SPECIAL REPORT: Sip into summer with these ready-to-drink beverage alcohol tips and trends

Emma Bubulis

Director of Retail Sales, Maverick Distillery

In a competitive category where many products can look similar on shelves, differentiation is essential. For craft producers like Maverick, that means focusing on flavour, quality and strong brand identity.

“Another ongoing challenge is educating consumers about the difference between malt-based and spirit-based RTDs,” says Bubulis. “Once consumers try spirit-based products, the difference in flavour and overall drinking experience is immediately noticeable.”

Now trending: The RTD category continues to evolve quickly, with many consumers trading up.

“Drinkers are moving away from basic seltzers and gravitating toward RTDs made with real spirits, quality ingredients and more distinctive flavour profiles,” she says.

Consumers are also seeking fuller flavour and slightly higher ABV options that feel closer to a true cocktail experience.

Meanwhile, local craft producers—particularly in Ontario—are gaining momentum as consumers show greater interest in supporting Canadian brands.

New and notable: Maverick’s new House Cocktail line features classic cocktails made with premium spirits. The goal is to deliver the flavour and experience of a bartender-made cocktail without the effort.

“Whether it’s a backyard gathering, a patio evening or a weekend at the cottage, we want to make it easy for people to enjoy their favourite cocktails wherever they are,” says Bubulis.

Sales savvy: Visibility and simplicity are key drivers in the RTD category. RTDs are often impulse purchases, so strong shelf placement and clear flavour variety can significantly increase trial.

“Variety packs perform particularly well in convenience because they allow shoppers to explore multiple flavours in a single purchase,” she says. “Secondary displays and cold-box placement are also very effective. When shoppers see a cold RTD ready to drink, it often becomes the most convenient and appealing choice.”

Chris Gojmerac

National Director of Sales & Marketing, Carlsberg Canada

Carlsberg Canada is sharpening its focus on the ready-to-drink (RTD) market, aggressively targeting the convenience sector to meet rising consumer demand for immediate-consumption beverages.

While the LCBO remains a critical sales channel for marquee brands such as Garage and Seagram, the company is reallocating resources to align with the convenience-oriented shopping habits of its customers. This strategic shift comes as the Garage brand sustains strong performance, posting more than 60% year-over-year growth in Ontario over the last two years.

"Over the next six to 12 months, our priorities are straightforward: expand cold availability, secure distribution with the right retail partners, and strengthen in-store execution," says Gojmerac. "We want to make it easier for shoppers to find the brands they already know while helping retailers participate in one of the fastest-growing segments in beverage alcohol."

Innovation is set to remain a pillar of the company’s long-term strategy. Carlsberg plans to introduce new product formats and flavours, a move aimed at capturing a wider shopper base and driving incremental growth for retail partners as consumer preferences continue to evolve.

Now trending: The RTD category continues to evolve rapidly, but three trends stand out. First, consumers are increasingly seeking balance. Interest in moderation, lower-calorie beverages and simpler ingredient stories continues to grow, particularly among younger legal-drinking-age consumers. "This is one reason Garage has resonated so strongly with consumers," says Gojmerac. "Its combination of real juice, great flavour and lower-calorie credentials aligns well with these emerging preferences."

Second, flavour remains king. Fruit-forward profiles such as lemonade, peach and raspberry continue to outperform because they deliver refreshment and broad consumer appeal. Third, consumers are looking for products that fit specific occasions rather than one-size-fits-all solutions. As a result, retailers are seeing demand across multiple segments, from lighter, sessionable beverages to higher-ABV products that offer intensity and value.

"Retailers who tailor their assortment to local shopper preferences and maintain a balance of trusted favourites and innovation will be best positioned to capitalize on category growth," says Gojmerac.

New and notable: "Garage remains our primary growth platform within RTDs, and we're excited about the innovation pipeline ahead," says Gojmerac. "Building on the success of Garage Hard Lemonade and Garage Peach Lemonade, we're exploring opportunities including mixer packs and higher-ABV innovations designed to meet evolving consumer preferences and create new consumption occasions."

Shifting demand: "One of the most important shifts we're seeing is that consumers are increasingly channel-agnostic. Brands are no longer built within a single retail environment. Shoppers discover products in one channel and expect to find them wherever they shop," says Gojmerac, adding this creates a significant opportunity for convenience retailers. 

"Brands that have already established awareness and loyalty through the LCBO and other channels often arrive in convenience stores with built-in consumer demand," he notes, citing Garage as an example. "The brand has built strong awareness and loyalty through the LCBO, and we're now seeing consumers actively seek it out in convenience stores. That demand has helped Garage grow by more than 60% year-over-year for the past two years and reinforces the importance of carrying brands consumers already recognize and trust."

Sales savvy: Retailers that focus on proven brands while maintaining a steady flow of innovation can drive both trial and repeat purchase. In addition, this summer presents a unique opportunity with heightened excitement around soccer. These occasions drive social gatherings, watch parties, backyard celebrations and impulse shopping trips—all key consumption moments for RTDs.

• First, keep RTDs cold and easy to find. Immediate consumption remains one of the category's biggest drivers.

• Second, merchandise around occasions. Secondary displays, cooler features and signage tied to game days, long weekends, cottage trips and backyard gatherings can significantly increase visibility and impulse purchases.

• Third, lead with recognizable brands and proven flavour profiles. Consumers often make quick purchase decisions and gravitate toward brands they already know and trust.

• Finally, make room for innovation. New flavours, variety packs and limited-time offerings create excitement, encourage trial and help retailers keep the category fresh throughout the season.

