CRACKING ONE OPEN
By Mark Murphy
As the RTD spirits sector shifts into high gear, can points of differentiation be enough to break out from under the shadow of hard seltzers?
There’s certainly nothing new about RTD beverages, although (like most sectors in the ever-changing alcohol landscape) its focus has shifted. Bacardi unarguably kickstarted a trend unto itself back in 1989 with the launch of that most iconic of 90s drinks, the Bacardi Breezer. Syrupy sweet and (in the US at least) malt-based, Bacardi Breezer was many things and not all of them good - but it was most certainly an RTD beverage. Fast forward over 30 years and the COVID-era lockdowns presented an environment where consumers, thirsty for connection with a side of social distancing, set up shop in parks and lawns across the country. Over picnic blankets were spread cases of White Claw, Truly, Twisted Tea and more. The era of the RTD hard seltzer hit with a bang and it hasn’t let up since, dominating the RTD space and defining a generation’s increasingly off-premise drinking habits. With tastes evolving and consumers eyeing up clean labels, simple ingredients and new flavors, can the fast-growing RTD spirits segment continue its ascent to the top of the market?
SURF’S UP
Leading the rising pack of fast-growing independents, with MULO sales of just over $113 million for the 52 weeks ending April 19 according to NielsonIQ, is Surfside, a Philadelphiabased brand borne out of craft vodka distillery Stateside Vodka. Its no-nonsense range of non-carbonated flavored iced teas
and lemonades with vodka are accented with natural flavors and artificial sweeteners, while its sharp retro branding has hit the nose with consumers.
“There was a big opportunity for spirit-based tea and lemonade,” says Clement Pappas, CEO, Stateside Brands. “We wanted to come out with something that we would drink, and not just when we were 21 and could handle it. We have a lighter taste profile, not as heavy and sweet, and we have two grams of sugar and 100 calories per serving.”
At 4.5% ABV per can, Surfside - like many spirits-based RTD brands - offers a clear point of differentiation from hard seltzers which often start at 5% ABV, and can go over 8% ABV in many cases.
Despite only launching in 2022, it’s already the fastest growing brand in the overall RTD space (clocking a 359% year-onyear sales increase for the year ending April 19, according to NielsonIQ). What’s driving this sudden growth?
Pappas points to the brand’s Instagram account, with over 110,000 followers, as an example of the company’s ability to connect. “There’s a lot of us goofing around in the office, and people would tag us on Instagram or Facebook, and we would post it if they took a cool photo or something funny.”
“We have never had an outside marketing agency, and it’s worked. It’s connected. It’s bigger than the category leader [High Noon].”
MOM’S THE WORD
Few brands epitomize the RTD spirits ethos better than Mom Water. Conceived in 2018 by Bryce and Jill Morrison, it wasn’t until 2021 that the brand found its footing. “It truly was an idea that they came up with when they were on vacation,” says CEO Kara Woolsey. “They [Bryce and Jill] went to a resort that had spa water for guests, and she filled her cup up and then asked the bartender to add vodka to it!”
“They came home and made a homemade version of it on the side, just for them and their friends to enjoy. Over time they realized that there’s nothing out there like this, and that they should do something with it.”
Mom Water’s Lemon Blueberry SKU - dubbed Karen - lists just water, vodka, natural lemon blueberry flavors and citric acid in its ingredients. Notably, there’s no sugar or artificial sweeteners. Like Surfside it’s non-carbonated and comes in at 4.5%. Mom Water also claws back simplicity in flavors, focusing on classic combinations such as Apple Melon (‘Mary’) and Pineapple Orange (‘Nancy’). Isn’t it all a bit too niche to be so successful?
Not at all, says Woolsey. “I think people find themselves in the brand, and we made a lot of creative decisions that were different from what the market was offering. And people just liked it. It was fun and playful. That’s largely the reason it grew so fast.”
Being non-carbonated is an important distinction that Mom Water hangs its hat on. “Even our team talked about it,” says Woolsey, “if you start drinking something non-carbonated, it’s very hard to go back to carbonation.”
WHAT’S AT STAKE?
The overall RTD cocktails space is valued at $1.65BN in retail sales for the 52 weeks ending 22 February 2025, according to NielsenIQ data. Of this, some 45% of the market is made up of independent brands while much of the remainder is soaked up by trailblazers such as the E&J Gallo-owned High Noon and Cutwater Cocktails, itself acquired by AB InBev in 2019.
