Alcohol Data Update: RTDs Rule for Retailers, Vodka Spikes at Restaurants

As part of our ongoing tracking of the industry, the Beverage Information Group surveys our readers quarterly, collecting trends/sentiment data from distributors, on-premise and off-premise operators. It’s no surprise that retailers reported a surge in ready-to-drink (RTD) beverages: According to our most recent study, conducted in July 2025, more than 43% said that category’s increase in sales was most impacting their business right now. Over a quarter (27%) said they would expand shelf space for more RTDs if they could.

For bar and restaurants, vodka still pays the bills, as 22% said it was the category with an increase in sales most impacting business right now — twice as many that had reported tequila and whiskey as key growing categories. But nearly 19% of on-premise respondents said that RTDs were the category for which they would expand menu space, just behind tequila with 25%. RTDs also tied with mocktails/alcohol-free spirits as the category generating the most buzz on-premise.

SURVEY DATA was collected from readers of Beverage Dynamics, Cheers and Beverage Wholesaler in conducted in July 2025, as part of the quarterly Pulse surveys that track industry trend/sentiment data. Additional industry data and analysis is available—visit epgacceleration.com to find out more.

Cabernet sauvignon was the most popular wine varietal for the off-premise, while chardonnay was king on premise. Lager was the most popular beer style, followed by IPAs, for both the retailers and restaurants.

It was a grim quarter for retailers, as more than half (52%) said beverage sales were below plan, vs. 25% of restaurant respondents. Over 56% of the on-premise survey participants said sales were on plan, and 19% said sales had exceed plan, vs. 38% of the off-premise saying sales were on plan and just 10% saying they were above plan.

SURVEY DATA was collected from readers of Beverage Dynamics, Cheers and Beverage Wholesaler in conducted in July 2025, as part of the quarterly Pulse surveys that track industry trend/sentiment data. Additional industry data and analysis is available—visit epgacceleration.com to find out more.

There’s no question that consumer buying behavior has changed this year, as 52% of the off-premise respondents and 42% of the on-premise said that people were buying less overall. While nearly the same percentage of both sectors report increased price sensitivity, it seems to be hitting the off-premise harder. More than half of the retailers (52%) said customers were spending less money or buying less-expensive brands, compared to 25% of restaurant operators.

SURVEY DATA was collected from readers of Beverage Dynamics, Cheers and Beverage Wholesaler in conducted in July 2025, as part of the quarterly Pulse surveys that track industry trend/sentiment data. Additional industry data and analysis is available—visit epgacceleration.com to find out more.

For more information about our beverage reader surveys and for pricing information about adding questions to upcoming surveys, contact Debbie Rittenberg at drittenberg@epgacceleration.com. 

Melissa Dowling is editor of Cheers magazine, our on-premise sister publication. Contact her at mdowling@epgacceleration.com, and read her recent pieces, 8 Beverage Alcohol Trends in 2025.

The post Alcohol Data Update: RTDs Rule for Retailers, Vodka Spikes at Restaurants appeared first on Beverage Information Group.