Growth in the UK’s beers, wines, and spirits sector is driven by a combination of increased consumer spending power and a shift towards premium and craft products.
Additionally, innovation in flavours, a growing demand for low and no-alcohol alternatives, and the influence of social media and online sales are significant growth factors.
The premiumisation of the beer and cider market is driven by a combination of the long-term trend for moderation, and consumers’ desire for exploration and indulgence.
With many consumers drinking less, when they do look to drink alcohol, they want an elevated experience.
Mainstream premium lager in particular is growing, particularly through offering a mix of smaller, medium and large pack sizes (NielsenIQ) and strong innovation.
World lager is also experiencing growth (NielsenIQ), driven by innovation and the long-term trend for premiumisation in the market.
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, comments: “Consumers also want great value for money, whatever their budget. Ultimately, brands that offer consumers heritage, provenance, varied pack sizes and great value for money, whilst always delivering on taste, will be in the best position for growth, regardless of where it is positioned in the market. From Foster’s, Cruzcampo®, Heineken® to Birra Moretti, and – we offer choice for all consumers on different budgets and across different taste profiles.”
Consumers are reassessing their alcohol consumption as 7 in 10 are aiming to live healthier lifestyles, which has led to a 20.4% increase of sales in the no- and low-alcohol market against the previous year. Across the entire beer and cider category, no- and low-alcohol alternatives now make up 3.2% of the overall sales in the UK. The total sales value of the no- and low-alcohol market is worth £204.9m between the impulse (£17.5m) and grocery channels (£187.4m, NielsenIQ).
Category growth can be achieved by creating more excitement and broadening the appeal of low ABV and 0.0% options, ensuring that outlets connect with changing trends in health and wellbeing. HEINEKEN UK has seen a growth across all its no- and low-alcohol variants, due to the wider consumer growth in moderation. Within the beer category, Birra Moretti Zero is now worth £5.1m with a sales value increase of 13.6%, and Heineken® 0.0 is worth £30.1m, with a sales value increase of 6.5%.
Demand for no- and low-alcohol generally stays the same throughout the year, but like other alcohol categories, peaks during Christmas and New Year, so there is a massive opportunity for wholesalers to get ahead of the seasonal spikes and carrying these tasty and exciting no-and low- brands.
“The key is to carry brands that provide consumers with great value in a time of tightening budgets, a range of pack sizes for all occasions, and innovative products that encourage consumer discovery. We’re continuing to see customer loyalty for well-loved brands, that we have been backed by effective advertising and consistently delivered, excellent taste profiles,” adds Wilson.
“HEINEKEN UK has the largest portfolio of all the brewers in the UK across beer and cider variants, pack sizes and price points, with a balanced portfolio of versatile brands in every segment of the category. We believe there is a beer or cider for everyone, and this is proven through us reaching more consumers than anyone else and any other brewer (Kantar).”
Rob Hobart, Marketing Director at Asahi UK, comments: “Premium lager remains one of the biggest opportunities of the big night in occasion for convenience retailers and their wholesalers. In fact, premium lager is the only value segment of the beer market that is in growth, up by +3.7% year on year (YoY), as total lager continues to decline (-0.8%). The economy segment is down by -6.6% (Nielsen). Asahi UK is in a strongposition with our high-performing portfolio of premium brands, which includes Peroni Nastro Azzurro, Asahi Super Dry, Meantime, Fuller’s London Pride and Cornish Orchards.”
Cans are playing an increasingly important role in the premium end of the lager category and are therefore a must-stock format for wholesalers to help their retailers appeal to big night in shoppers. The format has been growing its share of lager in recent years, reaching a value share of almost 64% in the latest year, up from 59.5% in 2022 (NIQ).
In the premium lager segment, cans have grown by +10.6% YoY, almost double the growth seen in mainstream lager, at +5.6% YoY (NIQ). This year, Peroni Nastro Azzurro moved its 330ml cans from a slimline format to a ‘stubby’ can, reflecting changing consumer expectations when they shop from the category.
The opportunities presented by low- and no-alcohol beer continue to grow. This year, two in five (40%) consumers abstained from alcohol in January versus 35% in 2024. While soft drinks is the number one switch for consumers, nearly half of those abstaining choose to drink low- and no-alcohol beer (Bulbshare Brewbods).
