Small-format spirits are gaining momentum across the beverage industry as drinks companies pivot to address consumer cost-of-living concerns.
As NielsenIQ notes: “In a category long dominated by 750ml and 1.5L bottles, small-size spirits are quietly rewriting the rules.
“From Gen Z to affluent households, today’s spirits buyers are choosing smaller formats not just for convenience, but for control, discovery and value.
“Health-conscious lifestyles, GLP-1 medications, and cannabis use are reshaping consumption patterns and small formats offer a way to moderate without missing out.”
Nearly half of consumers surveyed said affordability was a key reason for buying small bottles, while over 40% cited portion control and occasion fit.
Small sizes are also unlocking trial at scale. Over 30% of buyers told NielsenIQ they use small formats to sample new products before committing to a full bottle.
Pernod Ricard CEO Alexandre Ricard told analysts last week during a Q4 2026 earnings call: “The reality is small and fun formats really satisfy consumer desire for premium products despite economic constraints.”
Ricard noted that the company was enhancing its portfolio with different format solutions to boost revenue growth.
“There’s the RTDs, but it doesn’t stop there. We also have, and it’s been launched now over the last couple of months, 100 ml, what we call fun-sized formats that are very dynamic,” he said.
“We have multipacks, mini formats and smaller formats as well and many other initiatives around that consumer insight of convenience.”
Diageo CEO Sir Dave Lewis highlighted growth in smaller formats when he presented the company’s half-year results earlier this year.
“As economic pressure has found its way into the US category, we see a downtrading to smaller pack sizes,” he said.
“And if you look at US spirits, 9% of the market is now in those pack sizes. But Diageo’s portfolio is only contributing 5% from that particular segment. Again, an opportunity for Diageo.”
Espolòn Tequila also recently debuted 200ml bottles of its Blanco and Reposado expressions in the United States, with each 200ml bottle yielding exactly three margaritas.
Campari said the new format gave consumers a more accessible way to enjoy quality tequila, whether they’re travelling, hosting, gifting, or trying the brand for the first time.
It’s a trend that’s also transforming the wine industry, with Australian Vintage reporting its single-serve, 187ml Poco Vino range had been transformational for the company’s sales outlook, with the unique format product achieving sales run rates that far exceeded 750ml wine equivalents.