How much is the UK RTD category worth?
The RTD category across the whole of the UK has experienced rapid growth, increasing in value over the last decade from £228m in 2014 to £706m in 2025*. Looking to the future, the category is projected to continue on its upward trajectory and grow by a further +12% in volume between 2022 and 2027.1
Is the market in growth and what is driving that growth?
The RTD market is undergoing a sustained period of growth for a variety of reasons. One of the main drivers is growing economic concerns as inflation continues to cause financial unrest, causing people to think twice about spending. As such, the convenience channel stands to benefit by attracting shoppers who are choosing to socialise at home instead of going out or want a drink before heading to pubs and bars. This is one of the larger appeals of RTDs – they help recreate that bar-quality experience from home for a fraction of the price.
On top of this, vast amounts of shoppers are also leaning into convenience – favouring options that are quick, easy, and require minimal prep. This shift doesn’t revolve solely around saving time, it represents spontaneity and fits seamlessly with lifestyles adopted by consumers who enjoy portable products that can be consumed on the go and cater to last minute plans.
What are the key RTD flavours, formats and pack sizes?
RTDs have evolved alongside shopping habits and today’s shoppers are drawn to flavours that feel both familiar yet slightly elevated. Consumers have become more adventurous, with fruity profiles coming to the forefront2. On the whole, consumers want drinks that feel refreshing, sessionable, and easy to enjoy, all of which are key considerations we take into account when creating NPD.
When it comes to formats, convenience is king. We’ve noticed a surge in young adults and students opting for grab-and-go formats, with at-home and at-friend’s drinking moments on the rise. The most recent addition to our range, VK Squashka, caters perfectly to this trend and is built for convenient sipping, coming in Tetra packaging with a resealable lid. In addition, enhanced RTDs have emerged as the second-largest segment within convenience, growing at 19%, with 500ml formats now accounting for more than half the category sales.
How is VK performing?
At VK, we are proud to have maintained our position as the number one RTD brand for students for over ten years, as students old and new continue to make a clear connection with the brand and our flavours. The brand is also demonstrating impressive performance as it continues outperforming the traditional RTD category with a growth of +10.4% in the total UK off-trade.
Looking back on 2025, VK Mixed Packs remain the strongest category mixed pack in retail, thanks to the vibrant flavour range and party-friendly format and varied selection of flavours. These have always been an easy crowd pleaser for consumers looking to cater for a group and mix things up, all while creating a party vibe.
Who are the brand’s target consumers?
After nearly 30 years since VK was introduced to the RTD space, we have continued fuelling student nights from pre-drinks to full scale house parties, offering a range of flavours to match every party personality. While we are the number one student RTD brand, a large portion of our customer base are millennials – the OG lovers of the brand that have been on our journey with us since the early days.
On the other hand, the introduction of our latest NPD, VK Squashka, is a massive opportunity to capitalise on changing drinking habits and connect with our core younger audience. It’s designed for students and young adults who love a fruity pre-drink but want to skip the fizz, save some cash, and start the night as they mean to go on.
Has the brand introduced any NPD recently?
This is an exciting time for VK as we’ve just launched a new addition to bolster our portfolio – shaking up the enhanced RTD category with something truly unique. The continued loyalty from university students has prompted us to introduce VK Squashka, a product that boasts a 7% ABV and taps into the university cultural phenomenon which sees students mixing their own “squashka” or “squadka” as a pre-drinks ritual that’s been trending across the UK.
VK Squashka is completely fizz-free and our first non-carbonated offering, delivering on the fresh and fruity flavours our customers know and love, while catering to new consumers who seek alternatives to fizzy drinks. This latest product is available in three nostalgic fruit flavours that have proved popular with VK customers, including Apple & Blackcurrant, Orange & Pineapple and Cherries & Berries – a trending flavour profile within the RTD category, soaring by 225%.
How is VK Squashka bringing something new to the category?
VK Squashka brings something genuinely new to the market and a fresh solution that meets what our Gen Z drinkers are looking for right now. It’s full of flavour that our fans know us for, with classic and modern fruit juice flavours and a higher ABV of 7%, just with none of the fizz! It also comes in a resealable and recyclable carton you can take anywhere, going from the store to door, to the dancefloor – setting a trend as the UK’s only enhanced RTD in a resealable Tetra Pak.
What kind of marketing support is backing the brand at the moment?
VK will continue to bring the party to students this Refreshers period, with visits to campuses across the UK and seven of our most loyal student societies bringing VK Squashka to universities nationwide. Led by hardcore VK fans, this activity will help build new product and brand awareness through genuine student-to-student engagement.
Our marketing team can also provide a variety of POS materials for brand collaborations, including for our recent on-pack partnership with Butlin’s. We brought the party to a selection of Butlin’s resorts across the UK with a karaoke-inspired activation, giving budding karaoke enthusiasts their pop star moment inside the ultimate VK-branded karaoke pod. Thousands of people engaged with the brand and five lucky competition entrants won 48-hours-worth of non-stop partying at a Butlin’s Weekender in true VK style.
What are the brand’s biggest products in the wholesale channel?
In the convenience channel, it’s clear that 70cl bottles are a category leader within the traditional RTD category. For VK specifically, our top performers that continue fuelling customer parties are Blue 70cl, Orange & Passion Fruit 70cl and Black Cherry 70cl.
These core flavours played a key role in shaping our Squashka flavour strategy, since it’s vital to align with products that are proven to be in demand while still bringing something fresh to the market. Drawing on familiar favourites not only builds trust with retailers but also strengthens our relationship with shoppers, who are able to easily locate they flavours they are craving.
How do you work with wholesalers to grow sales?
Our relationships with wholesalers are vital to driving sustainable growth in the convenience channel and for the VK brand overall. We work together closely.
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