By World Spirits Alliance

Adults are rethinking how they drink.

For some, that means choosing not to drink at all. Many more are drinking differently, choosing more deliberately when they drink, what they drink and how much. More and more consumers see moderation as a personal choice that lets them enjoy alcohol in a way that suits their lives.

Drinking in moderation depends on knowing how much alcohol you are consuming. That does not require expertise or complicated calculations. Standard drinks let adults estimate their intake, pace themselves and make choices that match their intentions.

This idea lies at the heart of the World Spirits Alliance’s “Measure What Matters” initiative: when it comes to understanding alcohol consumption, what matters most is not the beverage category, but the amount of alcohol it contains.

Nowhere is this change in drinking habits more visible than in ready-to-drink beverages (RTDs). Our member the Distilled Spirits Council of the United States (DISCUS) reports that US sales of premixed cocktails, including spirits RTDs, grew by 16.4% in 2025, reaching $3.8 billion.

Part of the reason is the occasion. Preparing and appreciating a cocktail is still part of the experience, but there are times when that level of preparation is not practical. At those times, an RTD offers convenience and a clearly defined serve, with the alcohol content stated on the can.

Quality accounts for much of the rest. Established houses and newer entrants alike are building RTDs around premium spirits and more ambitious flavours.

RTDs also keep something spirits have always offered. A cocktail can be built to suit the drinker and the evening, as a longer mix or a smaller measure. The RTD shelf now runs from alcohol-free options to drinks containing about as much alcohol as a beer or a glass of wine. Whichever one a consumer picks, it is the alcohol in the can, not the drink’s category, that tells them how much they are drinking.

Policy has not kept pace. Some tax and regulatory systems still distinguish products by beverage category or container, so two drinks containing the same amount of alcohol can be taxed quite differently. An RTD and another drink of similar strength, sold in the same size of can, may fall into different tax bands for reasons that have nothing to do with the alcohol inside. The consumer holding the two cans sees no difference between them, and a rule that depends on one is hard to explain.

The fix follows the same principle as standard drinks. If alcohol is taxed according to the ethanol a product contains, measured the same way whatever the category or format, like products are treated alike. Producers get a stable basis on which to keep innovating, and regulators get one consistent measure to work from.

Explore more insights from our Measured Conversation series on LinkedIn, and subscribe to stay informed on responsible drinking, industry perspectives, and the latest initiatives from WSA.