In the past, many restaurants and bars wouldn't think of selling RTD adult beverages. Now we can find them everywhere -- both on and off premise -- and they account for 10 percent of beverage alcohol sales, according to NielsenIQ's Kaleigh Theriault, who spoke at ECRM's On & Off Premise Adult Beverage Session earlier this month.
Hard seltzer RTDs really took off during the pandemic, but they have reached their maturity and sales of the segment are starting to decline as consumers shift to RTD spirits-based cocktails.
Convenience is a big factor for this. Off premise, these RTD cocktails free up consumers from the tasks of mixology and enable them to have a variety of flavors with a simple trip to the grocery store. On premise they help provide faster service to guests and free up bartenders to spend their time unique signature creations.
Even big brands that have traditionally not been in the Bev Al space are trying to get in the game, such as Dunkin' Spiked tea, Ocean Spray Cranberries' collaboration with Absolut, and Minute Maid Spiked wine cocktails. However, with so many new products launching, consumers are starting to experience flavor fatigue.
Because of this, we can expect to see some of the newer innovations with hot, sweet and savory flavors taking off as consumers look for alternatives to the fruity flavors that have been the mainstay of RTD cocktails for years.
Next year's On & Off Premise Adult Beverage Session will be held August 24-26 in Palm Beach Gardens, Fla. Click here for more details: ecrm.marketgat...
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Негізгі бет RTDs Now 10% of the Adult Beverage Category & Growing | Interview with NIQ's Kaleigh Theriault
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