Half of the top 10 best-selling RTDs in The MA Drinks List: Top Brands to Stock in 2026 are in growth – both in volume and value sales and the category continues to be one of the fastest-growing segments in beverage alcohol, according to research by insights marketing agency OhBEV.
OhBEV cited data that showed RTDs have grown rapidly from a niche into a significant portion of global alcohol sales. The agency explained IWSR has forecast RTD volumes across key markets will grow by 12% between 2022 and 2027, reaching about US$40bn (£29.52bn) by the end of this time period.
Meanwhile, NIQ reported RTDs and RTSs (ready-to-serve) products now comprise a mature US$13.9bn (£10.26bn) global category, which OhBEV said is roughly 12.5% of all beverage alcohol sales.
It added RTD penetration has risen sharply: in 10 leading markets, RTDs now account for about 3.5% of all beverage-alcohol servings, up from around 1.1% in 2014. In short, RTDs are here to stay but growth is becoming more measured as the category matures.
We see draught playing a major role in driving availability, visibility and growth.
Hooch senior brand manager Jacob Barrett
Looking at The MA Drinks List: Top Brands to Stock in 2026, the RTDs list was topped by WKD Blue, which saw volume sales (in hectolitres (HL)) fall from 33,431HL in 2024 to just under 31k in 2025, representing a 7.4% fall, while its value sales has dipped slightly from £42.0m to £41.4m (down 1.5%).
And Smirnoff Ice Red took second place even though volume and value sales dropped by 9.1% and 4.2% respectively versus the previous year.
Some of the climbers in the top 10 include Global Brands-owned VK and Hooch chiefly.
Draught installed at 95+ venues
VK has five variants in the top 10 list, with VK Blue at number three, VK Orange & Passionfruit at number four, VK Tropical Fruits at number six, VK Black Cherry at number eight and VK Ice at number nine.
Although VK Blue and VK Tropical Fruits saw slight declines in volume and value, VK Orange & Passionfruit value sales leapt up 11.8%.
VK Black Cherry and VK Ice enjoying big jumps in sales in volume and value. The former’s volume and value sales climbed by 14.6% and 16.1% respectively while VK Ice saw uplifts of 12.8% and 13.6%.
Hooch secured fifth place with its main brand and its Hooch Pink came in as 10th best-seller.
Both Hooch variants saw big increases with its volume sales up to 11,377HL (a 23.3% rise) and value up 27% to reach £10.5m with Hooch Pink seeing lifts of 111.8% and 106.9% respectively.
In fact, Hooch, which launched in draught in spring 2025, announced in mid-February 2026, it had sold 86,000 pints of its kegged product in the on-trade.
Since its launch on draught, the alcoholic lemonade has been installed in more than 95 on-trade venues across the UK.
The business said visibility has been a key factor in the draught format’s success, which includes a bespoke tap handle, badge and glassware.
Global Brands cited CGA data that showed Hooch is now the fastest growing RTD in the on-trade, with sales increasing 47%. In the on-trade Hooch has delivered 63% value growth during the summer campaign period.
Clear sign of demand
Hooch senior brand manager Jacob Barrett said: “Hooch on draught taps into familiarity while feeling fresh and highly sessionable, at a time when consumers are looking for drinks that offer more than just the liquid itself.
“Pulling 86,000 pints in such a short space of time is a clear sign of demand, and with strong plans in place for the year ahead, we see draught playing a major role in driving availability, visibility and growth for the brand.”
OhBEV said although RTDs have mostly enjoyed greater sales in the off-trade, pubs and bars are emerging as a prime growth area with several factors driving this shift: younger consumers are more likely to order RTDs when socialising while bars appreciate the speed and profit of canned cocktails. Some 40% of consumers say they are drinking RTDs in pubs or bars more often than last year.
We project global volumes of cocktail and long-drink RTDs will roughly double between 2019 and 2029.
Insights marketing agency OhBEV
In markets like the US and Canada, on-premise RTD volume sales have fully recovered to or above pre-pandemic levels with bars and clubs stocking hard seltzers, malt cocktails and even spirits-based RTDs to meet demand.
The insights agency concluded the RTD market in 2026 is both “dynamic and mature”. “Consumers have broadly embraced RTDs as convenient, flavourful alternatives to traditional spirits and wines, driving substantial category growth over the past five years,” OhBEV claimed. “Yet the pace of expansion is now moderating: innovation is more targeted, and market penetration is deepening rather than exploding. Younger demographics and the ‘sober-curious’ movement have injected new energy into RTDs, but macroeconomic pressures (inflation, cost-cutting) mean drinkers choose RTDs more deliberately.”
It added RTDs – especially spirits-based – are continuing to gain share at the expense of wine and beer, and, as such, RTDs are carving out a significant and growing niche. The on-trade channel is a key frontier as pubs and bars are increasingly stocking RTDs and creating new occasions.
Looking forward, industry forecasters remain optimistic, OhBEV said. “We project global volumes of cocktail and long-drink RTDs will roughly double between 2019 and 2029, with North America potentially seeing up to a 400% increase in RTD cocktail servings.
“This underscores that, despite current headwinds, the long-term outlook is strong. Brands that adapt to the shifting landscape – by understanding the importance of alcohol base, targeting emerging consumer segments, and innovating smartly – will be well-positioned.
“The coming year will reward those who can balance growth ambitions with efficiency, staying close to consumer trends while navigating regulatory and economic changes.”
- Click here to download The MA Drinks List: Top Brands to Stock in 2026, where you can a host of statistical information on RTDs plus the whole gamut of drinks you would find in a pub or bar.