“Shoppers are spending more on low- and no-alcohol than ever before and we advise wholesalers to stock the brands that are delivering for consumers,” adds Hobart. “Peroni Nastro Azzurro 0.0% is the fastest-growing non-alcoholic lager brand (Nielsen) and is delivering convenience retailers the biggest cash uplift in low- and no-alcohol lager (Nielsen).”
Asahi Super Dry and Arsenal Football Club have signed a new deal that sees Japan’s number one beer become the club’s Official Beer Partner.
Asahi UK has gained exclusive pouring rights for lager, ale and cider at the club’s home ground, Emirates Stadium, serving supporters on matchdays across men’s and women’s fixtures. Asahi UK’s world-class brands – Asahi Super Dry, Cornish Orchards, and Meantime – will now be served at bars throughout Emirates Stadium and showcased to supporters through new, revamped bars and branding.
“Sports partnerships like this help to reinforce brands in the minds of sports fans and make them more likely to pick them up in stores ahead of watching games at home,” says Hobart. “Wholesalers can drive their sales and profits by using our brands to help retailers create impactful sports-themed big night in activations.”
Georgia Ladbrook, Shopper Marketing Manager – Impulse, BrewDog PLC, comments: “Along with Premium Lager, Craft Beer features significantly in many at home occasions, including Night In (alone or as a couple), Regular/Everyday Drink and Planned Social Gatherings (Kantar), with 55% of craft beer spend coming from 4-6 packs (Circana).
“We also continue to see success with our BrewDog mixed multi-pack SKUs (up +87% vs YA, Circana). Perfect for sharing and trialling different styles, these packs are ideal for the big night in occasion, and by driving wider availability linked to the big night in mission, there is an opportunity to upweight basket spend.”
Of the top occasions for Craft Beer, BrewDog is the most consumed, with 29% of Craft Beer drinkers choosing Punk IPA when trying to relax and 27% to wind down at the end of the day. 27% of Craft Beer drinkers say Punk IPA is ideal for casual occasions with friends and family and 18% say it fits in with nearly every occasion. Finally, 54% definitely would consider Punk IPA for a night in alone or as a couple (Kantar).
“For social occasions the BrewDog 330ml 8 can Mixed Packs can be an important recruitment tool, helping to drive trial by including a selection of our favourite beers in one pack,” adds Ladbrook. “In fact, research shows that 42% of first-time purchases come from multi-packs, with larger mixed formats significantly over indexing with first time buyers (Bespoke Shopper Research), and 42% of Craft Beer shoppers repeat their category purchase, following their first trial (Bespoke Shopper Research).”
More consumers are focusing on moderation or even abstention, with 43% reducing the alcohol content of the drinks they consume (Vypr). This has led to a generational shift, with almost 40% of 18-25s not drinking alcohol at all vs 22% in 2019 (Bespoke Shopper Research). Moderation is now mainstream with 3 in 4 of us moderating our alcohol intake to some degree and the number of people looking to moderate alcohol consumption is similar in size to the number who consume alcohol once a week (77%, Vypr).
This trend even continues into the festive season, with low and no alcohol the fastest growing subcategory over Christmas 2024 (Circana). With the continued demand, we expect the low and no category to grow further and play a stronger role in shopper’s repertoire. In fact, as more sober-curious shoppers expand their search for alternatives into additional channels, ensuring you have a quality range of low & no products to meet this demand, alongside alcoholic options is vital.
Last year, BrewDog identified a gap for a great-tasting mid-alcohol lager, which not only met the demand for more sessionable-strength beer but also delivered value to shoppers. With its 3.4% ABV making it a more affordable option, BrewDog Cold Beer is a Crisp, Cold, Lager, which uses historic brewing techniques from the Kolsch style, fermenting the beer with an ale yeast but at the lower lager temperature, hence the term ‘Cold Beer’. This adds additional flavour from the ale yeast to the beer, delivering a higher quality tasting product whilst being able to deliver a more session-able strength brew. Its clean and light taste makes Cold Beer an ideal choice that can be enjoyed during festive social occasions and beyond.
Sharon Mahl, Wholesale Manager at Greene King, said: “Consumers are increasingly choosing premium and craft options, with 44% (NIQ) of pub-goers now opting for high-quality drinks compared to just 5% choosing entry-level. Craft ales, world beers, and cask ales are driving this trend, with cask alone making up nearly half of all ale serves. This shift presents a major opportunity for venues to elevate their range and unlock additional revenue.”
