Ready to party!
Ireland sales of RTDs peak around major events such as All Together Now and Electric Picnic, highlighting the strong link between RTDs, music and shared social experiences. According to Jameson, the RTD category is one of the most dynamic parts of the drinks industry in Ireland, now worth almost €120m and growing at +28% year on year. The younger pre-family shopper segment is driving the highest growth in new customers for the category. Future Market Insights, RTD Cocktails Market Forecast 2026–2036 projects strong global growth for RTDs, driven by premiumisation and convenience trends.
Bringing fresh energy
At 5% ABV, the range is available in Ginger & Lime and Cola
Jameson Ginger & Lime RTD continues to bring fresh energy to the growing RTD category in Ireland. At 5% ABV, the range is available in Ginger & Lime and Cola, offering consumers a convenient way to enjoy familiar Jameson serves in a read-to-drink format. Ginger & Lime, in
particular, builds on one of Jameson’s most popular signature serves, combining smooth Jameson with crisp ginger and a fresh lime finish.
With growth of 31%, ahead of the wider RTD category, the range reflects continued consumer demand for quality, convenience and flavourled drinks that suit modern social occasions.
RTD category from Jameson’s perspective
Seán Noonan, marketing manager, Jameson & Whiskey
Seán Noonan, marketing manager, Jameson & Whiskey Portfolio tells Drinks Industry Ireland about the company’s thriving RTD category
The RTD category has evolved significantly in recent years. What are the key consumer trends shaping the category today, and where does Jameson see the biggest opportunities for growth?
The RTD category is one of the most dynamic parts of the drinks industry in Ireland, now worth almost €120m and growing at +28% year on year. Consumers are increasingly seeking trusted brands, quality liquid and formats that fit naturally into modern social occasions. For Jameson, the opportunity is to bring our most-loved serves into more occasions while recruiting new consumers into the brand. That is reflected in our performance, with Jameson RTDs growing +31% year on year, ahead of the broader category.
Jameson has long been associated with whiskey, ginger ale, and lime. How did that insight influence the development of the Jameson RTD range?
Jameson, Ginger Ale & Lime is one of the brand’s best-known serves and a natural entry point into Irish whiskey for many consumers. Rather than creating something entirely new, we focused on delivering a serve people already know and love in a ready-to-drink format. The RTD range allows us to deliver a consistent Jameson experience via Ginger & Lime or Cola, wherever those moments take place.
What role do Jameson RTDs play in recruiting new consumers to the brand?
RTDs are an important recruitment tool for Jameson. They help make the brand more approachable, particularly for consumers entering the whiskey category for the first time. We are seeing this reflected in the data, with the younger prefamily shopper segment driving the highest growth in new customers to Jameson RTDs, up +37% year on year. For many consumers, an RTD is their first interaction with Jameson before exploring Jameson Original and the wider portfolio.
Convenience is often cited as a driver of RTD growth, but consumers are also focused on quality and authenticity. How does Jameson deliver on both?
Consumers expect convenience and quality in equal measures. The Jameson RTD range combines genuine Jameson Irish Whiskey with serves that are already strongly associated with the brand. The result is a trusted, premiumquality drink that delivers consistency every time. For us, the success of RTDs comes from offering consumers the quality and authenticity they expect from Jameson in a format that suits today’s occasions. Which consumption occasions are proving most important for the
Flavour-led innovation in the RTD category
WKD continues to drive growth in Ireland’s RTD category
WKD remains a key player in Ireland’s Ready-to-Drink (RTD) category, combining flavour-led innovation, standout serves and convenient formats that help drive footfall and sales across the on-trade.
As RTDs continue to outperform many traditional alcohol categories, the segment remains a key source of growth for venues seeking to meet evolving consumer preferences.
With younger adult drinkers increasingly prioritising sociability, flavour discovery and memorable experiences, WKD’s diverse portfolio is well positioned to meet demand. As one of Ireland’s most recognised and trusted RTD brands, WKD offers pubs, bars and late-night venues a go-to choice for those seeking convenience without compromising on taste, quality or experience.
The brand continues to strengthen its appeal among a new generation of drinkers through the launch of its “Got a WKD Side?” campaign, targeting 18–24-year-olds.
Supported by bespoke point-of-sale materials and impactful on-trade activation, the campaign is designed to help venues maximise visibility, drive engagement and increase sales. As sharing serves and experiential drinking occasions continue to grow in popularity, WKD is supporting the on-trade with ongoing innovation, including WKD Pineapple Ice (275ml), alongside its iconic pitchers and cocktail-style serves that encourage group occasions and social experiences.
WKD X also continues to demonstrate strong demand among consumers seeking bold, flavour-led RTD options. From the iconic WKD Blue to bold new product innovations, WKD’s diverse portfolio helps venues stay ahead of the fast-moving tastes of younger adult consumers. Backed by three decades of brand equity and a continued focus on quality, innovation and consumer engagement, WKD remains at the forefront of Ireland’s dynamic RTD market.
