Freixenet, Spain’s top Cava producer, now sells ready‑to‑drink cocktails. Bonterra, Mendocino’s award‑winning organic winery, follows suit.
Ready‑to‑Drink Cocktails Deal Blow to U.S. Wine Industry
RTD, short for ready‑to‑drink, denotes premixed alcoholic beverages that are low‑calorie, low‑alcohol and inexpensive. They dominate the fast‑growing ready‑to‑drink segment.
Wine sales have slumped for three consecutive years, forcing more than two dozen wineries to shut down and hurting restaurant revenue. The downturn has sparked concern among industry leaders.
Analysts say the decline stems from a generation of 21‑ to 30‑year‑olds who bypass wine entirely. Their preferences differ sharply from those of earlier generations.
Unlike previous cohorts, this group never embraced traditional bottles and prefers pre‑mixed drinks with flavors such as peach, tangerine, blackberry and strawberry. The sweet, soda‑like profiles make them easy substitutes for dry wine.
High Noon, a hard seltzer from Gallo, sold an estimated 50 million cases in 2024 and 2025, while its new Lucky One vodka lemonade adds to the surge. The brand also introduced Lucky One, a vodka‑based lemonade, to capture further demand.
Hundreds of wine companies nationwide now produce RTD products, a market large enough to support a dedicated RTD Magazine. Analysts estimate that hundreds of wineries now offer at least one RTD product.
RTD Magazine declares the category a permanent fixture, promising continued quality and innovation. The publication says the category will endure for the foreseeable future.
Industry observers note that while wine flavors are being adapted, consumers can easily create home‑made RTDs by mixing a modest pour of sauvignon blanc with cranberry juice. The resulting drink offers the taste of wine with the convenience of a premixed cocktail.
