The Spirit of Collaboration: Soft Drinks and Booze in the RTD Spotlight
Tim Dexter
Business Director @ Wonderworks Communications | Integrated Marketing Communications | Ex Beam Suntory
Over the past year, we’ve seen an explosion of collaborations between soft drink giants and spirits brands, shaking up the Ready-to-Drink (RTD) category like never before. From the classic Jack & Coke getting its own sleek can to unexpected mashups like Irn-Bru Vodka Martinis, these partnerships are blurring the lines between your favourite soft drinks and boozy treats.
But what’s driving this trend? And with the rise of low- and no-alcohol options, where does the future of alcoholic RTDs stand? Let’s dive in.
Big-Name Collaborations Making Waves
1. Jack Daniel’s & Coca-Cola
This one’s a no-brainer. Since their partnership launched in 2022, Jack & Coke RTDs have expanded with flavours like Cherry, Vanilla, and even a Zero Sugar option.
2. Bacardi & Coca-Cola
Set to hit shelves in 2025, Bacardi and Coke are bringing their iconic mix to the RTD game, starting in Europe and Mexico. The classic Rum & Coke just got easier to enjoy.
3. Captain Morgan & Pepsi Max
Rum & cola lovers, rejoice. Captain Morgan and Pepsi Max teamed up to deliver a pre-mixed, spiced-up version of this classic.
4. Absolut & Sprite/Ocean Spray
Absolut Vodka has been busy! From citrusy collabs with Sprite to cranberry-forward RTDs with Ocean Spray, these combos tap into flavours people already love, but with a boozy twist.
5. Irn-Bru & Funkin Cocktails
领英推荐
One of the quirkiest—and most Scottish—collabs of the year! Irn-Bru and Funkin Cocktails launched the Irn-Bru Vodka Martini, using nitro infusion to turn this fizzy favourite into a smooth, velvety cocktail. It even made The Spirits BusinessTop 50 Most Innovative Products of 2024!
Why Are These Collabs So Popular Right Now?
But Wait—What About Low and No-Alcohol Trends?
Here’s the twist. While boozy RTDs are booming, the low- and no-alcohol movement is gaining serious momentum—and it’s reshaping the game for both soft drink and alcohol brands.
For soft drink giants like Pepsi and Coca-Cola, these collaborations with spirits aren’t just about jumping on the alcohol bandwagon—they’re a strategic move to differentiate in an increasingly crowded soft drinks category. By teaming up with iconic spirits brands, they’re expanding their relevance beyond the non-alc aisle, offering something new to consumers who crave variety and convenience.
But here’s where it gets interesting for alcohol brands. With the rising trend of moderation and mindful drinking, brands need to start thinking beyond traditional RTDs. It’s not just about offering boozier options anymore; it’s about innovating to compete with the likes of non-alcoholic beers, adaptogenic drinks, and sophisticated alcohol-free offerings.
Take Molson Coors, for example. They’re bringing the Australian brand Naked Life to the US—a non-alcoholic range of classic cocktails designed for mindful drinkers. These alcohol-free RTDs are making it easier for consumers to make “zebra-striping” choices in bars and restaurants, effortlessly switching between alcoholic and non-alcoholic options without feeling like they’re missing out.
So, what does this mean for the future of alcoholic RTDs? It’s all about balance and innovation. Spirits brands will need to explore not just exciting new alcoholic collaborations, but also how they can stay relevant in the fast-growing non-alc space. Whether that’s through zero-proof cocktails, adaptogenic mixers, or hybrid products, the key is offering consumers flexibility—both in flavour and in lifestyle.
In a world where moderation is becoming mainstream, the RTD category isn’t just about convenience anymore—it’s about giving people choices that fit their mood, their moment, and their mindset.
The Takeaway
The RTD space is evolving fast. Whether it’s Jack & Coke in a can, Irn-Bru Vodka Martinis, or zero-alcohol spritzers, the game is all about giving people what they want: convenience, flavour, and options. But as the low- and no-alcohol wave continues to grow, brands will have to keep innovating to meet diverse tastes.
What’s the most surprising RTD you’ve tried recently? Or is there a collab you’d love to see happen? Let’s hear it! ??
Partnership Manager @ Powerhouse | Elevating imagery & video through efficient production
4 周More than welcome Tim! Enjoy your content bud - keep up the great work!
Partnership Manager @ Powerhouse | Elevating imagery & video through efficient production
4 周Having worked with some of these brands previously and had discussions with senior DMs, it's funny to see the pivot of brands that said they wouldn't go in this direction, now are. With the success that Jack and Coke saw, I think it was only a matter of time before other soft drinks manufacturers became open to collabs. After all, if you tie up your product and marketing with another mega-brand's, it's going to lead to success if the liquid quality matches the marketing spend. On your other point, I think RTDs and NOLO solutions co-exist rather than compete and there's plenty of headroom for them to grow. The concern I have is that the market is "pumped and dumped" similar to that of the gin & rum markets over the past decade. Big brands kick it off; every person and their dog with liquid and a canning machine starts making their own products, diluting the market; consumers are disappointed by poor products and the category shrinks again doing permanent damage to the reputation of those product types.