GET READY TO SELL RTDS

A Convenience Drink For Convenience Stores

IF a convenience store exists to offer quick and easy shopping solutions for its customers, then the ready-to-drink (RTD) alcohol category seems custom-made for the industry.

With customers looking for easy options on the go and when preparing for socialising at home, having a strong range of ready-made mixed drinks and cocktails chilled and on hand can be a key addition to a store’s offer.

RTD options can drive footfall and loyal customers, but can also be a useful impulse purchase as people pick up other items on the way home from work.

“RTDs are exceptionally important for convenience stores, as consumers are increasingly looking for better quality but most importantly, ease, from their shopping experience. In fact, research shows that 55% of people will choose to buy a canned cocktail out of convenience,” says Abby Matthews, director of The Cocktail Co.

“The market is one that is only forecast to grow for convenience stores too, with research predicting that RTDs are set to grow by 11.4% in

2023, making it hugely important for stores to ensure they keep up with this rising customer demand.”

To make the most out of your RTDs, it is important to recognise what customers are looking for when purchasing them.

Well-known brands are important for driving sales, with the lower interest in seltzers deemed by some to be caused by a lack of recognition of brands leading to a lack of understanding about the category.

The RTD market is also diversifying as it evolves beyond spirit and mixer varieties to of- fer more nuanced ready-made cocktails as a trade up option that could work well.

“To make the most of the category, retailers should remain focused on the RTD market leaders; brand recognition and flavour profile will help boost sales in their stores,” says Matt Rounding, off-trade sales director at Mark Anthony Brands UK.

“With White Claw being number one in value and volume in the UK for hard seltzers, it is important retailers have a variety of single-can choices available for shoppers.”