The low and no alcohol sector is continuing to grow. Greene King currently offers Old Speckled Hen Low Alcohol in bottle and Estrella Galicia 0.0% in bottle and draught, helping venues cater to moderation-minded consumers with quality and flavour while boosting inclusivity and footfall.
Greene King’s top sellers showcase a mix of heritage, quality, and craft innovation. Key favourites include Greene King IPA, Abbot Ale brewed in Bury St Edmunds, Old Speckled Hen and its newest addition Old Session Hen and craft offerings like Level Head and Hazy Day Fruity IPA, which are gaining traction with curious drinkers.
Greene King is continuing to innovate with new craft beers such as Hazy Day Fruity IPA, designed to meet growing demand from younger drinkers for flavour, authenticity, and storytelling-led brands. It has also introduced a new permanent cask ale this year, Old Session Hen, to tap into the lower ABV market with a golden ale.
The brand’s rotational Fresh Cask Releases calendar also offers 15 different casks available at different times throughout the year, bringing variety, flavour, and innovation to consumers. Collaborations with top cask ale brewers further support the wider brewing community while keeping the range exciting and fresh.
This year, Greene King is backing its products with a range of marketing support, including promotional campaigns with point of sale and branded materials, install offers for new draught lines, social media investment and also event activations.
Mahl adds: “To drive sales, Greene King advises wholesalers to leverage premiumisation trends by stocking high-quality and craft options, educate customers on product stories and tasting notes, and use data-driven insights to tailor ranges to local preferences.”
Liam Fidler, Damm UK Head of Off-Trade, comments: “Whilst drinkers continue to premiumise within the beer category, the current cost of living challenges have proven a challenge to the craft beer segment in particular. Prices in the on-trade and maturity of the category see craft struggle through a lack of new drinkers being introduced and trade-downs to the world or mainstream segments. Craft is the only lager category in decline across the impulse channel so far in 2025 due to these declines in both penetration and frequency (NielsenIQ).”
With more and more adults actively choosing to drink less alcohol, alcohol-free drinks are experiencing faster growth than ever before. There’s constantly more innovation and brand extensions in this area with the growing demand. Whilst it is currently a category where impulse under-indexes, no/low is the fastest growing lager category so far in 2025 – growing even faster across impulse (+14%) versus the rest of the off-trade (+13%, NielsenIQ).
Flavoured beer is the fastest growing beer trend in the UK and heavily driven by gen Z and millennials who seek out lighter, sweeter and lower-alcohol options. More widely, the RTD category has been growing and evolving over the past decade. Consumers have enjoyed the wide-ranging flavour options and now, are looking out for wider offerings across other categories, especially beer.
“Championing areas of growth such as premium world lager, flavoured beer and no/low beer is crucial in driving incremental sales at a time where savings are sought out wherever possible. Consumers want to see more options within these growing categories and this need is only met if there is availability in their favourite stores,” adds Fidler.
“To maximise sales, wholesalers need access to margin-accretive products that help offset the rising cost of running their businesses. Premium brands play a crucial role here, as they not only drive volume but also deliver stronger profitability. Estrella Damm is a great example — as a premium lager, it commands a higher price per litre, ensuring that wholesalers can achieve sustainable growth while meeting customer demand for quality.”
Damian McKinney, CEO of DioniLife, comments: “Consumers have long been interested in premium and craft options, it’s not a new phenomenon, but it is something that is prevalent at the minute, especially in the drinks industry. The main driving force is that drinkers associate craft with quality, authenticity and a point of difference. When choosing a drink, consumers want something that feels like an occasion and a special treat and so, they seek premium options that elevate their drinking experience, gravitating towards brands that adopt high quality brewing processes and incorporate premium ingredients that offer interesting flavours.
“This is something that we are incredibly passionate about at DioniLife. For example, all our Mash Gang beers are brewed purposefully to an ABV of 0.5%, rather than removing alcohol after brewing like some others in the market (which removes much of the flavour, as well as the alcohol). We use specialised yeasts, hops and natural ingredients to build bold full flavour profiles, body and character in all our beers. We believe this is true craft and provides a taste and experience which rival full-strength alcohol counterparts.”
The UK beer market is expected to have significant growth between now and 2035, and beer remains a leading choice for alcohol consumption in the UK, with recent data showing that 62% of drinkers regularly enjoy a beer (YouGov). While wine has traditionally dominated as the drink of choice, affordability concerns have led many consumers to shift their preference toward beer, with premiumisation being named as a key driver in the UK market, as consumers focus on quality over quantity (Mintel).
