Summer has always been a key trading period for convenience retailers, but the drinks opportunity is becoming much broader than multipacks of fizz and adding a few extra cases of lager into the chiller.
Ready-to-drink cocktails, premium soft drinks and adult mixers are all seeing strong growth, while changing attitudes towards alcohol are reshaping what shoppers actually want from summer occasions. Consumers are not necessarily drinking less during social moments, they are simply drinking differently.
RTDs continue to be one of the fastest-growing areas of the drinks market. Analysis from NIQ showed the UK RTD category reached £600m in sales, growing 7.4% year-on-year and increasing its share of the off-trade alcohol market[1].
That growth is typically most visible during warmer months, when canned cocktails and spirit-based RTDs align closely with outdoor social occasions, festivals and last-minute gatherings. Their convenience, portability and increasingly premium positioning make them a natural fit for summer missions.
Convenience stores are well placed to benefit because these purchases are highly impulse-led. RTDs sit naturally alongside food-to-go, barbecue and picnic occasions and top-up shops.
At the same time, shoppers are becoming more selective about what they drink. Moderation is no longer a niche trend associated purely with Dry January. Research from Club Soda’s Drinks for Everyone report found that almost half of UK adults now regularly choose alcohol-free options[2].
That shift is helping drive growth in premium adult soft drinks and mixers. Consumers increasingly want drinks that still feel social and elevated, even if they contain little or no alcohol. Brands such as Fever-Tree and Fentimans have benefited from this movement towards more premium soft drink occasions.
The wider soft drinks category is also evolving alongside moderation trends. Mintel notes that soft drinks are increasingly being used as alcohol alternatives, particularly among younger consumers looking for more health-conscious or lower-alcohol social occasions[3].
This creates opportunities well beyond traditional alcohol merchandising. Summer drinks displays increasingly need to work across multiple missions, from social hosting and barbecues to immediate refreshment and evening treats.
Visibility is also key. RTDs, canned cocktails and adult soft drinks are highly visual categories, and secondary placements near entrances, food-to-go areas and chillers can make a significant difference during warmer weather. Cross-merchandising also becomes more relevant, particularly around barbecue fixtures, snacks and ice.
As summer approaches, the drinks opportunity is no longer simply about volume. It is increasingly about variety, occasion, experience and of course availability – an empty chiller doesn’t equal a sale or a repeat customer. Retailers that can cater to those different missions will make the most out of the season.
[1] Drinks Retailing News: RTDs swipe spirits sales – analysis – 2025
[2] The Drinks Business: Club Soda: ‘moderation is mainstream’ – 2025
