edge

• What they offer: Vodka-based cocktails made with real juice.

• How they market:

• High-profile TV, billboard and digital ads, including partnerships with Barstool Sports, making it a go-to drink for sports fans.

• Influencer marketing on Instagram and TikTok, where users showcase High Noon as a premium yet casual drink.

• Strategic retail placement in high-traffic stores and liquor aisles near premium spirits.

Cutwater Spirits: Bar-quality cocktails, no bartender needed

• What they offer: Premium RTD cocktails that taste handcrafted.

• How they market:

• Traditional advertising (TV, print) with messaging focused on bar-quality taste and convenience.

• Sponsorship of cocktail festivals, engaging mixologists and bartenders to reinforce authenticity.

• Interactive digital campaigns, such as virtual tastings and bartender-led tutorials.

Looking ahead, a few key trends will shape the future of this space:

1. More premium and functional beverages: Think organic ingredients, nootropic-infused drinks and even wellness-focused RTDs.

2. Sustainability matters: Expect brands to push for eco-friendly packaging and production.

3. Bigger players entering the space: Traditional spirits brands will continue launching RTD versions of their signature drinks.

4. Tech-driven advertising: AI-powered personalization, virtual tastings and immersive brand experiences will be the next frontier.

The RTD alcohol market is only getting bigger, and success means more than just having a great product. 

The brands that win will be the ones that know their audience, tell compelling stories and embrace innovation in advertising. Whether you’re a market leader or an emerging craft brand, staying ahead of the trends and connecting with consumers in meaningful ways will be the key to long-term success.