Global Brands reveals latest trends in growing canned cocktail sector

The UK’s No.1 branded cocktail supplier to the off-trade has collaborated with live consumer intelligence platform, ProQuo AI, diving into the latest insight and trends in the category which has grown from £4.7 million in 2004 to £94 million in 2024 (NIQ).

In an industry first, the free-to-download report explores flavour, convenience, consumption and even celebrity endorsements, while also forecasting the hot topics over the next 12 months, helping retailers to anticipate future trends.

The supplier points out that four core flavours – Passion Fruit Martini, Piña Colada, Mojito and Daiquiri – are driving most of the volume and value, underscoring the importance of maintaining a strong focus on these flavours. Key purchase drivers in the category include accessibility and the ability to meet consumer expectations for taste and flavour.

77% of consumers selected ‘taste’ as the most crucial factor when consuming a canned cocktail, with shoppers aged 18–30 prioritising it more than any other age group. By contrast, the older demographic seeks a more emotional experience and attractive product design when purchasing RTDs.

33% of people state that they think canned cocktails taste better out of a glass, with 28% aiming to recreate a bar experience at home. Most consumers transfer canned cocktails into a glass (43% sometimes, 31% always) when purchasing via off-trade channels.

With the growth in popularity of no/low alcohol consumption, and therefore canned ‘mocktails’, consumers are seeking drink options that look and taste superior to their alcoholic counterparts. 46% highly value a range of flavours that rival alcoholic options, while 39% prioritise taste.

Julian Atkins, managing director of Global Brands, said: “Our mission at Global Brands is to become the UK’s leading independent RTD and RTS experts and to continue to empower our industry partners. Our very first category report offers invaluable insights into consumer behaviours and market dynamics, essential for brands considering strategic NPD launches and retailers considering which products to stock.”

The next 12 months are expected to see continued growth in diverse packaging formats, including 70cl bottles and bag-in-box options, and advancements in at-home cocktail technology such as nitro-infusion systems. This evolution aims to replicate the on-trade experience at home, offering consumers immersive and enjoyable experiences.

The RTD canned cocktails category has also evolved in recent years into ‘premium’ and ‘super-premium’ tiers, with brands in this space offering bar-quality cocktails in a convenient RTD format, for at-home enjoyment.

Consumers are expected to continue to be willing to pay more for these premium RTD cocktails, with a growing popularity for innovative products that enhance the sensory experience.

Atkins commented: “As the RTD landscape continues to evolve, we anticipate further growth in the RTD space, driven by premiumisation, convenience and consumer demand for diverse flavours. Brands that offer innovative solutions, engaging experiences, and high-quality products will be well-positioned to capture the evolving market and achieve significant business success.”

Craig Chapman, head of brands, added: “As the leading branded cocktail supplier in the UK off trade, we have brands that meet all consumer needs, including the great value Shake Baby Shake, our premium offering, be. cocktails, which brings great tasting, bar quality cocktails into the hands of consumers, and our newest super-premium indulgent twist on classic cocktails, Gather. We’ve launched House of Cocktails to bring our portfolio closer together, cementing Global Brands as the one-stop shop for our customers offering canned cocktails across all price points and occasions.”

The complete RTD Market Report can be downloaded here: https://bit.ly/RTD2024report.