Alcoholic ready-to-drink (RTD) beverage sales in Australia's on-trade have grown by over a third in two years, making RTDs the third-largest and fastest-growing on-premise category by value.

This surge is more than a fleeting trend; it signals a fundamental shift in consumer drinking habits, where convenience, variety, and quality are increasingly prioritized. As venues grapple with challenging economic conditions, the resilience of the broader cocktail category and the rapid ascent of pre-mixed options are reshaping revenue streams and brand strategies. This evolution is happening globally, highlighted by recent accolades for Nairobi's Hero Bar at the 2025 World’s 50 Best Bars, which underscores the innovative spirit driving the on-premise market forward, from established scenes to emerging cultural hubs.

What We Know So Far

  • Sales of alcoholic ready-to-drink (RTD) beverages in Australia's on-premise venues have increased by more than a third in just two years, according to data from NielsenIQ reported by drinksint.com.
  • The RTD category generated AU$2.5 billion in spending in 2025, a 35% increase compared to 2023, and now commands 15 cents of every dollar spent on drinks in Australian on-trade venues.
  • Younger adults, aged 18 to 34, are the primary drivers of this growth, accounting for nearly half (46%) of all RTD consumers in the country.
  • Globally, cocktails are showing significant resilience, with one in three consumers in France now ordering them and one in three young adults in Britain engaging with the category weekly, according to nielseniq.com.
  • Innovation in cocktail culture is being recognized worldwide, with Nairobi's Hero Bar recently named the best bar in Africa at the 2025 World’s 50 Best Bars.
  • Collaborative events are also gaining traction, such as the inaugural Kenya Bartender Week, launched by Hero Bar, which is set to return this August.

Why Are Pre-Mixed Cocktail Sales Surging?

The remarkable growth of the RTD category in Australia points to a confluence of factors that are redefining what consumers expect from a drinking experience. According to a report from drinksint.com, RTDs generated AU$2.5 billion of spending in 2025, which represents a 12% jump from 2024 and a massive 35% increase from 2023. This has cemented RTDs as the third-largest on-premise category by value, and crucially, the fastest growing. The data reveals that RTDs now attract 15 cents of every dollar spent on drinks in Australian bars and restaurants, up from 12 cents in 2023. This isn't just growth; it's a significant reallocation of consumer spending.