The global travel retail channel is seeing a steady move away from an emphasis on ultra‑premium bottles towards more immediate, convenience-led serves. Producers are increasingly launching ready-to-drink (RTD) and ready-to-serve (RTS) formats designed for impulse purchases by travellers who want bar-quality serves with minimal preparation.
Portable serves for time-poor travellers
RTD products are sold as pre-mixed cans or bottles intended for direct consumption, while RTS options are pre-prepared serves that are poured and enjoyed with minimal effort. The formats are attractive at airports where shoppers are often time-conscious and looking for affordable luxuries to enjoy on the move.
La Martiniquaise‑Bardinet is among the producers expanding into travel retail with canned expressions. The company is rolling out three 250‑millilitre canned RTD expressions at 5% ABV, anchored by its Cutty Sark whisky cocktail and a NEGRITA Cola ready drink. Following a US launch, the Cutty Sark RTD is being introduced in Portugal and Bulgaria, while NEGRITA Cola will debut in Spain.
“We believe that the long‑term trend of premiumization will continue but in the short term, affordability is key,” said Laure Habbouse, International Marketing Manager at La Martiniquaise‑Bardinet.
The company has invested in a dedicated canning facility focused on producing 100% recyclable slim cans. Habbouse said the format reduces waste and “can go where a glass bottle cannot”, helping brands reach more travel retail locations and occasions.
What this means for travellers and airport retail
For travellers, the arrival of RTD/RTS products in duty‑free and airport shops offers several clear benefits:
- Convenience: pre-mixed, single-serve portions that require no mixing or bar service;
- Affordability: smaller formats and lower price points compared with ultra‑premium bottles;
- Variety and accessibility: recognised brand flavours in formats that are permitted across more retail outlets than glass bottles.
For airport retailers and brands, RTDs present a chance to capture impulse spend at departure gates and in transit zones. The formats also give brands a way to reach younger consumers: NEGRITA Cola’s travel retail launch in Spain targets Gen Z and millennial shoppers already familiar with the rum brand through music festival partnerships.
Sustainability and packaging
Packaging is central to the RTD proposition. The move to slim, recyclable aluminium cans is being positioned as both a sustainability and logistics advantage. Producers argue that cans are lighter, more durable and easier to place in compact retail displays — factors that matter for travel retail environments with limited space.
That said, the industry still faces regulatory and operational nuances in different regions — from in‑flight service rules to local alcohol retail regulations — which will shape where and how RTDs and RTS drinks are offered. The source reporting highlights rollout plans in diverse markets from the United States to Portugal, Bulgaria, Spain and parts of the Middle East where RTDs are generating incremental sales alongside established bottle lines.
Where this trend could go next
Industry players expect premiumisation to remain a long‑term force, but current launches point to a balance between perceived quality and immediate affordability. Travel retail buyers and airport operators will likely continue to test a range of small-format, recyclable offerings designed for impulse purchase and easy consumption on the move.
For South African travellers, the trend means airport shelves may increasingly carry portable, branded cocktails and serves that fit carry‑on lifestyles and short layovers — a practical, pocket‑friendly option for those who want a taste of premium without committing to a full bottle.
| Format | Typical size | Alcohol % (as reported) |
|---|---|---|
| Ready‑to‑drink (RTD) canned cocktails | 250 ml | 5% ABV |