While that market seems small compared to the wider spirits segment (valued at just over $12BN during that time period, according to NielsenIQ), its year-on-year dollar sales increase of 17.1% tells a different story. Who’s driving this growth?
“The independent brands are where we’re seeing so much of the innovation happening,” says Danelle Kosmal, Consultant, 3 Tier Beverages. “They represent a smaller portion of total dollars of spirits, but they’re growing at a much faster pace right now.”
NOT AS EASY AS A-B-C
Unlike malt- and wine-based RTDs, spirit-based RTDs find themselves with a unique distribution challenge in America’s 17 ABC-controlled states. Are consumers apt to visit an ABC store for RTD cocktails?
The statistics say “yes.” According to the National Alcohol
Beverage Control Association (NABCA), combined sales across all ABC boards stands at $13.4BN for the 52 weeks ending March 31 2025 - an overall 1% year-on-year decline. Yet in that time period, cocktails jumped 22% - driven by RTDs according to the NABCA.
“It is more challenging than a non-control state,” admits Woolsey. “You have to manage it differently. In states where we have wider distribution, that’s a whole different growth platform. It [ABC] limits the way that you can get into on-prem and all kinds of things.”
Change is coming, albeit slowly. Of the 17 ABC-controlled states, only 7 are strict ABC states, while the remainder operate (increasingly lax) hybrid schemes. In July 2024 Pennsylvania passed Senate Bill 688, which allows for retailers to sell spirit-based RTDs provided the ABV is 12.5% or less. The Texas Senate passed a similar bill on April 30, 2025, with the matter now up for House consideration.
taurant, whereas, for the most part, the spirit-based RTDs are straightforward.”
It’s not just the format that’s proving a hit with consumers but the flavor profiles too. “We’re seeing this across alcohol and with RTDs too - a move away from the fancy flavors, the complex herbal flavors,” says Kosmal.
“When the potential size of the pie is really restricted like that, it is harder to make investments in marketing and people,” says Pappas, of Surfside. “It’s kind of a chicken and the egg problem. Where we put a lot of marketing push is generally not in control states.”
Meanwhile in non-ABC controlled states, retailers are expanding their shelf space as consumers gear up for summer excursions. “Retailers are expanding space for things like ready to drink,” says Kosmal, of 3 Tier. “So there’s more opportunity for those independent brands to get into retail.”
UNCOMMON ATTRACTION
Are spirit-based offerings only supplanting the hard seltzers of five years ago? Not according to Kosmal: “It’s taking volume across all areas. It’s absolutely taking volume from hard seltzers, but it’s also taking volume from beer and it’s taking volume from traditional spirits.”
It’s intel Pappas is also seeing. “Our number one and number two interactions, from the shopper data that we have, is High Noon and White Claw,” he said. “There’s big beer brands in there as well. We’re picking up a little bit from everywhere.”
So who is picking up cans of non-carbonated, unsweetened, low ABV cocktails - and what’s attracting them?
“It’s approachability,” says Kosmal. “Consumers might be intimidated if they’re looking at a list of fancy cocktails at a bar or res-
That easy going nature spurred the sector’s expanding use cases, says Kosmal. “It’s something different for drinking occasions that haven’t typically been spiritdrinking occasions, such as music festivals or sporting events - that convenient type of consumption we haven’t necessarily seen spirits in the past take a big role in.”
“We skew slightly 60-40 female,” says Pappas. “The feedback we get is that no carbonation is more important to women than men. That spans a pretty wide demographic range, we’re seeing everything from Gen Z and millennials up to Gen X which is actually over represented for us.”
Even Mom Water is is more than moms, says Woolsey. “The younger demographic that’s just come of age, they’re making different decisions than were made 10 to 15 years ago. We have resonated with that group - a lot of our consumers are younger than what we would have expected. It’s very popular in that early 20s crowd, despite the branding.”
Like the demographics, the pull of Mom Water is multi-layered - yet grounded in approachability. “They [younger consumers] like the playfulness of it, but they also really like that it is easier to enjoy,” says Woolsey. “They’re a little choosier about what they put in their bodies. We’re clean, we’re four ingredients. We don’t use anything artificial. They like the low ABV.” It’s an overview that Kosmal agrees with: “There’s an intentional simplicity with the startup brands that’s really working for people, really resonating.”
Ultimately, what’s the ceiling for spirits-based brands? “We feel like if we keep running our playbook, and if we can execute in the rest of the country the way we’ve executed in our core markets, then we see a real opportunity to beat the next brand [High Noon] at their level,” says Pappas.
