September 18, 2025

Jeff Kretschmar: The RTD Shake-Up—Why Spirits-Based Cans Are Owning the Cooler

Cocktails/RTDs are the top growth engine in spirits; spirits-based share is rising quickly. Quality cues, clear spirit callouts, and fewer, better SKUs win shelf space.

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Jeff Kretschmar: The RTD Shake-Up—Why Spirits-Based Cans Are Owning the Cooler

Jeff Kretschmar

Jeff Kretschmar is a seasoned beverage industry strategist with over 20 years of experience in brand development, market entry, and retail execution.

He hosts The Wine Guy on WGHN, where he explores emerging trends, value wines, and shifting consumer preferences. Jeff created Distributor Wine Guide, offering practical strategies for staff sampling, chain merchandising, and RTD category growth.

His expertise bridges retail, distribution, and hospitality, with a focus on value positioning and scalable business models. Known for his educational storytelling and strategic insights, Jeff helps brands grow through informed decisions and compelling consumer experiences.

The momentum

  • Top growth by revenue & volume: Cocktails/RTDs grew +16.5% revenue and +17% volume from 2023–24—the fastest in spirits.
  • Shift to spirits-based: Spirits-based RTDs jumped from 8% of RTD volume in 2021 to 18% in 2024—consumer preference is clear.

Why this is happening

  • Flavor fidelity: Consumers want “bar-grade” taste, not sweet fizz.
  • Regulatory tailwinds & awareness: Support for spirits-based access keeps rising, opening new retail doors and improving margins.

How I merchandise RTDs now

  • Organize by spirit and cocktail style (Vodka Soda, Paloma, Old Fashioned) so shoppers find their lane fast.
  • Limit duplicates; expand quality tiers: Anchor with one great value and one “craft/bartender” option per style.
  • Bundle occasions: “Dockside Palomas” 8-pack + salt rim cups + limes.
  • Cold box rotation: Keep the winners cold; warm storage kills trial velocity.

My buy list filters

  • Declared base spirit, real juice, sugar under control, and a flavor that actually matches the label.
  • Small set of seasonal flavors that earn their keep.

Bottom line
Treat RTDs like a cocktail program, not a chaos shelf. If it wouldn’t sell by the glass, it won’t sell by the can.

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