Rising Star
Rising Star
Margarita and Paloma offerings to tap into the at-home entertaining occasion , where all you have to do is add ice and enjoy ,” says Needham of Tequila Cazadores . “ This comes in addition to our portfolio of tequila-based ready to drink canned cocktails that launched in 2021 .”
With the explosion in RTD SKUs , standing out in the category has become harder .
“ We are really fortunate to have great packaging ; when we hang out in stores to watch consumer behavior , we see that they are immediately drawn to the shaker-shaped bottle and its beautiful design elements ,” says Chao of Coppa Cocktails . “ In addition to the shaker having great eye-appeal , it clearly signals that there is a cocktail ready to go inside ; then , the simplicity of the instructions on the package — ‘ Just Add Ice ’ — is a compelling draw to trial .”
Spiking popularity in RTDs has given rise to a wide variety of styles , including spirits-based , wine-based , and flavored malt beverages .
“ In April 2023 , el Jimador in partnership with Pabst Brewing Company will introduce an el Jimador FMB ( flavored malt beverage ) in select markets ,” says Ostos of Brown-Forman . “ el Jimador FMB will launch regionally in a 12-pack variety pack containing four flavors : Lime Margarita , Grapefruit Paloma , Pina Coconut Margarita , and Orange Sunrise .”
When it comes to wine RTDs , a clear leader is BuzzBallz , which attracts a lot of attention as a grab-and-go item .
Fast Track
“ Our wine-based BuzzBallz Chillers are top-selling items for us , especially in convenience ,”
Bouldin says . “ We have five of those flavors ranked within the top 25 wine items in the U . S ., according to U . S . Convenience Nielsen data from 2022 , including the number one and two spots held by our Choco Chiller and Lime ‘ Rita , respectively . The Choco Chiller is the # 1 top-selling RTD in convenience as well .”
All manners of brands and producers found their ways into this space in the last 12 months .
“ With whiskey holding the position as the fastest-growing RTD spirit base by + 347 % in 2022 — including a strong demand for whiskey-forward cocktails — Jameson introduced a range of RTD Jameson cocktails , including Jameson Ginger and Lime and Jameson Lemonade and Cola ,” says Radojewski . “ Both simple-serve recipes were received positively by consumers , and served as an approachable way for whiskey-curious drinkers to enter the portfolio .”
ON-PREMISE RETURNS It ’ s no secret that many beverage alcohol retailers have seen some form of decline in their bottom lines in recent months . Why ? Threefold . With on-premise shut down or hampered , the pandemic brought unsustainable growth for off-premise . Nowadays , inflation has consumers watching their wallets more closely . And the post-
With whiskey holding the position as the fastest-growing RTD spirit base by + 347 % in 2022 — including a strong demand for whiskey-forward cocktails — Jameson introduced a range of RTD Jameson cocktails , including Jameson Ginger and Lime and Jameson Lemonade and Cola .
– Johan Radojewski , Vice President of Marketing at Pernod Ricard USA
Summer 2023 • Beverage Wholesaler 19