RTD
A
thirst
for convenience As the weather starts to heat up, Molly Nicholas explores which trends will drive the RTD category this summer and the ways in which retailers can capitalise on its success.
In the last five years, the RTD category has experienced
“A sign that RTD is having its moment is that
significant growth and now represents a large chunk of
big name players in beverage like Asahi and Beam
alcohol sales in Australia. As consumers increasingly
Suntory are re-investing big in the game.”
seek convenience, RTDs have captured the attention of global giants and independent producers, catering
Sipping on success
to a wide array of consumer preferences and making
As the category continues to evolve, producers are
them a go-to choice for many.
uncovering endless possibilities when it comes to
“The RTD market is thriving on diversity. On one end,
“The RTD category continues to grow, fuelled by an
new formats and flavours. Having sold more than 4.5
ever-increasing range of both known and new brands
million cans worth more than $19 million, Hard Fizz
there’s a focus
offering a convenient drink, for the most part in a
is Australia’s highest ranked independently owned
330ml can, at around four per cent ABV,” said Tom
alcoholic seltzer by value, and a frontrunner in the
on health and
Dusseldorp, Chief Marketing Officer at Australian
RTD space. CEO Wade Tiller spoke about the ever-
Vintage Limited (AVL).
changing landscape of the RTD category.
“The category spans spirits, cocktails, and more
“There is a lot of growth and excitement in the
recently wine-based drinks, loved for their delivery
RTD category in a lot of different ways. Making up the
of refreshment, convenience and taste.”
RTD category you have seltzers for the third summer,
Matt Sanger, Founder and Managing Director of independent canned cocktail maker Curatif, has been in the market for four years and watched the category go from strength to strength.
wellness with low-calorie, no sugar options. On the other,
which has consolidated and has strong brands which
consumers are
are travelling well.
looking for bold
“You have your high ABV light RTDs through big brands like Suntory, which has really revitalised and
flavours and
“Current research shows that Australians’
brought a lot of innovation to that space. You then have
higher ABV.”
consumption of alcohol has been on the rise in general.
brands like Billson’s, which has released nostalgic flavours
Vanessa Wilton,
RTDs are a big part of that spike, with significant
and injected a heap more excitement and growth.”
Co-founder and Creative Director, Manly Spirits
growth over the last few years, to the point we’re now experiencing record highs in the category. 58 | National Liquor News
As customer needs evolve, Australian and international brands compete to bring new innovations