For sales, POS, distribution or cocktail enquiries, please contact SHS Sales & Marketing on +353 (1) 401 6200 or info@shs-sales.ie.
Apple Drop offers lighter option full of taste
West Coast Cooler is set to build on recent success and momentum with the launch of Apple Drop, a new flavour innovation designed to meet evolving consumer demand within the RTD category. As the number one RTD brand in Ireland, West Coast Cooler continues to lead the category, which has experienced significant growth in recent years driven by a shift towards lighter, lower-calorie and lower-ABV options and an increasing consumer appetite for new and distinctive flavour profiles. Apple Drop has been developed with these trends in mind. At just 88 calories per serve and 4% ABV, it offers a refreshing, balanced option for consumers seeking a lighter option without compromising on taste. West Coast Cooler Apple Drop blends crisp apple and lime with subtle notes of elderflower and matcha, delivering a modern twist on a familiar favourite. The launch of Apple Drop follows a standout year for the brand, which saw value growth of +67% in 2025 (Nielsen), underlining its continued relevance and strong consumer appeal. Available from April 2026, Apple Drop is well positioned to capitalise on the growth within the RTD category and further strengthen West Coast Cooler’s market-leading position.
High Noon hits high season
High Noon is crafted with 5x distilled vodka, real fruit juice and soda water
Following its Irish debut in 2025, High Noon is gearing up for High Season with new flavours, exclusive retail launches and an expanded consumer campaign as the vodka soda brand continues to grow its presence in Ireland. Already one of America’s most successful RTD brands, High Noon is crafted with 5x distilled vodka, real fruit juice and soda water. At just 95 calories per can, it delivers a crisp, refreshing serve with simple, quality ingredients. High Noon continues its successful media partnership with The 2 Johnnies, creators of Ireland’s mostlistened- to podcast. As the brand’s long-time ambassadors, their authentic affinity for High Noon has made the collaboration a natural fit, with the duo fronting High Noon’s biggest consumer activation to date – a nationwide Never Ending Summer competition giving consumers the chance to win their own High Noon outdoor sauna. The brand is also expanding its flavour line-up with the launch of Peach and Raspberry, while a limitededition Festival Multipack, available exclusively in Tesco from the end of July, has been created for Ireland’s biggest outdoor occasions and festival season. With continued innovation, expanding availability and a growing cultural presence, High Noon is entering its next chapter in Ireland as one of the RTD category’s most exciting brands.
You’ve been Served!
Served, the award-winning cocktail range is co-owned by singer-songwriter Ellie Goulding
As consumer demand for premium drinking experiences continues to evolve, cocktails remain an increasingly important part of the on-trade mix. Consumers are seeking convenience without sacrificing quality, creating an opportunity for pubs, bars and hospitality venues to offer premium cocktail experiences that meet changing expectations and respond to growing demand across a range of occasions.
One brand helping to meet that demand is Served, the award-winning cocktail range co-owned by singersongwriter Ellie Goulding. Created using premium spirits alongside natural and sustainably sourced ingredients, Served was developed with a simple proposition: delivering bar-quality cocktails in less than 15 seconds.
The range includes a selection of popular serves including Margarita, Mojito, Passion Fruit Martini, Piña Colada and Strawberry Daiquiri. At 8% ABV, with no artificial ingredients and no added sugar, Served meets consumer demand for high-quality drinks without compromising on taste. In response to growing demand for premium, lower-calorie options, the brand also expanded its portfolio in May 2026 with the launch of a Vodka Spritz range.
Available in Raspberry and Peach flavours, the new variants offer consumers a lighter option at 4% ABV and just 95 calories. The strength of the proposition is reflected in the brand’s performance, with Served, becoming the number one new RTD brand in the off-trade during 2025 and now ranking as the number three RTD cocktail brand in the market year-to-date. Consumer awareness has surged year-on-year, underlining growing recognition of the brand among Irish drinkers.
Served products can now be ordered through your wholesale partner and also through eazle, Heineken Ireland’s digital customer platform..
World’s first Irish whiskey based iced tea
Egan’s Iced Tea had a dual debut in Ireland and New York State
Egan’s Irish Whiskey today announces the global launch of Egan’s Iced Tea, a bold new ready-to-drink (RTD) innovation blending premium Irish whiskey with sustainably sourced organic tea and organic fruit juice. Launching simultaneously in Ireland and New York City from 27 April, 2026, the range marks a significant step forward in the evolution of spirit-based RTDs.
Rooted in over 170 years of heritage and reimagined for a new generation, Egan’s Iced Tea brings together two of the company’s original crafts – tea blending and whiskey bonding – first established by P. & H. Egan in Tullamore in 1852. The global RTD market continues to accelerate, but one segment is rapidly emerging as a standout: spirit based iced teas. While still relatively new in Ireland, the category is already gaining serious momentum globally, particularly in the US, and is projected to grow into a $17 billion market by 2036, up from approximately $4 billion in 2025, representing significant annual growth projection over coming years.
