GROWTH BRANDS

RISING STAR

Though the market is booming , it ’ s also becoming increasingly saturated with brand after brand debuting their own RTDs — making it difficult to compete . So how can a brand stand out on the shelf ? Here ’ s a look at some of this year ’ s crop of Growth Brands winners , and a few ways they ’ ve managed to increase their sales this past year .

TRACKING CONSUMER CULTURE

Since its first marketing campaign in the 1980s , Rising Star winner Absolut has been known for a simple yet effective approach that is both purposeful and cheeky , according to the brand ’ s vice president of marketing Matt Foley . For Absolut , the key to standing out has always involved keeping its finger on the pulse of culture .

“ As a brand born to mix and known for its cocktail mixology , Absolut continues to mix people , cultures and perspectives together ,” says Foley . “ We as a brand are committed to continue to be there for consumers at culturally relevant moments . We think this year people are going to fall in love with the iconic Absolut Cosmo all over again , which mixes history with culture for the brand .”

After seeing the RTD market ’ s massive growth , Rising Star winner Malibu , which like Absolut is owned by Pernod Ricard USA , introduced rum-based cocktails in a can in 2021 . With flavors such as Strawberry Daiquiri , Pineapple Bay Breeze and Rum Punch , the RTDs aim to make consumers feel like they ’ re in vacation mode 24 / 7 .

“ We ’ re constantly staying on top of bringing our consumers convenient ways to enjoy Malibu ’ s hottest cocktails ,” says Foley . “ We ’ re also gearing up for festivals like Stagecoach and Hangout , where Malibu will have activations leading into its next big campaign to dominate summer .”

Rising Star winner Dulce Vida in 2023 launched its tequila-based RTDs in May 2023 . The company focused on sustainability : Dulce Vida ’ s cocktails come in Tetra Pak cartons , which are made primarily from paperboard — a renewable , recyclable , plant-based material .

FAST TRACK

Noting the rising consumer tastes for tropical flavors , ready-to-serve cocktail brand and Rising Star winner On the Rocks Premium Cocktails debuted a new Strawberry Daiquiri flavor in February 2024 . The flavor launched in time for Valentine ’ s Day , with the red hue of the drink matching the holiday ’ s theme color .

The Finnish Long Drink , a long drink RTD brand , pays attention to consumer culture by listening to customers . The Rising Star winner announced this year that it ’ s making the Peach flavor a permanent beverage option .

“ What really convinced us to make it a permanent addition was the feedback we received from consumers ,” says cofounder Ere Partanen . “ They were incredibly persistent and quickly fell in love with the flavor . Our goal has always been to introduce Americans to long drinks , and Peach is a flavor that truly seems to resonate stateside , so what better way to bring even more fans into The Long Drink Family .”

Fast Track winner Monaco Cocktails debuted a brand refresh in 2023 with new monochrome cans , each featuring an emblem stating “ established in 2012 ” within a refreshed logo .

Redesigns such as this help to make beverages stand out more on the shelf and compete against the hundreds of other RTD brands . Fast Track winner Cutwater also updated its look early last year . The new visual brand design provides more clear graphic cues , featuring bold colors and illustrations to showcase flavors and cocktails .

The design displays the ABV front and center and clearly mark the amount of shots in each can .

Other creative changes included a larger logo for easier recognition on crowded shelves and cleaner typography for readability , the company states .

INTERACTING WITH FANS

Staying close with their customer base is a common

22 Beverage Dynamics • Summer 2024 www . beveragedynamics . com