Premium ready-to-drink cocktails – and premium canned drinks in general – are continuing to boom. The demand for convenience is stepping up a gear; people are not just looking for spontaneous moment drinks, they want their favourite cocktails but without the work involved in making them.
According to IWSR data, drinkers in Britain bought three times as many premixed cocktails (in volume terms) in 2025 as they did in 2020.
And new players are eyeing the sector with interest. Bruichladdich Distillery Company has launched its first-ever canned cocktails. The fact this 25-year-old Islay distillery with a well-grounded reputation in Scotch decided that now is the time to branch into premium RTDs, reflects a major step-change for the industry.
Bruichladdich’s new range is a limited run of full-strength canned cocktails in collaboration with bartender-founded RTD drinks specialist Whitebox. The four-SKU range spans a Dry Martini (designed to be stored in the freezer prior to serving) and White Negroni made with The Botanist gin, alongside a Whisky Sour built on The Classic Laddie and a Penicillin using Port Charlotte. At 21-33% abv, they are significantly stronger than typical RTDs, which the company says reflects “the unique flavour profile” of their base spirits.
Around the same time, Waitrose reported whisky-based RTDs up 73% year on year across its stores and the overall RTD category for the retailer grew 11%, so it looks like Bruichladdich got its timing just right.
This year, Waitrose added five new canned cocktails, and its range now includes diverse flavours such as Spicy Pineapple Daiquiri and Peach Melba Spritz, while Moth’s Strawberry Daiquiri and Mango Margarita variants have also joined the fray.
Sarah Holland, Waitrose’s ready-to-drink buyer, said: “We are seeing a huge trend of customers picking up canned cocktails for that ultimate summer convenience. They are a great, cost-effective way to enjoy high-quality cocktails on the go.”
Waitrose isn’t the only retailer doing well in this arena. Marks & Spencer, which first started putting cocktails in cans 40 years ago (albeit simple blends, such as rum & cola or gin & tonic), reportedly now sells a whopping 150 cans per minute on a summer weekend. This growth at the premium end is reflected in other canned formats, such as premium wine – especially sparkling and rosé variants – which Waitrose calls “a major tinification trend”. DR investigates whether the aluminium can is a more sustainable format for drinks on pages 26-28.
For Bruichladdich, the move has been shaped by changing consumer expectations around quality and authenticity, according to global marketing director Gareth Brown. He said: “The ready-to-serve category has evolved significantly, and there’s now a clear opportunity at the premium end for products that genuinely reflect the quality of the underlying spirit. What’s exciting about this range is that it allows us to showcase The Botanist, Classic Laddie and Port Charlotte in a completely new context, without compromising on flavour and integrity.
“We are known for our innovative approach to spirits and, in our 25th anniversary year, this has the potential to add a new chapter to our story.”
The category overall is wide ranging, so there should be something for everyone, including a growing collection of alcohol-free options. However, IWSR data shows that it is Millennials (aged 30-45) who currently account for 40% of purchases. So, can producers and retailers find a way to entice emerging, younger, consumers into this category, without eroding the new premium image of the canned cocktail? Only time will tell, but with more heatwaves predicted, alongside the World Cup and festival season, it’s clear this sector has a strong few months ahead.
