![]() Some journalists attributed the rise in popularity of bar-like RTD cocktails canned packaging to the vibrant and creative packaging, which is particularly attractive for social media-savvy millennials. Many publications noted that RTD cocktails are the fastest-growing alcohol beverage category in the US market, especially during lockdowns: Covid-affected period saw an increase of 86.8% year-over-year growth for all RTD cocktails, opposed to 21.5% pre-Covid. We found that canned cocktails were dominating the RTD media conversation: Our media list included top mass media outlets like Reuters, the New York Times, Forbes and the Guardian, as well as leading industry publications such as The Spirits Business, Beverage Dynamics, Beverage Daily, BBC Good Food and Food & Beverage Magazine. ![]() To see how the RTD trend is unfolding in the media, we analysed 595 English-language articles published between March-August 2021. The category has already outpaced the spirits volume and is likely to surpass wine by the end of 2021. And the numbers tell the rest: as per the latest report of IWSR Drinks Market Analysis, total beverage alcohol consumption in the United States improved 2% in 2020, marking the largest volume gain since 2002, with the RTD category recorded growing 62.3%. ![]() Whether to position a product as great for going out and staying late or as part of a healthy lifestyle (two things that often are mutually exclusive) can make all the difference.īut RTDs are now positioned not only to resonate with consumers’ ever more health-focused lifestyles and their increased demand for low- or no-alcohol drinks but to actually inspire them to be even more health-conscious. In public relations terms, this is a nice illustration of the importance of positioning – the place that a certain product occupies in the minds of the consumers. However, they are now positioned as better-for-you, craft, premium, and offering a sophisticated array of flavour profiles, with a focus on natural ingredients, canned formats, and Instagram-friendly brand identities. The story of RTDs started in the 1990s and early 2000s, when they were marketed as suitable for partying. ![]() In fact, it has been the fastest-growing category in the beverage business. Predominantly focused on the younger market, RTD has undergone a resurgence, with diverse new product developments and carefully styled packaging. However, there is one recent trend in the food and drink sector that is increasingly viewed as the saviour of the global alcohol beverages industry: the ready-to-drink (RTD) category. The decline in consumption has been in line with developments in other segments of the food and drink industry which have been influenced by the growing popularity of the health and wellness megatrend – good examples that we’ve recently analysed are the meat substitutes market and the plant-based beverages market. We suggest that media analytics could help PR teams reach their target RTD audience of millennials by tracing how the health and wellness debate evolves, reimagining their brands as part of the solution in terms of alcohol moderation and identifying the white spaces in the yet underexploited sustainability debate.Īlmost every media discussion around alcohol-related topics starts with the fact that alcohol is going out of fashion for young generations.Our analysis found that Diageo and Anheuser-Busch were the corporate brands with the biggest impact on the media debate, while product brands such as White Claw, Smirnoff and Jim Beam emerged as most prominent.As alcohol consumption is going out of fashion for health-conscious young consumers, RTDs like canned cocktails and hard seltzers are becoming the fastest-growing category in the beverage business, with brands positioning them as better-for-you products.
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