The ready-to-drink revolution

Are you ready?

By Neel Madsen

According to the latest figures, ready-to-drink (RTD) is the fastest growing beverage alcohol segment globally, with the humble aluminium can taking the industry by storm.

n the last few years, the RTD market has exploded. What was historically the domain of soft drinks, today represents a serious growth opportunity for alcohol brands large and small. Single-serve adult drinks have become incredibly popular, a trend fuelled by changes in consumer behaviour and a thirst for new flavours, more convenience and innovation.

Hard seltzers have now in earnest made their way across the Atlantic from the US. These fruit-flavoured alcoholic sparkling waters have become very trendy. Most often served in cans, they are usually low-calorie thereby tapping into the growing health consciousness amongst younger people, who are also keen on the easy recyclability of this packaging format.

Ready-mixed convenience Cocktails were made for RTD and have indeed been around for quite some time, but now the pre-mixed cocktail is a must have for all brands. Absolut, Bombay Sapphire, Red Bull, Captain Morgan and Bacardi are just some of the many household names that can be bought pre-mixed in a variety of flavours.

The rise and rise of gin naturally spilled over into the RTD market, where there is a lot of pre-mixed choice. One recent launch comes from Jawbox Gin with the introduction of its Classic Gin & Ginger Ale and Pineapple & Ginger Ale flavours conveniently packaged in cans. “With the RTD category booming and Jawbox consumers looking for their favourite gin to enjoy on-the-go, especially in recent times where socialising outside has become the norm, it felt like the perfect time to launch the brand into the RTD category,” said founder Gerry White.

As a first for the usually very traditional whisky industry, Ian Macleod Distillers has brought to market two RTD flavours for its single malt Scotch brand ‘Smokehead’ hoping to make the brand more accessible. The new canned range, which includes Smokehead Mixed with Cola and Smokehead Mixed with Ginger & Lime, will no doubt help persuade consumers new to the world of single malt to try something that was previously outside of their comfort zone.

The sustainable option Wine-for-one formats have been around for years, but such has been the change in perception of the humble can that start-up brand Vinca Wines went directly to can rather than full bottle when it launched earlier this year.

The company’s mission it is to bring organic wine to the market in the most sustainable way, so the founders chose 100% recyclable cans made from 73% recycled materials for their two flavours of wine. The label material used is equally environmentally friendly. Produced by Berkshire Labels, they are printed on Avery Dennison’s rCrush Grape FSC paper, which features a face material that is made with 15% grape waste, with the remaining paper containing 40% post-consumer recycled fibres and 45% virgin wood pulp.

With researchers predicting that the huge growth in RTDs will continue, even more brands will be flocking to the canning line to get in on the action. According to IWSR Drinks Market Analysis, we will see a staggering 15% annual growth globally to 2025.