Economic sensitivities and the current climate have had an impact on the amount people are drinking. However, where consumers often seek budget options in tougher economic times, the premium trend has remained strong in the drinks category. As a result, drinkers are opting for premium and craft options in smaller quantities to provide that sense of occasion.
The alcohol-free category continues to move away from being considered a ‘niche’ market and is now a sizeable subcategory in its own right. Recent data shows that the total no and low alcohol market is expected to grow at CAGR of +7% between 2024 and 2028 (IWSR), with the spirits market growing at an impressive CAGR of +8.7% from 2024 to 2030.
Mindful drinking practices are having a major impact on this growth, as drinkers increasingly look to moderate their alcohol consumption. Most of the growth in the no and low sector is coming from those who do also consume alcoholic beverages, as opposed to those who completely abstain. Practices like zebra striping, where consumers alternate between alcoholic and alcohol-free drinks, is also a contributing factor. As this continues, the demand for innovative, great-tasting alcohol-free options has never been higher.
“Avoid falling under the illusion that alcohol-free is confined to a Dry January craze. There’s a misconception that sales drop off from February, but they don’t, and in fact, it’s quite the opposite. As people continue to moderate, a large proportion of consumers are now even more likely to be ditching the booze over Christmas than in January (Tesco), signifying that alcohol-free is becoming part of a wider shift towards all-year-round drinking in moderation,” adds McKinney.
“Just last year, one of the UK’s leading retailers, Tesco, shared record demand for alcohol-free options over the festive period, as sales soared during the Christmas party period. Overall, 21% of Christmas gatherings were fuelled by alcohol-free products, rising from 19% in 2023 (LSN Global).
“It’s important to note that the biggest opportunity for no and low brands comes from traditional drinkers rather than those who are fully sober. Even in times of moderation or abstinence, people still want that ritual of a beer or a glass of wine of an evening, just without the negative impact alcohol has. As such, more often than not, people are replacing that traditional evening glass of wine or beer, not with a soft drink, but with a grown-up, alcohol-free version of their favourite tipple. At DioniLife, we’re committed to creating products that are just as good, and in many cases better, than their alcoholic counterparts, giving people absolutely no reason to miss the alcohol.”
Jo Taylorson, Head of Marketing and Product Management, Kingsland Drinks, comments: “This Christmas, the drinks industry has high hopes for a bumper season, and this will translate into retail sales as the economy shifts to reflect the season, the party season approaches, and socialising in the home picks up pace.
“We expect it to be fuelled by a wave of consumers who are planning elevated evenings in the home over dining and drinking out in venues. Not wanting to miss out on experiences and trends dominating the on-trade and online, they’re exploring different categories and recreating those experiences in the home. While they’re in a Christmas spending mindset, they will pay a premium for products that make staying in feel like they’re going out and are prepared to trade up for purchases that feel like a treat and bring a sense of indulgence and luxury.”
In the last 12 months we’ve seen wine and spirits producers up their game and elevate the taste the credentials of the no, low and mid-strength drinks. This sector is set to soar, as lower and no abv wines and spirits earn their place on fixtures and consumers respond by integrating into their shop. However, it is important style, substance and price work hard together to nurture growth in this segment and ensure it reaches its potential.
In line with the trend for lower abv wines, Kingsland Drinks has worked with wineries across the world to develop 8 to 11% wines, that are naturally lower in alcohol and therefore have the same great taste and mouthfeel.
Andrew Peace in Australia is an excellent example of this. The popular brand expanded its UK portfolio of Australian wines and introduced a range of new lower abv skus. Maintaining the excellent value and quality Andrew Peace is well known for, the wines tap into the trend for lighter wines, while addressing duty changes the wider alcohol industry is navigating. Andrew Peace’s UK portfolio of wines now includes its lower abv Black Label Shiraz and Chardonnay both at 11% abv, which allow consumers to moderate slightly while still experiencing an excellent quality wine.
Andrew Peace is a fast-growing Australian wine brand in the UK market, with volumes up 43.6% and sales increasing by 33.2% year-on-year, positioning it as a significant challenger brand despite a decline in other major Australian wine powerhouses. This growth is attributed to the introduction of new wines in the Masterpeace and Signature ranges, a premiumisation of the brand’s packaging, and the winery being recognised for offering exceptional value and quality liquid that resonates with consumers.
