At the ready
Ready-to-drink cocktails and hard seltzers are among the fastest-growing categories in the global alcohol market and Ireland is following the trend, Donna Ahern reports
Print19 August 2025
Ready-to-drink (RTD) cocktails and hard seltzers sales are booming, driven by demand for flavour, convenience, and lighter options with low sugar and fewer calories—qualities that strongly appeal to younger consumers. These drinks are reshaping casual alcohol consumption, especially as more sophisticated, spirits-based options emerge.
RTDs and hard seltzers have become some of the fastest-growing segments in the global alcohol industry, and Ireland is no exception. Their popularity has surged in recent years, fuelled by a desire for convenience, bold flavours, and healthier choices—trends that gained momentum during and after the pandemic, when at-home drinking became more common.
Notably, there’s been a marked rise in their presence at festivals, BBQs, and home parties, where their easy-to-carry, ready-to-serve format makes them a go-to option. They’re also ideal for consumers simply chilling at home, offering a no-fuss alternative to traditional mixed drinks.
In response to growing demand, both major brands and indie producers have entered the market with a wide variety of offerings—from classic vodka sodas to adventurous blends infused with botanicals, tropical fruits, and even functional ingredients.
A Euromonitor report titled ‘RTDs in Ireland’ which was published in June 2025 showed that RTD sales are expected to grow despite market maturity and shifting consumption patterns.
Sales of RTDs are projected to continue rising over the forecast period, positioning RTDs as one of the few alcoholic drinks categories expected to achieve growth in Ireland over the next five years.
The report outlined that RTDs will continue to be a key area for innovation within the alcoholic drinks sector, with new products anticipated across various subcategories. It is important for brands, stockist and retailers to note, that as RTDs becomes increasingly crowded, differentiation will play a crucial role in capturing consumer interest.
Live like the sun’s up with High Noon vodka soda
Grab your mates because this one can’t wait – High Noon, the category leader in the US1, has landed in Ireland and it’s here to stay. Known for its laid-back vibe and exceptionally refreshing flavours, this delicious vodka soda has reached our stores in perfect time for British Summertime.
Already a firm fan favourite Stateside, High Noon is ready to make waves on this side of the Atlantic with two best-selling flavours: Pineapple and Black Cherry.
Crafted with premium 5x distilled vodka, soda water, and a hint of natural fruit flavours, High Noon is perfect for long lunches, midday refreshments, spontaneous park meet-ups, or BBQs that roll out into long summer nights. At 95 calories per can, gluten-free, and without artificial sweeteners, it is as bright and crisp as your favourite white tee.
High Noon Vodka Soda Pineapple
High Noon Vodka Soda Pineapple 330ml
RRP: €14, four pack, 4.5% ABV
A tropical gateway in a can, High Noon Pineapple Vodka Soda blends premium vodka, soda water, and natural pineapple flavours. Close your eyes as you sip and picture yourself in a cabana overlooking the turquoise waters of Tahiti.
High Noon Vodka Soda Black Cherry
High Noon Vodka Soda Black Cherry 330ml
RRP: €14, four pack, 4.5% ABV
High Noon’s Black Cherry Vodka Soda is the perfect mix of premium vodka, soda water, and a hint of natural black cherry flavour. It’s refreshingly tangy, slightly sweet, and always lively with a bright, bubbly finish.
High Noon is all about living like the Sun’s Up! Capturing more than just the time of day, Sun’s Up is a state of mind and the centre of all things High Noon. Whether you’re making the most of the summer heat or embracing the moment, High Noon’s mix of premium vodka, soda water, and natural flavours is perfect for soaking up life’s sunny side.
1 NABCA+ IRI Total US MULO + Convenience + Liquor, 9L Volume & Dollar Sales, MAT we 3/30/25
Q&A with Philip Lynch, country manager, High Noon Ireland
Philip Lynch, country manager, High Noon Ireland
Q: High Noon has made a significant impact in the US — what inspired the decision to expand into the Irish market, and why now?
A: High Noon has indeed made a notable impact in the US market as a category leader with its unique positioning and appeal. The decision to expand into the Irish market currently is driven by several factors for instance the brand recognition from people how have found the brand already in the US through J1’s, work or friends. Adding the increasing popularity of the ready-to-drink (RTD) category high Noon has a laid-back vibe with exceptionally refreshing flavours.
Q: How does High Noon differentiate itself from other hard seltzers or ready-to-drink (RTD) beverages currently available in Ireland?
A: High Noon differentiates itself from other RTD beverages through several key aspects such as Premium Vodka distilled five times. Unlike many other RTD’s that use malt or sugar-based alcohol, High Noon uses real vodka as its base distilled five times. This not only sets it apart in terms of taste and quality but also appeals to consumers looking for a premium experience. The low-calorie and low-sugar profile focuses on being a healthier alternative, High Noon offers a low-calorie and low-sugar option without compromising on taste. This makes it attractive to those who are mindful of their caloric intake.
