POSITIONING AND SELLING RTDS

GIVEN the impulsive nature of many RTD purchases, it’s important to position them prominently among other alcoholic options with plenty of facings to give them added stand out.

“We have a section of RTDs in our beer cave,” says Mandeep Singh, from Singh’s Premier in Sheffield. “It’s something you can easily go

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into overkill with. You need around 10-12 varieties, with a minimum of three facings for each. We sell them in singles, but also multipacks of three as well. They’re all kept chilled.”

Keeping RTDs chilled is essential for sales as many of them will be consumed very soon after purchase. In many instances, the category is quite easy to sell, but there are ways for retailers to make things even easier and simpler for their customers.

“Ensure you have plenty of chilled RTDs in the fridges for the on-the-go opportunity and for taking to parties and gatherings,” says Jo Taylorson, head of marketing and product management at Kings- land Drinks. “Simplify the fixture and organise the drinks by ABV with higher-strength cocktails together, and lowerstrength and lower-calorie ones together.”

For on-the-go purchases, single cans and bottles will be most in demand, but with plenty of summer gatherings expected this year, multipacks are also recommended as customers look for something to take to a garden party, festival or picnic.

“We’re expecting May to be a very big month for RTD cocktails. With three bank holidays in the diary, there are even more opportunities for shoppers to celebrate. Throw in some sunny weather and re- tailers could find it difficult to keep stock on the shelves. Last year’s double bank holiday at the start of June saw nearly double the number of Funkin Cocktails Passion Fruit Martinis sold compared with an average week, so it’s important that retailers stock up,” says Ben Anderson, marketing director at Funkin Cocktails.

“WE sell quite a lot of RTDs. We’ve got around 10 or 12 different varieties stocked in our store. We keep them in the chiller with the beers, ciders and wines. The bestseller is Jack Daniel’s & Cola in a can. Then it’s Captain Morgan & Cola and then it’s the gin & tonics. There’s a Mojito in a can that sells well, too.

“Because we’re a town centre store we don’t want to do too many promotions on alcohol because it can encourage the wrong sort of people. If people want to bulk buy alcohol, they’ll generally go to a multiple. The RTDs basically sell themselves and 90% of the customers who buy them will start drinking them soon after leaving our store.

“I stick with price-marked packs and the top brands – Jack Daniel’s, Captain Morgan, Gordon’s, Southern Comfort and Malibu Piña Colada.”

Product launches

What’s new in RTDs?

SHS Drinks is introducing WKD cans in a range of multipack formats. Launching this spring, 250ml cans are being introduced in WKD Blue four-pack and 10-pack formats, and in WKD variety 10-packs. SHS Drinks believes that the introduction of aluminium cans will open up significant additional usage occasions for WKD. The introduction of WKD cans will have no impact on flavours, ABV or multipack RRPs; the brand’s range of 700ml single glass bottle varieties remains unaltered.

Diageo and Coca-Cola Europacific Partners have partnered up to launch a Jack Daniel’s & Coca-Cola. Made with Jack Daniel’s Tennessee Whiskey and Coca-Cola, the new variety (5% ABV, RRP £2.30) is inspired by the popular bar mix and will replace the existing Jack Daniel’s & Cola RTD can. It is the result of a global agreement struck between the two brands last year and was initially launched in Mexico in November 2022. In the UK, it is also available in a Coca-Cola Zero Sugar variety.

BuzzBallz is a new RTD, launched in the UK last year. Six lines are available to retailers via distributor Hammonds of Knutsford: Choc Tease, Tequila ‘Rita, Strawberry ‘Rita, Lotta Colada, Chili Mango and Espresso Martini. All 200ml balls have a 13.5% ABV with an RRP of £3.75 each. The UK launch strategy is to target 25-to-40-year-olds in urban areas who enjoy socialising while on the go, in the garden or park, and on their way to parties, events and festivals.

Funkin has launched three additions to its Nitro Can range. The Aperitivo Spritz, the Lime Margarita and the Berry Woo Woo all have a 5% ABV and come in nitro cans with an RRP of £2.10. “Last summer, Funkin Cocktails accounted for the top three cocktail lines sold in the convenience sector, and 35% of all RTD cocktail sales, so making sure you’re stocked up with customer favourites as the warmer weather sets in will mean retailers are set up for success,” says Anderson.