Why Owning the Moment Wins in a Changing Alcohol Market

BCG

Nicol Zhou

Research

8 Pages

The authors examine how alcohol companies can grow in a slowing market by focusing on specific consumption occasions rather than broad demographic trends. Consumer preferences continue shifting toward convenience and at home experiences, helping ready to drink cocktails gain share despite broader category challenges.

Key Takeaways

RTDs Lead Growth: Ready to drink cocktails delivered more than 20% compound annual growth from 2022 through 2025, while gaining 1.7 percentage points of alcohol market share.
Drinking Habits Evolve: Survey results from nearly 2,800 consumers show drinking occasions increasingly occur at home, in smaller groups, and more frequently alongside snacks.
Share Gains Continue: Ready to drink products increased their share of off premise alcohol sales from roughly 10% to 12% between 2022 and 2025.
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