If you walked into a liquor store a decade ago looking for a quick beverage, your options were pretty much limited to beer, cider, or maybe a sugary wine cooler. Fast forward to today, and the shelves are dominated by a massive wave of aluminum cans containing high quality, pre-mixed cocktails.

In the beverage world, these are known as Ready to Drink cocktails, or simply RTDs. While vodka and tequila versions initially led the charge, whiskey based RTDs have exploded onto the scene, fundamentally changing how people enjoy America’s favorite brown spirit.

Let us crack open the data and look at how successful this industry has become.

The Massive Growth of the Can

The short answer is yes, RTDs have grown immensely. In fact, they currently hold the crown as the fastest growing category in the entire alcohol market. For years, global beer volume has faced slight, steady declines, while spirits have risen. RTDs are actively stealing market share from beer, wine, and traditional spirits alike.  

During the pandemic, off premise sales surged, and the momentum has not stopped. Major beverage companies have watched sales for spirit based canned cocktails shoot up exponentially, driving industry giants to heavily invest in or acquire smaller brands to keep up with consumer demand.

What Percentage of the Market Do They Control?

Because the total global alcohol market is an absolute titan valued in the trillions of dollars, small percentages mean astronomical revenue. RTDs currently control roughly three percent of the total overall alcoholic beverage market value. 

While a single digit percentage might sound small at first glance, it represents billions of dollars in annual sales. More importantly, it reflects a massive shift in consumer lifestyle. Younger legal age drinkers are actively choosing the portability and predictable portion size of a premium canned cocktail over buying a full bottle of whiskey and a separate twelve pack of soda.  

The Best Selling Brands Dominating the Shelves

When it comes to the undisputed kings of the whiskey RTD world, established legacy brands are leveraging their immense name recognition to dominate the space.

 Jack Daniel’s: Thanks to an absolute powerhouse global partnership, their pre-mixed Jack and Coke cans are a runaway success worldwide, defending the company’s massive market share.  

 Jameson: Their canned Ginger and Lime variations have made Irish whiskey incredibly accessible for casual outdoor gatherings.

 Crown Royal: Known for their highly popular canned cocktails like whiskey cola and peach tea.

 Cutwater Spirits: Acquired by major industry players, Cutwater has built an incredible reputation for high proof, authentic bar quality whiskey mules and highballs. 

Are Canned Cocktails Seasonal?

There is a definite seasonal rhythm to how people buy these drinks, but the lines are blurring. Historically, the entire RTD market experienced a massive spike during the warm summer months. Cans are inherently designed for outdoor lifestyles, making them the perfect companions for backyard barbecues, beach days, boats, pool parties, and concert venues where glass bottles are strictly banned.

However, whiskey RTDs are uniquely positioned to beat the winter slump. While a vodka seltzer screams July afternoon, a whiskey ginger, an Old Fashioned in a can, or a rich whiskey cola transitions beautifully into autumn tailgating and winter holiday parties. Distillers are actively leaning into this by formulating deeper, warmer flavor profiles for the cooler months.

Is Future Growth Projected?

The future looks incredibly bright for the humble aluminum can. Industry projections show that the exponential growth trend is locked in for the foreseeable future. As global consumers embrace healthier lifestyle choices, many are choosing to drink less total volume but buy higher quality options. This premiumization trend means drinkers are perfectly happy to spend a little extra on a convenient, delicious, top-tier whiskey cocktail.  

With massive financial investments continuing to pour into product innovation, better ingredients, and expanded global distribution, whiskey RTDs are no longer a passing trend. They are a permanent, highly successful staple of modern drinking culture.  Have you tried one?  If not, give one a try this summer, some are exceptionally tasty and refreshing.