Grab and go!

growth, and ultimately recruiting new consumers to the category and consumers are eagerly embracing these convenient and refreshing drinks. While RTDs have managed to make inroads year-round, they have made a particular impact through the summer months as the demand continues to surge in the face of warmer weather and presence of outdoor events. Over the past 12 weeks, the segment is +10%* compared to the previous year. We look at the thriving RTD market, focusing on the performance of key brands and their impact on the industry.

*Value Sales L12Wks

Source: Collected EPOS data to 21 May 2023

A dominant force in the RTD category

Richmond Marketing has emerged as a pivotal player within the RTD category, solidifying its position as the second largest RTD supplier with an impressive 18% value share** with industry leading growth of 2% points during this period. Richmond’s expanding portfolio showcases its commitment to meeting consumer preferences, as they recently welcomed White Claw alongside its existing popular o erings like Four Loko and Kopparberg. Notably, three of Richmond’s RTD brands currently rank within the top 10, demonstrating its consistent ability to recruit leading brands.

**Supplier value share L12wks

Leading the growth charge

Among RTD brands, Four Loko has emerged as a considerable player in the category in just two years since its launch into Ireland. It was built into infamy amongst Irish consumers who recognised the brand from time spent in the US on their “J1s”; Four Loko’s launch into the market has challenged the category with its unique proposition as their single unit, large format (440ml) 8.5% cans catering to new, high tempo drinking

In the last 12 weeks, Four Loko has witnessed a remarkable surge in value sales, experiencing a staggering +118% growth