The 4th Category Of Alcoholic Beverages Goes Beyond Beer Wine And Liquor

Published in Food and Wine on Monday, August 11th 2025 at 6:38 GMT by The Takeout
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The tipsy trinity of beer, wine, and liqour are what most think of when they hear "alcohol," but there's a fourth category that's been tearing up the charts.

The Rise of the Fourth Category in Alcoholic Beverages: A New Era of Drinking

In the ever-evolving world of alcoholic beverages, a seismic shift is underway. Traditionally, the industry has been neatly divided into three primary categories: beer, wine, and spirits. These pillars have dominated shelves, bars, and consumer preferences for decades, each with its own rituals, flavors, and cultural significance. Beer offers the casual, refreshing sip for social gatherings; wine brings elegance and pairing possibilities with meals; spirits provide the base for cocktails and the punch of higher alcohol content. But now, a fourth category is emerging from the shadows, capturing the imagination of drinkers worldwide and reshaping how we think about alcohol consumption. This newcomer isn't just a fad—it's a burgeoning market force that's going mainstream, driven by innovation, changing lifestyles, and a quest for convenience.

At its core, the fourth category encompasses ready-to-drink (RTD) beverages, often referred to as pre-mixed cocktails, hard seltzers, and other canned or bottled drinks that blend alcohol with flavors in a portable, easy-to-consume format. Think of popular brands like White Claw, Truly, or High Noon, which have exploded in popularity over the past few years. These products don't fit neatly into the old triad: they're not brewed like beer, fermented like wine, or distilled like spirits. Instead, they represent a hybrid approach, often using a base of malt, sugar, or even wine-derived alcohol, infused with fruits, herbs, and carbonation to create low-calorie, refreshing options that appeal to a broad audience.

The origins of this category can be traced back to the early 2000s with the rise of alcopops and flavored malt beverages, but it truly gained momentum in the 2010s. The hard seltzer boom, spearheaded by White Claw's viral "ain't no laws when you're drinking Claws" meme in 2019, marked a turning point. Sales skyrocketed, with the category growing by triple digits in some markets. What started as a niche for health-conscious millennials has expanded to include a diverse array of products: from gin-based canned cocktails like those from Bombay Sapphire to tequila-infused seltzers and even non-traditional mixes like hard kombuchas or CBD-infused drinks. This versatility is key to its appeal—RTDs offer the sophistication of a craft cocktail without the need for bartending skills or multiple ingredients.

Several factors are propelling this fourth category into the mainstream. First, there's the convenience factor. In a fast-paced world where people juggle work, social lives, and wellness goals, RTDs provide an effortless way to enjoy a drink. No shaking, stirring, or measuring required—just crack open a can and go. This portability makes them ideal for outdoor activities like beach days, picnics, or festivals, where traditional bottles might be cumbersome. Moreover, the lower alcohol by volume (ABV) in many RTDs—often around 4-6%—aligns with a growing trend toward moderation. Consumers, especially younger ones, are increasingly opting for "sessionable" drinks that allow for longer socializing without the heavy intoxication associated with spirits or high-ABV beers.

Health and wellness trends play a significant role too. Many RTDs market themselves as lighter alternatives, boasting low calories, low carbs, and natural ingredients. For instance, hard seltzers often contain fewer than 100 calories per serving, making them attractive to those tracking macros or following diets like keto. This contrasts with the heavier profiles of traditional beers or sugary cocktails. Brands are also tapping into the clean-label movement, using real fruit juices, organic botanicals, and avoiding artificial additives to appeal to eco-conscious and health-savvy drinkers.

From a business perspective, the fourth category is a goldmine. Industry analysts note that RTD sales have surged globally, with the U.S. market alone projected to reach billions in revenue. Major players like Anheuser-Busch, Diageo, and Constellation Brands are investing heavily, acquiring startups or launching their own lines to capture market share. In Europe and Asia, similar growth is evident, with innovations like Japanese chu-hi drinks (fruit-flavored shochu sodas) influencing global trends. Even wine producers are getting in on the action, creating canned spritzers and rosé-based RTDs to modernize their image.

But this rise isn't without challenges. Regulatory hurdles vary by region; in some places, RTDs are taxed differently based on their base alcohol, leading to debates over classification. Critics argue that the category blurs lines, potentially confusing consumers or encouraging underage drinking due to their appealing, soda-like packaging. There's also the environmental angle—while cans are recyclable, the explosion in single-use packaging raises sustainability concerns, prompting some brands to explore eco-friendly alternatives like aluminum bottles or biodegradable materials.

Looking ahead, the fourth category shows no signs of slowing. Innovations are pushing boundaries: think alcohol-infused energy drinks, functional beverages with added vitamins or adaptogens, and even zero-proof versions that mimic the taste without the buzz, catering to the sober-curious crowd. As demographics shift— with Gen Z prioritizing experiences over excess—these drinks are poised to redefine social norms. Bars and restaurants are adapting too, incorporating RTDs into menus or creating hybrid experiences where patrons can customize their own mixes.

In essence, the fourth category represents more than just a new shelf space; it's a cultural evolution. It democratizes mixology, making high-quality drinks accessible to all, while reflecting broader societal changes toward convenience, health, and inclusivity. Whether you're a cocktail aficionado seeking novelty or a casual drinker looking for simplicity, this category invites everyone to rethink what it means to raise a glass. As it continues to mature, one thing is clear: the world of alcoholic beverages will never be the same, with this dynamic fourth pillar leading the charge into a refreshed future of imbibing. (Word count: 842)

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The 4th Category Of Alcoholic Beverages Goes Beyond Beer Wine And Liquor

The Rise of the Fourth Category in Alcoholic Beverages: A New Era of Drinking