"For retailers, the winning formula is simple: cold availability, strong visibility, relevant occasions and a compelling assortment," says Gojmerac. "At Carlsberg Canada, we're proud to support our retail partners with a portfolio of trusted brands, category-leading innovation and programs designed to help drive growth throughout the summer season."

Danny Monticelli

Key Account Manager, Ontario Convenience and Grocery, Black Fly Beverage Company

Black Fly has a strong track record in convenience. The family-owned RTD producer based in London, Ont., has benefited from the buy-Canadian movement and from dedicating resources to the convenience channel.

“We decided from day one that we needed a convenience-only sales team,” says Monticelli. “They service accounts on a regular call cycle and provide retailers with the care, education and relationships they’re used to from non-alcohol suppliers.”

Now trending: Black Fly is seeing a return to full-flavoured, traditional-style products, with consumers exploring classic cocktails alongside fun and unique flavour profiles.

The company offers a wide range of cocktails, pop-style drinks, lemonades and fruit-based flavours, all around the seven per cent ABV range.

“Other trends we’re watching closely include formats like king cans, PET bottles and bag-in-box units,” he says. “In addition, consumers can expect to see more cocktails and non-alcoholic favourites converted to ready-to-drink formats, which will drive curiosity and trial in channels like convenience.”

New and notable: Several new products are launching in the convenience channel.

Vodka Blueberry Citrus in a 710 mL king can offers a larger-format Black Fly drink exclusive to convenience stores.

A Rum Miami Vice four-pack is now available in Black Fly’s 400 mL PET bottles, combining the flavours of strawberry daiquiri and piña colada.

Vodka Root Beer is also entering the convenience channel, reflecting the growing popularity of nostalgic, pop-inspired flavours.

Shifting demand: Consumer preferences are shifting away from beer and wine, driven by generational tastes, new flavour expectations and demand for convenience.

RTDs offer flexibility, Monticelli says, ranging from lower 4% options to 12% cocktail-style products. “Packaging preferences vary depending on the occasion and the drinker,” he says. “Consumers will continue pushing brands to innovate and introduce new and exciting products.”

Christie Stelling

Senior Brand Manager, Moosehead Breweries

The company has a big reason to be bullish on RTDs. Its Twisted Tea has become Canada’s No. 1 RTD. “We listen more than we talk,” says Stelling. “We consistently deliver great-tasting products in the formats and occasions consumers want. When we heard the rising demand for higher-ABV options, we acted quickly—launching last year and expanding further this year.”

Now trending: “Better-for-you choices aren’t a passing trend but an increasingly consistent expectation as consumers look for options that fit their lifestyle,” she says. Stelling also points to the popularity of higher-ABV offerings. “Shoppers are seeking bolder, more elevated experiences and are gravitating toward RTDs that deliver stronger impact and more ‘fun’ per serving.”

New and notable: Twisted Tea Extreme—lemon, fruit punch and peach mango—joins Blue Razz in a new 12-pack party format. Also on deck is a 473 mL Lemon Extreme to boost convenience-store availability. Consumers can also expect four bold 7% ABV flavours from Truly Unruly—Tropical Twist, Berry Blast, Citrus Crush and Strawberry Smash. Sun Cruiser is expanding its classic iced tea offering with a 473 mL tall can and a straight 12-pack.

Sales savvy: “Cold is gold,” says Stelling. “Convenience shoppers want something they can enjoy immediately, and chilled availability is a major purchase driver. “Stocking our leading brands in the fridge doesn’t just lift sales—it also builds shopper loyalty as consumers learn they can rely on your store to have their favourites cold and ready to go.”

Emma Stengs

Beyond Beer Marketing Director, Labatt Breweries of Canada

Labatt’s RTD strategy focuses on simplicity and consistency. As convenience alcohol sales grow, the company sees an opportunity to work closely with retailers on assortment decisions and help shoppers navigate the category.

“Our goal is to build portfolios with clear positioning that consumers trust for quality while staying closely aligned with evolving shopper insights,” says Stengs. “Offering a range of formats—from single-serve to shareable sizes—helps us meet different consumption occasions.”

Now trending: As the category becomes more crowded, consumers are gravitating back toward familiar refreshment cues such as lemonade and iced tea.Higher-ABV products—particularly around 7%— are also growing at double-digit rates as consumers seek stronger perceived value.

Format remains important. “Single-serve cans remain the dominant choice, accounting for more than half of grocery and convenience sales,” she says. “They make it easy for shoppers to try new flavours without a big commitment.”

New and notable: Mike's Hard Lemonade celebrates its 30th anniversary this year.

Its lineup is expanding with Mike’s Harder Strawberry Lemonade seven per 7% in a 473 mL can and a Mango Mega Can at 7% in a 740 mL format.

Cutwater Spirits—Canada’s fastest-growing cocktail brand—is expanding with larger single-serve Tequila Paloma and Whisky Sour cans designed for convenience stores.

Labatt is also introducing a 473 mL SVNS Hard 7UP can and mixer pack, Nutrl7 Raspberry Lemon Vodka Soda in a 473 mL format exclusive to Ontario grocery and convenience, and Hoop Tea Original, a 7% hard tea made with real black tea.

Shifting demand: “Health and wellness continue to influence consumer expectations in RTDs, much like we’re seeing across the broader CPG landscape,” says Stengs.

Consumers increasingly want simple ingredients, clear nutritional information and moderation-friendly options.

Brands like Nutrl Vodka Soda appeal to that demand with simple ingredients and zero grams of sugar.

Stengs also notes mixers perform well in convenience, where shoppers appreciate the flexibility to create their own drinks when entertaining.