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By James Irvine, Group Creative Cocktail Lead, Merivale & 2023 Bartender Magazine Bartender of the Year Whilst perched at a bar, it is undeniable paying short odds of the inevitability of a guest ordering a Margarita. It’s the world’s most popular cocktail, and for good reason.
IWSR forecasts that cocktails and long drinks will spur the most growth in RTDs globally, with volumes expected to command 26% of the total RTD category by 2026, compared to just 20% for hard seltzers. Cocktails and long drinks will see their share of RTD volumes grow 4% across the key markets from 2022 to 2027, IWSR says.
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