Q: Can you tell us about the brand’s approach to using real vodka and real fruit juice, and how that resonates with today’s health-conscious or ingredient-aware consumer?
A: High Noon’s approach to using premium vodka five times distilled with a hint of natural fruit flavours which aligns well with current consumer trends, particularly among health-conscious and ingredient-aware individuals. Today’s consumers are more informed and discerning about what they consume. Consumers appreciate knowing exactly what goes into their beverages. Health and wellness trends are driving consumers to seek out beverages with fewer artificial additives, lower sugar content, and natural ingredients. High Noon’s use of real vodka and fruit juice aligns perfectly with this demand, offering a cleaner, healthier alternative to traditional sugary or malt-based alcoholic drinks.
Q: What kind of marketing strategy do you plan to use to introduce and grow brand awareness for High Noon in Ireland?
A: High Noon already has a very high brand awareness in Ireland, in fact back in 2023 The Two Johnnies came across the brand on a road trip to Nashville. Johnny Smacks fell in love with the brand and has been keen to get it to Ireland so when we decided to bring it to Ireland who else can you ask for help?
Q: Have you seen any unique preferences or trends among Irish consumers so far compared to your other markets?
A: Both High Noon Pineapple and Black Cherry have exceeded our expectations so far in the Irish market. The crisp clean taste profile does certainly resonate with the Irish Consumer.
Q: What are your long-term goals for High Noon in Ireland?
A: We are very excited about High Noons market potential in Ireland from our initial launch. It is amazing to see the number of consumers who were already familiar and who love the brand in Ireland. We will continue to Increase our brand visibility and consumer awareness through targeted marketing campaigns, partnerships with local influencers, and participation in key events and festivals. Expanding our distribution channels to ensure availability in major retail outlets, bars, restaurants, and online platforms across Ireland will be our main goal after launching in May this year.
White Claw launches tequila smash
A bold new sparkling tequila drink for summer
White Claw, Ireland’s #1 Hard Seltzer brand is back with a bold new innovation just in time for summer: White Claw Tequila Smash. Crafted with sparkling Tequila Blanco and real fruit juice, Tequila Smash delivers a clean, crisp sip with full-on flavour. At just 80 calories and 5% ABV, it’s light, refreshing, and the perfect summer drink. Two bold flavours. Endless summer vibes.
● Strawberry Lime – juicy and citrusy
● Mango Passion Fruit – bright, tropical, and refreshing
Tequila is booming globally, but ready-to-drink tequila options have lagged behind — until now.
Tequila Smash brings the same innovation that made White Claw a global phenomenon, now with a tequila twist.
Splash of Tequila Blanco. Squeeze of real juice.
Pure sunshine in a can
Hugo Spritz Elderflower, Mint & Lime Flavour
Light, crisp, and effortlessly refreshing, TRACES Hugo Spritz blends delicate elderflower, fresh mint, a touch of citrus, and sparkling water to create a 5.5% ABV spirit drink that’s ‘pure sunshine in a can’. Inspired by the classic Italian cocktail, it’s perfectly balanced; not too sweet, not too strong and designed for easy, enjoyable sipping.
At only 80 calories per can and completely sugar free, it offers a 77% calorie reduction compared to a standard Hugo, delivering all the flavour and fizz of a traditional spritz in a lighter, more mindful format.
Part of the TRACES ‘Better for You’ alcohol range, this serve is a natural extension of the innovative lifestyle wine brand created to revolutionise the drinks industry and meet the needs of today’s modern consumer – someone who expects more from what they drink. With a growing focus on wellness, balance, and transparency, TRACES offers flavour-forward, lower calorie alternatives without compromise, designed for those who want to enjoy the moment while making more mindful choices.
Launching across retailers in Ireland this summer, including Tesco IE, TRACES Hugo Spritz is ready to serve – ideal for summer menus, grab-and-go chillers, and curated drinks selections. This spritz plays it cool with zero fuss.
Stocked and distributed by Richmond Marketing. Contact: ColinMcGann@richmondmarketing.com
Bold identity and uncompromising approach to flavour
Four Loko has earned its place as a powerhouse in the Irish RTD market, known for its bold identity and uncompromising approach to flavour and strength.
With years of success and a loyal following, the brand continues to lead the way in delivering high-impact, pre-mixed alcoholic beverages that stand out on shelves and in social settings.
Its extensive portfolio offers a dynamic range of options, each crafted to deliver a memorable experience. Whether for nightlife, festivals, or casual get-togethers,
Four Loko products are designed to excite. The brand’s signature style is vibrant, edgy, and instantly recognizable, what makes it a top choice for retailers and venues looking to offer something with real consumer pull.