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With deep industry knowledge & a vast network, we help you innovate, move efficiently, & avoid costly missteps. From ideation to shelf, we’ve launched hundreds of successful brands across all beverage types; alcoholic, energy, health, supplemented, canned coffee, mocktails, protein, soft drinks, fibre drinks, powders & more.
WHY CHOOSE US?
• Strategic foresight & risk management
• Custom solutions & operational efficiency
• Access to top-tier industry connections
• Mentorship for long-term success
• Proven Results:
• Built new divisions for major brands
• Lead a Coca-Cola facility to global #1 in quality
• Drove RTD category leadership in US & Canada
• Reversed major brand declines in North America
Let us guide your next beverage success. E-mail us at CRM@TRISOLUTIONS.CA
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Abita Brewing Company
Aisle AI Inc
Bayou City Hemp (Howdy)
Beatbox
Berlin Packaging
Better Than Booze
Bryant Hauck Abita Springs LA (985) 893-3143 abita.com
George Martinez Chandler AZ (602) 410-7118 aisleai.com
Michael Boxberger Houston TX 5127511733 -
Marissa Kinsey - - 847.732.2410 -
Berlin Packaging Chicago IL (708) 272-7046 berlinpackaging.com
Jackie Myers Nashville TN 6147199959 drinkbetterthanbooze.com
BevSource - Saint Paul MN (866) 956-4608 bevsource.com
Big Easy Blends
Bio-Botanica, Inc.
Black Apple Group
Blaze n Chill
BrewDog Brewing Company LLC
Brewery Wastewater Design
BREZ
CanSource, a TricorBraun Co
Cheech and Chong Global
Climbing Kites
CoffeePot by CLRTY Co
Cornbread Hemp
Creamy Creation
Döhler North America
Dude Wow Cocktails
Flavor Dynamics, Inc.
Flavorcan International Inc.
Sal LaMartina New Orleans LA (504) 338-3800 BigEasyBlends.com
Jason Katsoris Hauppauge NY (800) 645-5720 bio-botanica.com
Chip Rovello College Station TX (832) 348-9646 blackapplellc.com
Matthew Murray Miami FL (310) 745-0340 blazenchill.co
Keith Bennet Canal Winchester OH (614) 400-9594 usa.brewdog.com
John Mercer Tucson AZ (541) 350-4261 brewerywastewater.com
Brian Dewey West Palm Beach FL - drinkbrez.com
Robert Renfro Longmont CO (833) 228-3959 cansource.com
Cinda Thieling Salt Lake City UT (801) 660-5303 cheechandchong.com
Nick Iversen Iowa City IA (319) 290-9000 climbingkites.com
Kris OMalley Shoreview MN (651) 226-2116 seekclrty.com
Kelly Gage-Cole Louisville KY (502) 289-1552 wholesale.cornbreadhemp.com
Georgia Konstantopoulos Rochelle Park NJ (585) 664-4771 creamycreation.com
Kristy Ellenson Cartersville GA (470) 334-9858 doehler.com
Brandon Igdalsky Winter Garden FL (386) 281-9687 dudewowcocktails.com
Colleen Roberts South Plainfield NJ (908) 822-8855 FlavorDynamics.com
Mario Moreno Toronto - (416) 321-2124 flavorcan.ca
Flavorman Spencer McGuire Louisville KY (502) 289-5549 flavorman.com
FlavorSum
Florida Food Products (FFP)
For Bitter For Worse
G3 Enterprises
Brooke Hutton Kalamazoo MI (269) 215-2428 flavorsum.com
Kelsey Anderson - - (224) 330-5932 floridafood.com
Shelley Elkovich Geneva NY (541) 821-0935 forbitterforworse.com
Liz Curtin Modesto CA (510) 421-7935 g3enterprises.com
Gamer Packaging, Inc. - Minneapolis MN (612) 788-4444 gamerpackaging.com
GNT USA, LLC
Gotham DSD
Green Monkey USA
Grill'n Time Cocktails
H2OPS Organic Hop Water
Hedlum
Herb & Orchid
Hiyo
Iron Heart Canning Company
Kava Haven
Krier Beverage
Lake Hour
Lanxess Corporation
