RTDs
Cheers to convenience As operators benefit from the rising popularity of the RTD, Molly Nicholas explores the different formats and marketing tactics proving popular in the pub scene. OVER RECENT years, RTDs have become an integral part of the pub experience, offering consistency and convenience that caters to the changing demands of patrons. Introducing a new level of versatility, the category gives pub operators the opportunity to stay on top of the latest trends and innovations. While many people might expect drinks to be made fresh in the on-premise, the convenience of the category has earned it a welldeserved place in a late-night environment. Speaking about the benefits of stocking RTDs on-premise, Jimmy Curran, customer experience manager at Kickon Group, explained that quick-serve
from RTD brands to drive volume through their venues. This
drinks help to ease pressure in busy periods.
can be anything from tap support kits, additional mobile service
“[Serving RTDs allows for] fast, efficient and consistent beverage service, as well as flexibility in our offers, opportunities to explore new suppliers and waste reduction. While the
points with draught capability, to bespoke venue fit outs and styling for events.”
hospitality industry is going through a skills shortage, RTDs are a
Shaking up the pub scene
great option.
As consumer preferences continually evolve, RTDs allow pubs
“Seltzers have been on the rise for some time, but we are also
to readily incorporate new innovations and stay in tune with new
seeing RTD cocktails asked for more frequently. The demand for
trends. By embracing RTDs, pubs can appeal to a wide customer
house-made cocktails still very much outweighs RTDs, but lunch
base and stay relevant, but the secret to success relies on an
time meetings and brunches are where these types of drinks play
understanding of which formats are proving popular.
a part,” explained Curran. “We have cocktails on tap and RTS cocktails; the benefit of this is most definitely speed and consistency. It also has a positive effect on spend per head.” With speed of service proving a strong selling point for RTDs in
Spirit-based RTDs are especially prominent in the pub scene, and allow customers to experiment with premium spirits in a convenient and affordable way. “The growth of RTDS, light RTDs in particular, over the years has seen an increased demand for variety of flavour, ABV and
a pub environment, these drinks also require less staff expertise
spirit base,” said Farrow. “Pubs can leverage this by putting RTDs
compared with the creation of fresh cocktails, at a time when
at the forefront, in line of sight for consumers, ultimately making
skilled staff shortages are prominent throughout the industry.
their decision easier.”
Consumers also benefit from the instant gratification of enjoying consistent and high-quality cocktails without the wait. Maxwell Farrow, brand manager at Brookvale Union, says that RTDs give pubs the chance to collaborate with suppliers and producers on enhanced marketing opportunities. “Along with providing variety and increased speed and efficiency, pubs can benefit from an increased level of support
18 | Australian Hotelier
With Beer DeLuxe Albury stocking a wide range of RTDs, senior operations manager Mitch Harris explained which varieties have kept customers coming back for more. “Lower ABV RTDs are the most popular, at around 4.0-4.5 per cent. Brands like White Claw and Billson’s are popular for the range of flavours, and Billson’s for being one standard drink per can. The younger generation are much more open to lower ABV products.
