DATA DRIVEN
RTDs Rule for Retailers, Vodka Spikes at Restaurants by MELISSA DOWLING
Retailers have reported a surge in ready-to-drink( RTD) beverages: According to our recent study, conducted in July 2025, more than 43 % said that category’ s increase in sales was most impacting their business. Over a quarter( 27 %) said they would expand shelf space for more RTDs if they could.
For bar and restaurants, vodka still pays the bills, as 22 % said it was the category with an increase in sales most impacting business right now— twice as many that had reported tequila and whiskey as key growing categories. But nearly 19 % of on-premise respondents said that RTDs were the category for which they would expand menu space, just behind tequila with 25 %. RTDs also tied with mocktails / alcohol-free spirits as the category generating the most buzz on-premise.
Cabernet sauvignon was the most popular wine varietal for the off-premise, while chardonnay was king on premise. Lager was the most popular beer style, followed by IPAs, for both the retailers and restaurants.
It was a grim quarter for retailers, as more than half( 52 %) said beverage sales were below plan, vs. 25 % of restaurant respondents. Over 56 % of the on-premise survey participants said sales were on plan, and 19 % said sales had exceed plan, vs. 38 % of the off-premise saying sales were on plan and just 10 % saying they were above plan.
There’ s no question that consumer buying behavior has changed this year, as 52 % of the off-premise respondents and 42 % of on-premise said that people were buying less. It seems to be hitting the off-premise harder. More than half of the retailers( 52 %) said customers were spending less or buying less-expensive brands, compared to 25 % of restaurant operators. •
25 %
20 %
15 %
10 %
5 %
0 %
45 % 40 % 35 % 30 % 25 % 20 % 15 % 10 % 5 % 0 %
35 % 30 % 25 % 20 % 15 % 10 % 5 % 0 %
30 % 25 % 20 % 15 % 10 % 5 %
WHAT CATEGORY’ S INCREASE IN SALES IS MOST IMPACTING YOUR BUSINESS RIGHT NOW?( TOP 5)
16.7 %
Domestic Beer
6.9 %
Domestic Beer
5.6 % 5.6 %
Imported Beer
5.9 % 5.9 %
Domestic Beer
24.1 %
0 % Domestic Beer
Craft Beer
3.4 % 3.4 %
Imported Sparkling Beer Wine
22.2 %
ON-PREMISE
11.1 %
5.6 %
OFF-PREMISE
WHAT CATEGORY’ S DECLINE IN SALES IS MOST IMPACTING YOUR BUSINESS RIGHT NOW?( TOP 5)
Imported Beer
3.4 %
Imported Beer
29.4 %
Craft Beer
10.3 %
Craft Beer
5.9 %
ON-PREMISE
OFF-PREMISE
11.1 % 11.1 % 11.1 %
Vodka |
Whiskey |
Gin |
Tequila |
Hard |
Non-alcoholic |
|
|
|
|
seltzers / flavored |
beer |
|
|
|
|
malt beverages |
|
20.7 %
10.3 %
Whiskey Tequila
11.8 %
41.4 %
Ready-to-Drink( RTD) cocktails
3.4 % 3.0 %
Nonalcoholic beer
6.9 %
Mocktails / Other alcohol-free spirits
5.9 % 5.9 % 5.9 % 5.9 % 5.9 % 5.9 %
Red Whiskey Rum Gin Tequila Cordials Hard
Wine seltzers / flavored malt beverages
13.8 %
Red Wine
3.4 %
Sparkling Wine
13.8 %
6.9 % 3.4 %
6.9 %
Vodka |
Whiskey |
Rum |
Brandy / |
|
|
|
Cognac |
Ready-to-Drink( RTD) cocktails
3.4 %
Ready-to-Drink cocktails
6.9 %
Other
8 Beverage Dynamics • Fall 2025 www. beveragedynamics. com