Consumer Insights – RTD Premixed Spirits 2025
RTD premix long drinks remain on-trend and are driving the spirits market with double-digit growth.* Manufacturers continuously introduce new variants to serve this convenient segment of the spirits market.
In 2023, every second respondent bought more than two cans or bottles of ready-to-drink spirits per purchase. A trend toward milder base spirits was also noticeable: one in three buyers said that premixed spirits with lower alcohol content should be offered.**
- Who is already buying premixed spirits? How do premix cocktails and long drinks enter the “relevant set” of the target group?
- Which types, product categories, and flavors are preferred in RTD drinks?
- What package sizes of ready-to-drink long drinks are favored?
- Which brands of premixed drinks are known by consumers (unaided/aided)?
- Which spirit brands are bought with RTD mixed drinks? Are there primary and secondary brands?
- Where are premixed spirit products expected to be found in stores?
- How should a shelf with premixed spirits be arranged and products displayed?
- What potential do non-alcoholic spirit premixes have?
- Which other alcoholic beverages are consumed alongside?
The mafowerk Trend Evaluation Consumer Insights – RTD Premix Spirits 2025 shows the influence and effects of the three key factors “POS | Product | Consumer” and examines development potentials—currently and in comparison with 2019, 2021, and 2023—for further successful marketing of this product group.
Nuremberg/Fürth, May 2025
Image: © BrunoWeltmann Fotolia/Adobe Stock
* Source: Nielsen IQ
** Source: mafowerk Consumer und POS Insights RTD Premix-Spirituosen 2023
With the Consumer Insights – RTD Premixed Spirits 2025, mafowerk examines the purchasing and consumption behavior of RTD premixed spirits.
Release: 05/2025
Industry: Alcoholic Beverages, Non-Alcoholic Beverages
Type: Consumer Insights
Region/Language: Germany/German
(This study is also available in English upon request.)
The results of the Consumer Insights – RTD Premixed Spirits 2025 can be ordered anytime from mafowerk. The results are available and can be delivered within two business days after the order.
The fee for the current Consumer Insights 2025 is: €4,200 (net, plus VAT).
The fee for the Consumer Insights 2025, including comparison data from 2019/2021/2023, is: €4,900 (net, plus VAT).
An online presentation of the results and insights is offered for €500.
(Approximately one-hour video conference via Microsoft Teams)
Delivery of the complete study results in electronic pptx format in German, including comprehensive interpretations of the findings. Personal results presentation is optional (at an additional cost). The terms and conditions of mafowerk GmbH can be found at: www.mafowerk.de/agb
