SUMMER OF RTD’S

occasions. In the last 12 weeks, Four Loko has witnessed a remarkable surge in value sales, experiencing a staggering +118% growth YoY. This outstanding performance has earned Four Loko the distinction of being the fastest-growing RTD brand in the Top 25. The brand’s ability to capture consumer interest and loyalty reflects the growing appeal of this unique brand as they continue to refresh their range with innovative flavour o erings.

Making waves in the RTD scene

Since joining the Richmond brand family in March 2023, White Claw has generated considerable buzz within the industry. A revolutionary brand, White Claw disrupted the RTD category in the US when it launched in 2016 with an entirely new tasting hard seltzer - rapidly growing in popularity with consumers to become the number one hard seltzer brand in the US in 2019. Its success in the US can be attributed to the innovative nature of the product, its alignment to evolving consumer tastes and demands coupled with its e ective marketing strategies.

and as the hard seltzer sponsor for music festivals Forbidden Fruit and Mother Block Party. Later this summer the brand will continue the trend with activations at All Together Now and Electric Picnic capturing the attention of Irish consumers. The early signs of success are evident, as White Claw has achieved a +6% growth*** heading into summer. This upward trajectory highlights the brand’s ability to resonate with consumers and establish a strong foothold in the competitive RTD market.

*** Volume sales L4wks

A resurgent player in the RTD landscape

Ranked as the tenth-largest RTD brand in the market*, Kopparberg has witnessed a resurgence in recent times. Kopparberg originally rose to fame o the back of their hugely successful Strawberry & Lime fruit cider. Building on their “Famous for Flavour” pillar, they expanded into Strawberry & Lime Gin RTD cans which have experienced a remarkable +16% growth*. Kopparberg’s ability to tap into consumer preferences for unique flavours and refreshing options has contributed to their renewed success, reinforcing their relevance in the everevolving RTD landscape.

industry, it will be critical to ensure the right RTD space and range is allocated behind the bar to capitalise on this growing trend.

While summer continues to be a key trading period for RTDs, these brands will all take aim at maintaining sustained sales and consumer attention year-round as RTD beverages become a staple choice for consumers in the alcohol category.

**Supplier Value Share L12Wks

***Volume Sales L4Wks

Source: Collated Epos Data to the 21 May 2023

Bringing the Buzz back to RTD’s!

The Slattery Group recently launched the American sensation BuzzBallz Cocktails into the Irish market. The brand has fast become the fastest growing brand in the RTD section. With growth of over 400% year to date.

The consumer response has been amazing in both the on-trade and otrade.

As a growing segment of the Irish population focus more on health and wellness, White Claw is perfectly primed to tap into the growing demand for healthier alcoholic beverage options. White Claw delivers a balanced, refreshing taste that’s only 95 calories per 330ml can, creating an alternative for traditional beer and cider drinkers.

Committed to pioneering the betterfor-you drinking experience, the brand has shown its commitment to consumer activations showing up in key summer music venues Musgrave Park, Fairview and Malahide Castle

The RTD category is thriving, propelled by a growing demand for convenient and refreshing beverages. Key players like Four Loko, White Claw, and Kopparberg are at the forefront of this dynamic market, capturing consumer attention with their innovative o erings. As the upward trajectory of RTD sales are expected to continue, presenting exciting growth opportunities for both established brands and emerging players in the

According to Karl Slattery, managing director of Michael Slattery Wines & Spirits, BuzzBallz have brought fun, novelty and much needed excitement into the entire drinks trade.

“This is something di erent from the other brands. The liquid tastes brilliant, the variety is amazing, and I think consumers appreciate that they are getting a quality cocktail in a unique package at a great price,” he said.

BuzzBallz Cocktails are available in six flavours; Strawberry Rita, Tequila Rita, Espresso Martini, Choc Tease, Chili Mango and Lotta Colada. All of these variants are produced with premium spirits, real fruit juices, natural flavours and ingredients. Unlike most pre-mixed ready-to-drink brands BuzzBallz are produced at barstrength (13.5% ABV).

Buzz Ballz is retailing at €5 per ball and is situated beside the other ready to drink alcohol premixed drinks in store. Ideally, they are situated in the store fridge so they can be enjoyed cold for optimal refreshment. n

There are now at least 37 distilleries on the island of Ireland producing Irish gin via over 70 brands. The Irish Gin Strategy 20222026 from all-island trade body Drinks Ireland|Spirits details how Irish gin and gin itself has experienced a number of years of very fast growth here, where sales soared. For example, between 2014 and 2020 the category grew by 184% with sales approaching 340,000 nine-litre cases in 2019. But that ‘boom’ has slowed of late, with 2022 the first year that gin sales in Ireland declined to 316,000 cases as a direct result of the pandemic.

As the on-trade reopened and global travel recovers, gin has showed recovery and Drinks Ireland|Spirits’ new strategy details plans to drive strong and sustainable growth in the years ahead. According to the strategy report, “Forecasts for the next fouryear period suggest that the growth in gin and Irish gin has not ended and while unlikely to be as strong as the 2014-20 period the category will continue to grow and the decline in 2020 will, in our view, come to be seen as a Covid-19-related blip”.

Gin grew by volume in Ireland by 7.7% last year and currently represents 14% of all spirits by volume here, down only very slightly from 2020 when gin’s market share was 14.1% according to IWSR data. In case you thought gin had peaked, IWSR forecast that the