Hidden Buzz: Canned Cocktail Alcohol Levels Soaring, Leaving Consumers in the Dark
Toronto, ON – July 18, 2025 – What you *think* you’re sipping on might be a lot stronger than you realize. A growing trend in the ready-to-drink (RTD) cocktail market is seeing brands quietly increasing alcohol content in their canned beverages, often to 12.5% – more than double the typical beer – while packaging and marketing continue to project a lighter, more casual image. This is leaving many consumers unaware they’re consuming a significantly more potent drink, sparking concerns about potential health risks and the need for clearer labeling.
From 5% to 12.5%: A Packaging Problem?
The issue came to light through social media, particularly TikTok, where users are sharing their experiences with the unexpectedly strong effects of brands like Cutwater. One Canadian user posted, “I drank a can, but I was drunk,” highlighting the surprising potency of a single 355ml can. While RTD cocktails have exploded in popularity – sales in Canada doubled between 2018-19 and 2023-24, reaching $2.29 billion – the increase in alcohol content isn’t always obvious to the average shopper.
Beyond Cutwater: A Wider Trend
It’s not just Cutwater experiencing this scrutiny. Dillon’s and Founder’s are also offering 12.5% ABV (alcohol by volume) canned cocktails, and established brands like Mike’s Hard, White Claw, and Twisted Tea are releasing higher-alcohol versions of their popular drinks. This surge in potency is driven by consumer demand for a stronger experience, according to industry experts. Andrew Ferguson, a Calgary-based beverage analyst, notes, “People want to drink about twice as long as the existing RTD, so there are more products with 10% to 11%.”
The Illusion of Strength: Why Consumers Are Misled
The core of the problem lies in a disconnect between perception and reality. Many consumers automatically assume canned cocktails contain around 5% alcohol, similar to standard beer. Even when alcohol content *is* displayed on the can, the numbers can be confusing. Marten Rodwicks, CEO of IWSR North America, explains, “I don’t know how strong 7% is, how strong 10% is.” This ambiguity is compounded by marketing strategies that often emphasize refreshment and convenience, downplaying the potential for intoxication.
Marketing Tactics Blur the Lines
Professor Marcus Gisler of York University’s business school points out that some brands are deliberately blurring the lines with packaging. “Some high-altitude products are blurring consumers with words such as ‘water’ or design that looks like a refreshing drink,” he says. The addition of higher-alcohol variants to existing product lines – like a 7% version alongside a 5% – further exacerbates the issue. “If you pick up a few in a hurry before going to the party, you may not be able to recognize the difference.”
A Dangerous Perception: One Can Doesn’t Equal One Drink Anymore
The rapid evolution of the RTD market and its marketing tactics are creating a dangerous perception. Marvin Rider, a marketing professor at McMaster University, warns, “The perception that one can is now a cup is dangerous.” He stresses the importance of carefully reading labels, urging consumers to “not be misled with pretty colors or brand names” and to “know exactly what you drink.” This isn’t just about responsible drinking; it’s about informed decision-making.
As the RTD market continues its rapid growth, and brands compete to offer increasingly potent options, consumer awareness and transparent labeling are more critical than ever. Staying informed about the actual alcohol content of your beverage is the first step towards enjoying these convenient drinks responsibly. For more breaking news and in-depth analysis, stay tuned to Archyde.com.
