Canned Cocktails Take the Crown: The Rise of Spirit-Based Drinks in the U.S. Market
Over the past decade, the beverage industry has seen a significant shift in consumer preferences, particularly in the ready-to-drink (RTD) category. Malt-based hard seltzers like White Claw emerged as a cultural phenomenon in the late 2010s, offering a light, refreshing, and calorie-conscious option for drinkers. By 2022, however, the meteoric rise of hard seltzers had reached its peak. The market had become highly saturated, with countless brands vying for consumer attention, leading to diminishing growth for early leaders like White Claw.
Enter the era of canned cocktails. While hard seltzers carved out a niche for malt-based beverages, spirit-based RTDs have begun to dominate the landscape. Brands such as High Noon, Nutrl, and Cutwater have captured significant market share in what has become a booming $2.8 billion industry. Unlike their malt-based predecessors, canned cocktails often feature real spirits—vodka, tequila, or gin—giving them a premium edge that appeals to a broader audience.
Between 2021 and 2023, spirit-based RTDs doubled their market share in the U.S., signaling a clear shift in consumer demand. The appeal lies not only in their authentic spirit bases but also in the diverse flavor profiles they offer, from classic cocktails like margaritas and vodka sodas to innovative combinations that cater to adventurous palates.
One factor driving this trend is changing consumer expectations. Drinkers are increasingly seeking quality and transparency in their beverages, gravitating toward options with recognizable ingredients and fewer artificial additives. The pandemic also accelerated the demand for convenient yet high-quality at-home drinking experiences, a niche that canned cocktails fill perfectly.
The rise of canned cocktails has also been fueled by clever branding and marketing. Companies like High Noon have leaned into celebrity endorsements and lifestyle marketing, positioning their products as chic and versatile. Meanwhile, Cutwater has emphasized its craft origins and extensive range, appealing to cocktail enthusiasts.
As the RTD market continues to evolve, spirit-based canned cocktails appear poised for sustained growth. Their ability to blend convenience, quality, and variety makes them a formidable contender in a crowded industry. While hard seltzers may have paved the way for this RTD revolution, canned cocktails are proving that the future of portable drinks is more sophisticated—and stronger—than ever.