Robert Hallworth, senior client insight partner at NIQ, looks at the upcoming trends predicted for drinks this summer
As the drinks industry prepares for the summer season, what trends can we expect this year? While Christmas traditionally delivers a significant sales boost, summer offers a strong opportunity – especially for beer, cider and RTDs, which see a higher share of their annual sales during this period.
THE RISE OF RTDS
In 2024, RTDs maintained their strong momentum, expanding by £41m year on year. While growth is expected to continue in 2025, there remains untapped potential. Last summer, only 50% of annual RTD shoppers purchased within the category, leaving room for higher conversion – especially when compared to beer, which saw 72% of its annual buyers engage during the same period.
The growth in tequila-based RTDs could offer an opportunity here, with sales more than doubling year on year. The classic Margarita has long been a staple, but the rise of branded Paloma cocktails is adding fresh excitement to the category. Palomas bring a refreshing, citrusy twist that aligns perfectly with summer drinking trends, making them an ideal contender for continued RTD growth.
Tequila’s strong seasonal appeal makes it a standout choice for summer, and its momentum in both RTDs and cocktails only reinforces the opportunity. CGA by NIQ’s latest mixed drinks report suggests cocktail consumers are becoming more engaged with the spirit, and nearly a third (31%) have chosen a tequila-based drink in the latest year – five percentage points more than a year ago. Tequila-forward innovations could see strong returns.
Outside of alcoholic options, the rise of functional drinks aligns with the increasing number of consumers looking to moderate their alcohol intake. With estimates suggesting up to 90% of people are now exploring moderation, the space for healthier alternatives has never been bigger.
Understanding usage occasions across the drinks landscape will be crucial, whether it’s low alcohol options, adult soft drinks or functional beverages. Carlsberg Britvic will be one to watch with its combined portfolio having the potential to redefine how consumers engage with drinks in this area.
WHAT ROLE CAN FLAVOURED OPTIONS PLAY?
The fruit-led alcohol trend has evolved significantly in the UK drinks market, moving through cider before making its way into gin and vodka. Now, the trend is expanding into fruit-led beers, with European-style fruit lagers gaining traction in the UK. Tesco reports a 250% increase in sales of fruit-led brews, making this the fastest-growing beer trend. We can expect these products to perform well this summer, offering consumers a refreshing option.
Summer 2025 is shaping up to be a season of innovation and wellness in the UK. Whether you’re sipping on a functional health drink, indulging in a cocktail, or enjoying a refreshing fruit beer, there’s something for everyone.
