North Carolina’s liquor market is witnessing a dynamic shift, according to data released by the North Carolina Alcoholic Beverage Control Commission (ABC). Tito’s Handmade Vodka continues its reign as the top-selling spirit, with approximately 300,000 bottles – encompassing both 750 milliliter and 1.75 liter formats – moving annually. Rooted in Texas, Tito’s reputation for being gluten-free and a staple in ‘Bloody Mary’ cocktails continues to fuel its popularity.
However, the rise of ready-to-drink (RTD) seltzers is causing significant disruption. High Noon Vodka Seltzers and Stateside Surfside Cocktails are spearheading this trend. Notably, Stateside Surfside Cocktails (375 milliliters) sales have exploded, increasing eightfold, while High Noon Fiesta Cocktails (375 milliliters) have doubled their sales figures between 2024 and 2025. This points to a significant shift in consumer preference.
Despite maintaining its dominant position, Tito’s experienced a 3% sales decline year-over-year, compounded by a 9% drop among its fifth-best-selling brand. This overall slowdown contributed to a 0.26% dip in North Carolina liquor sales for the fiscal year ending June 30, 2025. This downturn reflects broader industry trends, with convenience and lighter beverage options gaining traction.
The surge in RTD sales is undoubtedly linked to consumer demand for convenience and the rising popularity of lower-calorie options. Tony Dubois, the Orange County ABC General Manager, highlighted these factors. ‘Consumers are seeking quicker, easier-to-consume beverages,’ he stated.
Beyond sales figures, the increased revenue generated by RTD sales has significant implications. The North Carolina ABC Commission distributes approximately $15.2 million to law enforcement, $19.2 million to alcohol education, and $113 million to municipal counties. This influx of funds supports crucial state and local government initiatives, alongside vital alcohol abuse prevention programs. The North Carolina liquor market is clearly evolving, and the future will undoubtedly be shaped by the ongoing popularity of convenient, refreshing beverages.