“We are firmly ahead of the game on the popularity of Bag in Box wines. Consumers are switched on to wines in this format, so we must embrace what they offer; recyclability, affordability, and longer lasting wine. New consumers to the bag-in-box category realise the benefits in terms of convenience, freshness and quality, it’s a great format to have in the house over Christmas – bag in box wines stay fresh for six weeks so can cover the whole festive period and means shoppers have plenty of wine in for dinners and group gatherings,” adds Taylorson.
“At Kingsland Drinks, we have added to our Andrew Peace range with the addition of 1.5L and 2.25L BiBs.
“The format offers equal quality and a longer shelf life to bottled wine and their value speaks to cash conscious shoppers looking for a purchase that will see them through multiple occasions in the home. The shift to smaller format BIB options continues to gather pace, showing that consumers are open to change when the proposition is right.”
Lucy Reidy, Marketing Manager at FUNKIN COCKTAILS (AG Barr), comments: “Within cocktails, people are increasingly seeking bar-quality serves they can enjoy at home or on the go. Especially as we head into the festive season, timesaving sits alongside quality as a top priority, as shoppers look for products that bring the wow-factor while freeing them up to host and socialise.
“FUNKIN’s ready-to-drink range makes it easier than ever for shoppers to enjoy velvety smooth and bar quality serves on the go, from classics like the nation’s favourite Passion Fruit Martini, to seasonal favourites including Espresso Martini. FUNKIN’s RTD cocktail range is made with real fruit, so tastes just as good as those enjoyed on a night out, without the hassle of buying multiple ingredients or spending time on preparation.”
The no and low alcohol categories are growing all year round, having increased 12% from last year, and now worth £6.7M. When it comes to the festive season, where there are more opportunities to celebrate and socialise, we often see demand for low and no-alcohol serves increasing too. People want inventive and great-tasting options they can toast with – including Gen Z, who are 21% (NIQ) more likely than the average consumer to opt for low and no-alcohol serves.
There is also a growing interest in moderating alcohol – from those who are fully teetotal to the increasing number of people who are ‘zebra striping’ their drinks. This year, FUNKIN added two new 0% flavours to its Nitro-Cocktails range – Alcohol Free Strawberry Daiquiri and Alcohol Free Piña Colada – following the success of Alcohol Free Passion Fruit Martini. They’re ideal for those who don’t want to compromise on quality or taste if they’re abstaining.
For those wanting to enjoy low alcohol serves, FUNKIN recently introduced a Spritz Range in two flavours – Raspberry and Limoncello. With a lower ABV (4.5%) and longer serve than the brand’s Nitro cocktails, they’re perfect for the party season – especially with half of consumers already enjoying spritzes at get-togethers and a third choosing them for special celebrations (CGA).
Flavoured alcoholic drinks are definitely on the rise – often due to seasonal changes and trends. Classics like Passion Fruit Martini and Strawberry Daiquiri always remain top choices, but many opt for different flavours at different times of the year – think an Espresso Martini in the winter and berry flavours in the summer (CGA).
Flavoured drinks also often mirror cultural trends. Earlier this year, FUNKIN launched Apple Sour Martini Nitro Can – a bold, vibrant new serve that was in response to a 34% increase in popularity for the apple flavour (Nielsen) – likely fuelled by the Brat Summer trend.
“To maximise sales, wholesalers need to think beyond simply stocking products on the shelves. It’s important to make sure core ranges are stocked and easy for customers to find – whether that’s through product positioning or placing eye-catching options like FUNKIN’s Nitro range at eye level to grab attention. With Gen Z especially influenced by bold, visually appealing products, strong shelf presence is crucial,” adds Reidy.
“Planning your stock around the seasons is also key. Stocking classic flavours that consumers are guaranteed to love helps ensure you’re meeting customer demand and maximising sales. With seasonal moments like Halloween and Christmas approaching, demand for RTDs is only going to rise, so wholesalers should make sure they’re well-stocked and consistently replenished.”
Holly Bolus, Senior Brand Manager at VK, comments: “Flavour has always been an important factor that drives sales in the alcoholic drinks category and as of late, many brands have been innovating and bringing new creations to the table. When it comes to alcohol, flavoured RTDs (ready-to-drink) effectively tap into evolving taste preferences, particularly amongst Millennials and Gen Z – demographics known to lean into exploration and convenience.
