RTD Alcoholic Beverages - US - December 2014
“Sales in the RTD alcoholic beverage category will grow for the foreseeable future, but this category has a history of up-and-down performances, from the heyday of the launch of wine coolers to the growth of alcopops and flavored alcoholic beverages, and the accompanying demise between the emergence of each. Due to the increased competition from (and consumer interest in) white and dark spirits, as well as other forms of alcohol, this era of RTD alcoholic beverage growth could be its shortest yet.”
– William Roberts, Jr., Senior Food and Drink Analyst
This report discusses the following key topics:
- The RTD alcoholic beverage category should draw inspiration from mixologists and popular cocktails
- Flavor drives Millennial consumers
- RTDs should promote their convenience and premium qualities
The RTD (ready-to-drink) alcoholic beverage market in the US has been enjoying a boon in recent years, fueled largely by the growth in flavored malt beverages. The next several years should see that segment continue to propel the category to new sales heights, levels unseen since the flavored alcoholic beverage and alcopops fad in the early 2000s.
The category’s other two segments (wine coolers and spirits-based prepared cocktails) will provide something of a drag to the overall growth, with each segment seeing sales drops in all but the best-case scenarios.
This report includes RTD (ready-to-drink) premade alcoholic beverages, including wine coolers, flavored malt beverages, and prepared spirits-based cocktails.
This report excludes the following categories, which are covered in Mintel’s Dark Spirits – US, October 2014:
Whiskey/whisky, which includes the following subsegments:
Straight American whiskey, including bourbon and unaged white whiskey (also known as moonshine; the report covers legally sold, unaged white whiskey marketed as moonshine, not the illegally made varieties often associated with the term in various regions of the US).
Blended American whiskey
Brandy and cognac, as well as Armagnac.
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