Since joining See in October, I’ve been immersed in conversations about ARTDs—Alcohol Ready-to-Drink—a category that fuses the creativity of mixology with the convenience of a can. It’s a space defined by bold flavors, simplicity, and constant innovation. Inspired by Marcel Proust’s idea that “the real voyage of discovery consists not in seeing new sights, but in looking with new eyes,” I decided to flip the research paradigm and turn my focus on to the researchers themselves, a team who have been developing ARTD strategy for clients since the category first gained traction. By blending their insights with my own curiosity, I aimed to discover where this fast-evolving market is headed in 2025. Three strong predictions emerged.
1. Canned Craftsmanship – A Year of New Ingredients and Complex Combinations
UK shelves are more stocked than ever with ARTDS, highlighting the growing demand for both variety and quality. ARTDs are shedding their “alcopop” image and stepping into the world of craft-inspired cocktails in a can. No longer just grab-and-go drinks, they now offer premium flavours, elevated ingredients, and indulgent drinking experiences. See predicts that 2025 will see a rise in crafted cocktail cans. This shift reflects a broader consumer desire to “drink less, but better,” with richer, more considered options. As Lauren (Director at See) puts it, “two-ingredient mixes are not enough to justify a purchase anymore.”
As Chris (Associate Director at See) explains, ARTD “ingredients and flavours are reactive to bar and cocktail trends” so we may see a rise in Tequila in 2025! Otherwise expect to see cans of classic cocktails with a new flavour profile like mango mojitos and spicy margaritas with salt packets, delivering a bar-quality experience at home.
Brands like Marksologist and Moth are leading the charge with sophisticated blends and tactile packaging that exude premium quality. As Lauren notes,
“you now expect to take it home, pour it in a cup and sip it—it’s no longer just a can for the grab-and-go moment.”
This shift positions ARTDs as part of the “home bar” experience, offering indulgence alongside convenience.
But with indulgence comes a challenge: balancing luxury with accessibility.
In addition to convenince at a fair price point, ARTDs in 2025 must deliver more than flavour — they must offer a crafted experience that feels indulgent, thoughtful, and just as exciting as a cocktail from a bar.
2. Wellness in a can— Health will inform ARTD Innovation
The wellness movement is set to have a profound impact on ARTDs in 2025. This shift is driving a surge in low-sugar, low-calorie, and functional ingredients, reflecting the broader “better-for-you” movement seen across beverages like hard seltzers and kombuchas. According to Aimee (Research Manager at See), younger women in particular are seeking options that are “as high ABV as possible, with as few calories as possible.”
Flavours like cucumber, elderflower, and Sicilian orange are likely to gain traction, as they are perceived as “clean,” “natural,” and “functional” — offering premium taste with a health-conscious edge. This marks a departure from the overtly sweet, artificial flavours that defined earlier ARTDs. As Aimee notes, “Strawberry and lime is frowned upon as it sounds too sweet and artificial.” Functional botanicals and natural flavours are now seen as modern, elevated alternatives that appeal to wellness-driven consumers.
The rise of low- and no-alcohol ARTDs reflects the growing “mindful drinking” movement, with more consumers embracing teetotal or low-drink lifestyles. Unlike a full bottle of wine or spirits, buying 1 or 2 cans offers a low-commitment way to participate in social occasions like picnics or parties. As one colleague shared, “I don’t really drink, but I’ll have 1 or 2 if I’m at a picnic, and ARTDs fit that occasion perfectly.” With the no- and low-alcohol market projected to grow 31% between 2022 and 2026 (IWSR), ARTDs have a clear opportunity to lead this shift, offering convenience, moderation, and inclusion in one can.
3. Look good, drink good- The Year of Minimalism and Absurdity
A can is no longer just a container — it’s a statement. In 2025, “hold-in-hand appeal” will be a defining force for ARTDs, where design matters as much as the drink itself. Packaging has become a lifestyle marker, symbolising taste, style, and social status. As one expert at See Research put it,
“the can needs to feel like an accessory you’re proud to be seen with.”
Design cues from other industries often seep into the ARTD category, with the “clean-girl aesthetic” from beauty and social media now shaping packaging trends. Trip’s pastel matte cans, adorned with sleek, minimalist text, are a prime example of this shift. For consumers drawn to a minimalist, wellness-driven lifestyle, carrying a can like Trip feels like an extension of their personal brand — subtle, stylish, and intentional.
But minimalism isn’t the only direction. Chris predicts a rise in bold, unconventional designs that disrupt the “sea of sameness.” He sees 2025 as “a chance to go out of the box with packaging to stand out from the sea of uniform cans” — with the potential to spark a social media frenzy. In this landscape, standout cans aren’t just beverages; they’re status symbols and cultural moments waiting to happen.
With 75% of consumers saying packaging influences purchases (McKinsey), ARTDs are no longer just beverages — they’re “badges of taste“. Successful brands will be those that create cans people want to be seen with, photographed with, and remembered for. In 2025 we’ll see more conversation starter cans – whatever they may symbolize.
In 2025, the ARTD category will be shaped by the convergence of craftsmanship, wellness, and visual appeal. Brands that master this trifecta will not only stand out on shelves but in the hands of consumers, helping to define a broader lifestyle shift that celebrates pleasure, wellness and status.