The Finnish Long Drink, which sold 3.3 million 9-liter cases in 2024 according to Forbes, and was ranked the 10th fastest-growing spirits brand globally, is being acquired by beverage giant Mark Anthony Group. The first acquisition under Mark Anthony Group's new CEO Phil Rosse establishes external growth as a primary strategic focus.

However, the ready-to-drink cocktail market, while experiencing explosive growth with new product launches, sees major players increasingly consolidating power through acquisitions rather than solely organic innovation. This tension reveals a competitive environment where established companies prioritize proven success over internal development risks. For more, see our Ready-to-drink cocktail market sees major.

Therefore, the RTD market is likely to see a continued trend of strategic buyouts, making it harder for new, unbacked brands to gain significant traction against well-resourced conglomerates. This signals aggressive external growth as a key driver for future revenue.

The Rise of Ready-to-Drink Cocktails

  • The Finnish Long Drink, a spirits-based RTD brand, sold 3.3 million 9-liter cases in 2024 according to Vinetur. However, Forbes reported the brand reached roughly 3.3 million 9-liter cases last year, indicating a discrepancy in reported volume for the same period.
  • Mark Anthony Group's swift acquisition of The Finnish Long Drink, a brand ranked the 10th fastest-growing spirits brand globally in 2024, exemplifies how beverage giants now prioritize buying proven, explosive growth. This strategy bypasses the slower, riskier path of organic innovation in the RTD market.
  • The Spritz Traditional Apertivo and Orange 4Pk represents a common ready-to-drink sparkling spritz cocktail format, typically at 6% ABV, demonstrating consumer demand for convenient options, according to theliquorbarn.
  • Fever-Tree entered the RTD market in November 2025 through a collaboration with Papa Salt, launching a Blood Orange Spritz RTD, as reported by Theshout Com Au.

The significant case volume reported for The Finnish Long Drink confirms that consumers actively seek out unique, spirits-based RTDs. This forces traditional beverage companies to either acquire these successful brands or risk being left behind in a rapidly consolidating market. The entry of established brands like Fever-Tree into the RTD space further solidifies this strong consumer demand for convenient, spirits-based cocktail options, suggesting a future where premium mixers and RTDs increasingly converge.