Skip to content
Craft Beer Times | NIQ Reports How RTD Alcohol Consumption is Transforming the Industry

NIQ Reports How RTD Alcohol Consumption is Transforming the Industry

NIQ Reports How RTD Alcohol Consumption is Transforming the Industry


Alcohol consumption has been a part of human civilization for centuries, and there is no denying the fact that it is deeply ingrained in our culture. However, the way we consume alcohol has evolved over time, and one of the latest trends in the market is RTD (Ready-to-Drink) alcohol. According to NIQ, a leading market research firm, RTD alcohol consumption is changing in five significant ways. Let’s delve deeper into each of these changes.

1. Convenience is Key

One of the primary reasons why RTD alcohol is gaining in popularity is because of the convenience it offers. These drinks come in pre-packaged containers and are ready to drink straight out of the bottle. This means you do not need any mixers, ice, or garnishes to enjoy your drink. Additionally, RTD alcohol is portable and can be easily carried around, making it an ideal choice for outdoor events, picnics, or parties.

2. A Shift Towards Healthier Options

Consumers are becoming more health-conscious, and this trend is reflected in the RTD alcohol market as well. There is a growing demand for low-calorie and low-sugar options, as people are looking for ways to enjoy their drinks without compromising on their health goals. Brands are responding to this demand by introducing healthier alternatives that contain fewer calories and less sugar.

3. Experimentation with Flavors

RTD alcohol is not restricted to traditional flavors such as beer, whiskey, or vodka. Brands are experimenting with different flavors and ingredients to create unique and exciting options for consumers. From fruit-flavored ciders to spicy margaritas, there is something for everyone. This experimentation with flavors is attracting younger consumers who are looking for new and exciting experiences.

4. Emphasis on Sustainability

Sustainability has become an essential factor in consumer decision-making, and RTD alcohol brands are no exception. Consumers are looking for eco-friendly options that have a minimal impact on the environment. Brands are responding to this demand by introducing sustainable packaging options, such as recyclable cans or biodegradable packaging.

5. Increasing Popularity Amongst Millennials

Millennials are a significant market for RTD alcohol, and the trend is only expected to grow in the coming years. This demographic prefers convenience and variety, which is precisely what RTD alcohol offers. Additionally, this segment is more likely to experiment with new flavors and is open to trying new things.


The RTD alcohol market is evolving rapidly, and these five trends are just the beginning. As consumers’ preferences change, brands will need to adapt and innovate to stay relevant. Whether it’s introducing new flavors or sustainable packaging, the key to success in this market is understanding consumer needs and providing options that cater to them. With the right approach, RTD alcohol has the potential to be a game-changer in the alcohol industry.


Dustin is a writer about craft beer and a professional brewer in the city of Chicago. He has written for several magazines and has over a decade of experience in the beer industry. He is currently working on a book about the history of beer in Chicago.

Leave a Reply

Your email address will not be published. Required fields are marked *