North Carolina’s spirits market is undergoing a dramatic transformation, with Tito’s Handmade Vodka continuing its reign as the top-selling spirit, yet facing fierce competition from a rapidly expanding category: ready-to-drink (RTD) seltzers. Data released December 31, 2025, by the North Carolina Alcohol Beverage Control Commission (NC ABC) reveals Tito’s consistently moving around 300,000 bottles monthly – a testament to the brand’s enduring appeal.
However, the rise of RTD seltzers is undeniable. Brands like High Noon and Stateside Surfside are capturing significant market share. Specifically, High Noon Fiesta Cocktails 375 milliliters experienced a remarkable doubling of sales from 2024 to 2025, while Stateside Surfside Cocktails 375 milliliters saw an eightfold increase. These figures highlight a shift in consumer preference towards convenient, ready-to-drink options.
Despite this surge in seltzer popularity, overall North Carolina liquor sales experienced a slight dip of .26% year-over-year. This decline is largely attributable to the increased demand for seltzers and a broader trend towards reduced at-home liquor consumption. Retail sales revenue followed suit, dropping by .23%, whereas mixed beverage sales – sales to bars and restaurants – rebounded with a healthy increase of .63%, suggesting a recovery from the economic impact of the COVID-19 pandemic.
The NC ABC distributes revenue generated from alcohol sales to support crucial initiatives. In 2025, nearly $15.2 million was allocated to law enforcement, $19.2 million to alcohol education programs, and a substantial $113 million to municipal counties. Keya Mahajan of WUNC News noted that this evolving drinking pattern reflects consumers’ preference for low-calorie, convenient beverages. This trend underscores the need for continued adaptation within the North Carolina spirits industry.
