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"Targeting at-home social occasions is key to driving purchase of vodka, gin, and RTDs in 2026. Highlighting uniqueness is crucial to stand out and add value."
Alice Baker, Food and Drink Analyst
RTDs offer a way for on-trade venues to demonstrate their affordability, much needed amidst the continuing income squeeze. Some 67% of category drinkers/buyers are open to drinking pre-mixed cocktails in a pub/bar/restaurant.
Ongoing pressure on household incomes and weak consumer confidence eroded volume sales of vodka/gin in 2025. RTDs grew retail volume sales rapidly in 2025, benefiting from people cutting back on out-of-home socializing, also helped by strong NPD activity and warm summer weather.
Targeting at-home social occasions remains important for brands in 2026 given weak real income growth. This represents a sizeable occasion: 57% of category drinkers/buyers bought vodka, gin or RTDs for an at-home gathering in the second half of 2025 .
Alcohol moderation is set to grow over 2025-30 as consumers’ health focus strengthens. Further innovation in low-/no-alcohol versions therefore remains crucial to support category volume sales.
For the purposes of this Report, Mintel has used the following definitions:
The market size includes both on-trade and off-trade sales. Low/non-alcoholic versions of vodka/gin and RTDs are included in the total, but these make up only a very small part of the market.
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