34 CATEGORY FOCUS RTD Beverages
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RTD Beverages Breakfast
Ready to rock Achieving impressive growth during the past 52 weeks, spirit ready-to-drink (RTD) beverages have been driving category growth at +57% value MAT. With that in mind, it’s worth checking out the different brands and ranges available to ensure you don’t disappoint customers on the hunt for no-fuss premium refreshment, cold from the can. Gillian Hamill reports
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t’s an exciting time for the ready-todrink alcoholic beverages sector, which is currently evolving to include a wider array of more experimental and sophisticated offerings. According to IWSR Drinks Market Analysis, “from flavour to function, the RTD category, including hard seltzers, is growing as consumer demand for convenience is growing at an ever-increasing pace. “Driven by factors such as wellness, cocktail culture, quality ingredients, premiumisation, daytime and outdoor consumption, RTDs have evolved to capture key consumption trends,” the IWSR states. “While currently the top three markets make up over 70% of global RTD volumes, emerging markets are quickly scaling up to keep pace as younger generations demand on-the-go products that don’t compromise on taste,” the analyst adds.
Ideal for Gen Z Beth Bloom, associate director of food and drink at Mintel, is also positive about the development of RTDs. “The category, which includes FMBs (flavoured malt beverages), prepared spirits-based cocktails, and wine coolers has seen recent strong innovation, moving it further away from the cloying alcopop realm and toward a more acceptable option that offers versatile flavours and formats for a wider array of occasions,” she says. Other options included within the category include hard coffees, hard teas, and hard kombuchas – so there is certainly plenty of choice on offer, including products which are ideal for ‘Generation Z’ health-conscious consumers, who want something that fits in with their healthy lifestyles and focus on wellness. Writing in Food & Wine, Mike Pomranz took a closer look at the IWSR data and its
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prediction that in the US market, hard seltzer and other ready-to-drink beverages will actually surpass wine by the end of this year by volume terms.
Growth during pandemic According to the IWSR data: “Not only did RTDs post double-digit global growth in 2020 (+26.4%), it was the only beverage alcohol category to grow at all during the Covid crisis, resonating with consumers across all demographics, and driven by the trend for convenience, refreshment, and flavour.” The report also states that near identical global growth is expected for 2021. Mike Pomranz adds the interesting observation that in the US market, while brewers across the country have been forced to shift gears to hard seltzers to keep up with consumers’ rapidly changing tastes, winemakers may now be forced to do the same. “Given the growth of this trend and the need to stay relevant, innovation within the wine industry is starting to quicken pace in regard to non-traditional wine options,” according to Brandy Rand, COO of the Americas at IWSR. “Several winemakers have already invested in the ready-to-drink space,” he adds, with the introduction of options such as wine spritzers. “While there are some positive growth trends within the traditional wine segment, for many owners, having brand extensions that meet these changing consumer needs is a smart marketing strategy.”
Premium at-home experience In Ireland, at a time when some consumers are still cautious about entering bars and
others are not yet fully vaccinated, there is a clear demand for convenient cocktail at-home options that involve no fuss but still deliver a premium, luxury experience. In fact, recent data shows the growth of the RTD category in Ireland has exploded over the last 52 weeks with spirit RTDs driving the growth at +57% value MAT. Over the next few pages, we highlight some of the innovative new choices that are making a splash in this growing sector.
Scaling the heights! Seven Summits is Ireland’s first premium, naturally produced hard seltzer. Initially available in three flavours, the range is naturally brewed providing a unique difference to other hard seltzers available today. Produced in association with the Whitewater Brewing Company, one of Ireland’s leading craft breweries, Seven Summits draws >>
The Seven Summits hard seltzers are naturally brewed and available now in three flavours; Wild Berry, Lemon and Mango
