RTDs Lift Off-Premise Beverage Growth 9.8% as Global Alcohol Volumes Keep Falling
Updated
Updated · BeverageDaily.com · Jul 13
RTDs Lift Off-Premise Beverage Growth 9.8% as Global Alcohol Volumes Keep Falling
1 articles · Updated · BeverageDaily.com · Jul 13
Summary
NIQ said ready-to-drink beverages are the clearest growth pocket in a market under strain, with RTD value sales up 9.8% and volumes up 6.3%, making them a key off-premise opportunity in mature markets.
Global beverage value still rose 4% through Q4 2025, but NIQ said pricing and premiumisation are masking weaker demand as alcoholic beverage value slipped 0.6% to $208 billion while non-alcoholic drinks climbed 6.3% to $418 billion.
The pressure is concentrated in major mature markets: the US, Germany, UK, France and Poland are all declining, with US beer down 5.7%, wine 6.9% and spirits 3.9%; among leading markets, only Brazil and Mexico posted beer volume growth.
Retail sales reached $845 billion globally, up 3.5% in value, while on-trade value held broadly steady at $222 billion despite footfall falling 3.4%; NIQ said consumers who still go out are spending more selectively, with average monthly spend at $127.06.
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$2 Trillion Alcohol Market in 2025-2026: RTDs Rise as Beer, Wine, and Spirits Decline
Overview
The global alcoholic beverages market reached $1.96 trillion in 2025 and is set for steady growth, driven by evolving consumer preferences, strategic industry shifts, and a changing regulatory environment. Despite this, total alcohol volume declined by 2% from 2024 to 2025 as people drink less but choose more premium, innovative, or alcohol-free options. This shift means the market is shrinking in volume but growing in value, with consumers trading up and focusing on quality and new experiences. The industry is adapting by investing in premium products and responding to new trends, shaping a dynamic and competitive landscape.