January 07, 2026- RTD flavored alcoholic beverages are currently facing challenges in growing their consumer base, usage occasions, and consumption frequency, as mindful drinking and health consciousness are on the rise among US consumers. After a rapid ascent, hard seltzers are also experiencing a plateau. Brands are thus looking to expand occasions, incorporate functional ingredients, and align with the flavor, variety, and wellness preferences of consumers. Innova’s “RTD Flavored Alcoholic Beverages & Hard Seltzers in the US” analyzes the greatest influences on alcoholic beverage trends and how brands can adjust their strategy to address these shifts.
Issues and Opportunities for RTD Flavored Alcoholic Beverages
Although the flavored RTD beverages market once saw immense growth, the category is in need of a refresh. RTD flavored alcoholic beverages and hard seltzers continue to serve as an entry point for drinkers coming of age, and hard seltzer trends in the US indicate that Gen Z and Millennials are currently the core users. Older generations appear to have matured out of the category, adding other alcoholic beverages to their line-up. Alcoholic beverage trends show that the hard seltzer bubble has also burst, with other flavored alcoholic segments like spirits-based canned cocktails experiencing greater growth.
US consumers are reducing their alcoholic beverage consumption across categories, with health serving as the catalyst. Yet for a large percentage, their consumption has remained consistent over the past 12 months, meaning abstinence is not the leading trend. Rather, brands have the opportunity to offer health-conscious options in more nuanced ways.
Extend Consumption Beyond Social Occasions
In the US market, consumers continue to reach for RTD flavored alcoholic beverages while engaging in social occasions. However, this is largely motivated by the desire for relaxation, which is evolving into a solo endeavor. Reflecting Innova’s Global Consumer Trend, Time for Me, consumers are increasingly turning to alone time to restore their physical and emotional well-being. Thus, focusing on social occasions alone misses the mark, especially as 40% of US consumers drink premixed cocktails to relax and wind down. Indulgence also ranks in the top five reasons for consumption.
With this in mind, brands who target more occasions will find success. In the US market, the core user base is split in half. RTD flavored alcoholic beverages are either a part of weekly routines or only an occasional indulgence. Gen Z and Millennials are already mindful about their alcohol consumption, so making connections between flavor, enjoyment, and specific relaxation moments will be increasingly important.
Flavor Drives Trial and Upgrades
Innova’s alcoholic beverage trends research indicates that variety drives trial, as flavors can offer consumers both diverse options and fresher tastes. For example, 41% of US consumers agree that they are willing to spend more money on products with new flavors to try. Offering variety also enables brands to lean into flavors that match consumer preferences and address every mood, occasion, and season. US consumers cite fruit and tropical flavors like strawberry, lemonade, pineapple, and peach as their preferred flavors of premixed cocktails and malt beverages. Nevertheless, the recent popularity of pumpkin spice lattes and espresso martinis in the RTD beverages market suggests that there is still white space in flavor experimentation. Flavor stacking, functionality blends, seasonal, or limited-edition flavors are a few examples innovation brands can utilize in their new product development to address numerous occasions, taking inspiration from other categories.
Functional and Clean Ingredients Are Key
The mainstream expansion of functional ingredients like adaptogens, nootropics, and L-theanine for relaxation, energy, and cognition highlights an opportunity to align functionality with RTD alcoholic beverage and hard seltzer trends in the US. 46% of Gen Z and Millennial consumers in the US are concerned about stress, anxiety, and worry. Energy levels and fatigue are other aspects of concern. These generations are also more likely to turn to supplements and functional food and beverages to promote their overall well-being, highlighting how beverage brands can explore the incorporation and benefits of functional ingredients in product lines to address consumer preferences.
As health consciousness is also important to consumers, small steps go a long way regarding clean ingredients and addressing formulation concerns. Despite interest in healthier lifestyles, nearly 6 in 10 US adults still consume carbonated soft drinks. Around 40% of US consumers are also looking to avoid high fructose corn syrup, artificial sweeteners, and artificial colorings, emphasizing how zero sugar branding and cleaner formulations can further boost the appeal of the carbonates category.
Addressing Diet Culture and GLP-1 Use
Although RTD alcoholic beverages were not the first to market “better-for-you” options, low sugar, low calorie, and gluten-free offerings can make a difference in brand choice for consumers. This is especially relevant since GLP-1 use has risen by 8% since 2024, impacting alcohol consumption behavior. Innova’s alcoholic beverage trends research shows that in the US market, 41% of GLP-1 users are now avoiding alcohol. As a result, low calorie and sugar claims will be important across categories to address the increasing number of weight-loss medication users.
Updates to Classics
In a challenging global macro context and constantly evolving world, consumers in the RTD beverages market seek flavors that spark nostalgia and familiarity. Alcoholic, THC-derived, or blended updates to classic flavors can serve as a much-needed refresh for consumers. For example, 36% of consumers rank lemonade as a preferred flavor for their premixed cocktails and flavored alcoholic beverages. Lone River has embraced this trend, launching their Lemonade Hard Seltzer Variety Pack for the summer months. Wynck also released a raspberry lemonade seltzer drink with 10 mg of THC and all natural ingredients.
What is Next for RTD Alcoholic Beverages & Hard Seltzers?
Since health is still a major concern for consumers, brands can tailor to their concerns by expanding lower calorie options to appeal to weight-consciousness. Cross-category combinations, such as ice pops, sherbet, juices, or energy drinks can also spark excitement and pique consumers’ interest.
This article is based on Innova’s RTD Flavored Alcoholic Beverages & Hard Seltzers in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.