Who amongst us has not enjoyed a cheeky (underaged) Breezer at a house party? Easy to carry around with cool flavours, it was our first introduction to RTD cocktails. But, as our tastes have matured, so have our choices in RTDs.
RTD cocktails, or Ready-To-Drink cocktails, are pre-mixed and packaged in cans or bottles available for immediate consumption. The upside is that RTDs eliminate the need to own a fully stocked bar with a variety of ingredients for each cocktail. The industry has grown and developed in flavour and quality beyond alcopops, especially considering consumers’ increasing demand for better ingredients and newly refined, global tastes in flavours and textures.
RTDs have long been available in countries abroad. For example, drinking a canned G&T in the park is practically a rite of passage for any student living in the UK. US-based RTD brand Cutwater went viral on TikTok, thanks to its high alcohol content and delicious taste.
According to a study by Grand View Horizon, Indian RTDs still account for only a small portion of the market, although it is expected to increase, with projections for a CAGR of 17.2% over the next five years. The founders of the sparkling rice wine brand, Offscript, attest to this. Co-founder Smriti Deora says, “RTDs are no longer seen as ‘entry-level’ drinks — they’re being embraced by premium venues because they solve a practical problem while also elevating the experience. As people look for convenience without compromise, RTDs are becoming the natural bridge between home gatherings, pre-games, and nights out.”
Offscript was introduced into the Indian market as a rice wine—a homegrown, elevated alternative to rice-based alcohols like sake and soju. Vegan, gluten-free, and design-led, it is a drink that feels modern and playful, embracing contemporary flavours that you might not find in the market otherwise. Sanchit Agarwal, CEO and co-founder at Nisaki, adds, “For consumers, it’s about enjoying the same consistency and sophistication they expect from a bar, but in a more convenient format.”
When asked about the perception of RTDs at the bar, mixologist Jahan Bhathena says, “It makes life a lot easier for us at events, it saves us time from making cocktails from scratch. At big events like concerts, we crack them open only when the customer asks for them, which helps us keep things fresh and moving. It’s perfect for when people are in a hurry.”
As per a study by Benori, RTDs align perfectly with the Gen-Z market. The younger generation has quite a different outlook on alcohol than the older generations. Many are drinking less and less due to changing social connotations around alcohol, as well as for personal health reasons. RTDs – which often have only about 5%-8% alcohol content – provide an exceptional alternative to those who still want to enjoy the occasional drink, without falling down the rabbit hole of binge drinking hard liquor. “The opportunity is to now reshape habits — drinks that are well-designed, portable, and consistent will carve out their own place in how Indians socialise”, says Sumesh Navale, co-founder at Offscript.
Just like in the food we consume, Indian audiences are becoming increasingly attuned to global flavours and food trends thanks to social media. They are also becoming smarter, reading labels and demanding only top-notch quality from the brands they choose to patronise. Agarwal says, “Consumers today want to know the ingredients, origins, and crafts behind their drinks.” Bhathena adds, “Consumers have this misconception that RTDs won’t taste as nice as freshly mixed cocktails, but you can’t tell with a good RTD. It’ll keep you guessing!”
The retail landscape has opened up for RTDs in an exciting way. With RTDs widely available at local liquor stores, bars, and speciality alcohol shops, there is something for everyone, from price to flavour. While traditional grocery channels are still catching up, Agarwal stresses the fact that real growth is happening in outlets that emphasise discovery and premium experiences. Deora adds, “Speciality liquor stores are curating shelves more thoughtfully — they’re no longer just about stocking; they’re about experience, cold chains, and presentation, which works well for design-driven products like ours.”
It is clear that the Indian alco-bev sector is going through a massive change, from the rise in speciality cocktails to RTDs. For brands to keep up with evolving consumer preferences, it is imperative to move quickly! Convenience and quality are top priorities across the board as RTDs continue to become a key part of everyday social culture. As Agarwal puts it, “rising urban lifestyles, on-the-go consumption, and growing curiosity around cocktails are fueling this demand.” We have only just dipped our toes in the RTD water, and brands have been watching the category closely. The future looks promising, especially with increased attention from consumers across all categories, and the shift away from alcopops to newly launched flavours and ingredients.