Blending familiarity with refreshment, hard teas tap into shifting consumer preferences for lighter, flavour-forward drinks made with recognisable ingredients. At the same time, whiskey is rising as one of the most sought-after RTD bases, yet remains underrepresented, creating a clear opportunity for innovation.
Against this backdrop, Egan’s Whiskey Iced Tea enters the market at a pivotal moment bringing together two culturally resonant ingredients, tea and Irish whiskey, in a format built for how people drink today. “This is about opening up Irish whiskey to more people, in more moments,” said Rupert Egan, CEO, master bonder & co-founder. “We’re a brand rooted in heritage but never constrained by it. Egan’s has always been about pushing boundaries. With Egan’s Iced Tea, we’re reimagining Irish whiskey in a way that’s modern, refreshing, and globally relevant. It’s an exciting new frontier for the category-creating real choice for a new generation of drinkers.”
Egan’s Irish Whiskey Iced Tea is crafted with natural sweeteners, low calories, non-carbonated and has a clean, refreshing taste profile, designed for today’s more mindful, experience-driven consumer. Available in Original (Irish Whiskey & Organic Iced Tea), Lemonade (Irish Whiskey, Organic Iced Tea & Real Lemonade), Mango (Irish Whiskey, Organic Iced Tea & Real Mango ) and Peach (Irish Whiskey, Organic Iced Tea & Real Peach). The launch will roll out across major retailers in Ireland, beginning with full distribution in Tesco ROI, alongside availability in key outlets across New York State.
Experience an Altered State
IESSI is an Italian aperitivo offering the bitterness, complexity and ritual of an aperitivo without alcohol
Altered State is an Irish drinks import, distribution and brand development company founded by Karl Cooney and Colly Murray, representing flavour-led, founder-led brands across Ireland’s on and off-trade.
Its portfolio of 16 brands includes Whitebox Cocktails and IESSI, alongside ÓL Irish Cocktails and Dublin Cocktail Lab with more to come in the next few weeks. ÓL is a premium Irish cocktail range built around natural and organic provenance, Irish spirits and distinctive flavour combinations. Its three flavours draw on passionfruit and hand-harvested dillisk, palo santo, and wild Wicklow pine, creating a contemporary expression of Irish drinks culture.
The brand began festival season at Love Is a Stranger in Sligo & Cork, with Another Love Story set to be a highlight of the year. Cooney joined Cassie Stokes to headline the food stage at Beyond the Pale a few weeks ago and will also speak at All Together Now and Electric Picnic. Altered State has now also entered the non-alcoholic category with IESSI, an Italian aperitivo offering the bitterness, complexity and ritual of an aperitivo without alcohol.
Whitebox is currently Europe’s premium alternative to lower-quality RTDs and a strong fit for Irish bars where dedicated cocktail staff are not always available, but quality still matters. Its full-strength, 100ml cocktails provide a consistent, bar quality serve without the labour, training, wastage or ingredient costs of a full cocktail programme. For venues, that means better margins, faster service and a more credible premium option than mainstream RTDs.
Whitebox is listed with Sainsbury’s, Selfridges and Aer Lingus transatlantic flights as well as over 100 Irish outlets. Altered State is building a portfolio defined by flavour, provenance, quality and founders with a clear point of view. For more info contact www.alteredstate.ie – hi@alteredstate.ie
Premium Italian refreshment, ready to serve
Pallini Limoncello is produced in Italy from hand-selected Sfusato Amalfitano lemons
As demand for premium ready-todrink (RTD) cocktails continues to grow, Pallini Limoncello Spritz offers Irish retailers and the on-trade an authentic Italian proposition that combines heritage, quality and convenience.
Crafted using the renowned Pallini Limoncello, produced in Italy from hand-selected Sfusato Amalfitano lemons, this vibrant RTD delivers the unmistakable taste of a classic Limoncello Spritz in a perfectly portable format. Light, refreshing and bursting with natural citrus character, it’s an ideal choice for consumers seeking premium, easy-to-enjoy aperitivo moments.
The eye-catching slimline can and trusted Pallini branding provide strong shelf appeal, while the refreshing flavour profile makes it perfect for summer occasions, festivals, outdoor events and premium RTD displays. With premium RTDs continuing to outperform across convenience, grocery and licensed trade, Pallini Limoncello Spritz is well positioned to drive incremental sales and attract shoppers looking for authentic European flavours.
MCM Spirits & Liqueurs Ltd is the exclusive Irish distributor. Available now to the on-trade and off-trade, Pallini Limoncello Spritz provides retailers and operators with a distinctive premium RTD from one of Italy’s most respected liqueur producers.
