Coffee Mixology 2.0: When RTD Coffee Meets the Aperitivo Moment 

The espresso martini has exploded from a niche favorite to a mainstream powerhouse. In the U.S., on-premises sales jumped 91% in the second half of 2023, then surged another 116% year-over-year in 2024. Espresso Martinis now rank among the top four highest-selling cocktails nationwide (bevindustry.com). Similar growth patterns can be seen around the world as international customers have developed a real appetite for coffee-flavored cocktails.   

There is a great opportunity for brands to ride the wave, but what do you need to know to get started? 

• The rise of ready-to-drink (RTD) is driving the market: 
  Premium brands like SABÉ, a U.S.-based company known for its high-quality, pre-mixed cocktails and global players like Absolut are launching canned versions of Espresso Martini, while craft distillers prepare new offerings for summer 2025. RTD formats blend indulgence with portability, perfect for social occasions and on-the-go lifestyles. 
• Lower & No alcohol drives growth: 
  The market is moving toward lower- and no-alcohol RTD options, which are rapidly capturing share alongside classic cocktails.  These drinks are often called Mocktails and in the UK alone, this segment is forecast to grow 55% in retail value by 2029 (treatt.com). 
• Diverse Formats that fit day & night needs: 
  Innovation covers a broad spectrum. From nitro-infused canned espresso martinis with rich, creamy texture, to bright, refreshing coffee tonics, and wellness-focused zero-proof nightcap lattes designed for mindful consumers. 

It’s all about the coffee. Success depends on selecting the right coffee base for optimal flavor balance, carefully controlling sweetness and mouthfeel without adding excess calories, and guaranteeing shelf stability, especially when dairy or botanicals are involved.  There is a lot to think about, a lot to worry about and it isn’t easy.   Luckily, Sucafina Instant, through our specialist division TB Brown, has the consumer insights and expertise in coffee to help you succeed.    

Through TB Brown’s expertise in extraction, formulation and product development, we have the right know-how and formulations – and moreover we can help partners fine-tune everything from flavor and texture to stability and scale-up. So, whether you’re creating a zero-proof spritz, a functional night-cap latte, or a high-ABV espresso martini, we’re here to help you turn bold ideas into shelf-ready products. Reach out with your Espresso Martini or coffee-based cocktail needs: we can help.