Insights: Wine Mix to Go - 10 Success Factors for Wine-Based RTDs

(ProWein Business Report 2025)

Wine-based ready-to-drink beverages illustrating the rapid growth of the global RTD category.

The ready-to-drink category continues to accelerate – creating tangible opportunities for wine producers. (Image: AI-generated)

RTDs – ready-to-drink concepts – have been enjoying strong growth for several years. Convenient, pre-mixed beverages that are ready for immediate consumption resonate with consumers worldwide. Until now, the segment has largely been dominated by spirit-based drinks. Yet for wine producers and marketers, RTDs offer compelling and still underexploited potential.

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Market share illustration showing ready-to-drink beverages reaching double-digit penetration in leading alcohol markets.

In key markets, RTDs already account for double-digit shares of the total alcoholic beverages market. (Image: AI-generated)

RTDs are widely regarded as one of the most recent success stories of the global beverage industry – and the momentum shows no signs of slowing. According to estimates by various market research firms (including IWSR, Grand View Research, Persistence, The Business Research Company and Market.us), the global RTD market is expected to reach a value of USD 20–24 billion by 2025. By 2030, forecasts suggest growth to USD 26–38 billion.

The United States currently represents the most important market, followed by Canada, Australia, Japan, Germany, the United Kingdom, China and Mexico. Particularly dynamic growth is also being observed in South Africa and Brazil.

Growth forecast illustrating the global ready-to-drink market reaching up to USD 38 billion.

Market researchers estimate that the RTD segment could grow to USD 26–38 billion.
(Image: AI-generated)

“Easy and enjoyable” – why RTDs are growing so fast

Consumer researchers at leading institutes such as Nielsen and Circana identify convenience as the key growth driver. And convenience operates on two levels: first, quite obviously, because the drink is already mixed. Second, because it can be consumed immediately, without any additional equipment – no corkscrew, bar tools or even a glass required. These advantages apply both in off-trade retail and in the on-trade, where ready-to-serve drinks save valuable time for staff and guests alike.

Generation Z in particular is looking for spontaneity and ease: picking up a canned mixed drink at the supermarket and enjoying it with friends in the park or at a concert. At the same time, bar-quality, ready-to-serve drinks can also be poured at home without juggling multiple ingredients. According to IWSR, cans dominate the RTD segment – a format that resonates strongly with younger consumers.

The Covid pandemic gave the category a significant boost for precisely these reasons. During lockdowns, social gatherings shifted outdoors, while restaurant-style enjoyment moved into private homes. The premiumisation trend that emerged during this period has continued well beyond the pandemic: many consumers now value high-quality drinks at home and are willing to pay more for them.

Another tailwind comes from growing health awareness and a shift towards more moderate consumption. RTDs generally contain less alcohol than wine or classic cocktails. Ingredients such as green tea, ginger or herbs also tap into demand for “better-for-you” products.

And then there is the simplest argument of all: taste. RTDs are typically fruit-forward, approachable and uncomplicated – making them attractive even for consumers without in-depth wine or spirits knowledge.

The ProWein Business Report, ProWein’s annual large-scale industry survey conducted in cooperation with Geisenheim University, adds further insight: a majority of the more than 1,300 experts from production and trade expect products with eye-catching packaging, a youthful image and distinctive flavour profiles to be particularly successful in the future. Characteristics that RTDs embody almost by definition.

Graph showing market shares of RTDs based on spirits

Source: ProWein Business Report 2025

Wine-based RTDs are gaining momentum

Most RTD products are currently based on spirits or – as in the case of the US-dominated hard seltzer segment – on malt or fermented sugar, often combined with flavours and carbonated water.

Wine’s share within the RTD category is still relatively small, but growing rapidly. Forbes cited a market share of 8.9% for 2021 (based on Nielsen data), paired with a remarkable growth rate of 23.3%. For 2024, Spanish wine magazine Vinetur already puts the share of wine-based RTDs at 15%, based on data from Market.us. Nielsen estimates that wine-based RTDs could reach a market volume of around USD 1.4 billion by 2025 – representing growth of 14%.

BeatBox RTD packaging showcasing colourful design

The US brand BeatBox targets younger consumers with bold colours, provocative messaging and a strong lifestyle-driven approach.

Why wine producers should invest in RTDs: 10 reasons

1. NoLo expertise

Within the RTD category – as across the wider beverage market – the no- and low-alcohol segment is developing particularly dynamically. According to IWSR, around 6% of all new RTD launches in 2024 fell into this category, up from just 3% in 2021. The wine industry has been active in this field for years and brings both technological know-how and market experience. Moving from de-alcoholised still or sparkling wine to a ready-mixed canned drink is therefore a small step – with plenty of room for new flavour profiles.

2. Versatile packaging

Wine’s traditional format is the glass bottle – and this remains a viable and widely accepted option for RTDs as well. At the same time, the category opens the door to more innovative formats such as cans, making it easier to reach new target groups.

3. Strong regional roots

Even in the RTD segment, environmentally conscious consumers value regional origin. Wine can fulfil this criterion particularly well, as it is often produced locally – unlike many spirits that are centrally distilled and bottled. The effect can be amplified by using flavours from the region of origin: Mediterranean herbs in a rosé RTD, or Italian lemons combined with Trebbiano and similar varieties. The gin boom has already demonstrated how powerfully regional botanicals can differentiate a brand.

4. A natural product with natural ingredients

Many consumers perceive wine as a natural product. Combined with ingredients that signal health benefits – such as kombucha, green tea or ginger – wine-based RTDs appeal directly to health-conscious audiences.

5. Greater sustainability

Organic certifications and sustainability standards are still less common among spirit-based RTDs, but well established in the wine sector. Base wines from organic or sustainable viticulture provide an additional and credible selling point for environmentally aware consumers.

6. Fruit-forward by nature

Studies show that 73% of consumers prefer fruity flavour profiles in RTDs. Wine delivers this aromatic spectrum naturally, meaning additional flavourings can be used sparingly. Notably, lemon is the most popular flavour overall – a classic taste marker in many white wines.

Canned wine spritz distributed in the German market by Mack & Schühle.

7. Increasingly premium

According to IWSR, 53% of global RTD launches in 2024 were positioned in the premium segment; in Germany and the UK, the share was as high as 90% and 74% respectively. Wine is available across multiple quality tiers and can therefore credibly serve the premium segment. While traditional wine purists may view the use of high-quality base products for mixed drinks as unconventional, this approach has long been standard practice in top bars, where premium spirits are specifically developed for cocktails. It does not need to be a Grand Cru – but a recognised origin or PDO quality can effectively bridge wine tradition and modern lifestyle.

8. Star power sells

Wine brands already have extensive experience with celebrity partnerships – often with considerable success. The RTD segment offers opportunities to build on these strategies, launch line extensions or collaborate with new, high-reach personalities to connect with younger audiences via social media.

9. Established distribution

In most markets, wine is present across all sales channels – from retail to gastronomy. This provides ideal conditions for rolling out innovative RTD products through existing distribution structures at scale.

10. The aperitif is booming

Aperitif culture has been growing steadily for years. Many of today’s most popular drinks are based on sparkling wine – a trend that translates easily into cans or ready-to-serve mixes for home consumption. At the same time, RTDs are a highly practical solution for the on-trade: especially in times of staff shortages, they ensure consistent quality without requiring extensive expertise – and save time behind the bar.

Conclusion: strong potential for wine-based RTDs

For wine producers, RTDs represent an attractive opportunity to re-engage existing customers, position themselves as innovative and reach new, younger consumers. The potential is there – now it’s time to unlock it.