Ready-to-drink adult beverages are freeing consumers from the confines of their favorite watering holes—giving them the same freedom that beer drinkers have enjoyed for decades. Newer alternative packaging—cans, boxes, Tetra Pak, etc.—are playing a role as well, as they provide for more convenient and portable options.
And that freedom will lead to growing sales in the ready-to-drink cocktail space because consumers rank it highest among the factors driving purchase intent, says Neilsen.
But the ready-to-drink realm isn’t just for cocktails. In fact, the ready-to-drink space is boosting sales across all alcohol beverage categories, with the emerging malt-based cocktail segment leading the pack in growth, Nielsen says. Annual sales in this segment are up 574%, and malt-based cocktails now account for $4.7 million in annual sales.
Spirit- and wine-based “ready to drink cocktails” are generally available in smaller size packages; they’re also more established and generate larger sales ($62 million and $83 million in annual sales, respectively). And while spirit- and wine-based ready to drink cocktail sales aren’t skyrocketing the way malt-based cocktail sales are, they are growing exceptionally well. They both posted sales growth close to 40% higher in the latest 52 weeks compared with sales from a year ago.
Beyond the Bottle
Importantly, the ready-to-drink trend has broadened how alcoholic beverages have traditionally been packaged. Specifically, cans, boxes and Tetra Paks are steadily growing as popular vessels for ready-to-drink adult beverages. Cans, in particular, are performing particularly well.
In the craft beer category, cans now account for just over 36% of dollar sales, up 25.4 percentage points since the 52 weeks ended April 25, 2015. In terms of dollar sales, canned craft is now an $820 million sub-category, up from $436 million back in April 2015. But cans are no longer just for beer. There are now 22 wine brands that can 386 different wine items and generate more than $81 million in annual sales. A year ago, canned wine accounted for about $46 million in annual sales.
When it comes to occasions, single-serve, ready-to-drink cocktails are tapping into an easy way to quench consumers when they’re relaxing, unwinding, hitting the beach, cooking outside and many other opportunities when they’re away from their favorite bar or restaurant, or outside of their home.
Looking across generations, we see younger adults gravitating toward ready-to-drink cocktails at social gatherings and outdoor activities. And as summer approaches, outdoor picnics, the beach/pool and while traveling/on vacation are popular ready-to-drink occasions among all consumers (32%, 28% and 23%, respectively).
Top Ready-to-Drink Occasions
Consumers are looking for convenience, and ready-to-drink cocktails provide consumers with something they’ve historically had to be at a bar or restaurant to enjoy.
These newer alcohol segments are providing expansion opportunities within the broader alcohol category, manifested in multiple ways:
- New entrepreneurial companies are introducing their brands to the market
- Existing companies are acquiring other brand(s)
- Existing brands in single alcohol segments are extending their name recognition into newer segments to try and become a “power” brand.
Across the board, however, the common bond for success is standing out from the crowd and meeting changing consumer needs.