THE RTD BEVERAGE INDUSTRY REMAINS UNSTOPPABLE

Prefabricated mixtures of alcoholic beverages in cans are popularly known as ‘ready to drink’. RTD beverages are pre-mixed beverages that are ready to drink immediately and generally have a lower alcohol content compared to traditional spirits and liqueurs, and even some beers. Among their many advantages, consumers simply open them and enjoy.

These canned mixers have revolutionized the global spirits market. The RTD craze is especially prominent in the U.S., as they have become increasingly popular year after year. The United States accounts for 44% of RTD’s global sales and the vast majority of the Seltzer subcategory. Currently, the global market size is valued at 32. 940 million and experts predict it will reach $85.5 billion by 2030.

Among their many advantages, they are easy to consume, environmentally friendly and the contribution of new experiences has made RTD coffee and tea beverages achieve exponential growth. In addition, the repositioning and incorporation of premium spirits brands has helped turn the RDT category around. So much so that over the past year sales increased by almost a third (28%) to €340.7 million and RTDs are now growing three times faster than the alcohol category as a whole.

Today, the influx of premium products and recognized brands means that today’s key RTD buyer is 45 years of age or older. One of the most important groups of buyers worldwide, they have the purchasing power and are much more willing to spend than younger buyers.

Not surprisingly, RDTs are becoming much more widespread than in the past. In addition, RTDs are an excellent format to encourage trials, as they allow shoppers to explore and experience new brands and flavors without having to invest in a full bottle.

Hard seltzers

The crown jewel of the U.S. RTD market, carbonated soft drinks have quickly become Americans’ favorite light alternative to beer. Most, but not all, seltzers are made with a mixture of carbonated water and malt-based alcohol.

The rise of Whiteclaws

In 2016, White Claws and Trulys were introduced to the world. The #clawlife went viral. The COVID-19 pandemic only added fuel to the fire, causing RTD beverage sales to increase by 43%. From March 2020 to May 2021, the alcoholic soft drinks industry earned $4.5 billion in sales.

Cocktails

Gin and tonics/Vodka sodas/Vodka-based seltzers

Brands realized they needed to move toward a premium beverage model. The RTD cocktail market benefited from craft brands that focus on producing high quality drinks. It will soon be a billion dollar industry, with growth of $584.19 million over the next four years. The best-selling RTD subcategories were old-fashioned whiskey, margaritas, mai tais.

Canned wine

The latest entrant into the RTD industry is canned wine. Not only has it added an element of fun and accessibility that was previously missing, consumer response has been overwhelmingly positive. Analysts predict it will be a $500 million industry by 2028.