“Data indicates the global flavoured alcoholic drinks market is currently thriving and looks likely to continue growing in popularity. Predictions for the upcoming decade show an impressive CAGR growth of 16% (Flavorsum), surpassing the growth of the wider alcoholic drinks category.”
VK is known and loved for its range of bold, fruity flavours – offering a flavour to match every party personality, which has helped the brand be the number one RTD for students for 12 years running.
VK Blue is a familiar favourite that has always gone down a treat with customers, however, Orange & Passionfruit, Black Cherry, and Tropical Fruits are other options that have shown themselves to be best-selling flavours, fuelling nights out and being at the forefront of memorable nights with friends.
Vodka-based RTDs are currently growing at 18% year-on-year. Additionally, still RTDs are up 80% and now worth £2.3 million and enhanced RTDs have become the second-largest segment within convenience, growing at 19%, with 500ml formats now accounting for more than half of all enhanced RTD sales.
These trends, alongside inspiration from VK’s student fanbase who drink “Squashka” or “Squadka” as a ritual, has prompted the launch of an enhanced 7% ABV RTD to bolster VK’s portfolio and shake up the UK’s RTD market – VK Squashka, available from mid-November.
Building on the bold fruit flavours VK is known and loved for, VK Squashka blends a higher ABV triple-distilled vodka with bold, nostalgic fruit flavours including Cherries & Berries, Apple & Blackcurrant and Orange & Pineapple – perfect for the pre-drinks occasion.
VK Squashka also steps away from the core VK range with a still formula – delivering on the hallmark flavouring the brand is known for, but offering an option for those who are not a fan of fizzy drinks.
Thanks to its still formula, VK Squashka is now set to be the UK’s only enhanced RTD to be available in a larger format 500ml resealable Tetra Pak, offering a new way to meet the demands of the pre-drink occasion. This grab and go carton makes VK Squashka a strong option for convenience and impulse retailers since it maximises shelf space and offers a longer-lasting chilled option for consumers who want flavour and flexibility without the fizz.
Aiste Pugh Williams, Trade Marketing Manager at Disaronno International UK, comments: “RTDs, tequila, Irish whiskey and premium, yet affordable, options are growing in convenience and something we expect to be long-term trends for the spirits category. Non-cream liqueurs, like Limoncello, are also gaining traction.
“When it comes to spirits, we recommend ensuring you have both a value and premium range to meet all budgets. Remember customers are especially willing to trade up and spend more in the summer months and in preparation of key seasonal periods, such as Christmas.”
Low and no-alcohol options are more important than ever, with 34% of Brits now alternating between alcoholic and non-alcoholic drinks when out, up from 28% last year. This trend is growing at home too, with simple, lower-ABV serves like the Disaronno Spritz or Isolabella Limoncello Spritz proving popular. Ready-to-drink (RTD) formats are also driving growth in the low-and-no space by offering easy, consistent options. At the same time, the non-alcoholic spirits category has evolved, with major gin brands launching 0% ABV versions that deliver real flavour. Today’s non-alcoholic cocktails offer better mouthfeel and complexity, so those choosing not to drink can still enjoy a full, satisfying experience without relying on sugary soft drinks.
“To maximise sales, wholesalers need to engage shoppers at the point of purchase with simple serve ideas that are easy to recreate at home, inspiring confidence and driving basket spend. In addition, retailers should use clear visual merchandising, seasonal storytelling, and value-led promotions to spark discovery, while leveraging sampling, gamifies and informational QR codes, or digital content to enhance the shopper experience and build confidence in trying something new,” adds Williams.
“With celebrations in mind, sparkling drinks like Spritzes, Mimosas and Buck’s Fizz peak during the festive period, meaning we see an uplift in sparkling wine and champagne – which mix very well in the simple-to-make Disaronno Spritz.”
Chris Jones, Managing Director at Paragon Brands Paragon Brands, comments: “The trend for at-home drinking is set to peak over the festive season. As part of this, shots and shooters are a popular option for getting in the Christmas spirit and miniature cocktails that are easy to prepare, serve and enjoy are set to be a seasonal winner.
“Convenience retailers should refresh their drinks fixtures as early as November as shoppers start to stockpile for the Christmas home party boom. Stores can position themselves as a destination for drinks early on before consumers hit the supermarkets for the larger shopping trips.”
