RTD
The RTD Renaissance Diversification of flavours, higher strengths, and canned cocktails reflect a competitive category that has reached maturity, writes Seamus May.
The RTD category continues to go
A congested category
from strength to strength, with IRI data
As ever, growing categories tend to attract
focussing on include the desire for a lower
confirming the market continues to
new market entrants, and the RTD sector is
alcohol drink that fits the lifestyle of people
outperform, valued at $3.9B.
increasingly competitive.
who care about what they put into their
“The trends Tattoo Me Cooler are
Premium products, new entrants and
In a presentation at the recent Bloody
incremental growth all suggest that the RTD
Big Drinks Summit, market research
“Our hard seltzers are sugar free, gluten
category is firmly in the ‘resurgence phase,’
organisation Snooper discussed that brand
free and vegan friendly, while having fewer
according to a number of analysts including
loyalty amongst drinkers of hard seltzer
than 85 calories, and an alcohol content of
IRI and IWSR.
was low.
only 4.5 per cent.”
bodies,” O’Brien said.
Hard seltzer now represents the largest
“48 per cent of our shoppers would
Saintly is another brand hoping to
growth generating segment within the
actually pick a different brand during their
capture the custom of conscious drinkers, as
category, with bourbon and North American
next visit to the shop,” said Laurie Wespes,
Co-founder Kieron Barton explained: “Our
whiskey RTDs in second place, while gin is
Snooper CEO, during the presentation.
purpose as a brand is to meet their need
third. Dark spirit RTDs still lead in terms of
So how are brands vying for customers
for healthier, bang-on trend drinks, that
total value, but NPD in the seltzer space has led
in an environment where drinkers are likely
never compromise on taste and flavour and
to that segment to become the fastest growing.
to jump from product to product?
consistently deliver incredible refreshment.
The RTD sector is now also home to a
One well-trodden path is to firmly pursue
“We are passionate about serving Aussies
diverse collection of styles and offerings to
the ‘better for you’ buyer, as new entrant
full-flavoured and incredible tasting drinks
suit consumers of all kinds: ranging from
Tattoo Me Cooler has demonstrated. The
without the calories, the sugar, or carbs.”
the sweet and strong, to lighter expressions
brand was founded late last year by Helen
that sit firmly in the ‘better for you’ space.
O’Brien of winemaker, Kangarilla Road.
38 | National Liquor News
Another success story in the RTD category is Ampersand Projects, which