Looper
Louie Louie
M.S. Walker
Jeannette O'Brien Dallas NC (704) 469-5555 exberry.com/en
Trent Moffat Long Island City NY (877) 931-3030 gothamdsd.com
JR Lockwood sacramento CA (416) 709-4678 greenmonkedrinks.com
Ryan Fey Los Angeles CA (917) 701-0795 grillntime.com
Paul Tecker Anaheim CA (714) 823-3010 h2ops.com
Tom Kenney Stratford CT - hedlum.com
Terrika Knox - MD (240) 539-6283 herbandorchid.com
Evan Quinn - CA (480) 323-6067 drinkhiyo.com
Brian Casse - NH (973) 342-1388 ironheartcanning.com
Billy Grady Chicago IL (773) 469-6959 kavahaven.com
Zach Malin Random Lake WI (920) 994-2469 krierbeverage.com
Claire Wardlaw - - (512) 653-6722 lakehour.com
Mike Turpin Pittsburgh PA (817) 357-5851 Velcorin.com
Nathan Tagalag Anaheim CA (310) 561-0213 drink.looperverse.com
Marie La France Elmwood LA (917) 536-0174 drinklouielouie.com
M.S. Walker Innovation Boston MA - mswalker.com matcha.com Matcha.com Tuscon AZ (520) 273-2110 bulk.matcha.com
McCormick Flavor Solutions
Melo
Melting Forest
Monin
Mother Murphy's Flavors
Music Spirits LLC
New Brew
oHHo
Chloe Morris Hunt Valley MD - mccormickfona.com
Amy Bett Beverly Hills CA (562) 230-7384 drinkmelo.co
Sean McDonald - - (951) 444-7332 meltingforest.com
Kim Gabriel - - (727) 223-8414 monin.com
Michael Oden Greensboro NC (800) 849-1277 mothermurphys.com
Geri Andrews Fort Myers FL (239) 841-3147 musicatequila.com
Justin Wolf Los Angeles CA (415) 309-9741 drinknewbrew.com
Sophie Furman Bedford NY (917) 734-6089 weareohho.com
PakTech - - - (541) 461-5000 PakTech-opi.com
Pegasus Spirits
Per Se
Platinum915
Plift
Renaissance Flavors
Rexis Biotech
Sleeping Giant Beverage Co.
Snow Monkey, Inc.
Sovereign Flavors Inc.
Statco-DSI Process Systems
Stevens Point Brewery
Stiebs
Surely Wines
T. Hasegawa
Thomson & Scott
Titun Cocktails
Top Note Tonics
Torch Drinks
Treatt
Trisolutions
Untoxicate
Urban South Brewery
Viva Beverages
Zeroes Beverages
Zion Packaging
Maxime Girardin Meursault - 0033673126739 -
Hally Turner Saint Paul MN (303) 564-1619 persedrinks.com
Elijah E. Davis, MBA Fort Worth TX (855) 752-8915 platinum915.com
todd harris Chicago IL (312) 863-9693 plift.com
Roberto Veloso Toronto - (416) 878-1272 renaissanceflavors.com
Ryan Erving Pompano Beach FL (415) 314-7133 rexissystems.com
Matthew Osterman Denver CO (303) 859-1484 sleepinggiantbrewing.com
Brent Miller Hot Springs AR (501) 454-4268 drinksnowmonkey.com
David Ames Santa Ana CA (714) 437-1996 sovereignflavors.com
Randy Smith Huntington Beach CA (714) 375-6300 statco-dsi.com
Joe Martino Stevens Point WI (715) 344-9310 pointbeer.com/co-packing
Brad Drumhiller Madera CA (559) 661-0031 stiebs.com
Brandon Joldersma Austin TX - drinksurely.com
Breanna Jackson Cerritos AZ (714) 736-7128 thasegawa.com
Verity Martin London - 07743764095 -
Jean-Brice Ngouen Plainfield IL (157) 420-2206 tituncocktails.com
Mary Pellettieri Milwaukee WI (414) 208-9677 store.topnotetonic.com
Matt Yamashita Orlando FL (619) 204-3838 torchdrinks.com
Ashley Sidi Lakeland FL (863) 668-9500 treatt.com
Christopher Pfeifer Vancouver, BC - (604) 240-6478 trisolutions.ca
Curt Canales Irvine CA (714) 356-7878 Drinkuntoxicate.com
Jacob Landry New Orleans LA (504) 267-4852 urbansouth.com
Stephen Thurston Boston MA (813) 705-2627 vivatequilaseltzer.com
Jennifer Jinks Savannah GA (912) 417-2848 drinkzeroes.com
Gary Martin Corona CA (949) 842-1458 zionpack.com