Four Loko’s reputation is built on consistency, innovation, and a fearless attitude. It doesn’t follow trends, it sets them. With strong market performance and growing demand across Ireland, it’s clear that Four Loko is more than just a drink, it’s a statement.
For those seeking a well-established RTD brand with proven appeal and a portfolio that delivers on every level, Four Loko remains unmatched. It’s bold, it’s loud, and it’s here to stay.
WKD ‘dominates the RTD market with old Innovation and unrivalled appeal’
WKD’s versatile line-up
WKD continues to dominate the RTD category, delivering bold vibes, unbeatable variety, and a proven ability to drive footfall and sales in the off-trade. With its iconic status and a brand awareness of 80%₁, WKD remains the go-to choice for both retailers and consumers.
From sharing the iconic WKD Blue with friends at home to the vibrant WKD VIBE range that dials up the energy at any social gathering, WKD’s versatile line-up is perfect for casual enjoyment. WKD Blue 0.0% also offers consumers an alcohol-free variant, featuring a mix of sparkling fruit flavours.
With summer now in full swing, RTDs are convenient for all spontaneous social moments the season brings. Available in a range of flavours and formats, WKD continues to generate strong interest and incremental sales, driven by a loyal and highly engaged fan base.
48% of Gen Z want to create memories or have a story to tell when socialising₂ – with the format and design of the drink becoming part of the storytelling. WKD delivers with a bold, playful, and unfiltered energy that’s made for shared moments and social rituals. From the iconic WKD Blue to bold new additions, stocking a diverse range ensures retailers stay in tune with the fast-paced, flavour-driven demands of Gen Z consumers.
For sales enquiries, contact SHS Sales & Marketing at +353 (1) 401 6200 or info@shs-sales.ie.
Sources:
1. BrandVue, Awareness, 18- to 24-year-olds, L3M to Jun 2025
2. WKD x Kantar Consulting, Gen Z RTD Behaviours Report, May 2025
Silky-smooth bar-quality cocktails in a can
Funkin Nitro Cocktails Passion Fruit Martini
Funkin Nitro Cocktails Passion Fruit Martini
Founded in London in 1999, and now supplying over 20 countries worldwide, Funkin Cocktails works with top mixologists and bartenders across the world to lead the way in flavour innovation and trends in the drinks industry. Launching first into the on trade, Funkin was the first to create 100% natural fruit purees, with its passion fruit puree being used in the original Pornstar Martini.
Funkin then developed its range in order to provide a full offering of top-quality cocktail solutions for the on trade, diversifying into syrups, mixers and more. Over 20 years’ experience culminated in the launch of Funkin Cocktails Nitro-infused RTD range in 2019. Real fruit and spirits, combined with a unique nitrogen infusion creates a silky-smooth bar-quality cocktails in a can. Launching in a range of the popular flavours, including the nation’s favourite, Passion Fruit Martini, Funkin’s nitro range shot to success, making it the UK’s number one cocktail brand in both the on and off-trade.*
Funkin ‘proudly’ partners with the Carbon Trust in order to hit its goal of net-zero by 2050. This commitment to not only crafting great tasting cocktails, but using business as a force for good continues, with sustainability and social responsibility sitting at the heart of their brand.
With 2024 marking 25 years of Funkin Cocktails, this multi-award-winning brand is celebrating in style, continuing to lead the way in innovation, quality and ensuring great tasting cocktails are available to everyone – anytime, anywhere.
Funkin Cocktails, ‘proudly’ distributed by Barry & Fitzwilliam.
Innovative RTD cocktails
Big Sipz and Clubtails range
This year Slattery Wine and Spirits have brought two thrilling new additions to the Irish drinks market: Big Sipz and Clubtails. These innovative RTD cocktails are quickly becoming must-stock items for retailers and venues looking to meet the growing demand for high-quality, convenient alcoholic options.
Big Sipz is an exciting launch boasting a robust 14% ABV, offering consumers a bold, bar-quality cocktail experience straight from the unique cup. Available in four delicious flavours—each crafted to deliver a rich and satisfying taste—Big Sipz is perfect for parties, festivals, or simply enjoying a night in with friends. Its higher strength sets it apart from many other RTDs on the market, offering a truly unique and indulgent option for cocktail lovers.
Meanwhile, Clubtails has arrived to make a splash with its smooth and refreshing 10.1% ABV drinks, available in three fantastic flavours. Clubtails is designed for those who appreciate a slightly lighter but still impactful cocktail experience, without compromising on flavour or quality.
These two brands are rapidly becoming essential additions to shelves across Ireland. Their vibrant flavours, eye-catching packaging, and strong consumer appeal make them standout choices for anyone looking to offer something new and exciting. By introducing Big Sipz and Clubtails, Slattery Wine and Spirits continue to demonstrate their commitment to innovation in the Irish drinks industry, setting a new standard for ready-to-drink cocktails that are sure to delight customers nationwide.
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