Once considered a pandemic-era phenomenon, ready-to-drink beverages (RTDs) have proven their staying power. Far from fading, the category has matured into a key growth driver for the U.S. beverage alcohol market — and the only category expected to expand consistently in the coming years.
According to the latest IWSR RTD Strategic Study 2025, RTD volumes in the United States rose by +1% in 2024 and are projected to maintain this pace, with a compound annual growth rate (CAGR) of +1% between 2024 and 2029. Their share of total beverage alcohol (TBA) servings has doubled in just five years — from 4% in 2019 to 8% in 2024 — and is forecasted to reach 9% by 2029.
A Mature Market Driven by Frequency, Not Recruitment
“The recruitment of new RTD consumers has slowed as the category matures, but consumption frequency is increasing,” explains Marten Lodewijks, President, IWSR US. “Gen Zs and Millennials are driving this growth, valuing perceived health benefits, functionality, and variety. As RTD habits establish themselves in casual and social occasions — and the beer category erodes — consumption frequency continues to rise.”
Indeed, in 2025, 55% of U.S. RTD drinkers described themselves as frequent consumers (enjoying RTDs at least once a week), up from 44% in 2023. The category’s appeal is balanced across genders but heavily skewed toward younger generations — 57% of U.S. RTD consumers are Millennials or Gen Zs.
Winning Market Share from Beer and Wine
RTDs are expanding primarily at the expense of beer, with some overlap from wine. When asked in 2025 what they would have previously chosen before switching to RTDs,
- 40% of Gen Z consumers cited beer,
- 39% of Millennials, and
- 44% of Gen X drinkers echoed the same.
This shift reflects how RTDs — with their convenience, variety, and often lower ABV options — align more closely with modern drinking habits, particularly those emphasizing moderation and lifestyle versatility.
Seasonality: The Spring-to-Summer Surge
The IWSR US Navigator data, which tracks detailed state-by-state consumption patterns, reveals a distinct seasonal rhythm in the rise of RTDs.
The category experiences strong growth from April through early summer, while beer tends to dominate later in the year.
Since 2019, RTD volumes have increased +4% to +17% month-on-month in April versus March, before declining by -3% to -11% in August versus July.
Conversely, beer volumes soften in April but regain strength in August, creating a clear seasonal crossover.
According to IWSR’s Bevtrac consumer research, 14% of U.S. consumers reported consuming an RTD on their most recent drinking occasion in April 2023, compared with 11% in September 2023. At the same time, 18% of RTD consumers indicated beer as the most common beverage they have replaced.
Spirit-Based RTDs Take the Lead
Within the category, spirit-based RTDs have emerged as the dominant force, expected to drive the majority of growth through 2029 thanks to high levels of innovation and new product development.
IWSR data shows that while vodka and gin volumes typically decline during the hot summer months, spirit-based RTDs enjoy sustained momentum. Between April 2019 and 2024, their volumes increased +7% to +10% month-on-month, with only minor August dips of -2% to -4%.
This aligns with consumer insights from Bevtrac, where 7% of RTD drinkers reported switching from vodka. The data also suggests that many vodka and gin drinkers now consider RTDs as a viable alternative, particularly during warmer months when convenience and portability are prioritized.
Aperitifs Plateau as RTDs Rise
Another emerging trend is the plateauing of the aperitif segment, which had previously experienced rapid growth from 2019 to 2021. Since 2022, volumes have stagnated — coinciding with the continued rise of spirit-based RTDs.
Lodewijks notes that while aperitifs remain relevant, “the momentum is clearly shifting toward RTDs that deliver both refreshment and convenience, especially among younger, urban consumers.”
Seasonal Motivation and Convenience
Seasonal preference plays a key role in RTD consumption. Bevtrac data indicates that 25% of frequent RTD drinkers increase consumption in the spring months (March–April), citing seasonal enjoyment. In contrast, 38% report choosing RTDs in autumn primarily for their convenience — highlighting how the category has embedded itself in both warm-weather leisure and everyday occasions.
A Category Shaping Modern Drinking Habits
“The data shows a clear pattern,” concludes Lodewijks. “RTDs dominate early summer consumption, while beer regains strength later in the year. At the same time, vodka, gin, and aperitifs are steadily losing share to spirit-based RTDs. This represents not just a seasonal shift, but a structural transformation in how Americans consume alcohol.”
RTDs have evolved from novelty to necessity — a permanent fixture in the U.S. beverage landscape. With steady growth forecasts and increasing consumer loyalty, the category’s future looks not just promising, but pivotal in shaping the next era of American drinking culture.
Source: IWSR