![]() The increased number and variety of RTD options on the market has fueled the category’s growth, which has inspired even more brands to launch RTD products.ĭespite the plethora of offerings, however, one brand, High Noon, continues to dominate the category. The RTD share of sales in the spirits category on Drizly is up from 5.6 percent in 2022, 4.2 percent in 2021, and 2.7 percent in 2020. Within the spirits category, RTDs account for a 6.2 percent share of the spirits category in the past 12 months, making it the fourth-largest category after whiskey, vodka, and tequila. Though the overall share of sales on Drizly is relatively small, Drizly consumers are showing an affinity for RTDs. The market research group found that in 2022, the volume sold of premium RTDs rose 38 percent. According to IWSR Drinks Market Analysis, this reflects both people who are trading up from hard seltzers and the preference for bar-quality cocktails that may come with higher ABVs. The average unit price of RTDs on Drizly over the past 12 months is $13.80, up 9.5 percent from the $12.60 average sale price seen the previous 12 months. While RTDs can range from full-strength cocktails to lower-ABV options that can compete with hard seltzers, premiumization has defined the trajectory across the board. “The RTD category has grown from less expensive offerings made with artificial ingredients and neon colors to cocktails made with natural flavors and premium spirits,” says Kelly Gasink, the co-founder of Austin Cocktails. Today’s RTD cocktails have come a long way from decades-old predecessors like wine coolers and malt-based hard lemonades, and stand out from the fermented malt beverages and hard seltzers that also had a moment in the early pandemic years. They offer controlled ABVs and consistently taste delicious.” “Canned cocktails are a convenient and quality solution for cocktail lovers,” says Earl Kight, the co-founder and chief sales and marketing officer for Cutwater Spirits. RTD cocktails, tracked separately, also saw 61 percent growth. By mid 2022, according to NielsenIQ, the dollar growth of spirits-based hard seltzers was another 73 percent year-over-year. According to NielsenIQ, year-over-year off-premise dollar sales from 2020 to 2021 increased 156 percent for spirits-based hard seltzers for the 52-week period ending October 2021, and sales for RTD cocktails grew 126 percent. alcohol market, RTD sales started to see rapid acceleration in the early pandemic years. “Though it is difficult to say for sure, the correlation between the rise of ready-to-drink share with the declining share of hard seltzer in the past year is clear,” says Liz Paquette, Drizly’s head of consumer insights.Īcross the U.S. Comparatively, the hard seltzer category accounted for a 2.7 percent share of total sales in the past 12 months, compared to 3.4 percent in 2021 and 3.6 percent in 2020. That’s up from 1.9 percent in 2021 and 1.1 percent in 2020. ![]() In the past 12 months, RTDs accounted for a 2.8 percent share of total sales on Drizly. With even more brands and SKUs on the market, and as demand for hard seltzer levels off, RTDs are poised to have a bright future. And it doesn’t show any signs of slowing down. Over the past three years, few categories have seen more stratospheric growth than ready-to-drink (RTD) cocktails, driven by consumers’ desire for high-quality, easy-to-enjoy, highly portable cocktails. ![]()
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