High Noon commands an astonishing 82 percent share of all spirit-based ready-to-drink beverages sold at Union venues, significantly outperforming competitors in a rapidly expanding market, according to getunion. High Noon's dominance signals a decisive shift in consumer preference towards premium spirit-based options.
White Claw still holds a significant overall market share, yet spirit-based RTDs are growing explosively, capturing a disproportionate share within their segment and challenging established market leaders.
The RTD market will likely see continued fragmentation, with spirit-based brands carving out increasingly larger and more valuable niches, potentially at the expense of established malt-based players.
The New Leaders: Spirit-Based RTDs Ascend
High Noon ranks No. 1 in volume sales among spirit-based RTDs nationally, according to VinePair. High Noon's clear leadership in this segment reflects a growing consumer preference for spirit-based options. High Noon's near-monopoly of 82% within the spirit-based RTD segment at Union venues suggests a winner-take-all dynamic in this rapidly expanding category. Brands failing to capture early, decisive market share risk being relegated to niche players, with minimal room for competitors.
Emerging Challengers in the Spirit-Based Arena
Surfside is projected to become the No. 2 best-selling spirit-based RTD by 2025, according to VinePair. Simultaneously, Nütrl, a relatively new brand, already holds a 12 percent share of spirit-based RTDs at Union venues, as reported by getunion. The swift ascent of Surfside and Nütrl highlights the dynamic and competitive nature of the spirit-based RTD market. Surfside's projected rise to the No. 2 spot nationally by 2025 shows that even with High Noon's dominance, innovation and strong branding can carve out significant space. This suggests the broader national market is more competitive than localized venue data might initially imply.
White Claw's Enduring Malt-Based Reign
White Claw accounted for over half of the hard seltzer market share by 2021, according to VinePair. While this data is from 2021, the brand continues its strong performance, holding a 67 percent share of all malt-based RTDs at Union venues, getunion reports. The brand continues its strong performance, holding a 67 percent share of all malt-based RTDs at Union venues, getunion reports. White Claw remains a formidable force, maintaining a significant majority share within the traditional malt-based hard seltzer segment. However, its 67% share in a potentially stagnating malt-based RTD market, contrasted with High Noon's 82% share of a rapidly expanding spirit-based market, suggests the incumbent leader is vulnerable to long-term market erosion. This enduring popularity still presents an immense scale and entrenched preference for malt-based seltzers that spirit-based brands must overcome.
The Struggle for Second Place in Malt-Based RTDs
Truly, the No. 2 malt-based RTD, holds a 13 percent share at Union venues, according to getunion. Truly's 13 percent share places it significantly behind White Claw's 67 percent share in the same category. This substantial gap suggests other traditional players face an uphill battle for market share, contending with both the established leader and rapidly emerging spirit-based options. By 2026, brands struggling to keep pace with White Claw in the malt-based category risk losing market share to the rapidly growing spirit-based segment.
