October 23, 2025

RTDs Reshape Seasonal Consumption Patterns in U.S.

RTDs are transforming U.S. beverage alcohol seasonality, growing share from 4% of total servings in 2019 to 8% in 2024, according to data from IWSR. RTD volumes surged 4-17% in April compared to March since 2019, then declined 3-11% in August compared to July. Beer shows inverse trends, softening in spring before rebounding in late summer.

RTD drinkers are more likely to attribute their increased consumption to seasonal preferences during the spring, but cite convenience in the autumn. Spirit-based RTDs have particularly impacted vodka, gin, and aperitifs, with 7% of RTD drinkers claiming they switched from vodka.

55% of RTD drinkers now qualify as "frequent" consumers (weekly-plus), up from 44% in 2023, with 57% of RTD drinkers in the Millennial or Gen Z demographic.

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Substitution responses indicate that beer is the most common category that RTD consumers switch from, at 18%.

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