Doing What Tastes Good - Pernod Ricard Enters RTD Space

Doing What Tastes Good

PERNOD RICARD’S FAN-FAVORITE SPIRITS ENTER THE RTD SPACE, BREATHING LIFE INTO THE CATEGORY

By Terri Marshall

In response to emerging trend and the dramatic rise in popularity of ready-to-drink canned cocktails, Pernod Ricard joins this consumer-driven market. “We knew this would be an opportunity to reach consumers with innovative RTD offerings positioned to meet their desire for quality, convenience and premiumization by the brands in our portfolio,” says Natalie Accari, Vice President, RTD & Convenience. “The ambition with our single-serve RTDs is to provide the same quality cocktails you would find in a bar or restaurant, but with the convenience of a can format.”

Starting with brands Pernod Ricard consumers know and love, the company launched its Malibu Cocktail RTDs replicating summer favorites like Piña Colada and Strawberry Daiquiri. “Consumers responded so well that we expanded our cocktail offerings to Pineapple Bay Breeze and Watermelon Mojito,” says Accari. The new releases provide more simple and delicious cocktails and even more convenient ways to ‘Do Whatever Tastes Good’ while lounging poolside, hanging on the rooftop or whenever and wherever you are. “Building on these fresh fruit and tropical flavors, we’re delivering creative ways for consumers to enjoy their favorite brands in the summer sun, or any season.”

Inspired by an all-time fan-favorite recipe, in March of this year Pernod Ricard released Jameson Ginger & Lime RTD. “When creating Jameson Ginger & Lime, our goal was to make it refreshing, but also to uphold the premium taste and quality our consumers enjoy in one of our most popular signature serve cocktails.” The first-ever RTD for Jameson and first Irish Whiskey RTD in the United States, this tasty cocktail is made with natural ginger and lime flavors and smooth Irish Whiskey. “This convenient offering provides enjoyment for a wide range of whiskey fans and the whiskeycurious consumers,” shares Accari.

For vodka fans, Absolut Cocktails will be up your alley. The canned premium cocktails come in sparkling flavors Mango Mule, Berry Vodkarita and Grapefruit Paloma, plus the newly launched first still cocktail from the brand, Pineapple Martini, delivers on a trending flavor creating a refreshingly smooth cocktail in a can.

WHAT BARTENDERS SHOULD KNOW ABOUT RTDS.

As consumers return to the on-premise, expect to see bars, restaurants, and clubs selectively offering these convenient and enjoyable options that not only taste delicious, but make a great option especially for drinks-to-go, where state laws permit.

“Our innovation pipeline is exploring how we can make ready-to-drink and ready-to-serve cocktails faster and more convenient for bartenders to serve great drinks and enhance their work,” says Accari adding that they expect the RTD category to double in size by 2025 (IWSR).

HOW DO PERNOD RICARD’S RTD BRANDS STAND OUT?

Pernod Ricard’s RTDs reflect the company’s focus on providing consumers with bar-quality cocktails. “We’re very meticulous and meaningful about the innovations we create, down to the liquid development, ingredient selection and testing in order to get to the right final formula.” The company’s dedication to these details is reflected in its recent RTD cocktail launches. “We strive to create an RTD that not only brings a delicious cocktail to life, but also offers a one-of-a-kind experience,” concludes Accari.