At this time of year, shoppers like to branch out, buying into new flavours and trending drinks, both to have in the home drinks cabinet, for taking to parties, and for gifting occasions.
Layered cocktail shots and miniature drinks, known as ‘Baby drinks’ which combine multiple spirits in one shot-sized drink, are on the rise; 49% of Brits now prefer cocktail shooter shots to traditional shots. Licor 43 has been at the forefront of this revolution with one of the UK’s hottest shot trends.
“Christened the ‘Baby Beer’, the fun serve is a combination of Licor 43 topped with cream liqueur, perfectly resembling a miniature pint of beer,” adds Jones. “We know the drink is part of high tempo drinking moments that is a lively talking point during at-home drinking occasions and group gatherings. ‘Baby Beer’ is well on its way to being recognised as serve in its right, very much owned by Licor 43. Easy to pour and serve in the home, it caters to the demand for great tasting and aesthetic drinks, creating consumer demand for unusual drinks over and above the norm.”
Vodka is a seasonal must-have, as it forms the basis of many spirit mixer drinks, cocktails and can also be enjoyed neat.
?ubrówka Polish vodka, the world’s first botanical vodka and the number one fastest growing vodka brand in Europe, is a tried and trusted heritage brand in the UK with a burgeoning fan base.
Flagship products in the range include Bison Grass Vodka and Bia?a, both offering distinctive flavours and expressions to the vodka market. ?ubrówka Bison Grass Vodka, which contains a blade of grass from the Polish Bialowie?a forest, brings herbal notes and aphrodisiac energy and when served with apple juice and cinnamon, results in a unique drink – the Apple Zu – perfect for house parties and high energy drinking sessions.
Christmas is also an opportunity to diversify and try something new and for a wild take on a classic drink, the Polish Martini steps into the spotlight. A smooth blend of ?ubrówka Bison Grass Vodka, honey liqueur and apple juice, it’s a fruity drink that packs a punch and fits into higher tempo moments, especially pre-night-out parties in the home. It’s also great served with ginger beer and lime for a ‘Warsaw Mule’.
?ubrówka Bia?a is a premium clear Polish vodka, revered for its exceptional quality, purity and unique flavour. Crafted using only the finest rye grains and pure spring water, the vodka is made using a four times distillation process and platinum filtration. Zubrówka Bia?a, is sporting a fresh forest-inspired look this season, following a new sleeve design featuring the brand’s iconic bison, which sits at the heart of Zubrówka. The new sleeve features striking blue and white colours, evoking elements of the Polish Bialowie?a forest in winter – perfect for the festive season.
Clark McIlroy, Managing Director, Red Star Brands, comments:” We’re seeing a consistent shift toward products that offer either a sense of elevated quality or a standout experience, and ideally both. For many younger shoppers, ‘premium’ doesn’t just mean a high price point or a traditional look, it means bolder flavour profiles, innovative formats, and drinks that bring vibes to the occasion. With ARTDs (Alcoholic Ready-to-Drinks), there’s a growing appetite for brands that break category conventions and offer something genuinely different. Consumers want drinks that feel curated but not constrained.”
Flavour is everything. Especially in the RTD space, bold and nostalgic flavours continue to drive interest and purchase decisions. Whether it’s tropical, sour, sweet, or fruit-forward profiles, shoppers want drinks that match their mood and moment and are willing to explore unfamiliar formats if the flavour promise is exciting enough. Four Loko thrives in this environment, offering a range of standout flavours that resonate with night-out and party occasions, from Dark Berry Burst to Tropical, Camo, and its newest drop, Hawaii.
Red Star Brands’ top-selling SKUs include White, Blue, and Dark Berry Burst, all of which perform strongly across both convenience and impulse-led channels. Each of these flavour variants taps into distinct drinking moments: Tropical is summer-led and refreshing, Blue delivers that nostalgic party kick, and Dark Berry Burst skews moodier and more premium in feel.
The recently launched Four Loko Camo has a layered and mysterious flavour profile designed to surprise and backed with a bold visual identity. Four Loko Hawaii, launched during the summer, is a tropical medley that fits perfectly with the demand for vibrant, flavour led choices and has shown strong early performance.
“Don’t underestimate the power of occasion-led merchandising,” adds McIlroy. “Flavoured RTDs don’t just sit in a chiller – they create a moment. Retailers and wholesalers who dial up the vibe, through bold PoS, chilled secondary placements, or price-marked cans win.”
Comments are closed.