Diageo bets on canned cocktails to boost growth amid slowing spirits market, says Deutsche Bank.

Diageo PLC is focusing on canned ready-to-drink (RTD) cocktails to revive growth as the overall spirits market slows. Deutsche Bank highlights this proactive move as positive but warns the trend may be temporary. While US spirits sales fell in 2025, canned cocktails grew strongly, with sales value up 23.2% and volumes up 22.6%. Diageo aims to capture this expanding segment, despite its market share in RTD cocktails dropping from 25% in 2008 to under 10% last year.