In today’s fast-paced world where everything keeps evolving as we speak, our drinking habits too, are not immune to change. Gone are the days when every social gathering demanded a bartender’s touch or a well-stocked home bar. The 2020s are bringing in a new era of convenience, not just in our daily chores but also in how and what we drink. Yes, we’re talking about fizzing ready-to-drink or RTD beverages and how they are going head-to-head with traditional craft cocktails. The ultimate debate remains – is convenience outshining craft or is the latter simply better? Let’s take a deep dive!
RTDs are pre-mixed alcoholic beverages that come in bottles and cans. No shaking, stirring, or fancy ingredients required! However, this shift towards RTDs didn’t happen overnight – the global pandemic acted as a catalyst.
As bars shuttered and people began experimenting at home, brands like Bacardi, Smirnoff, and Absolut launched their own RTD lines. From RTD cocktails to hard seltzers and pre-mixes, the RTD category is seeing a sharp rise as convenience becomes the norm.
This was the only major category in the global beverage alcohol market to record volume growth in 2023, with a 2% increase in volume and a 6% rise in value, according to beverage market research firm IWSR.
Why people love RTD beverages:
Convenience is surely enticing, but can craft be compromised? The other side of the spectrum is where handcrafted cocktails shine. Whether it’s a classic cocktail or an exclusive new-age signature cocktail, crafting these drinks requires precision, craftsmanship, and in-depth knowledge of mixology.
Each ingredient used in these cocktails has a purpose and a story to tell. These ingredients give bartenders and home mixologists to curate and personalize their drinks and express themselves in their own unique way.
Why people find cocktails special:
At its heart, the RTD vs. cocktail debate is not about choosing what’s ‘right’, but choosing what suits you and your lifestyle.
RTDs represent modern convenience, they fit into the grab-and-go culture that many of us are getting accustomed to. Whether you’re running late to a house party or setting up a day picnic at the park, there’s no time to play bartender! In such scenarios, RTDs often become the savior.
Cocktails, on the other hand, embody tradition and value craftsmanship. They turn drinking into a social and creative ritual that demands participation. Whether it’s experimenting at home or ordering from a bar, cocktails remind us that some things are worth waiting for!
So, the real question becomes: Do you choose convenience and portability – or do you choose craft and patience?
We’ve talked about the craftsmanship, the convenience, and the portability of these two categories – but in the end, what matters the most is the quality and taste.
For some, cocktails might win in this category, without any questions asked. After all, cocktails are freshly made, use fine ingredients, and have an edge when it comes to complex flavors. Be it the delicate garnishing, the generous dash of mixers and essences, or the use of pristine, hand-carved ice – cocktails simply provide a more wholesome experience when it comes to taste.
However, many RTD offerings are catching up fast. Many brands are using premium spirits, natural juices, and carbonated mixers to deliver a surprisingly balanced and flavorful sip.
And in the end, let’s face it: not every bar serves world-class cocktails and not every RTD beverage is an artificial, sugary mess. The line between the two is slowly blurring and each has some of its drawbacks. The key here is to then find what suits you the best.
Also Read: DIY Mixers 101: Transforming Cocktails Into Art Pieces
Feature | Craft cocktail | RTD cocktail |
Primary defining driver | Experience, skill, customization | Access, portability, and convenience |
Ideal occasion | Date night, family celebration, client meetings | Picnics, backyard BBQs, beach trip, spontaneous party plans, and random ‘treat yourself’ moments |
Key advantage | Unmatched freshness, bespoke sensory experience | Perfect consistency, zero preparation, easy transport |
Typical cost | High (due to labor, ingredients, and overhead costs) | Low to medium (bulk manufacturing costs) |
Core value | The art of the drink | The access to the drink |
While bar-made, handcrafted cocktails remain the gold standard for being the ultimate drinking experience, RTD beverages are turning tables and stirring up conversations. The new category is taking advantage of what most of us value today more than ever: time and convenience. By providing accessible, affordable, and convenient ways of having our favorite cocktails, RTD beverages are definitely here to stay. Which one among the two categories is your preference?
