RISING STAR

The RTD beverage boom continues

by MELISSA DOWLING

Surfside’ s sports partnerships have been a major catalyst in increasing brand awareness, trial and growth.

What’ s more, RTDs was one of two categories, with tequila, to succeed in generating any consumption growth in 2025. And without the impressive growth of the RTD segment in 2025, the overall spirits category would have decreased about 3 % instead of posting a 1.6 % increase.

The major industry acquisitions involving RTD brands in recent years further underscore the power of the category. For instance, Anheuser-Busch purchased Cutwater in 2019, three years before launching NÜTRL Vodka Seltzer in the U. S. Suntory Global Spirits( then Beam Suntory) bought On the Rocks in 2020, and Sazerac acquired BuzzBallz in 2024.

So far this year Molson Coors announced in March it is buying Atomic Brands, the maker of the Fast Track winner Monaco Cocktails RTD. Mark Anthony Group, the creator of White Claw Hard Seltzer, in April acquired Rising Star The Finnish Long Drink.

Finland’ s signature Long Drink beverage, made with gin, grapefruit and soda, became one of the world’ s first RTD cocktails when it was created for the 1952 Helsinki Olympics to meet the demand for pre-made drinks. The Finnish Long Drink canned RTD launched here in 2018 and has attracted numerous super fans, including co-owner and actor Miles Teller. It’ s also grown steadily, reaching 3.3 million cases in 2025.

EYES ON INNOVATION

The RTD category’ s continued surge has created a rising tide for brands positioned correctly, says Brie Wohld, vice president of marketing for Trinchero Family Wine & Spirits, which launched the Atomic Boss RTD in 2024. Atomic Boss, a Rising Star winner,“ benefits from this momentum while offering differentiation in a category

still dominated by just two major players, leaving ample room for new flavors and brands that bring freshness and variety,” she says.

Just as important is the brand’ s resonance with Gen Z and Millennial legal drinking age consumers, Wohld adds.“ These shoppers gravitate toward bold, trend-forward beverages that fit spontaneous, on-the-go occasions. Their strong preference for convenience stores— where alcohol is typically consumed shortly after purchase— further favors Atomic Boss’ s single-serve, portable, chilled-and-ready format.”

Innovation has been driving consumer interest and sales this year, says Jessica Rives, senior brand manager for Jack Daniel’ s Spirit-Based RTDs & Partnership. " The launch of our variety pack, including Jack & Coke, Jack & Coke Cherry, and Jack & Coke Vanilla, has been instrumental in our growth. Earlier this year, we introduced a larger-format 16−oz. offering that has opened new outlets for us in cold boxes and on-premise locations across the country."

In April the company launched a Zero Sugar variety pack featuring Jack & Coke, Jack & Coke Cherry Zero Sugar, and Jack & Coke Vanilla Zero Sugar.“ We have expanded into new outlets in convenience and grocery, and are finding new ways for consumers to experience Jack & Coke in bars and at tailgates,” Rives says.

Innovation remains a key growth driver for RTDs, agrees Clement Pap-

RISING STAR

White Claw’ s parent company Mark Anthony Group acquired The Finnish Long Drink in April.

32 Beverage Dynamics • Summer 2026 www. beveragedynamics. com